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Carolina MäderCM

Carolina Mäder

Senior Growth & Marketing Consultant

€450/day
Düsseldorf, DE
8-15 years

Average response time: 1 hour

About Carolina

Growth and marketing leader with 15+ years of experience across DTC, FMCG and digital businesses.

I help companies improve acquisition, conversion and go-to-market execution through performance marketing, experimentation and cross-functional growth strategy.

My background includes leading growth and marketing initiatives within AB InBev ventures and digital environments, working closely with product, CRM and commercial teams to drive measurable business impact.

How I can support:

• Growth Audit
Assessment of acquisition channels, conversion funnel and retention drivers, with clear prioritisation and actionable recommendations.

• Go-to-Market Strategy
Support in defining positioning, messaging, channel mix and execution roadmap for new products, markets or initiatives.

• Performance & Experimentation
Design and optimisation of experimentation frameworks (A/B testing, channel testing, funnel improvements) to improve efficiency and results.

• Fractional Growth Leadership
Ongoing support working with founders and teams to define priorities, structure growth initiatives and improve execution across marketing and product.

I typically work with consumer, DTC and digital businesses looking to scale, optimise performance or bring more structure to their growth efforts.
  • English

    Native or bilingual

  • German

    Conversational

  • Spanish

    Basic

  • Portuguese

    Native or bilingual

Can work on-site
Düsseldorf (up to 50km)

Experience

  • Zé Delivery
    Head of Strategy & PMOs
    January 2023 - March 2024 (1 year and 2 months)
    São Paulo, State of São Paulo, Brazil
    Led cross-functional initiatives across marketing, product and commercial teams, translating business objectives into actionable growth plans. Established performance routines, KPIs and reporting frameworks, improving visibility and supporting data driven decision-making. Acted as a strategic partner to senior leadership, supporting decision-making through performance analysis and business insights. Orchestrated high-impact initiatives during key commercial moments, ensuring execution quality and alignment across teams.
    Growth Strategy Corporate strategy Reporting PMO
  • Zé Delivery, AB INBEV
    Senior Growth Manager
    June 2022 - December 2022 (6 months)
    São Paulo, State of São Paulo, Brazil
    Defined and executed marketing and growth initiatives for market expansion, adapting communication, pricing and channel strategies by region. Led consumer research and performance analysis, translating insights into marketing strategies and channel prioritisation. Designed and implemented experimentation frameworks (A/B testing) to optimise campaigns, improving conversion and engagement. Developed marketing playbooks and collaborated with cross-functional teams to align initiatives with business priorities.
    Growth Strategy A/B Testing Traffic acquisition Sales funnel Customer Acquisition
  • Sempre em Casa (DTC Subscription Business), AB INBEV
    Head of Growth
    February 2020 - May 2022 (2 years and 3 months)
    São Paulo, State of São Paulo, Brazil
    Owned end-to-end growth strategy, combining brand marketing and performance initiatives to drive acquisition, retention and commercial results. Defined KPIs and growth targets, aligning marketing strategy with business objectives and commercial priorities. Led performance analysis and experimentation, leveraging consumer insights to optimise campaigns and lifecycle communication. Partnered with Product, CRM and commercial teams to improve conversion funnels and align marketing initiatives with business goals.
    Growth Strategy Digital Marketing go-to-market-strategy Sales funnel Corporate strategy

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Education

  • Bachelor
    Cásper Líbero University
    2012
    Bachelor
  • Diploma
    Martin College
    2009
    Diploma

Skill set

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