Description

I help companies become truly data-driven by building trustworthy analytics and experimentation environments that scale. With 17 years in A/B testing, conversion optimization, and enterprise web analytics/marketing, I design and implement end-to-end experimentation programs - from tracking and KPI frameworks to tooling, governance, and enablement - so teams can make faster, decision-ready calls and run more high-quality tests with confidence.

Typical projects include experimentation audits & roadmaps, A/B tooling setup and operating model, GA4 + BigQuery foundations, server-side tracking (incl. consent/privacy), metric and guardrail design, experimentation QA/review processes, and training/coaching that makes teams self-sufficient.

Industry field of expertise

Languages

German
Native or bilingual
English
Fluent
Dutch
Conversational
Spanish
Basic
French
Basic

Workplace preferences

Remote only

Primarily works remotely

Kaufland e-commerce Services GmbH & Co. KG
Team Lead Analytics
E-COMMERCE
March 2020 - Today (6 years and 3 months)
Built the Analytics Center of Excellence from scratch, hiring 10 team members and establishing scalable prioritization, governance, and operating frameworks
Enabled 25+ product teams to independently execute analytics and experimentation through standardized foundations, coaching models, and self-service guardrails
Owned cross-domain analytics strategy spanning product, marketing, and experimentation, balancing central standards with high-velocity decentralized execution
Scaled experimentation from zero to 500+ experiments/year, significantly improving product decision speed and learning culture
Orchestrated the migration from Universal Analytics to GA4 for 200+ users with structured rollout governance and quality safeguards
Expanded analytics capabilities into six new countries with stable processes and no operational regressions
Partnered with product, engineering, and marketing to ensure high-confidence measurement across €50M+ annual marketing spend
Drove early cookieless measurement strategy and technical design for a GDPR-compliant future
Web Analytics Experimentation Compliance Consulting
METRO
A/B Testing Consultant & Engineer
E-COMMERCE
May 2019 - February 2020 (9 months)
Led tool procurement and implementation for METRO group across 26 countries, aligning stakeholders and technical requirements across diverse landscapes
Integrated experimentation and measurement into development workflows with consistent validation and deployment visibility
Implemented and audited tracking across heterogeneous environments including Adobe Analytics and CRM-integrated setups
Managed procurement and IT security processes for reliable, compliant rollouts
Experimentation Web Analytics Procurement IT-Security
AB Tasty
A/B Testing Consultant & Engineer
SOFTWARE PUBLISHING
January 2015 - January 2016 (1 year)
Köln, Germany
Sales Engineering, Strategic and technical consulting for the implementation and execution of Conversion Optimization and A/B Testing