Report to Head of Social Media and Members of the Management Board
Strategic development of social media strategy and campaigns:
* Development of annual social media strategy
* Reach development, both quantitatively and qualitatively regarding defined target groups
* Project related leadership of supporting agencies in terms of strategy and creation including comprehensive
budget responsibility
* Interface function to the following departments: Corporate Responsibility, Vendor Relations & Sustainability,
Corporate Communications, Media & Brand, Marketing Innovations und Cafissimo Marketing
Reporting and advertising in social media:
* Establish measurement criteria to proof successful editorial work on social media platforms
* Responsible for media advertising and campaign reporting of the campaigns described above
Management and conduct of working students, trainees and interns; delegate tasks to Junior Social Media
Manager
Responsible for CSR campaigns/sustainability communication including media management online:
* Mount Kenya Project, 2011 to 2014,Kenya:
Support of over 1,000 women farmers and their families in the Baragwi area (Kirinyaga County) in the four
sub-projects "water", "education", "farm animals" and "building materials".
Provision of "help for self-help" and improvement of living conditions
Water: construction of water pipes for private and economic use
Education: providing school materials for women and women (Orphan) children, Training for Coffee Farmers
Farm animals: Purchase of livestock through micro credits
Building materials: Provision of materials for building stables, fences and milk pasteurisation systems
Aim of the project:
Expansion of the women's economic skills and increase income opportunities
Improvement of living conditions and ease everyday work on the farm
Duties: Strategically and operationally responsible for integrated social media campaign, including Facebook
application to involve clients, application procedure of the "Mount Kenya" ambassador and travels to Kenya
Ongoing news coverage online & offline
Track record: Consolidated video views > 260,000; video example:
https://www.youtube.com/watch?v=44pVsu2WM8w
* Due to a deep understanding of the project objectives, the beneficiaries and the Kenyan structures,
mentality and culture through the communication activities, I also took over project management functions in
all parts of the project: Representing Tchibo in official meetings such as Steering Committees, Delegates
Meetings and training sessions; Driving the documentation of the financial overview for 2014; Validating the
correct use of funds. *
* Cotton made in Africa Campaign, 2014, Zambia:
Duties: Strategically responsible for integrated social media campaign
Management of communication strategy and production team
Track record: Video views > 310,000; video example: https://www.youtube.com/watch?v=Y8y5Le7lctI
* WE Programme Campaign, 2015, India, Vietnam & China:
Duties: Strategically responsible for integrated social media campaign
Management of communication strategy and production team
Track record: Awareness reach > 2,000,000, video views > 260,000; video example:
https://www.youtube.com/watch?v=JQ80F8wK8t4
* Field to body (transparency in the supply chain), 2015, Ethiopia:
Duties: Manager of communication strategy and production team
Track record: Video views > 140,000; video link: https://www.youtube.com/watch?v=g2foT9vogZY
Manager of the conception and implementation for FMCG and coffee products in Social Media (extract):
* Ice cream products - hidden objects game, 2013
* Beauty products - video cooperation with beauty blogger Vicky Wanka, 2013
* Establish an editorial concept for Tchibo ideas (Tchibo's own crowdsourcing platform), 2013
* Cafissimo PICCO: Product launch capsule machine - interactive social media story, 2013
* Cafissimo LATTE: Product launch capsule machine - greeting cards generator, 2014
* 10 years Cafissimo capsule system: Two birthday campaigns, Easter and autumn 2015
