Kerstin Pape

Responsibility: 48 people. Leading different marketing teams for the 7 online shops (DE, ES, PL, CZ, SK, NL, PL): paid marketing (SEA, price comparison, affiliate, social, app marketing, display/retargeting), owned channel marketing (Newsletter, Push, InApp, Print), marketing systems & analytics, cross-country campaigning & controlling, attribution and multichannel integration of the online shop.

Marketing Tech Lab is a digital marketing consultancy founded by Dr. Ralf Strauß in 2018. Responsibility: Managing Director/Senior Consultant for digital transformation projects: audits in digital marketing/CRM, strategy, marketing KPI/steering frameworks and retail media, retail media strategy, business cases, tech requirements and staffing. Co-Author of the MarketingTechMonitor www.marketingtechmonitor.com, concept and organization of the first MarketingTechAward 2021 www.marketing-tech-award.de

Reponsibility: 36 people. Leading different teams => customer experience, requirements management, web/app development, CRM cross- und upselling and loyalty management, telesales inbound/outbound. Responsible for all customer KPIs for the key brands mobilcom debitel and klarmobil, digitalization of sales/service processes to increase the usage of self-service offers and the digital sales share. Measure the customer satisfaction across all touchpoints and lifecycle phases, identify the key areas of action.

Responsibility: up to 110 people. head of different teams: paid marketing (SEA, price and product comparison, affiliate, social media, display/retargeting, app), owned channels (SEO, 5 blogs), controlling & analytics, tech & tracking. Within my 7 years, I scaled the team 4 times, we built up a complete new marketing tech stack, tracking & analytics world, inhoused different channels, formed a MarTech team, integrated customer data, implemented new attribution/measurement models, Retail Media products

Responsibility: 14 people. I had a team of brand strategists, media buyers, campaign managers and researcher and was responsible for brand development/CD, offline and online marketing channels incl. CRM and research. Within my time at comdirect we scaled the banking business we launched several new products and scaled cross- und upselling. We implemented a marketing mix modeling and used customer data for segmentation and individualization within the CRM channels.

Responsibility: 6 people. Head of brand marketing with an expert team of media planners, campaign manager and strategists responsible for the brand OTTO and its communication strategy and campaigns with a multichannel approach. During my time in this role we scaled the campaigns from 2 to 7 per year, used Heidi Klum as a brand ambassador within the campaigns and implemented diverse multichannel approaches between print/catalogue and the online platform otto.de

Responsibility: Project management and conception of different catalogue projects as well as different branding campaigns incl. steering of creative and media agencies.

Responsibility: assortment consultancy from analysis of catalogues, assortment to products incl. development of best practices and success factors for the purchasing and advertising department based on an international group catalogue data base plus development of a new web-based database.

Responsibility: Concept and setup of an internal international knowledge management platform for the industry engineering & construction and consultant process projects in banking and insurance