Bridging the gap between brand and performance marketing

Today’s marketers either have a stronghold on brand marketing or on performance marketing. My approach is that I start with the customer, and customers do not think in those silos. They need to have a seamless experience no matter if we connect with them via digital or offline touchpoints, via customer service or as an employer brand. Every touchpoint builds our brand and offers an opportunity to communicate our messaging, values and vision. So it’s time to measure brand marketing activities and communicate the brand via performance marketing tactics.

Core Competencies

Strategic Marketing Development: Crafting comprehensive go-to-market strategies that align with business objectives
Brand and Performance Marketing Integration: Creating measurable marketing frameworks that balance brand storytelling with data-driven performance metrics
International Market Expansion: Navigating complex cultural and market dynamics to establish local relevance and drive growth
Marketing Team Development: Building and upskilling marketing teams to create sustainable organizational capabilities

Multidisciplinary Marketing Expertise

With an extensive 18-year trajectory spanning diverse industries from Consumer Packaged Goods to Technology and Travel, I specialize in transforming marketing challenges into growth opportunities. My unique approach combines deep strategic insights with hands-on implementation, designed specifically for growth-stage companies navigating complex market expansions and organizational scaling.

I don't just offer advice—I become an integral part of your team, bringing executive-level marketing expertise without the long-term commitment of a full-time hire.

“Carolin is a warrior and an angel. A strategist and an operator. A team player and a self starter. A big heart and head strong. Working with Caro is a constant gift of all the above and more.”

— Jonathan Mildenhall, CMO Airbnb
“I worked with Carolin as Squarespace aspired to scale in Germany, and she was the first marketing leader hired to lead growth in this geo. Carolin excelled at creating a framework for growth, providing local insights to guide strategy, and building relationships with local partners to build trust and relevance. If you need someone who is a strategic driver of growth and change, Carolin is a clear choice!”

— Jacqueline Gonzales, Head of Global Marketing Squarespace
“I had the pleasure of collaborating with Carolin during Rover’s European expansion efforts, and was thrilled to discover that I had an experienced, talented, and strategic marketer as a partner. Her knowledge and insight of European markets, combined with solid connections and a foundation in marketing best practices, made our launches and broad “transcreation” efforts swift and effective. Carolin understands the balance between data and true consumer insight in making the most essential marketing decisions.”

— Halle Hutchison, CMO Rover.com
"Working with Carolin has been an absolute pleasure. She joined Oska as interim Head of Marketing and immediately made an impact. Carolin has a rare combination of strategic vision and hands-on execution—she not only helped us define a clear and impactful brand and communication strategy but also rolled up her sleeves to ensure it was implemented flawlessly. Her ability to align big-picture thinking with tangible results is truly impressive. She quickly became an integral part of the team, bringing both expertise and energy to everything she touched. We will continue working with Carolin, and I recommend her to anyone looking for a brilliant marketing executive who delivers on every level."

- Niklas Best, CEO & Co-Founder Oska Health
"It was great to have Caro on our team at HUK-Autowelt! With her deep knowledge about online marketing, especially performance and brand she put us on a whole next level. With a clear mind and the right tools she was straight forward of pointing at the pain points and the necessary To Dos. Caro helped us to get back on the fast lane. Not only her skills, but she as a great person is a big win for every team that needs a push in marketing. Thanks so much, Caro!"

- Moritz Tillmann, Director Product, Marketing & Customer Care, HUK-COBURG AUTOWELT

Interim vs. Fractional Engagement

Interim Management

Bridge critical leadership gaps with targeted, high-impact marketing management. My interim engagements typically span 6-12 months and are designed to:

Maintain marketing momentum during transitions
Implement strategic initiatives
Develop and mentor internal teams
Deliver measurable business results

Perfect for companies experiencing leadership changes or requiring specialized expertise during growth stages.

Fractional CMO

Provide ongoing strategic marketing leadership tailored to your specific organizational needs. My fractional CMO services focus on:

Developing comprehensive marketing strategies
Creating integrated brand and performance marketing frameworks
Building scalable marketing organizational structures
Driving data-driven marketing decision-making

Designed for companies seeking executive-level marketing guidance without full-time overhead. To learn more about it check out this Forbes article.

Source: https://www.fractionaldefined.com/

Ready to elevate your marketing strategy and drive meaningful, sustainable growth? I'm passionate about partnering with ambitious companies to unlock their full marketing potential.

My Approach

Examples of my work

Strategic Marketing Leadership for Ambitious B2C Companies

What excites me? Uncovering insights, creating clarity, developing a clear strategy for marketing and media while leaning into the power of storytelling to drive business results.