Freelancer profile translated to English.

Description

I help digital products measurably increase retention, customer lifetime value, and lifecycle performance – with a clear focus on sustainable growth.

Available for CRM audits, lifecycle strategy projects, and fractional CRM leadership.

My focus is on retention strategy, lifecycle architecture, marketing automation, and experimentation frameworks that enable sustainable growth across the entire customer lifecycle.

I work closely with product, marketing, data, and CRM teams, combining strategic clarity with operational execution – including in a steering or fractional leadership role, if needed.

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Typical Projects

• CRM & Lifecycle Audits

• Retention Strategy & Roadmap Development

• Segmentation and CDP Strategy

• CRM Transformation & Scaling Marketing Automation

• AI-powered Content Optimization

• Fractional CRM Leadership

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Typical Starting Point

Many projects begin with a CRM & Lifecycle Quick Audit (1 week):

A focused analysis of setup, journeys, and segmentation – including clear priorities and concrete next steps.

(Typical scope: 2–4 days)

Industry field of expertise

Languages

German
Native or bilingual
English
Fluent

Workplace preferences

Remote only

Primarily works remotely

Greentube GmbH
Senior Online Marketing Manager (Account Lead Swiss Market)
DIGITAL AND IT
June 2024 - September 2025 (1 year and 3 months)
Vienna, Austria
Responsible for acquisition and commercial performance in the Swiss market, with a clear focus on improving retention and customer lifetime value.
Analysis of customer behavior, cohort performance, and campaign data to identify key drop-offs and growth/optimization potential along the entire customer lifecycle.
Development and implementation of strategies to increase activation, retention, and long-term customer value by specifically improving acquisition quality and its impact on downstream performance.
Preparation of structured analyses and derivation of concrete recommendations for action to support data-driven decisions in marketing, product, and growth teams.
Conversion Optimization Budget Planning Communication Growth Marketing Customer Lifecycle Management
Greentube GmbH
Head of CRM
DIGITAL AND IT
December 2021 - May 2024 (2 years and 5 months)
Vienna, Austria
Responsibility for CRM and lifecycle marketing across multiple brands, including retention strategy, lifecycle performance, and cross-channel execution.
Conception and implementation of data-driven lifecycle programs (email, SMS, push, in-app) with Optimove, which increased VIP retention by 22% and Day-30 retention by 15%.
Increase in Customer Lifetime Value by +13% year-over-year by redesigning segmentation, improving personalization, and scaled marketing automation.
Development of advanced segmentation models by combining behavioral data, predictive scoring, and churn risk logic to optimize targeting and retention.
Establishment of a structured experimentation framework (A/B and multivariate tests) along lifecycle journeys, offers, and communication measures.
Development of management-level reporting (Tableau/BI), including cohort analyses, retention curves, and campaign ROI to support strategic decisions.
Use of AI-powered tools and workflows for more efficient content creation and campaign production, with significantly reduced lead times while maintaining high quality and scaled personalization.
CRM Strategy Customer Journey Customer Relationship Management (CRM) Marketing Automation Customer Segmentation and Analysis
ÖBB-Personenverkehrs AG
Senior Specialist CRM
TRANSPORTATION
January 2017 - November 2021 (4 years and 10 months)
Vienna, Austria
Preparation of the digital ÖBB ecosystems (website, app, ÖBB account) for the introduction of an enterprise CRM system through end-to-end analysis of customer journeys, data collection, and lifecycle touchpoints.
Collection and documentation of requirements for a marketing automation platform and support of the public tender process with a focus on scalability and cross-channel integration.
Translation of GDPR (2018) requirements into compliant CRM processes in close collaboration with the data protection officer.
Configuration of Emarsys Marketing Cloud for cross-channel campaign management and creation of reusable templates for standardization of implementation.
Creation of mockups, technical use cases, and solution specifications for effective connection of marketing requirements with IT implementation and deployment teams.
CRM Strategy Marketing Automation Tenders Audit GDPR