Freelancer profile translated to English.

Description

I work with medium-sized e-commerce and retail companies that want to use AI not as a buzzword, but as a concrete lever in their daily business.

My approach begins with an honest assessment: Where does the company really stand, which use cases are worthwhile, and what is realistically achievable in the first few weeks? Manufacturer-independent and without technical overkill.

My goal is not to replace people with AI, but to empower their own teams: I develop the first use cases together with employees, train them in using the tools, and support the implementation until AI is operational and frees up time for the essentials.

Typical areas where we develop use cases:

SEO and category texts that are also visible in AI searches (GEO)

CRM and email automation (e.g. Klaviyo)

Internal knowledge and content systems that save the team real time

The difference to classic consulting: With me, the end result is something operational, not a slide deck. At RidersDeal, I brought several AI applications into productive operation; from content to CRM.

An example: the idea turned into a running "blog machine" for Magento, with a measurable SEO effect.

My claim: pushing boundaries together; practical instead of PowerPoint.

Background: over 10 years at the intersection of e-commerce, marketing, data, and automation, plus an ongoing MBA in Artificial Intelligence. I speak the language of retail and the language of technology.

Industry field of expertise

Languages

German
Native or bilingual
English
Fluent
Spanish
Basic

Workplace preferences

Can work on-site

München (up to 50km)

RidersDeal GmbH
Head of Marketing, Data & Automation
E-COMMERCE
January 2022 - June 2026 (4 years and 5 months)
Munich, Germany
E-commerce & Equestrian Sports | Marketing budget ~EUR 600,000 p.a. | Disciplinary leadership of up to 6 employees | Responsibility for traffic, performance & visibility goals

AI Enablement & Internal Training: Regular Lunch & Learn sessions on AI (15-45 participants): Prompt Engineering, ChatGPT/Claude/Gemini configuration, skills, and initial agent concepts
MCP Integrations, Skills & Agents: Linking marketing, CRM, and analytics tools via MCP servers; initial agents and Claude skills in productive use. Data and processes are directly usable in AI workflows.
Google Workspace Migration: Change & Enablement: Complete project management of the IT migration (35 employees, 2025) in collaboration with external service providers: requirements analysis, steering, change management, training design, and adoption support.
AI Adoption in Daily Life: Continuous support for colleagues and team members on specific AI use cases, tool selection, and prompting; weekly presentation of new AI use cases in team weeklies.
Automation Workflows: Development and operation of Make.com workflows for data reporting, marketing operations, and internal processes; AI-powered analyses with Claude, ChatGPT, and Gemini.
Power BI & Data Governance: Development of performance dashboards for marketing, e-commerce, and operations; translation of complex datasets into clear decision-making bases for management and specialist departments.
ScaleUp Champion & Organizational Development: Active participation in the ScaleUp process: structured meeting routines, OKR/KPI steering, cross-departmental collaboration, and sustainable integration of new ways of working.
CRM & Growth: Implementation and further development of Klaviyo: 10+ flows, 200,000 subscribers – ~25% of total revenue. SEO visibility index increased from ~0.1 to 2.2 in 5 years (20x organic growth).
Online Marketing Business Transformation Growth Strategy Artificial Intelligence (AI) Process Automation
RidersDeal GmbH
Head of Marketing & Business Development
E-COMMERCE
January 2018 - January 2022 (4 years)
Munich, Germany
Building and disciplinary leadership of the marketing team with full channel responsibility (SEA, SEO, CRM, Social, Newsletter); incl. recruiting, employee reviews, performance appraisals, and salary negotiations.
Webshop & ERP Relaunch (2022): Requirements analysis, service provider selection, and project management as the interface between business, IT, and external partners.
Amazon Marketplace Launch (with revenue responsibility): Building a new sales channel for private label including P&L responsibility – ~EUR 1 million in revenue in the first year of operation.
Growth Strategy Business Development E-Commerce
RidersDeal GmbH & Regular Trade GmbH
Project Manager
January 2016 - January 2018 (2 years)
Munich, Germany
Parallel development of two e-commerce brands | Cross-functional project responsibility
– Launch of a new webshop: Requirements definition, service provider selection, contract negotiations.
– Development of digital channel structures; interface management between business and external partners.