Linde Scheers

Chief Marketing & Growth Officer

LS Consulting & Coaching

I advise businesses of all sizes on:
- marketing/growth/comms strategy
- using AI to make marketing more efficient and effective

I coach:
- professionals who want to grow in their careers
- professionals who feel stuck in their careers and want to make a transition. 

I grow:
my investment portfolio by investing in female-led businesses

CMO, Advisor & Investor

eBay Deutschland

Shared market leadership and P&L responsibility.
Led Marketing and Communications for Germany, eBay's 3rd biggest market globally
Responsible for team of ~50 marketers. 
Transformed team performance and culture from a tactical to a strategic high-performance team driving brand perception, customer acquisition and retention
Unlocked long-term sustainable growth for eBay in Germany.
Member of the eBay Environmental, Social and Governance (ESG) Council and eBay's German and 
European Leadership teams

Various Companies

CMO, Advisor & Investor - Marketing, Communications, Growth

Responsible for PR, Marketing Communications, Content, Social Media and SEO for N26 globally driving customer acquisition, retention and brand perception & reputation. 
Led a team of 30 employees.

Global Marketing and Communications Director

Google

Led Android's brand and reputation efforts across Europe to drive brand perception and trust of Android in close collaboration with PR, policy and other cross-functional teams. Activities included overseeing large scale media campaigns (print, digital, social), publisher partnerships (Economist, FT, Süddeutsche Zeitung) and events (Web Summit, Mobile World Congress...)

Head of Brand Marketing, Android and Google Play, EMEA

Marketing lead, Android Brand and Reputation, EMEA

Leading product marketing for movies and TV, social media and consumer insights for Google Play across EMEA markets driving product growth and incremental revenue.

Marketing Lead for Movies, Social Media and Insights, Google Play, EMEA

Marketing lead for movies and TV on Google Play across Europe, focussed on driving awareness, consideration and conversion for Google's entertainment hub.

Product Marketing Lead for Movies&TV- Google Play, EMEA

Product marketing for large advertisers and agencies, focus on marketing Google's mobile solutions to drive incremental revenue from large advertisers.

Product Marketing Manager- Google Mobile Ads and Large Advertisers, DACH

Developed the accounts of long-tail advertisers in the Benelux market to
drive incremental revenue, specialized in Google Analytics

Online Media Sales Manager-Google AdWords

Freelance TV Production

As a freelancer linked to several production companies in Asia, I was responsible for pitching concepts for TV shows and documentaries, as well as assisting in script-writing and location scouting.

Freelance Concept Writer and Researcher

BASF

At the BASF Sustainability Centre I managed projects related to the internal and external communication of sustainability topics. Tasks included developing the web presence of the company's sustainability activities, creating a sustainability newsletter, setting up internal work groups on sustainability matters and managing customer enquiries about sustainability issues at BASF.

Sustainability Manager

Friedrich Ebert Foundation

During my time at the regional headquarter in Singapore I managed a portfolio of political and socio-economic projects in Southeast Asia. 
In addition, I also wrote and published articles and working papers on a variety of political and economic topics. Another responsibility was managing the internal (newsletter, internal publications) and external communication (website) for the regional office in Singapore.

Program Manager

I'm a Chief Marketing Officer with close to 20 years of experience in marketing, communications and sales. I'm a holistic "full-stack" marketer with hands-on experience in performance, brand, product marketing, CRM, customer insights, social media, SEO, content & measurement. I also have experience in applying AI to improve marketing efficiency and effectiveness.

I started my career in a non-profit. After finishing my MBA, I joined Google and worked for almost 10 years in various sales and marketing leadership roles. After Google, I led Global Communications for N26, a leading Fintech unicorn based in Berlin. In my most recent role at eBay, I was the CMO for Germany and shared market and P&L responsibilities with the country GM. I was also a member of the company's ESG council.

Originally from Belgium, I've worked in 7 different countries across Europe and Asia. I'm passionate about building purpose-driven businesses and driving sustainable growth through a combination of sales activation and brand investment.

I'm currently advising (marketing/growth/comms), growing my investment portfolio, and working on passion projects in the field of AI, marketing and sustainability.

Tracy Woods

Chief Marketing Officer UK

Marshmallow

Interim VP Marketing 

CIWEM (The Chartered Institution of Water and Environmental Management)

Member of the board, providing governance and strategic support across the organisation's critical agenda.

