UX/CRM generalist for 20+ years, passion for impactful strategy and execution ? from performance marketing to content platforms
Aktualisiert am 11.06.2024
Profil
Freiberufler / Selbstständiger
Remote-Arbeit
Verfügbar ab: 22.04.2024
Verfügbar zu: 75%
davon vor Ort: 0%
UX Strategy
UX Design
Web Analytics/BI
Google Analytics
Google Tag Manager (Client & Server)
Google Looker Studio
Hubspot
Adobe XD / Creative Studio
UX Research
Channel Planning
Creative Planning
Wireframing
Qualitative Research
Quantitative Research
Trainer
User Interviews
German
Muttersprache
English
Verhandlungssicher
Latinum
Graecum

Einsatzorte

Einsatzorte

Hamburg (+10km)
Deutschland
möglich

Projekte

Projekte

2 years 7 months
2021-11 - now

Strategy / Creative Planning / UX Design

UX Strategist / UX Designer / Analytics/BI Expert UX Strategy UX Design CRM ...
UX Strategist / UX Designer / Analytics/BI Expert

Currently revamping the overall UX for a HR tech start up (20 staff, platform with +500K job applicants, +3000 business clients, +1M monthly page views, +100K MAU)

  • Develop and execute UX strategy with a focus on user acquisition, conversion and retention (both job applicants and business clients); establish robust tracking framework (cost, conversions, business impact across all channels)
  • Web Analytics and BI: Setting up Universal Analytics incl. Facebook/Google Ads conversion tracking and dashboards to track job applicants, applications, application rates, cost per application, regional distribution of applications vs. job listings; setting up ecommerce tracking for online booking of job listings, setting up dashboards to track revenue, website and sales team performance; in-depth reports e.g. on email marketing, migration from Universal Analytics to GA4, currently further migration to server side tracking incl. implementation of Facebook, Linkedin and Hubspot APIs
  • Overall UX: fixing UX issues on mobile devices and email, building business customer onboarding sequences (website) and transactional emails from scratch to leverage conversion and reduce churn, draft onboarding email sequences for the customer success team, rebuild online booking process for business customers (ca. 20% of total revenue), optimizing applicants? profiles for PDF export via ATS APIs, currently migration from email/password based authentication to SMS OTP to improve contact data quality (business customers prefer reaching applicants via phone over email), currently complete rebuild of user database to structure main user data, general & vertical specific qualifications, job searches and applications (currently serverless NoSQL, which comes with serious performance and handling issues)
  • SEO: Migrating existing blog content to Hubspot, building a conversion funnelfor blog  content
  • Content: Leveraging existing data for lead acquisition/conversion (quarterly salary report for logistics and service verticals), establish separate newsletters for existing customers, hot and cold leads, setting up templates for blog content, landing pages and website content in Hubspot

Hubspot Google Analytics Google Tag Manager Google Looker Studio
UX Strategy UX Design CRM WebAnalyse SEO Content Management E-Mail-Marketing
Hamburg
7 years 6 months
2013-08 - 2021-01

Digital strategy, planning and concept development

Senior Information Architect
Senior Information Architect

Digital strategy, planning and concept development for Geometry?s main client BAT, from brief to implementation

  • Full cycle from lead acquisition through offline promotion, display/native, content marketing and social to ongoing CRM/permission marketing via email, social, websites (both unbranded and age restricted)
  • Optimization of ongoing activities and long-term strategy development included performance reports for past activities, trends & innovation white papers, audience insights, category and ex-category benchmark reports
  • 12 months after launch, Lucky Strike reached 100K fans on Facebook and 10K followers on Instagram
  • Multi-channel strategy development for Volkswagen Commercial Vehicles based on extensive evaluation of the existing activities (performance reports, quant./qual. research, workshops and interviews with regional sales managers and distribution partners). Scope covered B2B channel marketing (to/with/through partner), online and offline CRM, AtL and BtL advertising strategy

BAT, Volkswagen Commercial Vehicles, Lidl, New Business
Hamburg
1 year 9 months
2011-11 - 2013-07

Digital strategy, planning and concept development

Strategy / Creative Planning / Information Architect
Strategy / Creative Planning / Information Architect

  • Digital strategy, planning and concept development for the relaunch of Lucky Strike. 
  • Along with the first major repositioning after Raymond Loewy?s original branding, the existing website evolved from a brand microsite to a fully-fledged CRM platfor

