Verena Back

Senior (Digital) Marketing Manager Dach & Scandinavia @Lacoste

Munich, DE

Development and execution of the annual international trade marketing strategy for key account Zalando, in close collaboration with Sales and cross-functional teams. • Planning, management and control of the marketing budget, including forecasting, ROI tracking and financial reporting.• Conceptualization, implementation and performance monitoring of integrated digital marketing campaigns across the customer journey.• Definition and reporting of key KPIs, analysis of campaign performance and derivation of actionable insights for continuous optimization.• Primary point of contact for internal stakeholders and external partners (Zalando, ZMS, agencies).• Ensuring consistent, brand-aligned execution of all marketing activations in line with Lacoste’s brand guidelines, vision and visual identity.• Ongoing monitoring of market trends and competitive activities within the e-commerce landscape to identify growth opportunities and best practices.• Cross-team alignment of trade marketing activations (Tier 0, Tier 0+, additional key accounts) to ensure coordinated execution.

Northumbria University

Bachelor of Arts (B.A.), Modern Foreign Languages

Cologne University of Applied Sciences

Bachelor of Arts (B.A.), Mehrsprachige Kommunikation

Technical University of Applied Sciences Würzburg-Schweinfurt (THWS)

ohne Abschluss, BWL