Mirco Gluch 🐽

Piggyback

- Building team structures, strategies, and workflows for successful marketing and social media management
- Optimization of content output, engagements, reach and follower numbers through tried and tested tactics
Selected clients: Zalando, Trade Republic, N26, foodspring, Getsafe and many smaller brands

Agency Founder - Social Media Advisor, Consultant, Workshop Host, and Interim Head of Social Media

Getsafe

- 15,000 new followers, grew organic reach by 10x , and content pieces per week by 5x
- Team, workflow and strategy development for the social media presence of Getsafe
- Launch of TikTok as a new channel
- Development of over 10 regular content formats
- Campaign development and execution of the #failmoments campaign
- Main responsible and initiator of cross-functional 360° content marketing project

Interim Head of Social Media

Trade Republic

- 120,000 new followers across the different social media platforms
- Recruiting and setup of the social media team
- Launch of 3 new markets and their respective channels (Spain, Italy and Netherlands)

Interim Social Media Lead

foodspring

- Responsible for 400,000 new Instagram followers and 85,000 new YouTube subscribers
- Leading, building and developing a team of 12 social media and community managers
- Won 3rd most engaging FMCG food brand Instagram account award in Germany by socialbakers
- Managing the social media team and the channels through global pandemic and rebranding
- Conception, creating and managing of social first campaigns such as #mynewnormal
- Improving the team's content creation output in terms of quantity and quality
- Establishing a follower first and test&learn mindset among the team

(Interim) Head of Social Media

Peek & Cloppenburg KG Düsseldorf

- Overseeing the organic social media channels, paid social advertising and display campaigns for Peek & Cloppenburg, Jake*s, Review and Ansons
- Content strategy updates for the individual brands and their channels, resulting in significantly better social metrics such as followers, reach, CPM and CPC
- Establishment of new marketing approaches such as influencer road trips and events, meet&greets, instore workouts, Instastories as a channel and Instastory-takeovers
- Budget allocation, budget controlling and budget planning for the year ahead
- Campaign analytics and media plan optimisation for future campaigns based on learnings

Head of Social Media

Zalando Media Solutions

- Executing successful launch, brand positioning and corporate design definition of Collabary - Zalando‘s influencer marketing platform, fast becoming Europe‘s number one workflow tool
- Social media and content marketing management of Collabary across various channels
- Leading the acquisition team towards signing up 2000 high quality social media influencers
- Driving influencer related tech-development, such as influencer categorisation, influencer-brand-fit definition, and influencer profile facelift

Sr. Influencer Marketing Strategist

imk, Institut für Marketing und Kommunikation

- Teaching brand strategy, brand positioning, brand management seminars
- Highly practical and hands on tutoring

Tutor for Brand Strategy

Multiple Clients

- Supervision of the corporate design relaunch of a footwear eCommerce
- Interim Head of Marketing for Mirapodo
- Art direction and photo production for campaigns across various online and offline media 
- Organisation of brand management, content and fashion inspiration workshops for various clients

Freelance Fashion Marketing Consultant

Zalando

-	Brand conceptualisation and brand positioning of Zalando Collection
-	Visual brand development – corporate design, corporate identity and 
	picture language
-	From strategy to market entry – launch event & pop up store in Berlin Mitte
-	Negotiation, planning and execution of marketing campaigns throughout online and offline Zalando channels
-	Marketing management of designer collaborations with Kaviar Gauche and Penkov
-	Creative lead and execution of seasonal campaign photo productions
-	Managerial responsibility for interns and some junior brand managers
-	Analysis of CRM data and market research results
-	Monthly representation of zLabels on Zalando‘s New Hire Day

Brand Manager - Zalando Collection

-	Collaborative effort in developing 20 private labels’ names, logos, corporate designs, and briefing of the individual product ranges
-	Negotiation, planning and execution of the entire marketing mix
-	Analysis of marketing relevant sales and customer data

Brand Performance Manager

-	Business development and calculation of cases for future potential private labels
-	Sales Controlling of the first private labels and the overall Zalando performance
-	Fashion trend forecasts for Zalando’s buying department
-	Website development for private labels

Project Manager Private Labels

envain

-	Created T-shirt brand whilst at university, including naming, creative, product, sourcing and trademarking

Founder of Fashion Label: Gamble for your t-shirt

💭 Imagine your brand's social media channels are growing with ease, your community is expanding and you’re even having fun doing it.
This is what collaborating with Piggyback looks like. 🐽

I’m Mirco, Founder of the Social Media Accelerator, Piggyback.

