eBay, reconnected.
Role: Brand & Advertising Expert
Scope: Brand strategy, campaign development, agency leadership
Change marketing.
In a year shaped by war, inflation, and shifting consumer confidence, eBay Germany needed more than just marketing. It needed clarity, connection, and a bold creative reset. That’s where I came in.
Brought on as a freelance Brand & Advertising Expert, I worked as a fully integrated part of the eBay DE brand team— helping with strategy, driving creative execution, and bringing coherence to a complex agency setup.
KEY ACHIEVEMENTS
KEY ACHIEVEMENTS
Launched a new brand platform:
I helped shape and activate
“eBay. Das seid ihr.”—a bold strategic repositioning centered around eBay’s core values: diversity, opportunity, and human connection. This wasn’t just a line—it was the foundation of a full-funnel brand transformation.
Led agency orchestration:
Managed the collaboration between top-tier agencies including Jung von Matt, Achtung! Neo, MediaCom, Add2. From creative briefings to final execution, I ensured brand consistency and quality across the campaign structure.
Built the 2023 brand strategy:
Co-developed the brand marketing roadmap, rooted in the Consumer Decision Journey (CDJ), combining long-term brand building with short-term activation.
Strategic storytelling in tough times:
Positioned eBay as a trusted, value-driven choice in a year when affordability, sustainability, and emotional connection mattered more than ever.
Drove major campaigns end-to-end:
Oversaw integrated campaigns across TV, OOH, social, and digital—like the nationwide “eBay. Das seid ihr.” rollout inviting millions to explore the richness of eBay’s community.