Set up the App Tracking in Adobe Analytics

• Set up app tracking in Adobe Analytics, for a cross-department comparable reporting of app performance and measurement of new features for the customers
• Set up a Self Service Reporting Landscape in Adobe and education of the key stakeholder on how to use Adobe Analytics
• Built advanced dashboards in PowerBI about app usage.

Support the CRM Team with Deep Dive Analysis and Power Bi Reporting

• Make the CRM Impact on the business measurable, create a robust testing environment and set up the reporting infrastructure
• Understand Churners and find the levers to prevent users from churning
• Maintenance and expansion of the Power Bi Reports to support the CRM Team to review their efforts, so they can add value to their customers experience and prevent churn

Set up the reporting landscape

• Set up a Reporting Landscape in Tableau
• Train the employees to use Tableau and build reports within Tableau

Improve the funnel reporting

• Technical setup to link the external marketing campaign to the post signup user flows
• Upgraded the reporting from google-sheets to Looker Studio
• QA tracking setup in Google Analytics and Google Tag Manager

Support the Marketing & Media Analytics Department

• Implemented new ways of project setups  and automation through automated jupyter notebooks
• Established new visualisations and storylines for presentations to the stakeholder
• Tracking implementation, QA and reporting of Adobe Analytics

Team Lead Customer Insights Analytics

• Set-up the ZMS-Insights Analytics team from scratch and growing it to a size of six analysts
• Developed the team and every team member professionally over the years, which constantly produced great results in our quarterly surveys in innovation, productivity, team health and team satisfaction
• Created a professional, automated, and scalable framework for recurring products and tasks
• Expanded the business into new analytical areas by inventing new data products and thus creating new revenue streams for the department
• Successfully established a framework for cross-team collaboration with other Zalando analytics teams
• Conducted data driven consultancy for brands selling on Zalando to improve their performance

Senior Marketing Analyst

• Supported on ROAS steering for performance marketing with a focus on paid search and bidding
• Led the Implementation of an anomaly detection tool to decrease reaction time in an emergency

Lead Marketing Analytics / BI

• Set up the reporting structure for the new marketing analytics department
• Responsible for the monthly finance and investor reports

Started as intern and developed into Lead Digital Marketing Analyst for EMEA

• Strategic partner for the Digital Marketing Director in EMEA
• Set-up a wholistic long-term testing environment for incremental marketing effects and proved the monetary effect of direct marketing
• Conducted strategic analysis for a better understanding of the customers
• Applied supervised machine learning to identify best prospects for marketing campaigns
• Established a revenue attribution model for search und display
• Established an aligned pan-European reporting strategy and implemented automated reporting for UK, DE, FR, IT, BENL
• Campaign and strategic analysis for different markets (UK, DE, FR, IT, BENL)
• Responsible for marketing reporting and campaign analysis
• EMEA lead for the roll-out of PayPal’s first-party tracking infrastructure (FPTI) including data validation and consultation for analytical needs
• Single point of contact for marketing tracking in EMEA (analysis and implementation)
• Managed one intern and two external resources