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Malt Strategy
Malt Strategy
Esther V.EV

Esther V.

Freelance GTM Lead · European Scale-ups

640 €/Tag
Berlin, DE
8-15 Jahre
Go-to-Market (GTM) Strategy
Performance Marketing
Marketing Effectiveness
Offline marketing
Marketplace

Durchschnittliche Reaktionszeit: 1h

Über Esther

I help growth-stage companies in Europe launch new markets and build new revenue categories — with the GTM strategy, positioning, and commercial framework to make it stick.

For 10+ years I've led marketing in-house at European scale-ups: Kleinanzeigen (Germany's largest online marketplace), Gorillas (quick commerce), and Infarm (AgriTech). I've built GTM from scratch for 6 international markets, launched a net-new retail media category, and owned multi-million growth budgets with full CAC:LTV accountability.

I embed as a senior GTM lead for 3–4 months — not an agency, not a generalist. Someone who leads your teams, aligns Finance, Product, and Commercial around a plan, and hands off a playbook that works after I leave.

Based in Berlin. Working in English, German, and Dutch.
E-Commerce
Einzelhandelsketten
Einzelhandel
Digitale Geschäftsmodelle
Private Equity

  • Niederländisch

    Muttersprachlich oder zweisprachig

  • Englisch

    Muttersprachlich oder zweisprachig

  • Deutsch

    Muttersprachlich oder zweisprachig

  • Spanisch

    Grundkenntnisse

Vor Ort möglich
Berlin (bis zu 50 km)

Projekt- und Berufserfahrung

  • Kleinanzeigen
    Marketing Lead PRO
    E-COMMERCE
    September 2022 - Oktober 2025 (3 Jahre und 1 Monat)
    Berlin, Deutschland
    Owned the full GTM strategy and growth engine for Kleinanzeigen's SMB seller segment — Germany's largest classifieds marketplace. Defined ICP segmentation, positioning, and messaging across the buyer journey, and built a full-funnel acquisition engine across paid, owned, and product channels that delivered 100%+ YoY growth while keeping unit economics healthy.

    • Owned a multimillion-euro annual growth budget with full CAC:LTV and payback period accountability
    • Redesigned SMB value proposition and messaging, improving CTR ~20% and activation ~10%
    • Launched brand campaigns driving double-digit pp uplift in aided awareness and consideration
    • Introduced structured experimentation across landing pages, onboarding, and lifecycle — reducing bounce rates by double-digit pp
    • Led a 10-person cross-functional team across performance, CRM, brand, and analytics; aligned Product, BI, Sales, and Finance around growth strategy
    Subscription Growth marketing Marketing Effectiveness Customer Segmentation and Analysis Positioning strategy
  • Gorillas
    In-App Marketing Lead
    HIGHTECH
    August 2021 - August 2022 (1 Jahr)
    Berlin, Deutschland
    Led marketing across Gorillas' retail media and in-app commercial programmes in 6+ European markets, and owned the full GTM for new category and seasonal launches in Germany. Designed the frameworks that turned partner-funded promotions into a repeatable, scalable revenue category — one of Gorillas' first structured retail media offerings.

    • Built GTM playbooks for new category launches — defining positioning, in-app communication, pricing logic, and launch sequencing
    • Owned all seasonal activations and new category introductions for the German market
    • Designed partner-funded campaign mechanics (discounts, bundles, featured placements) delivering repeatable incremental revenue for both partners and platform
    • Led multi-market in-app campaigns increasing app engagement ~15% and driving 2–3× SKU uplift during promotional periods
    • Introduced data-led pricing and promotion experiments, improving performance while reducing local execution effort significantly
    Monetization Strategic Partnerships Growth marketing Pricing strategy App Marketing
  • Infarm
    Senior Marketing Manager
    GROSSHANDEL
    November 2019 - Juli 2021 (1 Jahr und 8 Monate)
    Berlin, Germany
    • Led go-to-market and marketing initiatives across multiple international markets, adapting positioning to local retail contexts
    • Developed educational brand narratives that increased brand resonance by ~5 pp for a complex, tech-driven product
    • Owned website rebrand and digital experience optimisation, increasing average time spent by ~1 minute and engagement by double digits
    • Worked closely with enterprise retail partners (EDEKA, Kaufland, AH, etc.) to improve in-store visibility and sell-through
    Go-to-Market (GTM) Strategy Offline marketing Social media Trade Marketing Localisation
Gesamte Berufserfahrung von Esther ansehen

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Ausbildung und Abschlüsse

  • Reporting in SQL
    Reporting in SQL
  • Verified Certificate for Introduction to Connected Strategy Advanced Business Strategy
    edX
    Verified Certificate for Introduction to Connected Strategy Advanced Business Strategy
Ausbildung und Abschlüsse von Esther ansehen

Fähigkeiten

Kundensegmentierung & -analyse
Marketing Analytics
KI & Advanced Analytics
B2B Marketing
Positioning strategy
Demand Generation

Kategorien