Annika Lehnert

Babilou Family is a European leader in early childhood education (10 countries, 10,000+ employees). I lead the group-wide acquisition, CRM, and performance marketing strategy across 10+ countries (Europe, US, Asia) with a €4M annual budget. I support global teams in their digital transformation, building a performance culture driven by data, experimentation, and cross-functional collaboration. Key missions: • Designed a full-funnel acquisition roadmap (SEO, SEA, SMA, CRM, CRO) • Led strategic HR transformation project of strong business impact, –15 pts turnover • Built KPI dashboards for C-level reporting, optimized P&L (staffing vs revenue) • Interim leadership of France marketing team (8 FTE), scaled performance rituals in 10+ markets Tools: HubSpot, GA4, Qualtrics, QlikSense, Facelift

Univadis is an Aptus Health-owned medical app and platform, acquired by WebMD. Owned Germany go-to-market and user acquisition strategy for Univadis.de, a global leading health platform serving 4 Millions HCPs worldwide across 91 countries. • Drove +60% user growth and +40% engagement through digital, direct and event marketing, audience segmentation, CRM automation, and content personalization. • Conducted market research and defined local marketing strategy and executed local adaption. • Collaborated with sales, product and legal to drive ad revenue monetization and account pipeline management (MSD) within a highly regulated industry. Managed internal teams and freelancers; collaborated in agile prioritization frameworks (Trello, Kanban, Jira, Wrike) to enhance UX and

Led digital acquisition strategy for premium credit cards in France with a €2M yearly budget. • Drove +50% of new sign-ups via digital, including +20% in Platinum Card sales. • Managed agency partners and internal stakeholders to execute multichannel campaigns (Display, SEM, Email, Brand Content). • Owned end-to-end campaign tracking, legal approvals, and CRO experiments for landing page optimization.

iProspect is the performance marketing entity of AEGIS Media/Dentsu Group (Big 5) Deployed and optimized online marketing strategies and eCommerce metrics for top clients like ING Direct, Club Med, Monoprix, and Beiersdorf • Optimized multi-channel campaigns including display advertising, programmatic SEA, affiliate marketing, brand content and social media • Conducted detailed data analysis and attribution modelling, prepared performance reports, and presented actionable insights to clients. • Coordinated cross-functional teams to ensure project execution aligned with client objectives and worked with AdTech and publishers to improve campaign performances.

French leader in Online Dating Managed SEA campaigns for the DACH markets • Managing SEA campaigns of paid user acquisition • Optimized ROI and conversion rates through A/B testing and landing page optimization across Dach countries (Germany, Austria, Switzerland, Belgium, Luxembourg, Holland).