Description

Performance doesn't come from better decks. It comes from someone who actually gets things done.

I know large organizations from the inside. At Mercedes-Benz, Deutsche Bahn, DHL, and REWE I didn't consult from the outside. I built, led, and delivered from within. I know where projects get stuck in complex organizations and what it takes to get them moving.

As a freelancer I bring speed, operational strength, and a clear can-do attitude. I get up to speed fast, take ownership, and drive projects through to completion. No lengthy onboarding. No strategies that sit in a drawer.

My focus is in three areas. MarTech strategy and implementation, covering CDP, CRM, marketing automation, and AI-driven personalization. Data-driven marketing, from segmentation and attribution to marketing mix modeling. And marketing performance, when teams, processes, or technology need to be geared toward results, including where AI and Agentic AI can already make a real operational difference today.

I speak the language of Marketing, IT, and Management at the same time. And I deliver.

Industry field of expertise

Languages

German
Native or bilingual
English
Fluent
French
Basic
Japanese
Basic

Workplace preferences

Can work on-site

Berlin (up to 50km), Munich (up to 10km), Frankfurt am Main (up to 10km), Hamburg (up to 10km), Köln (up to 10km)

REWE Group
Interim Head of MarTech and CRM Projects
RETAIL (SMALL BUSINESS)
May 2025 - December 2025 (7 months)
Köln, Germany
Integrated CRM, campaign and behavioral data into a unified performance measurement framework. One source of truth across acquisition, activation, retention and engagement.
Led the implementation of a Customer Data Platform including campaign management, marketing automation, app push and a recommendationengine. Built for scale across all digital touchpoints.
Resolved a large-scale customer data duplication problem through structured data governance. Reduced license costs by six figures and brought the data stack into GDPR compliance.
Scaled lead generation from 2M to 6M participants, a 200% increase, through data-led audience strategies.
Conducted business analysis for an AI agent system rollout. Focus on organizational workflows, reporting structures and budget tracking.
Built the strategic roadmap for scaling the MarTech stack and defined the experimentation framework for the organization, shifting teams from launching campaigns to testing hypotheses at scale.
Worked closely with Consumer Marketing, Product, IT and Analytics to deliver integrated CRM and lifecycle programs. Removed silos and set shared data governance standards.
MarTech Marketing Automation CDP Data analysis CRM
better be buzzin' GmbH
Founder & Managing Partner
DIGITAL AND IT
August 2023 - Today (2 years and 10 months)
Berlin, Germany
Advised C-level teams on shifting from data-informed to data-led marketing. Built the frameworks, not just the reports.
Developed LTV and CAC models using predictive analytics. Delivered 20% higher campaign efficiency and 30% better engagement in targeted
segments.
Defined ICP and segmentation models that cut acquisition costs by 20% and made budget allocation easier to defend at board level.
Built and led high-performing data and marketing teams. Set career frameworks, headcount plans and the operating rhythms that let people do good work.
Ran MarTech audits that delivered up to 30% cost savings through better budget allocation and tighter data governance.
Built KPI frameworks and performance dashboards that served as a single source of truth for paid and owned channel efficiency.
Advised on go-to-market strategies, channel orchestration and marketing effectiveness. Always anchored in causal logic, not vanity attribution.
Digital Marketing Strategie Consulting and Audits Digital Transformation Marketing Technology Data analysis
Mercedes-Benz AG
Head of Digital Marketing IT
AUTOMOBILE
August 2022 - May 2023 (9 months)
Stuttgart, BW, Germany
Led an international team of 20 and defined the global IT strategy for marketing platforms across 30+ markets, covering ad technology, CMS,
digital asset management and analytics.
Grew platform adoption by 50% globally. Cut operational overhead and connected marketing technology to measurable brand and performance
outcomes.
Implemented AI-powered personalization and targeting across global consumer journeys.
Kicked off a taxonomy project to bring consistent data collection and measurement across all global campaigns. A foundational step for any serious MMM or incrementality program.
Evaluated IT suppliers through security audits, cost controls and performance checks to keep operations scalable and compliant.
Digital Marketing Strategie Marketing Technology IT Strategy MarTech Performance Marketing

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architecture
ETH Zürich
1996
architecture
history of arts, archaeology, architecture
University of Cologne
2001
history of arts, archaeology, architecture

Check out Katja's education

Katja B.

Digital Marketing Efficiency Media CRM MarTech

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