Freelancer profile translated to English.
Back to original languageAbout Melanie
I make marketing success measurable.
Strategic web tracking and clear data for informed decisions in the SME sector.
I help small and medium-sized companies to open the black box of their online marketing. Instead of controlling budgets based on gut feeling, I create the technical and strategic foundation for reliable decisions.
My focus is on well-thought-out tracking architectures that deliver clean and reliable data along the entire customer journey – DSGVO-compliant and future-proof.
With over 7 years of experience in performance marketing, I combine technical tracking know-how with a clear understanding of marketing goals. I know which data is truly relevant – and how it needs to be used to manage campaigns profitably.
I work at the interface of marketing, IT, and controlling and translate requirements into functioning tracking solutions.
Key Areas:
Tracking Architecture:Conception and implementation of scalable setups (incl. server-side and cross-domain tracking)
Measurement Plans:Definition of relevant KPIs and clean conversion funnels
Data Quality:Analysis of existing setups and resolution of tracking problems
Enablement:Empowering internal teams through structured workshops and practical training
Selected Results:
+25% online ticket sales through data-based optimization of marketing measures
Setup of complex server-side tracking solutions to secure first-party data and improve data quality despite ad blockers
German
Native or bilingual
English
Fluent
Japanese
Conversational
Can work on-site
Hamburg (up to 50km), Kempten (up to 50km)
Experience
- white label eCommerce GmbH (Teil von AXS Group LLC)Senior Online Marketing ManagerE-COMMERCEAugust 2022 - June 2025 (2 years and 10 months)Hamburg, Germany
- Strategic **development and expansion of the online marketing department**, including definition and implementation of goals, processes, and measures. This led to a 45% increase in revenue from sold marketing packages and a 30% increase in ticket sales.
- Targeted activation and expansion of existing B2B customers with potential for online marketing services through sales pitches; creation of customized offers and independent price and budget negotiations.
- Comprehensiveconsultingof B2B clients on **online marketing strategies**, tracking technologies, and digital performance optimization to maximize ticket sales and reach.
- Development and implementation oftracking conceptsfor all ticket shops, including the implementation of Google Tag Manager and Google Analytics 4 in close collaboration with Product Owners & the IT team.
- Acting as an **internal and external expert for Google Analytics 4 and Google Tag Manager**, including training internal and external teams.
- Automation andoptimization of data processestogether with the Head of Controlling, including the collection and processing of sales data from over 70 ticket shops for more efficient analysis and improvement of data-based corporate management.
- Creation and analysis of data and performance reports from the ticket shops, visualization of relevant key figures, and presentation of insights to management and account managers with the derivation of recommendations for action.
- Conception, implementation, and continuous optimization of **performance marketing campaigns (Google Ads, Social Media Ads)**, including A/B testing, budget planning, and data-based optimization.
- beyond clicksOnline Marketing & Web Tracking ExpertE-COMMERCEOctober 2021 - Today (4 years and 10 months)Hamburg, GermanyDigital Marketing & Web Tracking for small and medium-sized companies in the retail (organic food & cosmetics), entertainment, and textile service industries. Consulting and implementation of tracking solutions, including Google Analytics 4 and Google Tag Manager, for data-driven optimization of marketing measures. Management and optimization of websites, including conversion optimization, technical adjustments, and content maintenance.Projects:Conception and implementation of a complexcross-domain tracking solution with GTM and GA4**, including **server-side trackingand data layer implementation.
- Goal: Precise tracking of the customer journey across multiple domains, improved data quality, and DSGVO-compliant conversion measurement.
- Accompanying documentation, testing, and training for sustainable data utilization.
Development and execution of a two-day web tracking workshop for the marketing team of a medium-sized e-commerce company, including individually created training materials.- Content: GTM basics, GA4 event structure, best practices for clean tracking, error analysis, and data validation.
- Goal: Empowering the team for independent maintenance and further development of tracking setups.
Reorientation and strategic development of online marketing for Allgäu Concerts GmbH- Google Ads
- SEO
- Social Ads
- Website optimizations
- Content maintenance
Result: 25% increase in ticket sales through own shop within one year. - Doitsuya Company Limited - HosonoDESEA AssociateE-COMMERCEOctober 2020 - May 2021 (7 months)Tokyo, Chiyoda, Japan
- Conception, management, and optimization of Google Ads & Amazon PPC campaigns for clients in retail, sanitary, and entertainment with monthly budgets up to €80,000. Focus on keyword strategies, A/B testing, and data-driven revenue increase.
- Development of holistic marketing and social media strategies, including creation, management, and optimization of social ads campaigns with a focus on target group analysis, retargeting, and data-driven performance optimization.
- Setup and automation of email marketing workflows in HubSpot together with the project manager, including segmentation and personalized customer approach to increase revenue and customer loyalty for an online shoe store.
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Education
- Intensive course "Comprehensive Japanese"The Naganuma School, Tokyo, Japan2020Intensivsprachkurs "Comprehensive Japanese"
- Bachelor of Arts | Business & ManagementManagement Center Innsbruck2016Bachelor of Arts