Matthias S.

Partnered with CEO and Ops Lead to align Product, Content, Sales, and Customer Success around unified go to-market strategy.

Audited €560k in Google and Meta ad spend across US, DACH, LATAM and MENA markets. Implemented 20+ fixes across placement exclusions, conversion goals, bidding strategies, audience targeting. Captured Value: €65k-99k/year (implemented); additional €52k-112k/year identified. Created standardized KPI framework, testing roadmap for 2026 (26 experiments with potential to unlock up to €365k/year in value), and campaign setup documentation adopted by 5-person performance marketing team. Diagnosed strategic budget-allocation issue causing 60%+ of campaigns to fail algorithm optimization thresholds; designed geo-lift incrementality test to unlock funding.

Core member of the net‑new Global Growth team; scaled budgets from $0 to $10M+ quarterly; launched first YouTube ads; restructured Search; expanded into LinkedIn, X, Meta, CTV/OTT. Sat on martech committee (selected Optimizely for content/web testing) and agency selection (piloted Power Digital; later transitioned in‑house as teams scaled). Developed targeting strategies segmenting audiences by customer journey stage with tailored messaging. Championed incrementality measurement: advocated for a Marketing Data Scientist and hired Tesla's first Web Analyst (Amsterdam) to move beyond platform metrics. Aligned Growth with Finance and partnered with Data Science to design and launch Tesla's first incrementality tests, quantifying marketing effectiveness and driving a 1.7x ROI. Hired, managed and/or mentored Senior Performance Marketers across three time zones (San Francisco, Zurich, Tokyo).