4 years 7 months
2007-04 - 2011-10

Strategy, concept development and implementation

Senior Creative / Copywriter / Information Architect
Senior Creative / Copywriter / Information Architect
  • CRM: Strategy, concept development and implementation eBay, Otto, Unilever, Deutsche Post/DHL, Tchibo, Swatch, Burger King, Xing, Reemstma
  • Performance campaigns: Multi-channel strategy and concept development for Vodafone, Xing, Hannoversche Direkt
  • Launch campaign for Hannoversche Direkt acquired 50K new customers within 3 months
  • Brand and product campaigns: Digital strategy and concept development for Vodafone, Honda, Cewe, Eon, Saturn, Gerolsteiner, MTV, Saeco, Red Bull
  • New Business: Part of the Vodafone core pitch team (in coop with Scholz & Friends) that won the 130M account, launching the brand on social media as part of a multi-channel campaign
deepblue networks
Hamburg
2 years 5 months
2004-11 - 2007-03

Mainly strategy, UX and copywriting

Information Architect / Copywriter
Information Architect / Copywriter
Mainly strategy, UX and copywriting for B2C- und B2B-clients, e.g. eBay, Unilever, XING
eBay, Unilever, XING

Aus- und Weiterbildung

Aus- und Weiterbildung

2 years
1994-10 - 1996-09

German and English Literature, Philosophy

Universität Duisburg Essen
Universität Duisburg Essen
  • Changed my path of studies to German and English Literature. Left without a degree when I had the opportunity to start a career as a professional photographer and writer
4 years
1990-10 - 1994-09

Classical Guitar

Hochschule für Musik und Tanz Köln
Hochschule für Musik und Tanz Köln
  • Continued my studies, left without a degree when I realised there's only a very slim chance that I will be able to make a living as a soloist
2 years
1988-10 - 1990-09

Classical Guitar

Folkwang Universität der Künste
Folkwang Universität der Künste
  • Studied classical guitar to become a professional soloist

Position

Position

  • UX Strategist, currently working as a freelance with a focus on User Acquisition, Onboarding, Retention in a B2B/B2C/SaaS context.
  • UX Research: qualitative research/workshops/interviews, quantitative research, data analytics)
  • UX Strategy: product vision, prioritizing goals, roadmaps, critical path analysis and actionable implementation plans
  • UX Design: wireframing, prototyping, translating product features into technical requirements
  • Website Analytics, Performance Tracking, BI: identify KPIs to track business impact, set up a framework to track underlying metrics
  • Channel Planning: effectively orchestrate digital as well as physical touch points along complex user journeys
  • Expert with common UX Design drafting tools (e.g. Adobe XD)
  • Expert with web/data analytics and visualisation, especially Google Analytics 4, Google Tag Manager (implementation and management incl. common APIs e.g. Facebook Conversions API), Google Looker Studio
  • Proficient with common MS or Google office tools, especially Excel, Powerpoint, Keynote, Miro, Adobe Creative Suite and ticketing systems, e.g. Trello, Jira
  • Proficient with CRM/CMS systems, especially Hubspot
  • Self-organized, excellent problem solver, fast learner, critical thinker, familiar with a wide range of frameworks e.g. SCRUM, Agile
  • Equally at home with both marketing driven, short term projects and long term, strategic work

Kompetenzen

Kompetenzen

Top-Skills

UX Strategy UX Design Web Analytics/BI Google Analytics Google Tag Manager (Client & Server) Google Looker Studio Hubspot Adobe XD / Creative Studio UX Research Channel Planning Creative Planning Wireframing Qualitative Research Quantitative Research Trainer User Interviews

Schwerpunkte

UX Strategy
Experte

  • Product Management: Product vision, prioritizing goals by business impact and user expectations, building roadmaps, actionable implementation plans including critical path analysis and technical alignment (translate product features into technical requirements)
  • UX Design: journey mapping/user journey design, wireframing, prototyping
  • UX Research: qualitative research/workshops/interviews, quantitative research, data analytics, acceptance tests
  • Performance Tracking: identify KPIs to track business impact, set up a framework to track underlying metrics
  • Channel Planning: orchestrate digital as well as physical touch points along complex user journeys
  • CRM: design and implementation of CRM activities from onboarding, conversion, retention to loyalty

Produkte / Standards / Erfahrungen / Methoden

Google Analytics
Experte
Google Tag Manager
Experte
Google Looker Studio
Fortgeschritten
Adobe Creative Suite
Fortgeschritten
Keynote
Experte
Powerpoint
Experte
Excel
Fortgeschritten
SCRUM
Fortgeschritten
Agile
Fortgeschritten

Profile:

  • Digital generalist for 20+ years with a passion for impactful UX Strategy and hands on execution. 
  • Experienced across a wide range of projects and industries ? from multichannel performance marketing to large content platforms, from ecommerce to B2B SaaS.


