Freelancer profile translated to English.
Back to original languageAbout Roman
I support e-commerce startups and growth-oriented companies with strategic marketing and growth issues — as a Fractional CMO, as part of a Strategic Growth Audit, or as a sparring partner for founders and leadership teams.
With my many years of experience as a CMO in e-commerce, I help companies to manage marketing holistically: from prioritization and channel strategy to CRM and KPI logic, to team structure and decision-making.
I am typically involved when:
- Growth needs to be restructured
- too many marketing initiatives are running in parallel
- clear priorities are missing
- founders are looking for an experienced sparring partner at CMO level
- a company needs strategic seniority in marketing without filling a full-time role immediately
German
Native or bilingual
English
Fluent
Remote only
Primarily works remotely
Experience
- Rebike Mobility GmbH,CMOENTERTAINMENT AND LEISUREMay 2023 - Today (3 years and 1 month)Munich, Germany– Budget and revenue responsibility for digital sales channels: online shops (rebike.com/de/at/ch/fr) and marketplaces. Personnel management of 3 teams (Marketing, Marketplaces, Product Management).Marketing:• - Brand strategy & positioning: Sharpened corporate brand (positioning "Trust in second life"), claim "Keep it Rolling", messaging architecture); CI/CD revised and rolled out (Brand Guidelines, Templates, Asset Library).• - Marketing Attribution & Reporting: Introduction of a cross-channel reporting and attribution tool
- Keller Group GmbH,Director Marketing & SalesJuly 2019 - April 2023 (3 years and 9 months)Munich, Germany• - Budget planning (up to contribution margin 3) per country, sport, and category.• - Management of an interdisciplinary team for budget controlling and steering.Marketing:• - Creation of marketing plans per country and marketing channel• - Management and optimization of all marketing channels (SEA, SEO, Display Advertising, Content Marketing, Paid Social, Social Media, Affiliate Marketing, Price Comparison Portals)• - Further development of the corporate brand and marketing strategy• - Development and management of an international marketplace strategyCRM:• - Development and management of CRM campaigns (strategy, data collection, customer segmentation, campaign creation, efficiency control, and optimization)• - Development and management of the two customer loyalty programs Premium Membership and the app Keller SmilesBusiness Development:• - Creation of the internationalization strategy for keller-sports.de and keller-x.de• - Creation of business cases including specifications for country-specific shipping / return conditions and free shipping thresholds
- Windeln.de SE,CMOJanuary 2015 - June 2019 (4 years and 5 months)Landkreis München, BY, Germany• - Development and management of CRM campaigns (strategy, data collection, customer segmentation, campaign creation, efficiency control, and optimization)• - Development and management of personalization campaigns (desktop, mobile, app, and email)Product Management: Management of an interdisciplinary shop management team with the goals: 1. Increase conversion rate in online shops 2. Increase app downloads and app usage frequency
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Education
- Bachelor of ArtsCologne Business School / University of Hertfordshire2003Bachelor of Arts
- Training as an Industrial ClerkBrohlburg Kunststoff- und Kaschierwerke2000Ausbildung zum Industriekaufmann