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Profileimage by Katharina Foerster Digital Marketing Specialist from Wuerzburg

Katharina Förster

Würzburg
available

Last update: 25.04.2024

Digital Marketing Specialist

Graduation: Betriebswirtschaftslehre, BoA
Hourly-/Daily rates: show
Languages: German (Native or Bilingual) | English (Full Professional) | French (Elementary)

Keywords

Attachments

CV-April-2024_250424.pdf

Skills

www.katharina-foerster.com

CORE COMPETENCES
  • Conception of audience driven online marketing campaigns along the sales funnel
  • Digital campaign and project management
  • Omni-channel marketing
  • SEO/SEA
  • Website and conversion optimization
  • Social Media strategy
  • Influencer marketing
  • Email marketing
 
SOCIAL MEDIA STRATEGY & MANAGEMENT
  • Analysis of the status quo 
  • Concrete recommendations for action and planning of measures to optimize performance on social media regarding the objective
  • Framework set up (budget recommendation, headcount, administration, workflows etc.)
  • Content optimization 
  • Development of new content formats
  • Implementation of operative social media activities
  • Community Management
  • Texting
  • Consulting and instruction on operative social media activities
  • Target definition and verification of the attainment
  • Definition of goal related KPI and performance measurement
  • Editorial planning
  • Set up and optimization of the social media advertising strategy (target group definition, A-B-testing, budget planning, tracking with Facebook pixel etc., retargeting, conversion optimization)
  • Customer journey tracking
  • Advertising campaigns along the sales funnel 
  • Social media analysis and monitoring
  • Creation of reportings
  • Expertise on all common social media channels
  • YouTube SEO
  • Management of agencies and collaboration with other interfaces

INFLUENCER MARKETING
  • Experienced in contract negotiation, briefing and building of influencer relations
  • Networked in the community
  • Evaluation of suitable influencers in terms of brand fit, objective and quantitative criteria
  • Set up of influencer campaigns
  • Target definition and success monitoring
  • Planning and implementation of influencer events

Project history

01/2023 - Present
Senior Digital Marketing & Omni-Channel Manager
Pfizer (Pharmaceuticals and medical technology, >10.000 employees)
  • Strategic planning, implementation, monitoring and controlling of omni-channel campaigns based on KPIs, benchmarks and insights in collaboration with the brand teams
  • Development of digital marketing campaigns for HCP and/or patients
  • Optimisation of digital marketing measures (social media, e-mail, display, search etc.) within the campaigns
  • Coordination and improvement of the email marketing activities in consideration of the relevant KPI and content processing
  • Agency onboarding and coordination
  • Advising the brand teams with regard to a useful channel mix and digital marketing measures based on the individual customer journeys and brand objectives
  • Coordination of website optimisations (SEO & UI/UX) and launches
  • Project management
05/2022 - 12/2022
Digital Marketing Manager
AstraZeneca (Pharmaceuticals and medical technology, >10.000 employees)
Entwicklung von digitalen Marketingkampagnen und digitalen Vertriebsstrategien
SEO
Mediaplanung
Koordination von Website Optimierungen und Launches
Digitale Strategie Ausarbeitung, Verbesserung und Umsetzung
Optimierung von Launch Strategien & Kampagnenprozessen
Entwicklung und Umsetzung von Omni Channel Kampagnen
Crossfunktionale Zusammenarbeit mit dem Marketingteam
KPI Management
08/2020 - 09/2022
Digital Marketing Manager
BRISTOL MYERS SQUIBB (Pharmaceuticals and medical technology, >10.000 employees)
  • Coordination and realisation of email marketing measures
  • Maintenance, optimization and tracking of brand websites
  • Improvement of the e-mail marketing activities in consideration of the relevant KPI and content processing
  • Customer journey based expansion of the digital marketing activities within the marketing mix in consideration of the touchpoints of HCP and the BMS sales team
  • Strategic and operative support within the relevant digital marketing channels (SEA, LinkedIn, websites, field triggered emails, newsletter, podcasts, third party mails)
  • Identification and analysis of the KPI matching the strategic objective
  • Close collaboration with and coordination of advertising, creative and digital agencies
  • Creation of competitive analysis, evaluations and presentations
  • Project management
  • Close collaboration with brand marketing and other internal interfaces and Pfizer Deutschland GmbH
03/2022 - 06/2022
Account Supervisor & Digital Marketing Strategist
Publicis Media / Starcom (Marketing, PR and Design, >10.000 employees)
Account Supervisor
Support creation of a extensive pitch deck to win a global FMCG player as customer
Lead on day to day running of the account with clients (E.ON, Kärcher) and agency partners
Responsible for development of full funnel strategies
Media Planning
Coordination of hubs for execution
07/2021 - 12/2021
Digital Campaign Manager
Miele (Consumer goods and retail, >10.000 employees)
  • Conception and observation of centralised digital brand campaigns starting with digital strategy 
  • development up until preparation of toolkits for different markets 
  • Development of digital sales strategies along the customer journey 
  • Consulting of different markets worldwide and internal stakeholders 
  • Performance measurement and support of the single markets after campaign set up (e.g. readjusting, adapting, optimization based on analytical methods) 
  • Coordination of agencies 
06/2019 - 05/2020
Online Marketing Manager
Stada (Pharmaceuticals and medical technology, >10.000 employees)
  • Coordination and realisation of website relaunches of all major brands in the course of technical and textual SEO
  • Development and implementation of digital advertising campaigns based on the customer journey (social media, native advertising, video, display, SEM)
  • Identification and analysis of the KPI matching the strategic objective
  • Further development of the e-commerce activities
  • Further development, maintenance and tracking of brand websites
  • Campaign set ups in collaboration with Google and Facebook
  • Creation of competitive analysis, evaluations and presentations
  • Coordination of agencies (advertising, creative, digital)
  • Project management
01/2018 - 04/2019
Global Social Media Manager
Knauf Gips KG (Architecture and civil engineering, >10.000 employees)
  • Coordination and realisation of website relaunches of all major brands in the course of technical and textual SEO
  • Development and implementation of digital advertising campaigns based on the customer journey (social media, native advertising, video, display, SEM)
  • Identification and analysis of the KPI matching the strategic objective
  • Further development of the e-commerce activities
  • Further development, maintenance and tracking of brand websites
  • Campaign set ups in collaboration with Google and Facebook
  • Creation of competitive analysis, evaluations and presentations
  • Coordination of agencies (advertising, creative, digital)
  • Project management
04/2016 - 12/2017
Social Media Manager
s.Oliver (Consumer goods and retail, 5000-10.000 employees)
  • Community  management Social media editorial planning 
  • Social media analytics / benchmarks / A-B-tests and derivation of suitable recommendations for action 
  • Development and optimization of the social media strategy 
  • Creation of reportings
  • Development of new formats for Facebook and Instagram
  • Coordination of agencies 
  • Development of concepts and realisation of social media campaigns in collaboration with Facebook and YouTube
  • Digital media planning 
  • Texting and creative content creation 
  • Creation of social media ads along the sales funnel according to targeting and objective 
  • Optimization of target group clusters 
  • Project management
  • Identification of suitable influencers (KPI, brand fit, imagery and objective) 
  • Development and coordination of influencer campaigns, productions and events
  • Performance measurement of influencer and social media campaigns
  • Close collaboration with PR, brand marketing and e-commerce
  • Budget planning

Local Availability

Open to travel worldwide
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