Creative Marketing Strategist
BERLIN║GERMANY
2020 - PRESENT
MY INVOLVEMENT
Conception:
Creativity:
Marketing:
Community:
Stakeholder:
STRATEGIC CHALLENGE
i
SOLUTION
My client had no Marketing department when I started, which was just at the beginning of the pandemic - leaving me a freedom to build from scratch.
The first decision was to go with a content strategy to build up an expert-level. In the first year, I created and released 3 pieces of downloadable digital content, including a 30-page industry report based on a survey that generated 700 leads in the first two editions. The content was advertised through various online campaigns. Furthermore I created a Field Marketing Strategy and organised various events - with 700 registrations for the first two editions.
Currently, I am assisting my client during a rebranding process, in order to position himself as a market leader in his field. I am co-coordinating the Marketing team and also organised a 3D Event Experience for the internal launch.
Client is a Saas company from Berlin who are currently aiming to become a market leader. I have worked with them for nearly 2 years now and created their Marketing Strategy from scratch.
Founder & Director Snowland Festival
LIVIGNO║ITALY
2014 - 2019
10.000+ visitors in four events - over 100 artists & 10 venues.
Creation of original concept, digital marketing strategy, sponsor, artist- & logistical management
MY INVOLVEMENT
Conception:
Creativity:
Marketing:
Community:
Stakeholder:
STRATEGIC CHALLENGE
i
SOLUTION
Our potential visitors could be a mixture of locals and tourists with very diverse attributes. Therefore, we would need to direct our marketing campaign to various target groups. Due to the location of Livigno (2800 m) and the limited accessibility, the choice of artists, performers and musical style was highly dependant on what target group we would be able to attract.
I decided to use segmentation to drive action and increase sales through a specific marketing strategy per segment. Through A/B Testing on every segment I received the necessary insights to understand which segments were most responsive. Based on this information we created our ICP.
The next step was an analysis of the musical interests of our potential visitors. Based on this we were able to define the musical focus of the festival. This lead to a strategic marketing and event concept that generated 1500 visitors, 500 more than we had expected for the first event.
Founder Schabernack & Freudentanz
PRENZLAU║GERMANY
2019
Three-day non-profit music festival, limited to 100 guests.
Creation of the festival concept, marketing, logistical management, graphic design and creation of the website, team lead
STRATEGIC CHALLENGE
i
SOLUTION
As we are a non-profit festival, our 10-member team consists of volunteers with various work schedules and availabilities. My challenge, as director, was to create and coordinate a community, to monitor the work progress and enable cross-functionality within a fairly inexperienced team.
The first step was the implementation of a project management system. This facilitated the coordination of the work between the teams and gave me the chance to monitor the progress.
This project also required intensive personal face-to-face communication between the teams. To make this possible, I organised engaging team events and workshops tbefore the event. These included "sharing sessions" with all stakeholders, "experience sessions" at the venue and "work sessions" where the teams found a platform for exchange.
MY INVOLVEMENT
Conception:
Creativity:
Marketing:
Community:
Stakeholder:
Founder & Director Schabermarkt Berlin
BERLIN║GERMANY
2019
First alternative Christmas Market in the Bergmannkiez.
Concept creation, stakeholder management, digital marketing, logistical management, F&B concept, vendor acquisition, creation of the website & cultural program
STRATEGIC CHALLENGE
i
SOLUTION
The idea for this seven-day market was born at the end of September 2019, leaving us only two months to find third-party vendors and stakeholders to collaborate with. There was also very little time for content production.
Deadlines, deadlines, DEADLINES! I strictly prioritised
specific tasks within the cross-funcional team and added personal involvement in every department. To have full control over the process, I decided to insource specific tasks, such as the construction of the market stands and the F&B concept.
To save time on content production, we included the stakeholders (workshop leaders, vendors, DJs, etc.) in the creation process, by offering them a platform to market their products in exchange for visual content.
MY INVOLVEMENT
Conception:
Creativity:
Marketing:
Community:
Stakeholder:
"Face of Berlin" - WebSummit
BERLIN║GERMANY
2019
Pitch for the WebSummit - the World's leading tech event - in cooperation with Visit Berlin.
Acting role as "Face of Berlin", presenting some highlights of the city and the many possiblities it offers
