about me
What I Do
I connect technology, marketing and operations – for more than 15 years now, today with a clear focus on AI. As Head of MarTech I lead the global marketing technology of an international retailer: product information, digital assets, production workflows and the AI that ties them together. What I care about most is AI that actually lands in day-to-day work, not AI that stays stuck in a pilot.
AI TRANSFORMATION
Finding where AI really saves time and money, prioritizing use cases and turning them into a roadmap that teams can deliver – with clear rules for data, privacy and the EU AI Act.
AI AGENTS & AUTOMATION
Agents that take over real process steps instead of just suggesting text: connected to ERP, CRM, PIM and DAM, with humans approving where it matters.
MARTECH & CONTENT OPERATIONS
Global MarTech architecture with PIM, DAM and AI-driven publishing. Best-of-breed systems, integrated so that data is maintained once and used everywhere.
Work Process
LISTEN
MAP
PRIORITIZE
BUILD
MEASURE
SCALE
Fun Facts
15+ Years Experience
Global MarTech Ecosystem
International Teams
5.000+ Cups Of Coffee
Looking for hands-on support with AI in your company? In German-speaking markets I advise mid-sized companies and agencies through Niemietz Digital Consulting.
resume
WORK HISTORY
Feb 2026 – Current
Director / Head of MarTech
Lidl International
Driving the global MarTech roadmap and orchestrating a high-scale ecosystem of PIM, DAM and AI-driven automation. Integrating AI workflows into the global marketing production engine.
Oct 2022 – Feb 2026
Director Brand Technology (PIM, DAM, AI, Production & Workflows)
Lidl International
Defined and implemented a global MarTech architecture (PIM, MAM, AI-driven publishing) under a best-of-breed strategy. Measurably reduced marketing production costs and accelerated time-to-market.
Oct 2022 – Jul 2024
Director Marketing Content Systems
Lidl International
Oct 2018 – Sep 2022
Teamlead Marketing Systems International
Lidl International
Jun 2011 – Current
Founder / Chief Digital Officer
Froschgift Kreativagentur
Mar 2018 – Sep 2018
Consultant – Online Marketing
Lidl Digital International / Barcelona, Spain
Oct 2015 – Feb 2018
Consultant – Collaboration Systems
Lidl Stiftung & Co KG
Oct 2014 – Sep 2015
Consultant – Online Media
Lidl Stiftung & Co KG
Aug 2009 – Sep 2014
Web Developer
imc Marketing & Consult GmbH
Jun 2006 – Aug 2009
PC Technician
PCDATA24
EDUCATION
2014
BACHELOR OF ARTS ONLINE MEDIA
DHBW Mosbach
2011
PROFESSIONAL DIGITAL MEDIA DESIGNER & DEVELOPMENT
JGS Heidelberg
2007
Abitur – General matriculation standard
Gymnasium Neckargemünd
Skills
AI Transformation & AI Strategy
AI Agents & Process Automation
MarTech Architecture (PIM, DAM, MAM)
Content Operations & Production Workflows
Digital Transformation Management
Leading International Teams
Budget & Vendor Management
IT Project Management
Web Development