About Barbara
Sie suchen jemanden, der Strategie nicht nur entwickelt, sondern sie auch erfolgreich umsetzt? Ich unterstütze Unternehmen als Interim Executive, Beraterin und Sparringspartnerin dabei, Wachstum zu schaffen, Marken weiterzuentwickeln und komplexe Veränderungen erfolgreich zu gestalten.
Seit fast 20 Jahren arbeite ich an der Schnittstelle von Brand, Marketing, Produkt und Unternehmensstrategie. Ich begleite Unternehmen bei der Entwicklung von Marken- und Marketingstrategien, Positionierungen, Go-to-Market-Konzepten, Geschäftsmodellen sowie Transformations- und Innovationsprojekten. Außerdem unterstütze ich beim Aufbau leistungsfähiger Marketingorganisationen, der AI-Integration in Marketing- und Unternehmensprozesse sowie bei Executive Sparring auf C-Level.
Ich habe in Corporates, Agenturen, Start-ups und als Gründerin gearbeitet. Dadurch kenne ich die Herausforderungen unterschiedlichster Organisationen und entwickle Strategien, die nicht nur auf dem Papier funktionieren, sondern sich auch operativ umsetzen lassen.
Was mich auszeichnet, ist die Fähigkeit, komplexe Zusammenhänge schnell zu erfassen, Muster frühzeitig zu erkennen und Erkenntnisse aus unterschiedlichen Branchen miteinander zu verbinden. So entstehen pragmatische, datenbasierte Lösungen mit klarer Priorisierung und messbarem Mehrwert.
Typische Projekte:
• Brand & Marketing Strategy
• Positionierung & Go-to-Market
• AI-Integration & Marketing Transformation
• Geschäftsmodell- & Produktentwicklung
• Organisationsentwicklung & Teamaufbau
• Interim CMO / Head of Marketing
• Executive Sparring & Strategie-Workshops
Ich werde meist dann hinzugezogen, wenn Unternehmen strategische Klarheit, schnelle Umsetzung und erfahrene Führung auf Zeit benötigen.
German
Native or bilingual
English
Fluent
Italian
Conversational
Can work on-site
Berlin (up to 50km), Frankfurt am Main (up to 10km), Hamburg (up to 10km)
Experience
- FreelanceIndependent Strategy & Interim LeadershipApril 2026 - Today (3 months)Berlin, GermanyAdvisory & Interim Leadership• • Strategic advisory and interim mandates for companies navigating growth, transformation, and cultural complexity: corporate and transformation strategy, product and platform positioning, tech and data infrastructure, and commercial narrative, with the organizational clarity to execute• • Bridges deep conceptual thinking with rigorous data and technology: AI and data-driven business models, platform logic, and the marketing and commercial layer on top• • Selective C- and Head-level engagements in high-stakes, ambiguous situations where a permanent hire is not yet the right fit. Sectors: media, retail, health, fintech, energy• • Social first Strategy including concept and realization
- We Are Era GmbH (RTL / Bertelsmann)Chief Product OfficerJanuary 2024 - March 2026 (2 years and 2 months)Berlin, Germany• • Joined as the company's first Chief Product Officer (RTL/Bertelsmann), appointed after ~1.5 years advising the business• • Led ~50 FTEs across strategy, product, data, and AI in a 12-market, 8-country ecosystem during a scale-up from 120 to 400 employees• • Winning enterprise clients including ALDI Nord, Telekom, McDonald's, Techniker Krankenkasse, and Group SEB (WMF, Tefal, et al.); initiated strategic industry partnerships including Jung von Matt• • Built the strategic and conceptual foundation driving that commercial result: a complete ecosystem of creator campaign products and pitch frameworks that defined how Era leads market conversations; personally drove nearly all major external pitches• • Designed Era's concept-led pitch model — a structured approach to what to lead with, at which depth, and at which stage — shifting the company from reactive briefing responses to proactive market engagement and roughly tripling pitch volume with no increase in team size• • Built the AI and data infrastructure enabling scalable commercial decision-making: Social Intelligence Hub (psychographics-driven), platform analytics systems, and a Tech & AI function scaled from 1 to 4 specialists, directly improving pitch effectiveness and product quality across all markets• • Launched 'CTRL+Culture' column at Campaign Germany during tenure — data-driven cultural analysis read across the German marketing and media industry; continued post-Era as 'Beyond Culture' under Beyond Metrics• • Outcome: Era moved from responding to briefs to shaping market conversations, with a pitch infrastructure, data intelligence layer, and strategic framework that became the default operating model across all 12 markets• • Member of the executive leadership team, integrated across all executive decision-making in a strategic and advisory capacity; selected for the Bertelsmann 2030 Leadership Program, including reverse mentoring with group leadership
- FreelanceIndependent Strategy & Interim LeadershipDecember 2020 - December 2023 (3 years)Berlin, GermanySelf-Employed — C- and Head-level mandates across digital transformation and growth• • Operated selectively across C- and Head-level mandates in digital transformation and growth. Sectors: health, fintech, energy, govtech, and entertainmentSelected Engagements◦ ◦ We Strategy Lead & CEO Advisory: aligned brand and product strategy for major FMCG clients on creator platform ecosystem◦ ◦ GGEW – Interim Product & CX Lead: overhauled full website communication and digital customer journey with explicit goal of increasing contract conversion; delivered to high client satisfaction◦ ◦ Memido – Interim CMO: redesigned brand and visual identity, leading to partnership discussions with Weleda and an exclusive product trial in their flagship store in Würzburg
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Education
- Master of B2B MarketingFreie Universität Berlin2012Master of Business 2 Business Marketing (MBM)
- Bachelor of ArtsFachhochschule Frankfurt am Main2011Bachelor of Arts (BA), Betriebswirtschaft