Skills

  • UX Research: qualitative research/workshops/interviews, quantitative research, data analytics)
  • UX Strategy: product vision, prioritizing goals, roadmaps, critical path analysis and actionable implementation plans
  • UX Design: wireframing, prototyping, translating product features into technical requirements
  • Performance Tracking: identify KPIs to track business impact, set up a framework to track underlying metrics
  • Channel planning: effectively orchestrate digital as well as physical touchpoints along complex user journeys
  • Expert with common UX Design tools (e.g. Adobe XD)
  • Expert with web/data analytics and visualization, especially Google Analytics 4, Google Tag Manager (client & server side implementation and management incl. common APIs e.g. Facebook Conversions API), Google Looker Studio
  • Proficient with common MS or Google office tools, especially Excel, Powerpoint, Keynote, Miro, Adobe Creative Suite and ticketing systems, e.g. Trello, Jira
  • Proficient with CRM/CMS systems, especially Hubspot
  • Self-organized, excellent problem solver, fast learner, critical thinker, familiar with a wide range of frameworks e.g. SCRUM, Agile
  • Equally at home with both marketing driven, short term projects and long term, strategic work


Professional experience with implementation and management of Google Analytics

  • small projects as well as large, high traffic websites (+1M monthly page views, +100K MAU)
  • e-commerce tracking and conversion tracking for ad platforms such as Meta and Google Ads


Professional experience with implementation and management of Google Tag Manager

  • Implementation of both Client and Server Side Tagging from scratch
  • ecommerce tracking
  • conversion tracking for common ad platforms e.g. Google Ads or Meta
  • Server side (cookie less) conversion tracking with Facebook Conversions API, Linkedin API, Hubspot API


Proficient with Google Looker Studio

  • aggregate and process data from difference sources, e.g. GA4, Google Ads, BI
  • build dashboards for KPI tracking and insights
  • build custom reports for in-depth analysis

Branchen

Branchen

  • Automotive
  • Retail
  • Ecommerce
  • Finance & Insurance
  • FMCG
  • Start Up
  • HR Tech
  • IT
  • Telecommunication
  • Music & Entertainment
  • Publishing
  • Marketing & Advertising

Einsatzorte

Einsatzorte

Hamburg (+10km)
Deutschland
möglich

Projekte

Projekte

2 years 7 months
2021-11 - now

Strategy / Creative Planning / UX Design

UX Strategist / UX Designer / Analytics/BI Expert UX Strategy UX Design CRM ...
UX Strategist / UX Designer / Analytics/BI Expert

Currently revamping the overall UX for a HR tech start up (20 staff, platform with +500K job applicants, +3000 business clients, +1M monthly page views, +100K MAU)

  • Develop and execute UX strategy with a focus on user acquisition, conversion and retention (both job applicants and business clients); establish robust tracking framework (cost, conversions, business impact across all channels)
  • Web Analytics and BI: Setting up Universal Analytics incl. Facebook/Google Ads conversion tracking and dashboards to track job applicants, applications, application rates, cost per application, regional distribution of applications vs. job listings; setting up ecommerce tracking for online booking of job listings, setting up dashboards to track revenue, website and sales team performance; in-depth reports e.g. on email marketing, migration from Universal Analytics to GA4, currently further migration to server side tracking incl. implementation of Facebook, Linkedin and Hubspot APIs
  • Overall UX: fixing UX issues on mobile devices and email, building business customer onboarding sequences (website) and transactional emails from scratch to leverage conversion and reduce churn, draft onboarding email sequences for the customer success team, rebuild online booking process for business customers (ca. 20% of total revenue), optimizing applicants? profiles for PDF export via ATS APIs, currently migration from email/password based authentication to SMS OTP to improve contact data quality (business customers prefer reaching applicants via phone over email), currently complete rebuild of user database to structure main user data, general & vertical specific qualifications, job searches and applications (currently serverless NoSQL, which comes with serious performance and handling issues)
  • SEO: Migrating existing blog content to Hubspot, building a conversion funnelfor blog  content
  • Content: Leveraging existing data for lead acquisition/conversion (quarterly salary report for logistics and service verticals), establish separate newsletters for existing customers, hot and cold leads, setting up templates for blog content, landing pages and website content in Hubspot