In addition to my general governance duties, i sit on the RemCo and commercial membership proposition sub committee's providing strategic guidance and governance across these key functions.

CIWEM is the leading royal chartered professional body dedicated to sustainable management of the environment, globally. 
They represent thousands of professional members and organisations across 89 countries in pursuit of improving water and environmental management for the benefit of the public. 

CIWEM mobilise the pool of expertise within their extensive global membership to grow standards and competency in environmental professions. Across the world they promote best practice and give impartial advice to decision makers, policy makers, media, practitioners and the public, ensuring the best outcomes for society now and in the future.

Non Executive Director

Providing strategic advice and operational support on an interim, fractional and consultancy basis.

Strategic Advisor & Consultant - Marketing, Growth & GTM 

Superbet

A Blackstone portfolio company, Superbet Group is a global multi-brand sport entertainment business generating in excess of €1B in revenue annually.

I lead the global multi-brand marketing strategy, developing and executing scalable globally fit, and locally relevant strategies to launch and grow the business across multiple markets at various stages of maturity.

Key Achievements;
•	Launched the Brazil market (investment case to live in 5 mths). Key role in developing the business plan, GTM strategy, and TTL launch campaign for a nine figure market investment.
•	Built the day one Brazil agency and local marketing team infrastructure, including significant agency pitches, commercial terms, and senior hires.
•	Led the commercial process and board approval for the brands master sponsorship of football giants Sao Paulo FC, ensuring value, robust rights and strategic alignment
•	Planned and delivered the global 2024 brand proposition and campaign strategy across all markets, marrying proposition offering with P&L targets and market dynamics.
•	Part of the leadership task force supporting OC&C to undertake a global op model and strategy reset, enabling future operational scale and profitable growth.

VP Global Marketing

heycar

heycar is a leading used car marketplace and D2C platform, launched in the UK in 2019 and backed by Volkswagen Financial Services, Volkswagen Group, Daimler Mercedes-Benz, Renault Group's Mobilize Finance, and Allianz.

Part of the founding leadership team, with full demand-side P&L accountability for heycar and it's 4 acquired businesses. Tasked with delivering rapid volume, revenue and brand growth and delivering an ambitious 2024 breakeven business plan in a highly disrupted sector. 

Achievements:
•	Lead role in developing the business strategy for aggressive market entry and rapid scale. Despite COVID and market challenges, the UK is the biggest, fastest growing business in the heycar group and remains on track to achieve it’s breakeven plan.
•	Set-up and scaled a broad mix of channels across heycar and its acquired website’s delivering 3000% volume growth from year 1-3 and a mix that is 70% unit profitable. The success of the UK growth strategy has made it the blueprint for all markets.
•	Dominated organic search through an extensive partnership, M&A and SEO strategy through which heycar operates 5 sites and partners with household names - influencing c.200m used car visits and producing scaled unit profitable volume and competitive advantage.
•	Key role in several M&A’s, including acquiring and integrating a full-suite content team during lockdown, instantly seeding over 2m words of quality SEO content across heycar and its network of sites and creating a scalable process for rapid global SEO traction. 
•	Key role in launching a full D2C ecommerce proposition scaling 600% in yr one and future-proofing the business and brand proposition.
•	Took brand awareness from a standing start to 20% nat rep in three years, with award winning campaigns, spending <20% of new entrants Cinch and Cazoo’s ATL budgets.
•	We doubled the UK team during lockdown winning several ‘best workplace’ awards.
•	Built and led a high performing multi-discipline marketing and growth team.

Marketing Director UK

carwow

Carwow is a leading VC & PE backed marketplace where customers can buy or sell their car without the pitfalls of the traditional buying experience.

Member of the leadership team, reporting to the Founder and CEO, and advising on brand performance to the carwow exec team and board. My role was to get under the skin of the customer and set the most effective brand marketing strategy to raise awareness, shift consumer buying behaviours and deliver growth.

