Challenge
A leading European online marketplace in the automotive sector, headquartered in Germany, struggled with a lack of transparency in its brand marketing department. Over time, reporting structures had developed organically, resulting in inconsistencies and a lack of clarity regarding key performance indicators (KPIs), return on investment (ROI), and overall marketing effectiveness. This made it difficult for leadership to make data-driven decisions about marketing investments and strategy.
Approach
To establish a structured, transparent reporting system, I led a comprehensive assessment and transformation initiative.
Key steps included:
- Current State Analysis: Conducted in-depth 1:1 interviews with key department leads to identify gaps, inefficiencies, and reporting pain points.
- Governance & Structure: Designed a clear reporting and governance framework to bring consistency to performance tracking and decision-making.
- Defining Key KPIs: Led collaborative workshops with senior leadership to align on top performance indicators, ensuring relevance for both marketing effectiveness and broader business goals.
- Implementation of Reporting Model: Developed and introduced a new, structured reporting model aligned with leadership needs, integrating essential KPIs, ROI tracking, and other critical e-commerce marketing metrics.
Results
The implementation of the new reporting system led to:
- Increased transparency across brand marketing performance metrics.
- Higher employee satisfaction, as teams gained clarity on their impact and contributions.
- More informed decision-making, enabling leadership to optimize marketing spend and ROI with confidence.
This structured approach not only provided immediate insights but also laid the foundation for a more data-driven and strategic marketing function.