Henri Max Deda

Head of Marketing @Lipotype

I oversee the general marketing strategy ranging from AI-driven market and customer analysis, content marketing, performance marketing, automatized AI lead generation, branding and brand development and affiliate marketing to event marketing. ANALYSIS I analyze markets and competitors, and develop AI tools to profile customers. Analysis results are aligned with sales data to identify (non-)working approaches to increase awareness and turnover, improve marketing strategy and navigate internal/external resources. CONTENT MARKETING I develop content strategies including social media, webinars, PR, newsletters, SEO-focused website content and articles. The content strategy creates each content piece to fulfill a distinct role, reliably and verifiably supporting business targets. To fulfil demand for content, I manage external resources. PERFORMANCE MARKETING I manage external/internal resources to develop new campaigns and channels. Predominantly Google search and display ads, as well as social media ads are strategically deployed for inbound and outbound marketing, depending on the audience. LEAD GENERATION I develop strategies and tools for automatized AI-based lead generation and qualification, as well as automatized AI-based customer profiling. BRANDING I oversee the branding strategy of Lipotype. I take into consideration NPS evaluations, qualitative feedback and digital data to evaluate communications, community management, employee and employer branding to develop plans for an immersive brand experience. AFFILIATE MARKETING Recommendation marketing, marketplace content and ads, influencer marketing and sales partners marketing materials development are key aspects of the affiliate marketing strategy. EVENT MARKETING I manage internal resources for the execution of event marketing, align participation in events with content strategy and develop performance marketing approaches to maximize the success of tradeshows, roadshows and conferences.