Florian Buchtmann
Head of Digital Marketing Europe @Phoenix Mecano
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WORK HISTORY
Head of Digital Marketing Europe @Phoenix Mecano
Responsible for developing and steering a multi market B2B marketing setup across Europe in a decentral organisation.Scope includes team leadership, budget responsibility and the implementation of structures that enable consistent and measurable market development across countries.Key focus areas:• Establishing shared KPI frameworks and reporting structures to enable consistent performance steering across markets• Structuring lead management processes to improve alignment between marketing and sales• Consolidating fragmented web platforms into a scalable group wide foundation• Standardising core marketing structures to balance central governance and local market needs• Driving marketing operations and governance across a decentral organisationFocus on building a marketing setup that can be managed, scaled and aligned across teams, markets and system
EDUCATION
Fachhochschule des Mittelstandes Bielefeld
Bachelor of Arts (B.A.), Marketing/Marketing-Management, allgemein
Fachhochschule des Mittelstandes Bielefeld
Master of Arts (M.A.) International Management, Marketing
SKILLS
ABOUT FLORIAN BUCHTMANN
In many B2B organisations, marketing is still managed as a set of channels rather than a connected system. This is where most performance issues start. Over the past 10+ years, I have worked in international B2B environments where marketing setups were fragmented across markets, teams and systems. My focus has been to turn these into structured, measurable and scalable organisations. Today, I work at the intersection of digital marketing, organisational structure and business steering. Typical starting points are unclear KPIs, disconnected systems and weak alignment between marketing and sales. The work focuses on building setups that can be steered and scaled in practice. This includes: • establishing shared KPI frameworks to enable consistent steering across markets • structuring lead processes to improve alignment between marketing and sales • consolidating platforms to create a scalable foundation In my current role, I am responsible for developing and steering a multi market marketing setup. This includes team leadership, budget responsibility and the implementation of structures that enable consistent and measurable growth. A central part of the work is translating business goals into clear structures, processes and measurable targets and ensuring they hold up in day to day operations. My background in digital marketing and platform development shapes how topics like lead generation, marketing automation and data driven decision making are approached. The focus is on marketing that can be managed as a system and scaled across teams, markets and structures.Core focus areas include marketing systems, KPI frameworks, lead management, marketing operations and scalable multi market setups.
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