Steer website relaunches
- Full ownership from strategy to go-live
- International rollouts, platform migrations
- Steering IT, business units, and external partners
I steer digital platforms,
from strategy to the CMS.
15+ years in regulated industries: insurance, banking, biotech. With international teams.
I design the roadmap and stay just as deep in the CMS, in UX testing or in the tracking setup. Nine years in agencies first, then consistently in in-house platform ownership. Always from marketing roles, with short lines between strategy and execution.
What I take on
Optimise conversion & funnels
- Data-driven, with A/B testing and UX research
- Landing pages, tracking, campaign coordination
- Rapid MVPs, delivery with engineering
Secure ongoing operations
- Content ops, SEO, analytics & reporting
- Stakeholder coordination and management reporting
- AI-optimised research cycles: Automated user testing analysis saves 90% of costs
Three selected results
Insurance relaunch at Generali
Starting point
Website and funnels serving 1.8 million existing customers as partner of Germany's largest health insurer, high optimisation potential, many departments involved.
Result
+100%online policy sales after relaunch
Online policy sales doubled within three months of go-live.
What I owned (2019–2024)
- Relaunch management via CoreMedia CMS, 9 separate insurance funnels with individual business logic optimised, SEO prioritisation, new design system build.
- AI-assisted user testing analysis (first in the group, late 2024): 90% cost reduction through automated content analysis, finding prioritisation in hours instead of days.
- Landing pages, tracking and performance assurance for CRM mailings reaching up to 1 million recipients.
- Managed two agile engineering teams (12 developers) and an external UX agency including budget ownership.
- Coordinated Customer Service, Marketing, and Legal.
- Managed GDPR compliance across all digital touchpoints: consent layer, cookie governance, tracking configuration, and data processing agreements with external agencies.
Award
Top 5 Germany for digital sign-up funnel - dental supplementary insurance (ServiceValue & CHIP, 2025).
Global CMS migration at Miltenyi Biotec
Starting point
Global B2B platform with 15,000+ products from an acquisition-driven portfolio. No unified PIM foundation.
Result
15,000+products migrated, 20+ languages
17% faster load times, zero downtime during migration, scalable publishing structure.
What I owned (2017–2019)
- Migration from Sitecore to Neos CMS (headless) in six months.
- Integrated the PIM system as single source of truth for 15,000+ products across all languages.
- Built global editorial processes, managed localisation across 20+ languages and around 120 editors.
- Template-level governance for regulatory and brand consistency across Europe, APAC, and the US.
- Interface to email marketing with campaigns reaching 60,000-100,000 recipients.
Digital banking at Rabobank
Starting point
Building and optimising a digital banking platform in the German market with high compliance and trust requirements.
Result
220,000new customers via the platform
From zero to 220,000 new customers within 24 months, exclusively through the digital platform.
What I owned (2012–2015)
- Part of the project team from day one, embedded alongside KPMG consultants, developers and business analysts who also managed the core banking system.
- Responsible for the entire digital platform: funnel build-out, UX testing, ongoing optimisation.
- Adapted the Dutch straight-talking brand voice for the German market.
- Website landing pages for TV campaigns worth several million euros.
- The CMS (Tridion) was built by a Belgian IT team in Leuven - I travelled there regularly to align requirements directly with the developers.
- Central interface between the German web team, Dutch HQ, and internal departments.
Agency projects
o₂ / Telefónica · Nestlé · HiPP · FriendScout24 · AutoScout24
Ideas That Resonated
Research · Open-access study 2026
LLM-Assisted Review Prioritization for Health-Insurance Web Portals
No editorial team gets through a website grown over years in one annual pass. So I machine-sorted 56,198 publicly available pages across the websites of 84 German statutory health insurers. The result is a reasoned order for one question: where is the next hour of review time worth spending? It is not a defect rate, and it is no proof that a text came from an AI. Two questions stay apart along the way: whether a statement has a traceable source, and whether it holds up on the facts — usually two different people in the building.
Read the article: What do you review when you cannot review everything? →- 84
- website entities
- 56,198
- pages
- 35,998
- review records
UX · 5 min read
Content Testing: The Silent Revenue Driver and Culture Changer
Why untested content is a business risk and how content testing boosts conversion and changes how teams make decisions.
Read article →
Guest article · OnlineMarketing.de
Do You Have to Label AI-Generated Text as of August 2? Probably Not
Guest article on the labeling obligation under Article 50 of the EU AI Act: why most marketing content is not covered, and which content actually is.
Read the guest article →
Trade article · marketing-BÖRSE
Warum KI-Labels nicht genügen
A label states how a text came about. It does not state whether the claim inside it holds, or where it came from. Drawing on figures from the GKV study, the article shows why those two questions usually sit with different people inside an organisation, and what that means for editorial review.
Read the trade article →
Talk · YouTube
Wer verantwortet die Information, der Sie vertrauen?
The talk behind the study: why nobody can name what a health claim online rests on any more, and how a reasoned review order can be drawn from a corpus too large to read.
Watch the talk →
What clients and colleagues say
"Martin excels at quickly absorbing ideas and processes, with a remarkable ability to engage teams and colleagues at their level. His exceptional listening skills make him a standout collaborator – the kind of project colleague I wish I had more of."
- Head of IT, German insurance group
"Martin knows how to get things done, is very knowledgeable and makes it work. No fuss, just results."
- Manager Marketing & Sales, international direct bank
"I have found Martin to be a knowledgeable, very likeable and highly professional person. I have no hesitation in recommending him to anyone looking for an open-minded and curious IT/Marketing professional."
- COO, international bank
All references verifiable on LinkedIn (visible after login).
Skills & Tools
- CMS & Platform Management: Migrations, international rollouts, multi-tenant architectures, governance.
- UX & Conversion (CRO): User research, prototyping, A/B testing, funnel optimisation.
- SEO & Visibility: Technical SEO, structured data, content strategy, ranking optimisation.
- Data & Analytics: Enterprise analytics, KPI-driven reporting, data-informed decisions.
- AI & Automation: AI workflows, low-code automation, API integration.
- Compliance & Privacy: GDPR-compliant tracking architecture, consent management, cookie governance, regulatory content auditing, EU AI Act, WCAG/BITV accessibility.
Certified UX & Usability Expert (UX360°)
User Research, Prototyping, Testing, WCAG/BITV
Sistrix SEO Deep Dive Workshop
Intensive training with Stefan Godulla
CMS & DXP
CoreMedia
Sitecore
Neos CMS
Drupal
WordPress
SEO & Search
Sistrix
SEMrush
Screaming Frog
Analytics & CRO
Mapp / Webtrekk
AB Tasty
GA4
Matomo
Hotjar
GTM
Design
Figma
Adobe Photoshop
Automation & AI
n8n
Make
Claude Code
OpenAI API
Compliance
GDPR
WCAG / BITV
Consent Management
Cookie Governance
Methods & Tools
Scrum
Kanban
Design Thinking
Jira
Confluence
Python
HTML/CSS
Languages
German (native) · English (fluent) · Spanish (good) · Thai (advanced) · Japanese (beginner) · Mandarin (HSK 1 in progress)
How to reach me
Open for the next platform challenge - permanent, interim, or project-based. The engagement model follows scope and fit. Preferably remote, on-site by arrangement.
Email: [email protected]
LinkedIn: Martin Möller