SituationThe company was increasingly unprofitable; costs were rising while the number of customers and revenue were falling. The business model focused on b2c only. Founding CEO and CFO had just left the company, and the new CEO left after six months.AchievementsIn-sourced customer acquisition and set up specialized teams (with chapters for Search, Paid Social, Mobile and Programmatic Advertising, Re-targeting, and Affiliate marketing). The customer base almost tripled within the first two years (1.2 million to 3.4 million) — 2-digit percentage growth of EBIT YOY since 2019. Centralized and re-designed the global marketing organization, outsourced the 1st level customer service: reduced FTE by ca. -30% and budget by ca. -50%. Designed and launched new products and services b2b and b2c (in partnership with Product Management, Software Development, and BI/ Pricing), adding +80% of revenue. Implemented Salesforce marketing automation (app and mail) and established app attribution. Designed and launched the world’s 1st carsharing loyalty program with substantial effects on conversion rate in customer activation (+10%) and CLV of customers (+20%). Revenue per active user increased to an all-time high and industry benchmark: plus 40% between 2019 and 2021. Established local b2b sales teams across Europe: tripled b2b revenues. Several brand relaunches led to higher paying customers: converted Mercedes Benz’s car2go brand into a premium brand; then – after BMW’s and Daimler’s carsharing merger – designed and launched the new brand Share Now. Overall, Share Now’s operating margin doubled since 2016 before selling it to Stellantis Group.

At that time car2go Group GmbH

SituationA sizeable new order, the production of "Angry Birds Epic," forced the company to increase its staff quickly. The founder needed support in managing growth without compromising operational efficiency, and the affiliated game development studios suffered too little revenue in their core business.AchievementsIntroduced a new recruitment and onboarding process, increasing efficiency and quality. Established a new subsidiary in Helsinki, Finland, to attract local talent. Number of software developers and product managers increased by +50% (compared to the previous year). Launched a new product development process, including management involvement, and established the agency "Gamify now!" as a new subsidiary to develop additional revenue streams in "business apps and gamification." Generated one million in revenue from b2b customer acquisition in year 1.

Spin-off from remote control productions GmbH

SituationThe predecessor was about to move onto the Board of Directors of Sixt SE as CSO and searched for his replacement for the "Head of Online Marketing." The CEO had just decided to launch in the US and personally oversee customer acquisition. The owning family was dissatisfied with the newly started carsharing joint venture with BMW, "Drive Now." The company steered customer acquisition through commission/single transaction but missed to include customer lifetime value premises. An affiliate program or a paid customer acquisition model on social was not in place. Sixt lacked marketing automation measures and the software to retain customers. The brand was well-known for its advertising campaigns but struggled to maintain attractiveness.AchievementsIntroduced a bid management tool and an acquisition attribution model. Change in the expenditure ratio of Search and Display resulted in a two-digit percentage YOY revenues increase. Introduced marketing automation (Oracle CRM) and paired it with the Sixt Card and the SME bonus program. Take-rate of individualized offers grew noticeably. Optimized and finetuned Sixt's global marketing initiatives – especially in the US. Today, the USA is Sixt's largest market outside Germany.

At that time publisher of kino.de, video.de and special interest magazines Blickpunkt:Film, Videomarkt, Gamesmarkt and Musikmarkt

At that time publisher of kino.de, video.de and special interest magazines Blickpunkt:Film, Videomarkt, Gamesmarkt and Musikmarkt

At that time publisher of kino.de, video.de and special interest magazines Blickpunkt:Film, Videomarkt, Gamesmarkt and Musikmarkt

Co-founder - software development

At that time publisher of tutoring media and courses

Publisher of special interest media