Achievements:
•	Developed the first multi-channel campaign tackling awareness, appeal, and comprehension of the service. The campaign increased awareness and consideration by 100% and reduced the TV CPA by 30% YoY.
•	Developed the business case for a full CRM strategy and martech reset to enhance conversion and customer experience. Obtained cross functional resource, assessed best fit CRM martech solution, and hired a Head of CRM to scale the team - conversion rose by 25%, and unsubscribes dropped substantially.
•	Developed carwow customer profiles and a full suite of internal and external insights to inform brand positioning, proposition development, wider business strategy and new revenue streams.
•	Step-changed the relationship and credibility with influential media resulting in significantly increased organic PR coverage and backlink building.

Head of Brand Marketing

TransferWise

Wise is a global fintech success story leading the charge in fair and transparent FX transfers.

Leading brand and ATL activity for the UK market. Developing the brand positioning, communications and media, to appeal to a higher value audience as the business reset it's customer growth and targeting strategy in advance of a critical fundraising event - running activity within a strict payback period.

Achievements
•	Optimised the Q4 in-flight campaign upon arrival, reducing offline CPA by 25% whilst delivering above target new users (+20%).
•	Developed and launched a 2016 integrated campaign, optimising towards a higher value audience. The campaign increased consideration among the target segments and brought the ATL CPA to within the target payback period.

Brand & Campaign lead (FTC)

blinkbox

blinkbox is a digital entertainment business acquired by Tesco in 2012 as part of it's digitisation strategy, and later bought by TalkTalk in 2015

Driving growth, awareness and consideration of blinkbox movies amidst a crowded, aggressive market by developing a strong differentiated positioning, media and creative strategy, and leveraging Tesco's scale. 

Achievements:
-Planning and executing the blinkbox movies re-brand campaign 'Fresh From Cinema' delivering a 60% uplift in awareness and consideration and driving the strongest quarterly sales in the business's history.
-Designing and managing an in-house creative and copy team to support all BTL campaign requirements and delivering significant cost efficiencies to the business.
-Elected chairperson of the integration committee, supporting colleagues, exec team, and HR with the merger of the blinkbox and Talk Talk businesses. I advised on critical issues, and led initiatives to aid employee engagement with the new strategy and structure.

Senior Brand Communications Manager

Tesco PLC

F&F clothing was originally a corporate incubation, rolled out across Europe and Turkey as both a supermarket, and standalone concept store brand. At the height of it's success, the brand was franchised into the UAE, rolled out across Asia, and the best-practice European approach merged with the UK business. F&F grew to 90% awareness and a c. £1.8B global business.

Various roles, leading successful multi-channel campaigns, PR strategy, and large-scale international events to enhance awareness and perceptions of the F&F brand, alongside trade and tactical marketing roles to drives sales and deliver the Tesco Value promise for customers.

Part of the team who brought together the Europe and International markets 'best practice' strategy with the UK business, aligning the opmodel and global strategic approach.

Various Brand & Trade Marketing Roles - F&F Clothing, UK, Europe, Turkey +

I build category defining businesses and brands that use technology, innovation and a customer-led approach to solve problems, improve experiences and create value.

I’ve built businesses for Tesco, Volkswagen Group, Volkswagen Financial Services, Daimler Mercedes-Benz, Renault Group's Mobilize Finance and Allianz Insurance, across multiple sectors and business models. Scaled unicorns like Wise and Superbet, disrupter’s like carwow and led significant multi-market rollouts, resulting in a unique blend of blue-chip rigour and entrepreneurial mindset.

I call on a wide range of marketing, commercial, product and proposition-led growth skills to deliver effective strategies tailored to the economics, objectives, and market dynamics of the businesses I lead, balancing short, and long-term sustainable growth and profitability.

My approach is customer-led and UX centric, influencing cross-functional teams to deliver experiences that positively disrupt, change behaviours, and resolve in real commercial value. I have a strong bias for action, having developed leading brands, award winning campaigns, and built successful, defensible growth models for a series of challenger brands.

I create the conditions for success by building high-performing teams, award winning cultures, and bringing focus to what drives value. As a leadership team member, I’m an influential, commercially considered voice who can take others with me to deliver results at pace.

I enjoy working in positive challenge & support cultures where I can have impact on the business, and I’m a passionate advocate for diversity in senior leadership, and in supporting fellow women to excel and develop.

I have a keen interest in high consideration and disrupted categories, including financial services, mobility, and the energy transition.

I also hold a number of board roles in organisations that align with my interests and values, and where i believe my skills can add value and enable change.

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Linde Scheers

Tracy Woods

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