Online Marketing × Artificial Intelligence

Thomas Harnisch

Senior Online Marketing Manager// Hamburg, Germany

I combine 20+ years of performance marketing with artificial intelligence: AI applications, automated processes and data-driven media buying.

20+ years of experienceAI applicationsProcess automationPerformance marketing

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20+

years of experience

career stations

industries

About me

I turned my hobby into my profession.

Since 2004 I have been working on online shops, websites and the digitalisation and automation of offline processes. My core competencies include digital media buying and its optimisation through self-developed automation processes.

Today, artificial intelligence is at the centre of my work: I build AI applications and websites, automate processes and work with data using AI — implemented independently or as project lead together with external agencies.

Industries I have worked in

Travel & TourismB2BMedical TechnologyE-CommerceEnergy & TelcoInsurance & Finance

Personal details

Date of birth: 28 June 1983
Place of birth: Hamburg
Marital status: married, 1 child
Nationality: German

AI & Automation

For me, AI is not a buzzword but a tool: I use it to build applications, automate marketing processes and make data usable.

AI applications

Building my own AI applications and websites — from idea to prototype to productive use in day-to-day marketing.

Automated processes

Digitalising and automating offline and marketing processes, up to a fully automated marketing value chain.

Data & AI analysis

AI-supported work with data: analyses, customer score cards and first-party data management as the basis for better media buying.

Many of these AI projects were realised at DSR Hotel Holding — some independently, some as project lead with external agencies.

Work experience

My career since 2004 — click to expand.

Responsible for A-ROSA Resorts, aja Resorts, Henri Hotels and Hotel Louis C. Jacob in Hamburg.

Numerous AI projects — implemented independently and as project lead with external agencies
Built a fully automated marketing value chain
Introduced and managed the in-house ad server (DMP, DSP)
Implemented and managed DOOH campaigns
Conceptual development of websites and booking funnels based on NEOS CMS
Advanced performance marketing (SEA, SEO, display, affiliate, newsletter, Meta, social advertising)
Implemented a new CRM system and developed customer score cards with Schober
GDPR-compliant tracking and first-party data management
Managed agencies and IT system partners, online budget responsibility
Implemented a chatbot

Team lead for e-commerce and online marketing in Reinbek.

Planned and developed the digital marketing strategy
Conceived, coordinated and executed campaigns and promotions
Cross-/up-selling email marketing and development of the online shops
Advanced performance marketing (SEA, SEO)
Analysis, controlling and reporting of online activities
Led and developed the online team
Managed agencies and IT partners, online budget responsibility

Online marketing and CMS project lead for the GLÜCKSTAG, SKL and NKL brands in Hamburg.

Set up the online marketing channels (affiliate, banner, SEA & social advertising)
Digital media buying and cross-product lead management
CMS/shop project lead: implementation with First Spirit CMS
Set up digital analytics with Adobe Analytics
Programmed a custom measurable customer journey with PHP and JavaScript
Online budget responsibility

Built up digital media buying for luxury and expedition cruises in Hamburg.

Set up online marketing: SEO, SEA, affiliate, display (branding and performance)
Landing pages for lead generation: design, development, optimisation
Traffic buying for the two-step sale of luxury cruises
Maintained and developed the B2C website with TYPO3
Sub-project lead for webshop/IBE, interface, CMS and CRM projects
Digital analytics with Google Analytics and etracker, online budget responsibility

Working part-time for my family's jewellery online shop.

Development and optimisation of the webshop
SEO, SEA & affiliate marketing
Linux server administration
Online budget responsibility

Creative and technical implementation of client projects, traffic buying and optimisation — Berlin & Hamburg.

Programming and design of landing pages and interfaces
Lead generation: finance, telco, fashion and energy
Professional and disciplinary leadership of the marketing team
Webshop implementation with openCart and xt:commerce
Digital analytics: Google Analytics, Piwik

Programmed and conversion-optimised landing pages and ad creatives for lead generation.

Lead generation in the finance sector
Programmed an ad server for landing pages in PHP with automated A/B/n tests
Selected and set up the lead management platform
Digital analytics: Google Analytics, Piwik

Rebuilt the wholesale online shop in B2B e-commerce in Hamburg.

Implemented the e-commerce shop for B2B customers
Set up B2B newsletter marketing for existing customers

Self-employed on the side since my apprenticeship.

Programming and development of websites
SEO, SEA & affiliate marketing

Education

2004 – 2007

Apprenticeship as wholesale and foreign trade merchant (completed)

Pappnase & Co GmbH

Skills & Tools

20+ years of practice — from media buying to my own AI applications.

AI & Automation

AI applicationsPrompt engineeringChatbotsProcess automationMarketing automationAI data analysis

Performance Marketing

SEASEOAffiliateDisplay & ProgrammaticSocial advertisingNewsletter & emailDOOHAd server (DMP/DSP)

Tech & Development

PHPJavaScriptNEOS CMSTYPO3First Spirit CMSWebshops & IBELinux serversInterfaces/APIs

Data & Analytics

Google AnalyticsAdobe AnalyticsMatomo/PiwiketrackerCRM & score cardsFirst-party dataGDPR trackingA/B/n testing

References

Companions, former colleagues and supervisors are happy to serve as references.

Thomas was a very reliable employee at Hapag-Lloyd Kreuzfahrten and GKL. I would hire him again at any time.

Mike KosbüHead of Marketing and Omnichannel Sales, MKB Mittelstandskreditbank AG

I have been working successfully with Thomas for over 10 years. I am impressed by his ability to build digital solutions based on analyses, data and systems — solutions that above all increase his employer's marketing ROI.