Self-Employed Projects & Work History DIGITAL ANALYTICS CONSULTANT
September 2017 — Present
April 2021 – December 2023
CONGSTAR // COLOGNE, GERMANY // GOOGLE ANALYTICS UA, GA4, MAPP
ANALYTICS
- Led creation of standardized campaign tracking in GA Universal, GA4, and MAPP Analytics.
- Developed reports for decision-making, saving 20% by discontinuing underperforming campaigns.
- Key team member in migrating to MAPP Analytics and Tealium Tag Manager.
- Provided expert analytics support for pilot projects and campaigns. • Restructured reporting framework, increasing usage by 30%.
- Conducted KPI framework workshops across departments.
- Ensured tracking compliance with privacy regulations.
October 2022
SUITE SUPPLY // AMSTERDAM, NETHERLANDS // GOOGLE ANALYTICS
- Conductedworkshopsandtrainingsessions,establishingafull-timedigital analyst position.
- Organized KPI setting workshops, driving business decisions.
- Emphasized data quality in strategic decision-making.
October 2020 – November 2020
UNILEVER PLC // LONDON, UK // GOOGLE ANALYTICS, ADOBE ANALYTICS
- Led a digital analytics audit, providing optimization recommendations.
- Enhanced data governance and quality.
- Offered actionable tracking goals and KPI improvements.
June 2019 – May 2020
ESPRIT EUROPE GMBH // RATINGEN, GERMANY // WEBTREKK SUITE, ADOBEANALYTICS
- Managed migration to Adobe Analytics, improving tracking precision.
- Aligned campaign and customer journey tracking.
- Created dashboards, increasing report usage by 25%.
- Conducted KPI workshops.
- Introduced Observe Point, reducing debugging hours by 30%.
- Assisted in creating the Customer Data Platform strategy.
January 2020 – May 2020
THE ADECCO GROUP // DUSSELDORF, GERMANY // GOOGLE ANALYTICS
- Streamlined tracking documentation, increasing accuracy.
- Developedstandardizedcampaignnomenclature,improvingeffectiveness
by 20%.
- Designed customer journey tracking, improving conversion rates by 15%.
- Delivered KPI framework workshops.
July 2019 – August 2019
TWT INTERACTIVE GMBH // DUSSELDORF, GERMANY GOOGLE ANALYTICS
- Provided expert support to clients, resolving tracking bugs and enhancing data accuracy.
- Rebuilt reports to focus on KPIs, increasing usage by 25%. December 2018 - May 2019
HOME SHOPPING EUROPE GMBH (HSE24) // MUNICH, GERMANY
- Improved tracking accuracy by cleaning up existing systems and developing a tag plan.
- Ensured seamless app and web tracking.
- Established transparent campaign tracking, optimizing ad timing and ROIby 20%.
September 2017- September 2018
SPORT1 GMBH // MUNICH, GERMANY GOOGLE ANALYTICS
- Developed comprehensive campaign tracking, improving effectiveness by 20%.
- Designed article tracking for performance insights.
- Conducted A/B testing, increasing ad performance by 15%.
- Matched IVW tracking with Google Analytics.