Brandformance Marketing
I’m a seasoned builder of brands and teams, for companies big and small. Over the past 18 years, I have led marketing teams to deliver remarkable experiences and create meaningful interactions between brands and people. I have shaped companies expansions to new markets and understand the importance of listening to the customer along the journey.
What excites me? Uncovering insights, creating clarity, developing a clear strategy for marketing and media while leaning into the power of storytelling to drive business results.
Bridging the gap between brand and performance marketing
Today’s marketers either have a stronghold on brand marketing or on performance marketing. My approach is that I start with the customer, and customers do not think in those silos. They need to have a seamless experience no matter if we connect with them via digital or offline touchpoints, via customer service or as an employer brand. Every touchpoint builds our brand and offers an opportunity to communicate our messaging, values and vision. So it’s time to measure brand marketing activities and communicate the brand via performance marketing tactics.
Building your digital strategy
The ingredients:
Target Audience Who are you talking to?
Brand Messaging What is the right messaging for each audience you are engaging with?
Competitive mapping Where are you positioned compared to your competitors and what are their strengths & weaknesses?
Brand Messaging what is your north star metric and how can you measure both brand and performance tactics.
Media Strategy What is the right media mix to reach your audience?
Touchpoints How will you present your brand at each touchpoint in order to have a consistent approach?
Grow internationally
Once you have proven your business model in your local market it’s time to grow international. I will help you figuring out the right approach for your marketing strategy and team. How much freedom is needed for local adaptations and where can we built on what worked in your home market. It’s always about the context.
What People Are Saying
“Carolin is a warrior and an angel. A strategist and an operator. A team player and a self starter. A big heart and head strong. Working with Caro is a constant gift of all the above and more.”
— Jonathan Mildenhall, CMO Airbnb
“I worked with Carolin as Squarespace aspired to scale in Germany, and she was the first marketing leader hired to lead growth in this geo. Carolin excelled at creating a framework for growth, providing local insights to guide strategy, and building relationships with local partners to build trust and relevance. If you need someone who is a strategic driver of growth and change, Carolin is a clear choice!”
— Jacqueline Gonzales, Head of Global Marketing Squarespace
“I had the pleasure of collaborating with Carolin during Rover’s European expansion efforts, and was thrilled to discover that I had an experienced, talented, and strategic marketer as a partner. Her knowledge and insight of European markets, combined with solid connections and a foundation in marketing best practices, made our launches and broad “transcreation” efforts swift and effective. Carolin understands the balance between data and true consumer insight in making the most essential marketing decisions.”
— Halle Hutchison, CMO Rover.com
My way of working
Interim Management
Depending on your needs this can be set up as a 6-24 months agreement where I take over the role of a CMO / VP or Marketing Director and help to get your company up to speed. This setup is ideal if you want to figure out what team setup you will need or you have a short term need i.e. due to maternity leave. It will give you enough time to hire the right people while not sacrificing on speed to drive results.
Fractional Leadership
As a fractional leader I work part-time or project based to offer your organization my expertise and leadership on a specific marketing topic.
You will get all my knowledge and experience from of over 18 years working in Marketing positions national & international, corporate & start-up, and across different industries. Within a limited period I can improve the performance and contribute to achieving the strategic goals. This set-up is particularly helpful for small businesses and startups, where you may require expertise in a specific area but lack the financial resources to hire a full-time executive. To learn more about it check out this Forbes article.
Examples of my work
