Raphaela Laufs

• developing and executing a digital strategy for Europe Performance Marketing covering paid, owned and earned elements • scaling and designing digital marketing execution for maximum reach and efficiency of investments • piloting and testing implementation of data driven marketing techniques to drive marketing effectiveness based on actionable digital insights • support the Business Pipeline and Revenue achievement by driving the Marketing Created Revenue

• driving business growth by leading & enabling the transformation of IBMs digital impact across all touchpoints • responsible for digital target achievement, definition of local market digital strategies & initiatives and owner of the “IMT Digital 360 plan” • designing and executing an agreed program of work that drives transformation of business results achieved by digital initiatives • providing strategic, consultative & educational support for all digital teams regarding best usage of digital tactics

Verantwortungsbereich: IBM Homepage Deutschland (Redaktion und Produktion), Internetauftritt der weltweite Smarter Planet Kampagne für DE/ CH/ AT, Focal Point für Bildsprache & -gestaltung und Flash, sowie Social Media Beratung (Referenz: IBM Deutschland Facebook Fanpage, IBM Deutschland YouTube Channel)

Im Rahmen des Dualen Studiums konnte ich in folgenden Unternehmensbereichen Erfahrungen sammeln: Corporate Marketing, Business Events; Project Management, Strategic Outsourcing; Software Group Sales, Financial Industry Solutions; Global Business Services, Strategy & Change, Organization & Change Strategy

Consulting and Interaction in Service Processes, Strategisches und Operatives Dienstleistungsmarketing, Marketingforschung/ Käuferverhalten, International Management, Instruments of Service Management, Projektmanagement, Quantitatives Dienstleistungsmanagement, Organizational Development