Sabrina Beckmann

Leading the digital marketing team across DACH and UK markets, with full responsibility for developing performance-oriented strategies that drive measurable growth across the entire funnel. Key responsibilities: • Driving scalable growth across B2B segment through paid search, paid social, display, affiliate, CRM/CX, and email marketing • Aligning brand and performance campaigns to create consistent, impactful customer journeys • Defining strategic goals and translating them into actionable roadmaps with cross-functional stakeholders (e.g. product, sales, creative) • Owning budget planning, channel performance tracking, and data-driven optimization processes • Leading and developing a team of channel specialists, fostering a culture of learning, collaboration, and innovation

Led both the strategic direction and day-to-day operations of the Marketing and Data Management departments, reporting directly to the executive board and operating with full disciplinary and functional leadership responsibility. • Brand ownership for two e-commerce platforms within the education sector • Managed marketing, category management (educational books), and cross-functional alignment including strategy development, campaign planning, budgeting, and revenue forecasting • Oversaw all marketing disciplines – digital and traditional – including performance marketing, CRM, email, SEO/SEA, social media, content, display, print campaigns, and direct mailings • Built and led a multidisciplinary team across marketing, product, and operations • Served both B2C and B2B target groups: teachers and educators, as well as schools, kindergartens, educational institutions, and public sector customers

Led a cross-functional team focused on data and process management within a fast-growing e-commerce environment for educational products. • Functional leadership of team members across data and operations • Oversaw category, process, and interface management to ensure a seamless digital shopping experience • Conducted process analysis and drove optimization initiatives to enhance operational efficiency • Evaluated, implemented, and scaled new technologies to support digital transformation • Acted as a key interface between marketing, IT, product, and logistics teams

Drove growth and performance marketing for two leading e-commerce brands in the education sector, with full responsibility for strategy, execution, and budget management. • Developed and scaled digital marketing channels: affiliate, display, paid social, price comparison engines, retargeting, SEA and SEO • Planned and managed media budgets with a focus on ROI and channel diversification • Took ownership of key areas of the e-commerce platform, including web compliance, analytics, tracking, on-site search, categorization, and personalization • Worked closely with IT and CRM/UX teams to improve conversion rates and user journeys

Managed performance marketing activities for Thalia.de (omnichannel) as well as pure online retailers Buch.de and bol.de. • Owned and optimized affiliate marketing, price comparison platforms, retargeting, and SEA • Supported campaign planning and execution in display, native advertising, digital flyers, and SEO • Contributed to cross-channel marketing strategies and helped align campaigns across multiple brands and platforms • Worked in close coordination with media agencies and internal stakeholders

Completed a company-sponsored dual study program (Bachelor of Arts) in business administration with a strong focus on e-commerce and digital business. Gained comprehensive, hands-on experience through structured rotations across key departments at a leading omnichannel book retailer. • Rotated every 3–6 months through e-commerce areas such as, corporate communications (PR), data management, business intelligence, and customer service • Supported campaign planning, digital marketing, reporting, and customer-focused process optimization • Built strong skills in analytics, stakeholder communication, and cross-functional collaboration • Developed a deep understanding of both strategic and operational workflows within a large retail organization

Completed a part-time Master's program focused on strategic management, digitalization in sales, and sustainable strategies. Master's thesis: "Attribution Models – Evaluating Success Measurement Frameworks at Online Touchpoints in B2C E-Commerce"

Completed a part-time Bachelor's degree alongside a dual study program in retail. Focused on business fundamentals, law, international marketing, and logistics. Bachelor's thesis: "Affiliate Marketing – Insourcing vs. Outsourcing the Service to an Agency, using buch.de internetstores AG (Thalia Bücher GmbH) as a Case Study"