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Developing brands. Shaping growth.

Roman Palfi

Director Business Development · Marketing & Digitalization

I develop brands and connect marketing, sales, and technology through an integrated go-to-market approach. I turn data-driven analysis, marketing strategy, and content strategy into campaigns, digital funnels, and CRM processes, combining strategic ownership with hands-on execution.

Let’s talk CV as PDF
Roman Palfi
Roman PalfiDüsseldorf
Experience
10+ years in marketing & technology
Current role
Director Business Development · CBS Finance
Focus
Go-to-market · CRM · MarTech

Profile

Developing strategy. Owning execution.

My career has evolved from digital advertising technology and data-driven marketing to responsibility for brands, marketing, and digital business processes. I analyze audience, campaign, and funnel data to build audiences and target segments and define strategic priorities. I translate these insights into marketing and content strategies, from relevant topics and messaging to formats suited to each stage of the customer journey.

At Wavemaker and later WPP Media, I built DCO and Addressability into a scalable capability, with teams, shared standards, and solutions across channels, clients, and markets. This brought together data, creative, technology, and consulting.

At CBS Finance, I build on this approach. Starting with an analysis of marketing, CRM, and lead generation, I develop and implement the strategic direction, from brand positioning, campaigns, and digital customer journeys to automated processes and sales handover.

How I work with people

I like to provide a clear direction while giving people the space to take ownership. For me, strong collaboration is built on trust, honest feedback, and a shared commitment to high-quality work.

Career

Professional experience

Current position

Nov 2025 - present

CBS Finance GmbH | Essen

Director Business Development

End-to-end ownership of the strategic and operational development of marketing, digital processes, and business development, from analysis and positioning to lead management and sales alignment.

Responsibility & delivery

  • Analyzed marketing, CRM, and lead generation structures; developed and implemented an integrated marketing and digital strategy.
  • Developed the CBS Finance and Finanzierung KMU brands: positioning, target audiences, messaging, and digital touchpoints.
  • Built and managed full-funnel campaigns connecting paid media, content, landing pages, and lead forms.
  • Connected CRM and marketing automation through Close and Make: segmentation, lead routing, nurturing, and sales handover.
  • Implemented AI-supported workflows for marketing and sales and automated manual processes.
  • Evaluated and optimized campaigns using CPL, conversion rates, lead quality, and funnel performance.

Close · Make · CRM · Marketing automation · Performance marketing

Mar 2024 - Oct 2025

WPP Media | Düsseldorf

Group Head Dynamic Creative

At WPP Media, I developed DCO and Addressability as a group-wide capability. I brought together existing expertise and translated it into shared frameworks, process standards, and practical solutions for agencies and teams.

Responsibility & delivery

  • Positioned DCO as a response to signal loss and fragmented audiences
  • Transferred international in-house solutions to the German market
  • Built a shared knowledge base and standards for Addressable and DCO campaigns
  • Integrated AI into content matrices and strategic work

Apr 2022 - Mar 2024

Wavemaker Germany

Group Head Data & Technology

At Wavemaker, I led the DCO unit strategically and operationally, from the technology stack and team building to international delivery across display, video, social, audio, and ATV.

Responsibility & delivery

  • Established the Addressable Strategy across the DACH region
  • Expanded the DCO team and delivered international strategies
  • Onboarded 25+ clients and supported 70+ DCO campaigns
  • Integrated generative AI into creative processes

Apr 2020 - Mar 2022

Wavemaker Germany

Senior Consultant Data & Tech

I expanded DCO beyond display into video and social and anchored it more firmly in strategy, consulting, and knowledge sharing.

Responsibility & delivery

  • Extended operational processes to video and social DCO
  • Built workshops and knowledge formats for agencies and clients
  • Onboarded 10+ clients and delivered 30+ DCO campaigns

Oct 2017 - Mar 2020

Wavemaker Germany

Consultant Data & Technology

This is where I started building DCO as a standalone consulting and campaign product, connecting data, MarTech, AdTech, and creative in a reliable process.

Responsibility & delivery

  • Built the DCO product and its first operating standards
  • Established DCO campaigns as a regular client solution
  • Conducted campaign and competitive analyses

Jan 2017 - Sep 2017

GroupM Germany

Web Tracking Specialist

I translated campaign and business requirements into reliable tracking setups and advised teams on measurement logic, data quality, and technical implementation.

Responsibility & delivery

  • Developed and implemented tracking concepts
  • Advised teams and clients on campaign measurement
  • Tagged 50+ national and international websites

Oct 2015 - Dec 2016

GroupM Germany

Online Ad Operations Manager

My entry into digital advertising technology: setting up campaigns cleanly, checking creative assets, and finding pragmatic solutions between creative, media, and client teams.

Responsibility & delivery

  • Quality-checked and implemented digital assets in ad servers
  • Supported beauty, luxury, and telecommunications clients

Education

Management Assistant for Marketing Communications
Walter-Eucken-Berufskolleg | 2012 - 2015

Legal assistant internship | Barnewitz law firm

Expertise

Skills & expertise

Go-to-market & brands

Strategy & positioning

  • Data-driven analysis & strategy development
  • Marketing mix modeling (MMM): custom tool for a brand analysis
  • Brand positioning, audiences & messaging
  • Integrated go-to-market approaches
  • Business development & growth opportunities

Translating audience, campaign, and funnel data into strategic priorities and concrete actions.

Full-funnel marketing

Demand & conversion

  • Content strategy: topics, messaging & formats
  • Paid media, content & campaign management
  • Lead generation & digital customer journeys
  • Landing pages & conversion optimization
  • Marketing effectiveness: CPL, conversion & lead quality

Display, video, social, audio, and addressable TV · Reporting with GA4, Looker Studio, and Power BI.

CRM, MarTech & data

Systems & automation

  • CRM, lead routing & lead nurturing
  • Marketing automation & sales alignment
  • Tracking, data quality & AI workflows
  • DCO, Addressability & creative automation

Close, Make, GTM, CM360, DV360, Google Studio, Sizmek, and Adform.

Leadership & transformation

Teams & scale

  • Team building, leadership & knowledge sharing
  • Frameworks, operating models & process standards
  • Stakeholder management & cross-functional collaboration
  • Scaling across clients, agencies & markets

Playbooks, workshops, and shared standards for marketing, data, creative, and technology.

Development

Certifications & professional development

Selected qualifications with their completion or validity periods.

The Trade Desk

Trading Academy | 2018

  • Certified Professional
  • Certified Practitioner
  • Certified Strategist
  • Certified Specialist

Google Skillshop

Certified 2023/24

  • Display & Video 360
  • Search Ads 360
  • Google Analytics

Google Skillshop

Specializations

  • Analytics Individual Qualification
  • Creative Certification
  • Tag Manager fundamentals

Contact

Let’s start a conversation

Looking for someone who develops go-to-market strategies, marketing, and digital processes and puts them into practice? I welcome a conversation about a suitable full-time position at your company.

roman@palfi.de LinkedIn profile

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