Hubspot Google Analytics Google Tag Manager Google Looker Studio
UX Strategy UX Design CRM WebAnalyse SEO Content Management E-Mail-Marketing
Hamburg
7 years 6 months
2013-08 - 2021-01

Digital strategy, planning and concept development

Senior Information Architect
Senior Information Architect

Digital strategy, planning and concept development for Geometry?s main client BAT, from brief to implementation

  • Full cycle from lead acquisition through offline promotion, display/native, content marketing and social to ongoing CRM/permission marketing via email, social, websites (both unbranded and age restricted)
  • Optimization of ongoing activities and long-term strategy development included performance reports for past activities, trends & innovation white papers, audience insights, category and ex-category benchmark reports
  • 12 months after launch, Lucky Strike reached 100K fans on Facebook and 10K followers on Instagram
  • Multi-channel strategy development for Volkswagen Commercial Vehicles based on extensive evaluation of the existing activities (performance reports, quant./qual. research, workshops and interviews with regional sales managers and distribution partners). Scope covered B2B channel marketing (to/with/through partner), online and offline CRM, AtL and BtL advertising strategy

BAT, Volkswagen Commercial Vehicles, Lidl, New Business
Hamburg
1 year 9 months
2011-11 - 2013-07

Digital strategy, planning and concept development

Strategy / Creative Planning / Information Architect
Strategy / Creative Planning / Information Architect

  • Digital strategy, planning and concept development for the relaunch of Lucky Strike. 
  • Along with the first major repositioning after Raymond Loewy?s original branding, the existing website evolved from a brand microsite to a fully-fledged CRM platfor

4 years 7 months
2007-04 - 2011-10

Strategy, concept development and implementation

Senior Creative / Copywriter / Information Architect
Senior Creative / Copywriter / Information Architect
  • CRM: Strategy, concept development and implementation eBay, Otto, Unilever, Deutsche Post/DHL, Tchibo, Swatch, Burger King, Xing, Reemstma
  • Performance campaigns: Multi-channel strategy and concept development for Vodafone, Xing, Hannoversche Direkt
  • Launch campaign for Hannoversche Direkt acquired 50K new customers within 3 months
  • Brand and product campaigns: Digital strategy and concept development for Vodafone, Honda, Cewe, Eon, Saturn, Gerolsteiner, MTV, Saeco, Red Bull
  • New Business: Part of the Vodafone core pitch team (in coop with Scholz & Friends) that won the 130M account, launching the brand on social media as part of a multi-channel campaign
deepblue networks
Hamburg
2 years 5 months
2004-11 - 2007-03

Mainly strategy, UX and copywriting

Information Architect / Copywriter
Information Architect / Copywriter
Mainly strategy, UX and copywriting for B2C- und B2B-clients, e.g. eBay, Unilever, XING
eBay, Unilever, XING

Aus- und Weiterbildung

Aus- und Weiterbildung

2 years
1994-10 - 1996-09

German and English Literature, Philosophy

Universität Duisburg Essen
Universität Duisburg Essen
  • Changed my path of studies to German and English Literature. Left without a degree when I had the opportunity to start a career as a professional photographer and writer
4 years
1990-10 - 1994-09

Classical Guitar

Hochschule für Musik und Tanz Köln
Hochschule für Musik und Tanz Köln
  • Continued my studies, left without a degree when I realised there's only a very slim chance that I will be able to make a living as a soloist
2 years
1988-10 - 1990-09

Classical Guitar

Folkwang Universität der Künste
Folkwang Universität der Künste
  • Studied classical guitar to become a professional soloist

