Carolin S.

Experience

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  HUK Autoservice

  Fractional Marketing Leader

  Mar 2023 - Sep 2023

  HUK Autoservice offers car maintenance and repair services. It's part of one of the biggest German insurance companies. The company was built by McKinsey as part of their digital transformation project.

  • CAC -60%
  • Conversionrate 2x
  • Brand Awareness +11pts
  • Consideration +7pts
  • Development of a marketing strategy and implementation of the recommended actions in order to reach the objectives.
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  Squarespace

  Interim Marketing Director Germany

  Dec 2020 - Apr 2022

  Squarespace, Inc. is an American website building and hosting company based in New York City. It provides software as a service for website building and hosting, and allows users to use pre-built website templates and drag-and-drop elements to create and modify webpages.

  • Launch of the first locally developed multi-channel media campaign with ATL touchpoints
  • Launch of Squarespace marketing activities in Germany.
  • Development of the marketing strategy, hiring of media- and comms agencies, development of the German brand voice and implementation among all key touchpoints.
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  Rover.com

  Interim Head of Marketing Europe

  Dec 2017 - Apr 2019

  Rover Group, Inc. is an American company which operates an online marketplace for people to buy and sell pet care services including pet sitting, dog boarding, and dog walking.

  • Acquisition of the key competitor "Dogbuddy" - driving the integration of the team and adaptation of the brand
  • Roll-out across 8 European countries
  • Establishing PR as a growth tactic - global roll-out
  • Development of the local marketing strategy in close collaboration with the key US stakeholders.
  • Launch of Rover brand in Europe starting with the UK.
  • Implementation of Smartling as the company’s localization tool and roll out across 8 languages.
• 

  Airbnb

  Marketing Lead Germany

  Dec 2015 - Nov 2017

  Airbnb, Inc. is an American company operating an online marketplace for short- and long-term homestays and experiences.

  • Brand awareness of Airbnb tripled within 2 years
  • Roll-out of locally developed campaigns on a global level
  • Mentoring of the German and European marketing team and part of the local office leadership team
  • Launch of Airbnb in Germany, from strategy to implementation.
  • Definition of the local adaptation of the target group.
  • Led dDevelopment of local campaigns including production and media planning.
• 

  Danone

  Various positions

  Dec 2006 - Nov 2014

  Danone S.A. is a French multinational food-products corporation based in Paris. For Danone I worked over 8 years across different divisions - Water and Babyfood - and across different countries - Germany and Mexico.

  • Digital transformation of Milupa brand - from only offline to a full digital roll out, including social media and online forums.
  • Launch of various product innovations and communication campaigns.
  • Turnaround from double digit negative volume growth to +12% in 2014
  • Facebook Award 2013
  • Leading Carrera Bonafont - World’s biggest free female running event
  • Successful launch of “Toma+” app (2012)
  • Strategic development and implementation of the innovation pipeline 2012-2015 with cross-functional teams