I’ve worked with some of the fastest growing companies and best marketing teams in the world including Zalando, Trade Republic, N26, foodspring, Wholey, vly, Getsafe, Nike, CLARK, and many startups.

At Piggyback, we help you ditch average, upskill with cutting-edge tactics and escape the competition through workshops, mentoring and our hands-on team accelerator program.

How can I help your company?
🚀 Grow your brand's social media channels with powerful strategies for high reach and high engagement content.
🚀 Upskill your team and help them get processes in place that take them from overwhelm to success with ease.
🚀 Keep learning, innovating and growing with fresh industry best-practice and tools.

Want to work with me? 🤝
1. Bespoke workshops to drive instant results
2. Bespoke social media strategy to get you to your goals
3. Mentoring to supercharge and support your team 
4. Accelerator program where we roll our sleeves up and get your socials thriving

I’m passionate about fitness, healthy food & beverages, A.I., clean energy and climate, mindfulness, wellness, innovation and longevity.

Ready to take your social media channels to the next level?
⚡️ DM me with the word "CALL" to set up a chat and take the first step towards transforming your social media marketing.

Still reading? Wow! 
Make sure you’ve got the 7 day crash course to supercharge your social media.
⚡️ Link in bio to get free growth hacks, proven workflows, community boosting, free tools and much more.

Mirco Gluch

Spotify crashed our Christmas event this year.
And so did someone else.

Last week, our team got together for our Pigsmas Christmas event, and this year was an extra special one.

That’s because we welcomed a brand new team member, Can Kalin, who actually had his very first day with us that day.

Naturally, we pulled out all the stops to celebrate his arrival and make our Christmas event a good one for the team.

We kicked the day off with a brunch in our office, prepared by Japanese chef Yumi. 

Later, we focused on some work stuff, where I gave the team a presentation on Piggyback’s three-year vision and some of our future goals.

After, we got into the fun part as the team ran their own workshops: one guessing which songs were trending on TikTok, and another all about astrology, where they we found out where each of us sits on the astrology spectrum.

Halfway through the day, we briefly had to step back into work-mode when Spotify Wrapped suddenly (and also sort of expectedly) dropped.

(But in true Piggyback fashion, we rallied and got one out for our clients in exactly 28 minutes... Impressive, I know.)

We then ended our busy day with a three course vegan dinner in a restaurant with a very fitting Piggy backdrop, which we, of course, chose because of it.

A big thank you to the entire Piggyback team and of course, for all your work this year. I’m so excited to start the new year with all of you, and with our new addition to our team!

Social Media Accelerator for Startups to Unicorns ⚡️ Ditch average content, upskill your team & supercharge your social channels | AI & Social Media Workshops, Speaker, Strategy & Team Extension 🐽

I had a very important conversation yesterday... Here's what it was all about:

Yesterday evening, I had the pleasure of joining Anna Suznjevic from Important Conversation (see what I did at the beginning there) on stage at Soho House Berlin, where we explored the power of relationships and co-creation.

(And this event ended up being the perfect example of exactly that!)

Over the evening, we talked about: 
– Why human consultants still matter in the age of AI, especially when advising the C-level 
– What makes a great briefing, and why the best ones solve one specific problem 
– How consultants differ from coaches 
– My own experience and journey, including the many pivots that led to the north star we now follow at Piggyback 

Massive thank you to Anna for having me and for being such a great host, and thanks to Soho House for the wonderful hospitality. I had such a great time!

One of the bravest things to do when the world is on fire is this:
Grow your business.

Why are we still doing it?

Because there are still genuinely hundreds of companies across Germany (and Europe) that genuinely need our help.

When I look at the social media presence of so many brands, there is a huge amount of opportunity just sitting there, untouched.

So many brands have great products, strong teams, and a lot of potential, but they are completely lost in the noise when it comes to social.

They don’t really understand their audience, their content lacks strategy, and their storytelling is flat.

And that’s exactly why we’re still growing, even when conditions around us aren’t perfect.

