Freelancer profile translated to English.

Description

International E-Commerce and Brand Executive with over 18 years of experience in fashion, lifestyle, and consumer brands. Focus on omnichannel growth, digital transformation, and strategic brand development. Entrepreneurial consultant & interim positions since 2020. Operative and strategic.

Languages

German
Native or bilingual
English
Fluent

Workplace preferences

Remote only

Primarily works remotely

Avantgarde Marketing Consulting LLC
Fractional CMO | Interim Head of Marketing | Brand & E-Commerce Growth
September 2020 - Today (5 years and 9 months)
As an external C-level marketing expert, I support consumer brands and e-commerce companies in building and scaling their marketing organization, brand strategy, and digital growth initiatives.

I often take on fractional or interim leadership roles, e.g., as Head of Marketing, Marketing Director, or external CMO – both project-based and for longer mandates.

Selected projects and mandates:

• Rituals Cosmetics – Strategic consulting in marketing and e-commerce, including Brand Roadmap, CRM and newsletter strategy, social media strategy, UX optimization, and e-commerce category management
• Lampenwelt / LUQOM Group – Senior Marketing & E-Commerce Consulting, including B2C communication strategy, CRM and performance campaigns, and restructuring of the social media strategy
• LERROS – Interim Head of Marketing focusing on brand positioning, e-commerce category management, CRM, and content strategy
• Start2Group – Mentoring and strategic support for founders and high-growth companies

Key areas of my work:

• Brand Strategy & Positioning
• E-Commerce Growth & Digital Business Models
• CRM & Lifecycle Marketing (e.g., Klaviyo)
• Performance Marketing & Social Media Strategy
• Building and transforming marketing organizations

Over 18 years of experience in fashion, lifestyle, and consumer brands with a particular focus on combining brand building, data-driven marketing, and e-commerce growth.
ESPRIT
VP - Head of Brand Development (Global Marketing)
FASHION AND COSMETICS
February 2018 - September 2020 (2 years and 7 months)
Ratingen, Germany
Responsible for global brand strategy and the development of international marketing concepts for one of Europe's largest fashion-lifestyle brands.

• Development of global marketing and brand concepts in close collaboration with C-level executives (SVP, CBO, CPO)
• Development of consumer-oriented campaigns and storylines for international marketing calendars
• Brand guardian for all global consumer touchpoints and marketing assets
• Management of international creative agencies and partners
• Consulting internal business units, product divisions, and licensing partners on brand and marketing issues
• Initiation of new marketing and innovation projects for brand development
Lerros Moden GmbH
Brand Director
September 2021 - September 2024 (3 years)
Düsseldorf, Germany
Responsible for the strategic development of the brand and the management of all marketing and communication measures with a focus on e-commerce, retail, and omnichannel.

• Development and refinement of brand positioning and definition of brand strategy
• Planning and implementation of integrated marketing campaigns across all channels (online, CRM, social media, retail)
• Development and enhancement of e-commerce category and content strategy
• Development of CRM and lifecycle marketing measures (newsletters, promotions, customer reactivation)
• Management of agencies, creative partners, and internal teams
• Development of content and campaign concepts for new collections and seasonal marketing themes
• Close collaboration with e-commerce, product development, sales, and retail to ensure a consistent brand and customer experience
• Optimization of the customer journey and strengthening of brand perception across all touchpoints