My profile
Where strategy meets execution – focus on UX, marketing and conversion
For 15+ years I've helped banks, biotech companies and insurers rethink their web platforms.
I am a hybrid: I love strategic planning, but I am equally at home in the CMS, configuring analytics, or optimizing content. I don't just design the roadmap; I drive the car.
Featured Projects
In 2024, I led the website relaunch for a major German insurer as part of my in-house role: New CoreMedia architecture, full UX redesign, and rebuilt content funnels. Three months post-launch, online policy sign-ups had doubled. The success was also documented by the commissioned agency: View the project showcase on atmina.de or as PDF: Download PDF
In 2019, I led the global e-commerce relaunch for a biotech company: 15,000 products and 23 language versions migrated from Sitecore to TYPO3 Neos in just six months – with zero downtime and a 17 % improvement in load times.
With six years in-house marketing for global brands and nine years in agencies, I know budget realities as well as pitch pressure. I build solutions that connect and convert - from design systems and UX strategies to scalable CMS content frameworks and data-driven conversion optimisation.
I help teams focus on what matters: clear messages, user-friendly interfaces and measurable results.
Leading a CMS strategy workshop for Rabobank.
Facilitating a cross-functional UX workshop in Cologne.
🧪 Experimental Projects (The Lab)
AI-Native Content Brand (YouTube)
I built a multilingual YouTube channel in a specific musical niche to test the limits of AI-driven production.
- Audio/Visual Stack: AI-generated cover versions combined with high-end visuals (Runway, Kling).
- Results: Scaled a content brand from zero using AI-native workflows, managing everything from creative direction to automated short-form distribution (Shorts).
- The "Why": This project serves as my testbed for testing speed-to-market and visual consistency in generative media.
Competence & Stack
Core Competencies
- Strategic Project Management: Steering complex digital projects in corporations and public institutions.
- CMS & Platform Management: Migration leadership (Sitecore → TYPO3 Neos, CoreMedia, Drupal) and international rollouts (20+ languages).
- UX & Visual Design: User Research, Prototyping (Figma), and High-Fidelity Design.
- AI Media Production: Generative Video & Image creation for marketing and product storytelling.
- UX & Conversion (CRO): A/B Testing (AB Tasty, Optimizely) and Funnel Optimization.
- AI & Automation: AI workflows (Chatbots, OCR, ML) and Low-Code Automation (n8n, Make, API Design, OpenAI API).
- Data & Analytics: GDPR-compliant tracking setups, Enterprise Analytics (Mapp/Webtrekk, Matomo, GA4), and Consent Management.
- SEO Strategy: Technical SEO, Schema Markup, Content Strategy & Visibility.
- Accessibility: Audits and implementation according to WCAG 2.2 (incl. reporting & testing tools).
Certifications
- Future AWS Business Intelligence Engineer Nanodegree (Udacity, 2025) – AI-powered analytics, RAG, and AI Chatbots.
- AWS Educate Machine Learning Foundations (AWS, 2025) – Python, Jupyter Notebooks, ML Models.
- Introducing Generative AI with AWS (Udacity, 2025) – GenAI in the AWS ecosystem.
- Sistrix SEO Deep Dive Workshop (Bonn, 2024) – Intensive training with Stefan Godulla.
- Certified UX & Usability Expert (UX360°) (XDi, 2020) – User Research, Prototyping, Testing, WCAG/BITV.
Tech Stack & Methods
- CMS & DXP: CoreMedia, Sitecore, TYPO3 Neos, Drupal, WordPress (Headless/Traditional).
- Design & Creative: Figma, Adobe Photoshop, Creative Direction.
- AI Media (Video/Image): Runway, Kling, Google VEO, Midjourney.
- SEO & Search: Sistrix, SEMrush, Screaming Frog.
- Analytics & CRO: Mapp (Webtrekk), AB Tasty, GA4, Matomo, Hotjar, GTM.
- Automation & AI: n8n, Make, Claude Code, Lovable, OpenAI API.
- Methods: Agile (Scrum, Kanban), Design Thinking.
- Tools: Jira, Confluence, axe-core, WAVE, Python, HTML/CSS.
My professional DNA – 4 core values
🤝 Interdisciplinary collaboration
I connect dots between marketing, IT, and product – creating solutions that align diverse teams around a shared goal. Bridging silos isn’t a slogan, it’s how I work.
🔄 Curiosity in action
I test tools early, share insights openly, and treat learning as a habit, not an afterthought. If it brings value, I’ll find a way to make it work.
🌍 Globally shaped, locally grounded
Experiences across South America, Asia, Europe, and Canada shaped my approach. I bring a global mindset into local teams – blending perspectives to build better outcomes.
💡 Pragmatism & Ownership
I don't just delegate; I execute. I bring the experience to see the big picture, but I love the craft of building. For me, seniority means solving problems autonomously and getting the details right.
Connect & convert
Whether landing page, onboarding or platform strategy – I design processes that engage people and move them to act. With purpose, structure and impact.
Quote
“Martin knows how to get things done, is very knowledgeable and makes it work. No fuss, just results.”
— Global Manager Marketing Performance, Rabobank International Direct Banking
Work with me
Planning a project, rethinking your digital journey or looking to improve conversion?
I support you – as an external partner or in a role with impact and long-term ownership.
Contact me:
📧 Email: [email protected]
💼 LinkedIn: Martin Möller