Growth for us is not about headcount for the sake of headcount (especially not in this climate).

It is about increasing our ability to solve real problems for real companies who need support, even if they don’t realise it yet.

Tough markets don’t mean all the opportunities are gone.

They just make it clearer who is willing to step up.

LinkedIn friends: I’m speaking at an event at Soho House tomorrow and have a few tickets to give away. Want to come?

At 6:30 PM tomorrow, I’ll be on stage at Soho House, talking about consulting for bigger businesses, with Anna Suznjevic from Important Conversation.

If you’re in Berlin and want to come along, comment “I’m interested”. 

I’ll then do a random draw and put a few lucky winners on the guest list.

Winners will get a DM on LinkedIn with all the details.

Hope to see you there!

We were in the top 0.1% of consultancies for checking our clients' views and engagement immediately after hitting post.

Check out that and more in the one you’ve all been waiting for… our Piggyback Wrapped! 🎁

Comment with your own proudest business or personal stat below.

The more ridiculous, the better.

Piggyback Wrapped 2025

AI browsers are quietly becoming one of the most useful tools for social media managers. 
And barely anyone is using them yet.

In this week's newsletter, I break down exactly what AI browsers are, what they can do, and the reasons why those in social media should start paying attention to them now.

Read the full newsletter here 👇

BROWSER, BROWSER ON THE SCREEN… If you’re a social media manager, chances are you have a million tabs open at once. Analytics in one place, content pl

Open article: How AI browsers will change how you manage social media by Mirco Gluch • 4 min read

How AI browsers will change how you manage social media

HORIZONT asked me to write about challenger agencies... all without promoting Piggyback. 
So instead, I promoted two other agencies:
charles & charlotte - we're hiring! and OZMOZE 🙃

(Both BFFs of Piggyback!)

Check out the full article (in German) on HORIZONT, all about how small, agile challenger agencies are overtaking the industry’s old dinosaurs.

Big thanks to Hans Neubert and Viktoria Renner for agreeing to be interviewed for the article, it’s much appreciated.

It’s such an honour to be featured in such a leading magazine, and a great way to wrap up 2025!
Thanks for having me!

Link to the article is in the comments 👇

Social Media Managers: I’ve created an AI course just for you.
And for this weekend only, it’s just €199 plus VAT instead of €249.

Wrap up your year by diving into practical AI workflows built around real-life examples from our project partners, including Maniko, P&C, ImmoScout24, and RTL.

Created by social media experts for social media experts, this course puts your pain points, goals, and day-to-day challenges at the heart of every module.

By the end, you’ll have mastered AI for your everyday workflow, cut your weekly workload by up to five hours, and turned once-tedious tasks into effortless routines.

Ready to get started? 👋

Just head to the link in my profile, enter BLACKWEEK at checkout, and that's it! The code is valid until Monday evening.

P.S. The course is available in English and German, and all you need is ChatGPT Plus.

I need your help naming our flagship offer.
Piggyback’s “Accelerator Program” often gets mistaken for coaching... but we go in and do the actual work.

What the program really is: We "piggyback" on your marketing team for 6–18 months, produce content, post, run community management, handle reporting, set up workflows + tools, and (if you want) help hire and train the in-house team.

Who it’s for: B2C start-ups and scale-ups with somewhat untapped social (e.g. because growth came from other channels so far), and B2C Mittelstand under new marketing leadership who want to finally crack social.

This program does ~75% of our revenue, so the naming is kind of important :)

What should we call it? 
Vote below... and drop better ideas in the comments. 👇

Best name for our 6–18 months, hands-on social program?

Piggyback - Social Media Consulting

As a Senior Social Media Coordinator at Piggyback, I specialize in leading and developing high-impact social media strategies across Instagram, TikTok, LinkedIn, and Pinterest. With a deep understanding of organic social growth, I craft content and campaign strategies that drive engagement, brand awareness, and conversions.

I take a data-driven, platform-native approach to content creation and audience engagement, ensuring that brands maximize their reach and impact. My expertise extends to concepting and executing boosting campaigns, using targeted amplification strategies to ensure content gets in front of the right audiences at the right time.

