Freelancer profile translated to English.

Description

I open up perspectives: for people. For brands. For markets.

I stand for hands-on marketing expertise. I most recently held responsibility for developing marketing organizations – including interim and consulting mandates – for the IT system house ACP (2022) and two fintechs.

For O2 Germany, I helped shape the market launch of various technology offerings. With easyCredit, I increased annual revenue by 25% with a newly conceived campaign – while simultaneously reducing the media budget. The relaunch of the brand family and corresponding marketing led to the most profitable years in PlanetHome's company history (UniCredit Group). At ACP, I laid the foundation for supporting long sales cycles with field and inbound marketing through the cross-border relaunch of the homepage and the establishment of new lead management processes. AI tools are part of my daily practice.

I serve: Organize marketing, ensure execution.

When it needs to be done: Immediate operational relief.

I dive directly into your day-to-day business without a long onboarding period. My experience in corporations, medium-sized businesses, and startups allows me to quickly adapt internal company processes and ensure smooth workflows with your stakeholders.

When an external perspective is needed: Strategic sharpness & fresh impulses.

My cross-industry expertise in marketing strategy and business development enables me to break existing patterns in marketing and establish proven mechanisms from other markets directly in companies to open up new growth areas.

When teams & stakeholders need stability: Security in times of change.

With my Servant Leader attitude and my training as a systemic coach, I support employees and organizations in remaining high-performing, even under pressure.

# Let's talk.

Industry field of expertise

Languages

German
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

München (up to 50km), Frankfurt am Main (up to 50km), Hamburg (up to 10km), Berlin (up to 10km), Nürnberg (up to 10km)

Markenkern.io
Interim Marketing Manager for medium-sized service companies: B2B, B2C, B2B2C.
July 2022 - Today (4 years)
München, Germany
Organize marketing, ensure execution.
If tasks are falling behind due to restructuring or absence, I support your team as an interim manager: from analysis and strategy to creative campaign ideas, text creation, and video production.

Strategic Marketing:Development of marketing strategies, market and trend research, value proposition design, performance steering, business transformation.
"I would particularly like to highlight his ability to argue and define strategic insights cleanly and translate them into creative storytelling. With his outstanding understanding of customer and sales needs, Andreas was also an impetus for sales processes." | Dr. Ulrich Erxleben, CEO of SMACC

Campaign Management:From campaign strategy to service provider briefing and steering the creative process to media planning and production of print products and digital assets. Supporting long sales cycles with field and inbound marketing.
"With tireless energy, Mr. Laufert drove the development of cross-company marketing and joint storytelling. ... the introduction of inbound marketing for the ACP Group, the cross-border relaunch of the homepage, and the establishment of lead management processes ..." | ACP Holding Deutschland

Brand Management:Development of brand identity & positioning, brand experience management, brand controlling.
"... Andreas Laufert, with the advertising agency he managed, developed a successful advertising campaign that, along with other measures, resulted in a 25 percent increase in sales in the first year of implementation compared to the previous year and also led to sustainable acceptance for the easyCredit brand in the sales channel of the Volksbanken Raiffeisenbanken. Despite the reduction in the media budget compared to the previous year, the campaign led to a continuous increase in aided brand awareness to 86% today..." | easyCredit
Inbound Marketing Campaign Management Marketing Strategy Brand Management B2B Marketing
ACP Holding Deutschland GmbH:
Head of Marketing & Communications [B2B, B2G]
DIGITAL AND IT
June 2020 - June 2022 (2 years)
München, Germany
IT System House, Target Audience: SMEs, School Authorities, Offices and Schools

Marketing Strategy, Brand Management, Campaign Management (offline, online), Content Production, Events (offline, online), Corporate Communications, In-house Creation.

Building Team and Infrastructure:
Built Central Marketing Team: Established team structure, processes, and foundation for national scaling within two years. Integration of regional marketing teams, leadership and development of 5 employees, plus functional leadership of 12 employees in regions.
Developed and implemented cross-border marketing infrastructure projects: from lead management processes, marketing automation, and campaign blueprints to the homepage relaunch.
Successfully acquired marketing budgets from IT industry partners for the execution of measurable sales campaigns.
Inbound Marketing Brand Management B2B Marketing Campaign Management Marketing Strategy
Andreas Laufert
Independent Management Consultant Marketing and Brand Management
January 2019 - May 2020 (1 year and 4 months)
Munich, Germany
Marketing consulting and asset production for SMEs, often in cooperation and under the label of partners.

Strategic Consulting
Development of Go-to-Market Strategies
Concept Development for Campaigns
Concept Development for Events
Concept Development for Cross-Media Storytelling
Client Pitches
Production Control
Marketing Strategy B2B Marketing Brand Management Campaign Management Marketing Consulting