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Malt Strategy
Esther V.EV

Esther V.

Freelance GTM Lead · European Scale-ups

€640/day
Berlin, DE
8-15 years
Go-to-Market (GTM) Strategy
Performance Marketing
Marketing Effectiveness
Offline marketing
Marketplace

Average response time: 1 hour

About Esther

I help growth-stage companies in Europe launch new markets and build new revenue categories — with the GTM strategy, positioning, and commercial framework to make it stick.

For 10+ years I've led marketing in-house at European scale-ups: Kleinanzeigen (Germany's largest online marketplace), Gorillas (quick commerce), and Infarm (AgriTech). I've built GTM from scratch for 6 international markets, launched a net-new retail media category, and owned multi-million growth budgets with full CAC:LTV accountability.

I embed as a senior GTM lead for 3–4 months — not an agency, not a generalist. Someone who leads your teams, aligns Finance, Product, and Commercial around a plan, and hands off a playbook that works after I leave.

Based in Berlin. Working in English, German, and Dutch.
E-commerce
Large Retailers
Retail (Small Business)
Digital Business Models
Private Equity

  • Dutch

    Native or bilingual

  • English

    Native or bilingual

  • German

    Native or bilingual

  • Spanish

    Basic

Can work on-site
Berlin (up to 50km)

Experience

  • Kleinanzeigen
    Marketing Lead PRO
    E-COMMERCE
    September 2022 - October 2025 (3 years and 1 month)
    Berlin, Germany
    Owned the full GTM strategy and growth engine for Kleinanzeigen's SMB seller segment — Germany's largest classifieds marketplace. Defined ICP segmentation, positioning, and messaging across the buyer journey, and built a full-funnel acquisition engine across paid, owned, and product channels that delivered 100%+ YoY growth while keeping unit economics healthy.

    • Owned a multimillion-euro annual growth budget with full CAC:LTV and payback period accountability
    • Redesigned SMB value proposition and messaging, improving CTR ~20% and activation ~10%
    • Launched brand campaigns driving double-digit pp uplift in aided awareness and consideration
    • Introduced structured experimentation across landing pages, onboarding, and lifecycle — reducing bounce rates by double-digit pp
    • Led a 10-person cross-functional team across performance, CRM, brand, and analytics; aligned Product, BI, Sales, and Finance around growth strategy
    Subscription Growth marketing Marketing Effectiveness Customer Segmentation and Analysis Positioning strategy
  • Gorillas
    In-App Marketing Lead
    TECH
    August 2021 - August 2022 (1 year)
    Berlin, Germany
    Led marketing across Gorillas' retail media and in-app commercial programmes in 6+ European markets, and owned the full GTM for new category and seasonal launches in Germany. Designed the frameworks that turned partner-funded promotions into a repeatable, scalable revenue category — one of Gorillas' first structured retail media offerings.

    • Built GTM playbooks for new category launches — defining positioning, in-app communication, pricing logic, and launch sequencing
    • Owned all seasonal activations and new category introductions for the German market
    • Designed partner-funded campaign mechanics (discounts, bundles, featured placements) delivering repeatable incremental revenue for both partners and platform
    • Led multi-market in-app campaigns increasing app engagement ~15% and driving 2–3× SKU uplift during promotional periods
    • Introduced data-led pricing and promotion experiments, improving performance while reducing local execution effort significantly
    Monetization Strategic Partnerships Growth marketing Pricing strategy App Marketing
  • Infarm
    Senior Marketing Manager
    RETAIL (LARGE RETAILERS)
    November 2019 - July 2021 (1 year and 8 months)
    Berlin, Germany
    • Led go-to-market and marketing initiatives across multiple international markets, adapting positioning to local retail contexts
    • Developed educational brand narratives that increased brand resonance by ~5 pp for a complex, tech-driven product
    • Owned website rebrand and digital experience optimisation, increasing average time spent by ~1 minute and engagement by double digits
    • Worked closely with enterprise retail partners (EDEKA, Kaufland, AH, etc.) to improve in-store visibility and sell-through
    Go-to-Market (GTM) Strategy Offline marketing Social media Trade Marketing Localisation
Check out Esther's experience

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Education

  • Reporting in SQL
    Reporting in SQL
  • Verified Certificate for Introduction to Connected Strategy Advanced Business Strategy
    edX
    Verified Certificate for Introduction to Connected Strategy Advanced Business Strategy
Check out Esther's education

Skill set

Customer Segmentation and Analysis
Marketing Analytics
AI and Advanced Analytics
B2B Marketing
Positioning strategy
Demand Generation

Categories