Key Responsibilities:
Client Consulting & Training: Providing brands with social media playbooks, workshops, and hands-on strategy development to help them scale their presence effectively.
Social Media Strategy & Growth: Leading the development of platform-specific and cross-channel strategies that align with brand objectives and audience behavior.
Content Creation & Optimization: Planning, scripting, and optimizing social-first content with a focus on engagement, retention, and discoverability.
Performance Analysis & Reporting: Leveraging insights to continuously refine content approaches and ensure data-driven decision-making.
Community & Pinterest Expertise: Managing and scaling audience engagement across platforms, with a strong focus on Pinterest as a powerful discovery and conversion tool.
Boosting Campaigns & Paid Strategy: Concepting and executing targeted boosting campaigns, ensuring strategic ad spend for maximum impact and ROI.

Sr. Social Media Consultant

The Temporary Resident

As the founder of The Temporary Resident, I built an online platform dedicated to travel, self-growth, and creative productivity, attracting thousands of monthly readers. Over the years, I wrote and published 100+ articles for various companies, blending compelling storytelling with practical insights on mindful living, digital nomadism, and personal development.

Through The Temporary Resident, I cultivated a strong readership and online community, offering engaging content that resonated with ambitious, curious, and creative individuals. This project has been a cornerstone of my writing career, allowing me to refine my skills in long-form content, SEO-driven storytelling, and audience engagement.

While I’ve expanded into social media strategy and content marketing, writing remains a core passion—one that continues to shape my approach to digital storytelling and brand-building.

Founder

Brammibals Donuts

As Social Media Manager at Brammibal’s Donuts, I led the brand’s social media strategy, content planning, and campaign execution, shaping its digital presence across Instagram, TikTok, and beyond.

I developed and rolled out Brammibal’s TikTok strategy, introducing a more engaging, platform-native approach that strengthened the brand’s reach and audience connection. In addition, I planned and executed multi-channel campaigns, ensuring a cohesive and impactful content strategy that aligned with brand goals and audience engagement trends.

Key Achievements & Responsibilities:
Campaign & Content Strategy: Planned and executed creative campaigns, ensuring a strong, engaging, and community-driven content plan.
Influencer & Brand Collaborations: Partnered with influencers, content creators, and major brands such as Oatly, Spotify, and Uber Eats for online and offline activations, amplifying brand presence.
Expansion into Hamburg: Supported the rollout of four Hamburg locations in the first year, focusing on hyper-local community building and establishing Brammibal’s as a go-to brand in the new market.
Creative Direction: Played a key role in shaping the brand’s evolving creative direction on social media, refining its aesthetic, messaging, and overall digital identity.

At Brammibal’s, I combined strategy, creativity, and community-building to elevate the brand’s social media presence, ensuring it remained authentic, engaging, and culturally relevant.

Social Media Manager

Aimee Cooper

During my time as a freelance writer and social media consultant, I wrote over 100 articles for various clients and companies in industries such as sports, nutrition, lifestyle, health, and tourism. My focus was always on creating engaging, thought-provoking content that resonated with audiences, whether through long-form storytelling, brand content, or SEO-driven articles. Positive reader engagement and high-quality content production have always been at the heart of my work.

Beyond writing, I also specialized in social media brand strategy, online marketing, and SEO optimization, helping businesses refine their communication strategies and digital presence. My experience extended to developing content strategies, improving team workflows, and aligning social media efforts with business objectives.

In addition to content creation, I’ve had opportunities to contribute to industry discussions, such as participating in an NPR interview on Berlin’s internet infrastructure and its impact on startups. Situations like this required me to think quickly, communicate clearly, and adapt my messaging to different audiences, all while maintaining a professional yet approachable presence.

This period was instrumental in honing my ability to blend storytelling with strategic digital marketing, shaping the expertise I bring to social media consulting today.

Freelance Writer & Social Media Expert

Freiraum

As Interim Social Media Marketing Manager, I was brought in to lead and establish Freiraum’s social media presence, developing the brand’s foundational social media strategy and overseeing its execution across multiple channels.

