Carolin S.

Brandformance Expert with passion for internationalization I Fractional CMO

Carolin is a seasoned builder of brands and teams, for companies big and small. Over the past 18 years, she has led marketing teams to deliver remarkable experiences and create meaningful interactions between brands and people. Carolin has shaped companies expansions to new markets and understands the importance of listening to the customer along the journey. Carolin gets excited about uncovering insights, creating clarity, develop a clear strategy for marketing and media while leaning into the power of storytelling to drive business results.

She thinks beyond silos to combine brand- and performance marketing into one strategy to more effectively reach marketing goals.

Hire Carolin

Software as a Service (SaaS)Pet Food and Beverage Google Sheets Go-to-Market Strategy Vacation Rental Chief Marketing Officer Asana

Fractional CMO rates

Work

Rover.com Launch Event London

metro.co.uk

The UK's first dog swimming gala is taking place in London this summer | Metro News

Remember when you used to have to go and watch your son/daughter/brother/sister at swimming galas? Absolute bore, right? Imagine though, if they replaced all the kids with dogs? Now we're...

Event Strategy Experiential Marketing Communication Skills

Launch of Rover.com in Europe starting with the UK

geekwire.com

Rover is going global. The Seattle-based pet-sitting marketplace company today announced the launch of its service in the United Kingdom starting this

Communication Skills Go-to-Market Strategy Localization

Airbnb Functional Campaign Germany

youtube.com

Local development of a functional campaign to explain the benefits of Airbnb to the German audience.

Go-to-Market Strategy Google Analytics Production Creative Direction

Experience

Mar 2023 — Sep 2023

HUK Autoservice

Fractional Marketing Leader

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.

Dec 2020 — Apr 2022

Squarespace

Interim Marketing Director Germany

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.

Dec 2017 — Apr 2019

Rover.com

Interim Head of Marketing Europe

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.

Dec 2015 — Nov 2017

Airbnb

Marketing Lead Germany

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.

Dec 2006 — Nov 2014

Danone

Various positions

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

Carolin S.

Brandformance Expert with passion for internationalization I Fractional CMO