In the role of Interim Functional Lead, I oversaw the launch of a new loyalty program for an international retailer — from initial concept, business case and P&L ownership through to the execution of first campaigns. The technical integration covered all customer touchpoints: mobile app, online shop and in-store point of sale. Within the first quarter after launch, the program delivered measurable improvements across all key retention metrics. My mandate encompassed full functional bandwidth: project management, launch communications, campaign integration and ongoing performance management.
For a sports sponsorship focused on streaming and social media, I assessed brand exposure and derived media value using Shikenso's sponsorship intelligence platform. I combined exposure data with brand trackers and marketing mix models to deliver a comprehensive analysis of the partnership's impact.
_ Client Industry:Sports
_ Tools & Technologies:Shikenso, YouGov, Kantar
Pipedrive CRM setup & customization
Product OwnershipLoyalty & Retention
For an insurance recruiting company, I evaluated CRM options and built out their Pipedrive system from scratch. I migrated all existing customer records, customized pipelines and page layouts, and developed custom scripts to handle their specific workflows.
For a home energy management app, I supported the product work for an iOS relaunch. I created detailed user flows and stories for the development team, working closely with UX and research teams to bridge strategic vision and user experience.
_ Client Industry:Energy
_ Tools & Technologies:iOS, Figma
Low fidelity prototyping for EU data act platform
Product DiscoveryProduct-driven Innovation
To help meet new EU data act requirements, I developed a platform concept for customers to request and receive their data. I created a low-fidelity prototype in Miro and validated user flows with stakeholders before handing off to development teams.
_ Client Industry:Energy
_ Tools & Technologies:Miro
Google Ads setup for an automotive startup
Digital MarketingImpact Reporting
I set up the startup's Google Ads account from scratch and launched their first brand awareness and conversion campaigns. I briefed external copywriters and benchmarked expected performance to set realistic targets.
_ Client Industry:Automotive
_ Tools & Technologies:Google Ads
Technical SEO consulting for a multinational website relaunch
Digital MarketingDigital Analytics
For a digital agency consolidating multiple international domains, I analyzed their current SEO performance and identified what was blocking organic growth. I then guided the technical SEO implementation to ensure the merged platform and its content blog were optimized to attract traffic across all markets.
Digital assessment of an international sports brand (M&A)
Digital MarketingMarket Research
I evaluated a sports brand's digital marketing and online presence ahead of a planned acquisition. The assessment covered their website performance, digital campaigns, and customer touchpoints, resulting in a roadmap for accelerating growth under new ownership.
_ Client Industry:Sports
Retail Media planning for an immersive brand platform
Digital MarketingImpact ReportingDigital Analytics
Two major German retail and FMCG brands created an immersive customer experience campaign. I planned and analyzed the digital media strategy across multiple publishers and retail media partners to maximize reach and impact.
_ Client Industry:FMCG, Retail
Brand strategy in men's fashion
Business StrategyMarket Research
An international fashion brand needed support for their brand refresh. Working alongside freelancers and partner agencies, I helped expand the scope from digital to a comprehensive brand and business strategy, including repositioning and a new communications framework.
_ Client Industry:Fashion
_ Tools & Technologies:Miro
Technical integration of PAYBACK loyalty program
Product OwnershipLoyalty & Retention
For a global sports retailer, I led the technical integration of PAYBACK across all digital customer touchpoints—from cash tills and e-commerce to mobile app and customer service systems. I managed the teams responsible for frontend development and all data flows between the retailer's infrastructure and PAYBACK.
I led the strategic and operational direction of the entire PAYBACK partnership for a global sports retailer. This was a full-scale loyalty program encompassing marketing strategy, customer segmentation, incentive distribution, and performance measurement. I built data-driven frameworks for decision-making, managed PAYBACK's marketing platform operations, and collaborated with communications and branding teams to create targeted campaigns that delivered measurable results in customer acquisition and retention. The partnership became a key driver of customer lifetime value and repeat purchase behavior.
_ Client Industry:Retail
_ Tools & Technologies:PAYBACK, Thoughtspot, Looker Studio