Key Responsibilities & Achievements:
Social Media Strategy: Developed and implemented Freiraum’s foundational social media strategy, ensuring a structured and scalable approach to growth.
Brand Guidelines: Created comprehensive social media brand guidelines, shaping the brand’s voice, visual identity, and messaging across platforms.
Cross-Channel Campaigns & Collaborations: Led partnerships and collaborations with brands and creators to enhance engagement and brand awareness.
Team Growth & Leadership: Managed the hiring and leadership of the social media team, ensuring a smooth and strategic expansion.
Content & Performance Management: Oversaw all social content, including planning, execution, and performance tracking through monthly reporting and budget management.
This role allowed me to lay the groundwork for Freiraum’s long-term social media success, balancing brand strategy, creative execution, and team leadership.

Social Media Marketing Manager

As Social Media Project Manager, I was responsible for overseeing and driving all social media and content-related projects, ensuring seamless collaboration between teams and successful execution of campaigns.

Key Responsibilities & Achievements:
Campaign & Content Strategy: Led cross-channel brainstorming sessions for campaigns and product launches, ensuring creative and strategic alignment.
Cross-Functional Collaboration: Worked closely with Design, Brand, Influencer, PR, and CRM teams to develop compelling and cohesive social media content.
Campaign Planning & Execution: Managed the end-to-end planning and rollout of social media campaigns, ensuring timelines, deliverables, and objectives were met.
Content Production Oversight: Organized and coordinated content shoots, ensuring high-quality assets for multi-platform distribution.
This role allowed me to bridge creative, strategic, and operational aspects of social media marketing, ensuring content and campaigns were innovative, on-brand, and results-driven.

Social Media Project Manager

U.K. Social Media Manager

ride.bln

Previously a frequent customer at Ride Berlin, in Summer 2019 I began working there on the Reception as a "Desk Hero". Here my passion for sports, specifically spinning, were fostered and built on. My responsibilities included the setting up of equipment and bikes, customer service and housekeeping. At Ride, I developed my team working skills, learnt to deal with situations where working extremely quickly and effectively was imperative and worked in a highly personable and friendly environment. I am extremely proud and content to have worked at Ride.

Receptionist and Customer Service

SPRT APP 

During my time as Content Manager at SPRT, I played a key role in revamping the brand’s online presence through a refined social media strategy, blog relaunch, and structured content planning. I worked closely with the Head of Marketing to reform the company’s communication strategy, giving social media platforms a new, cohesive look and feel with structured, recurring content themes.

Key Achievements & Responsibilities:
Content Strategy & Execution: Created and managed engaging, community-driven content, ensuring alignment with both online and offline brand initiatives.
Social Media Management Tools: Gained hands-on experience with tools like Hootsuite and Social Hub, optimizing social media workflows and scheduling.
Independent Initiative & Community Engagement: Led the blog development independently, turning it into an interactive space that fostered a stronger connection with the SPRT community.

Working in such a fast-paced, multicultural environment strengthened my ability to adapt, organize, and manage multiple content projects simultaneously.

Content Manager

I help brands turn social media chaos into innovation, and build creative systems that actually work.

As a strategic social media consultant, I support marketing teams to bring clarity to what they’re creating, why they’re creating it, and how it gets delivered. That means developing strategies that align with business goals, and building the workflows and habits that make those strategies stick.

I don’t just help teams generate ideas — I help them structure projects, set priorities, and deliver consistently without burning out.

I approach social not just as a creative channel, but as a system: one that needs clarity, momentum, and structure to work well over time.

Whether it’s a short-term content sprint or a full process rebuild, I focus on making the work smoother, smarter, and easier to scale.

➡️  With 7+ years of experience working with brands like foodspring, Wholey, UberPlatz, Brammibal’s Donuts, Clark, and Thomas Sabo, my background blends content strategy, project management, and team leadership.

I’ve worked across both agency and in-house teams, leading multi-channel campaigns and managing team processes along the way. I understand what it takes to lead from the middle: keeping creative work sharp while navigating internal approvals, shifting priorities, and cross-functional collaboration.

If you're leading a content or social team and want to bring more creativity, structure, and longevity to how your team works — let’s connect. 🧚‍♀️

taplio

The Battle

Mirco Gluch

Aimée Cooper

Followers

Posts

Engagements

Likes

Performance ScoreMirco Gluch's LinkedIn Performance

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taplio

The Battle

Mirco Gluch

Aimée Cooper

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Mirco Gluch's LinkedIn Performance

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Performance ScoreMirco Gluch's LinkedIn Performance