Operations & Flagship Projects 

Operations

• Website Administration: Responsibility for the administration, maintenance and continuous development of the website including search engine optimization and web tracking. 

• IT projects and digital innovation: Project leader in various cross-departmental IT projects with a focus on process optimization and digitalization.  

• Online Marketing: Responsibility for digital student and university marketing, which includes the entire process of in-house consulting, strategic planning, implementation, reporting and optimization.  

• Data Protection: Acting as Data Protection Coordinator, which includes monitoring and managing data protection mishaps, working with the Data Protection Officer, and providing in-house initial advice on data protection issues. 

Flagship Projects

2018

Implementation of a professional email marketing tool

As the company developed, the need arose for a professional email marketing system that was GDPR-compliant and had extensive API potential. I was responsible for selecting an appropriate tool, planning the needs across departments, integrating the system into our software landscape and training colleagues so that they could use the tool independently.

To this day, as the administrator, I am responsible for the technical and design aspects.

2019

Restructuring, optimization and new creation of departmental processes

In a cross-departmental project, I redesigned a large part of the processes for marketing and sales. This involved top of funnel, middle of funnel and bottom of funnel processes. Where possible, processes were optimized. I also helped to introduce the new processes by training colleagues on them.

Implementation of a chatbot

Based on a student project, I was responsible for the implementation of a chatbot on our homepage. The basic technology and the first dialogs were taken from a student project. In the further course, I also introduced a separate backend as well as additional functions for the chatbot (for example, the ability to recognize and answer multiple questions in one sentence). After the first training sessions for the chatbot, I supervised the go-live and then handed over the technology to the Student Recruitment department for maintenance. The technical responsibility remained with me.

2020

Creation of an API between our CRM and our website

To avoid duplicate maintenance of events in our CRM and our website backend, I was tasked with leading a project that would automatically bring event entries from our CRM to our website via API. Only certain event records were to be considered here, as not all events were intended for external publication. The event records are exported from the CRM via an automated scheduler and then imported into the website backend as a corresponding record.

2021

Development of an API for the transfer of address data into our CRM

Since our CRM does not provide an automatic import solution for address data in the standard, I was assigned to lead a project that realizes exactly this possibility. The basis of the implementation is a Microsoft SharePoint, in which the data from external sources ends up. For example, data from Excel can be imported via copy & paste. In addition, a Typo3 API is connected to the SharePoint, which transfers data from web forms. The data is then imported in bundled form as .xml via a connected scheduler.

Switch from Google Analytics to Matomo webtracking

The fact that companies will not have a pleasant time with Google Analytics anymore has long been known in the industry. I therefore planned and executed the move to a fully GDPR-compliant tracking tool early on. Matomo offers the great advantage that, in the correct setting, tracking is more or less gapless, because we as a company do not need cookie technology. Where necessary (e.g. for Google Ads), I have created an automated ID solution that record conversions without cookies - and without processing personal data. 

Development of a new virtual 360° tour for our website

To replace an outdated virtual tour based on Google MyBusiness, I launched a new, much more comprehensive 360° tour for our website. This 360° tour had to meet the requirements of several departments, for example, it should also serve to better market our premises, or to provide orientation for external guests. And last but not least, it played a big role in marketing our study programs during the Corona lockdowns - because the actual visit of our campus was of course not possible during this time.

The result is a virtual campus tour, which includes relavant rooms including specific information, as well as floor plans for each floor.

2022

Development of an API between our email marketing tool and our CRM

We have already been operating a professional email marketing system since the end of 2018, which I was responsible for implementing. This tool provides a standard API to our CRM, but it is very static and can only access one record type in our CRM. Grown requirements for our email marketing have resulted in the need to dynamically access different record types in our CRM. For example, we needed to trigger automatic emails based on changes in the application status of our student applicants. In addition, email sequences were to be implemented.

In cooperation with a colleague from Student Recruitment I was responsible for the technical part of the project.

Implimentation of a departmental knowledge management system based on Microsoft SharePoint

In order to avoid exclusive knowledge by individuals, I was tasked with developing a solution to capture this knowledge. Microsoft SharePoint was chosen because this tool already provides a wiki solution and is fully integrated with Office 365. This makes rights management extremely straightforward. In addition, MS SharePoint offers the possibility to create the wiki pages as complete websites with a comparatively simple backend - which is important if the tool is to survive the introduction successfully. A tool that is too complicated would not be used.

Advertising campaign with a six-figure budget

As the responsible for the online part of the campaign, which amounted to about 70% of the budget, I managed the following advertising channels:

• Instagram/ Facebook - Feed & Story Ads

• In-App Advertising

• Google Display and YouTube Video ads

• Affiliate partners

• Cooperations on TikTok and Instagram

• TikTok ads

• LinkedIn ads

• Email marketing

Search engine optimization on a large scale

Search engine optimization is a never-ending endeavor, but sometimes it is necessary to make great progress. Thus, via entries in robots.txt and via noindex entries, a mid four-digit number of documents were taken out of the Google index. In addition, other important parameters were checked and adjusted (via GAP analysis), such as the heading hierarchy, meta descriptions, alt attributes for images, image file formats, toxic backlinks or the Hreflang attributes. 

2023

Further development of the departmental knowledge management tool for the entire organization

The successful development of the departmental knowledge management tool led to a prototype for the entire organization, which is now being rolled out in an agile project.

Backend Relaunch Typo3

In preparation for an upcoming frontend relaunch, the backend was relaunched from Typo3 v8 to Typo3 v12. This involved adapting over 60 content elements and various interfaces. 

Domain change

The website domain was moved as part of a rebranding.

Digital Business Cards

In a collaborative project with the HR department, digital business cards were developed, including a separate backend in which users can create their own business cards, as well as a web app and wallet passes for iOS and Android. The data on the business cards is supplied centrally from the HR tool.