Position

Position

  • UX Strategist, currently working as a freelance with a focus on User Acquisition, Onboarding, Retention in a B2B/B2C/SaaS context.
  • UX Research: qualitative research/workshops/interviews, quantitative research, data analytics)
  • UX Strategy: product vision, prioritizing goals, roadmaps, critical path analysis and actionable implementation plans
  • UX Design: wireframing, prototyping, translating product features into technical requirements
  • Website Analytics, Performance Tracking, BI: identify KPIs to track business impact, set up a framework to track underlying metrics
  • Channel Planning: effectively orchestrate digital as well as physical touch points along complex user journeys
  • Expert with common UX Design drafting tools (e.g. Adobe XD)
  • Expert with web/data analytics and visualisation, especially Google Analytics 4, Google Tag Manager (implementation and management incl. common APIs e.g. Facebook Conversions API), Google Looker Studio
  • Proficient with common MS or Google office tools, especially Excel, Powerpoint, Keynote, Miro, Adobe Creative Suite and ticketing systems, e.g. Trello, Jira
  • Proficient with CRM/CMS systems, especially Hubspot
  • Self-organized, excellent problem solver, fast learner, critical thinker, familiar with a wide range of frameworks e.g. SCRUM, Agile
  • Equally at home with both marketing driven, short term projects and long term, strategic work

Kompetenzen

Kompetenzen

Top-Skills

UX Strategy UX Design Web Analytics/BI Google Analytics Google Tag Manager (Client & Server) Google Looker Studio Hubspot Adobe XD / Creative Studio UX Research Channel Planning Creative Planning Wireframing Qualitative Research Quantitative Research Trainer User Interviews

Schwerpunkte

UX Strategy
Experte

  • Product Management: Product vision, prioritizing goals by business impact and user expectations, building roadmaps, actionable implementation plans including critical path analysis and technical alignment (translate product features into technical requirements)
  • UX Design: journey mapping/user journey design, wireframing, prototyping
  • UX Research: qualitative research/workshops/interviews, quantitative research, data analytics, acceptance tests
  • Performance Tracking: identify KPIs to track business impact, set up a framework to track underlying metrics
  • Channel Planning: orchestrate digital as well as physical touch points along complex user journeys
  • CRM: design and implementation of CRM activities from onboarding, conversion, retention to loyalty

Produkte / Standards / Erfahrungen / Methoden

Google Analytics
Experte
Google Tag Manager
Experte
Google Looker Studio
Fortgeschritten
Adobe Creative Suite
Fortgeschritten
Keynote
Experte
Powerpoint
Experte
Excel
Fortgeschritten
SCRUM
Fortgeschritten
Agile
Fortgeschritten

Profile:

  • Digital generalist for 20+ years with a passion for impactful UX Strategy and hands on execution. 
  • Experienced across a wide range of projects and industries ? from multichannel performance marketing to large content platforms, from ecommerce to B2B SaaS.


Skills

  • UX Research: qualitative research/workshops/interviews, quantitative research, data analytics)
  • UX Strategy: product vision, prioritizing goals, roadmaps, critical path analysis and actionable implementation plans
  • UX Design: wireframing, prototyping, translating product features into technical requirements
  • Performance Tracking: identify KPIs to track business impact, set up a framework to track underlying metrics
  • Channel planning: effectively orchestrate digital as well as physical touchpoints along complex user journeys
  • Expert with common UX Design tools (e.g. Adobe XD)
  • Expert with web/data analytics and visualization, especially Google Analytics 4, Google Tag Manager (client & server side implementation and management incl. common APIs e.g. Facebook Conversions API), Google Looker Studio
  • Proficient with common MS or Google office tools, especially Excel, Powerpoint, Keynote, Miro, Adobe Creative Suite and ticketing systems, e.g. Trello, Jira
  • Proficient with CRM/CMS systems, especially Hubspot
  • Self-organized, excellent problem solver, fast learner, critical thinker, familiar with a wide range of frameworks e.g. SCRUM, Agile
  • Equally at home with both marketing driven, short term projects and long term, strategic work


Professional experience with implementation and management of Google Analytics

  • small projects as well as large, high traffic websites (+1M monthly page views, +100K MAU)
  • e-commerce tracking and conversion tracking for ad platforms such as Meta and Google Ads


Professional experience with implementation and management of Google Tag Manager

  • Implementation of both Client and Server Side Tagging from scratch
  • ecommerce tracking
  • conversion tracking for common ad platforms e.g. Google Ads or Meta
  • Server side (cookie less) conversion tracking with Facebook Conversions API, Linkedin API, Hubspot API


Proficient with Google Looker Studio

  • aggregate and process data from difference sources, e.g. GA4, Google Ads, BI
  • build dashboards for KPI tracking and insights
  • build custom reports for in-depth analysis

Branchen

Branchen

  • Automotive
  • Retail
  • Ecommerce
  • Finance & Insurance
  • FMCG
  • Start Up
  • HR Tech
  • IT
  • Telecommunication
  • Music & Entertainment
  • Publishing
  • Marketing & Advertising

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