Expertise

At a glanceA few key facts about my work.

Experience

13+ years of digital & performance marketing

From B2B mid-sized companies to international industrial groups.

Markets

International campaigns in more than 20 countries

Multilingual setups, local targets, central steering.

Disciplines

SEA, SEO, GEO, AI Visibility, Paid Social, Programmatic

Channels treated as one system instead of optimised in isolation.

Approach

Data-driven and steered by targets

GA4, Tag Manager and dashboards that support decisions.

Leadership

Teams, agencies and interfaces

Strategy, prioritisation and a clear handover to sales.

Side project

Crugether – my own app for groups

From idea to product to go-live.

DisciplinesThe topics I work with day to day. Hover an item for details.

• PPC StrategyI plan budgets, channel mix and bidding logic along margin, steering campaigns by target values rather than click prices.
• SEAGoogle and Bing Ads across markets: account structure, per-market keyword sets, ad testing and clean conversion attribution.
• Paid SocialLinkedIn and Meta for B2B: audiences by role and industry, creative testing and lead quality over raw lead volume.
• SEO / GEOTechnical SEO, information architecture and content prioritisation by search intent — international with a clean hreflang setup.
• AI VisibilityPreparing content so AI assistants cite it correctly: structured data, clear entities and monitoring of mentions.
• Marketing AutomationBuilding and maintaining nurture tracks, scoring and triggered emails — including hand-off points to sales.
• CRM & Lead ManagementKeeping leads traceable from first touch to close: data quality, status logic and closed-loop reporting.
• Conversion OptimizationDeriving hypotheses from data and user behaviour, validating them with A/B tests and rolling out only solid winners.
• Landing Page StrategyDesigning campaign pages: message matched to intent, short forms, fast loading and one clear goal per page.
• Analytics & ReportingTracking concepts, GA4 and tag manager setups plus dashboards that support decisions instead of collecting numbers.
• B2B Demand GenerationBuilding demand in long buying cycles: content per buying stage, multi-touch campaigns and close alignment with sales.
• eCommerceInterlocking product data, feeds and shopping campaigns, prioritising ranges by contribution margin.
• Social Media StrategyDefining channel roles and editorial planning, feeding topics from sales and search data, measuring impact against business goals.
• Influencer MarketingSelecting subject-matter voices, setting up collaborations with clear briefings and assessing their contribution to pipeline.
• Brand ManagementKeeping positioning, tone and appearance consistent across markets — without losing local nuance.
• Agile Project Leadership (Scrum)Running projects with agencies and internal teams in short cycles: clear priorities, visible progress, little overhead.