Web Analytics & Conversion Rate Optimization Expert

- Creation and Implementation of an Inhouse CRO program
- Define CRO processes / find the fitting a/b testing tool
- Enable the ecommerce team to build and analyze a/b tests without external help
- Establish a fluid test idea management including ideation sessions, backlog, prioritization, board and test archive
- Build enhanced a/b tests on a React based SPA frontend

- Team coaching in web analytics (GA4)
- Finding potential for improvement with the help of UX analysis and user survey tools
- Developing and carrying out A/B tests
- Presenting ideas and results to the management
- Web project management

- Implementation, test development and team training in
Adobe Target
- Evaluation of test approaches, hypothesis generation and
creation of test concepts
- Statistical analysis of test results in Google Analytics or
Adobe Analytics
- Presentation of findings to developers and stakeholders
up to C-Level
- Consulting about establishing experimentation culture
approaches in organization and processes

- Conversion rate optimization (CRO) in the online shop for
XING e-recruiting products (SaaS solutions for companies
with a focus on recruiting & employer branding)
- Carry out fall-out analyses in Adobe Analytics and
uncover potentials
- Derive theses for an improved customer journey
- Implement simple optimizations in the CMS (Drupal) and
A/B testing tool (Optimizely)
- Briefing the PO / developers on more complex
optimizations
- Conducting user interviews and tests (Rapidusertest /
Test.io)

- Establishment and management of an internal agile
software development organization with approx. 40
employees (according to SAFe and CI).


TIME PERIOD
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TIME PERIOD
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TIME PERIOD
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TIME PERIOD
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- Establishing a business- and data-driven requirements
management process
- E-commerce responsibility for 3 digital products (2 x B2C
and 1 x B2B)
- Overall responsibility for the company's digital strategy
- C-level position, direct report to the CEO

- Conducting the annual employee survey with approx.
50,000 participants worldwide (Qualtrics, PHP, Excel)

- Introduction of agile software development at AIDA
Cruises (Scrum, Kanban, XP).
- Development of the following e-commerce applications in
an adapted build-measure-learn cycle:
- B2C booking platform (reimplementation frontend,
Node.js, AWS serverless, Elixier).
- B2C online shop for booked passengers (new
development frontend, React, Typescript, Hybris)
- B2B booking platform (new development, React, CRM)
- Stakeholder management (C-Level / CEO)

- E-commerce strategy and business plan creation
- Conversion Rate Optimization of the Online Booking
Engine
- Continuous increase of leads & sales multi-channel
- Technology consulting (Agile development in house
yes/no?)
- Concepts for AIDA App / project management of
implementation
- Trend scouting in the social media environment
- Interim management online marketing > 10 employees
- Recruiting software developers, business functions)