from 10/2022

As a professor of e-commerce and digital business models, I teach courses such as “App Marketing“, „Web & App Analytics”, “E-Commerce Platform Architecture,” and “E-Commerce Business Models.” I am also responsible for practical and project-based courses such as ”Project Social Media: AI & Influencer Marketing,“ ”Data Analytics in Business,“ and ”E-Commerce Platform (Concept & Development).“

In addition, I am responsible for the content of courses such as ”Marketplace Management,“ ”User Experience,“ and ”Web Technologies,“ and coordinate external lecturers for these courses.

I am co-head of the study programs in E-Commerce (B.Sc., M.Sc., since 2022) and Marketing, Media & AI (B.Sc., since 2026). My responsibilities here include developing the curriculum, coordinating external lecturers, supervising seminar papers and theses, and advising students.

Finally, I am involved in various areas of the university’s self-administration.

• Member of the Senate (since 02/2026)
• Chair of the Ethics Commission (since 11/2024)
• Member of the Examination Regulations Committee (since 05/2023)

Links:

• Website of the marketing, media & ai bachelor program
• Website of the e-commerce bachelor program
• Website of the e-commerce master program
• Personal profile on the website of the university

02/2019 – 09/2022

Responsible for app marketing and app CRM of the hagebau app as a sales and marketing instrument in a cross channel retail environment

• Strategic repositioning of the hagebau app from a mobile extension of the online store to a sales and marketing instrument in multi-channel retailing and a digital shopping assistant.
• Holistic responsibility of all app marketing activities for the hagebau app, from acquisition and activation to retention and monetization of app users
• Management of all app marketing activities – owned & paid media, online (onsite, ASO, email, display, retargeting, collaborations) and offline (point of sale, print)
• Conceptual development and technical management of app CRM activities, especially marketing automation, personalization and location-based marketing, primarily using app push notifications and in-app automations
• Development of targeting strategies and management of the connection of relevant data and systems for implementation, especially between app-specific systems like Airship, Adjust, Gimbal and Radar as well as Google Analytics, shop system, order management system and BI landscape
• Selection and management of relevant service providers in the app marketing context, including, in particular, management of the purchasing process and contract negotiations
• Support of product development through content and technical conception of marketing-relevant app functions
• Support of various departments in the coordination of data protection and competition law inquiries towards the legal department
• Representation of hagebau connect as an employer brand through presentations and webinars

Awards & Media Reception

• German Society for Consumer Studies: App Award 2022 – „TOP-App“ & winner in category „DIY stores“.
• German Society for Consumer Studies: App Award 2021 -„TOP-App“.
• Austrian Society for Consumer Studies: App Award 2021 – „TOP-App“ & winner in category „DIY stores“.
• „PC Magazin„, one of Germany’s leading magazines for computers, software and hardware (2021): „Very good“ DIY store app & „best discount feature“.
• German Institute for Service Quality: „Germany’s Best Online Shops 2020“ in the category „Shops Build & DIY with Store Network“.
• German Society for Consumer Studies: App Award 2020 – winner in category „DIY stores“.

07/2017 – 01/2019

• Strategic development of CRM & customer communication
  • Data & process management in e-mail marketing to enhance personalization and marketing automation
  • Building WhatsApp & Mobile Push as new marketing channels from scratch
• Supporting the e-mail marketing daily business of otto.de and neckermann.de
• Representing OTTO as an employer brand on conferences and in the media

10/2016 – 05/2017

• Consulting new and exisiting customers in various aspects of operational and analytical CRM with a strong focus in e-mail marketing
• Solution consulting focusing on Salesforce Marketing Cloud
• Project management for the managing directors

01/2015 – 09/2016

• Focusing on e-mail marketing & CRM
• Supporting new and existing customers in various aspects of e-mail marketing (software selection and procurement, conceptional questions, deliverability analysis, marketing automation)
• Development of new consulting services & products

10/2014 – 12/2014

• Various analysis on various aspects of e-commerce, specially focusing on app, tv advertising, multi device usage
• comScore Digital Analytix

10/2011 – 09/2014

In cooperation with Hamburg School of Business Administration, with different internships, e.g.:

• Web Analytics & E-Commerce Controlling / OTTO
• Business Intelligence / Otto Group
• Inhouse Consulting / Otto Group
• Shop Management &  Product Marketing / OTTO B. V.
• Shop Management & Conception / About You (former: Projekt Collins)
• Website Management / shopping24 internet group