Source: https://roman.palfi.de/en.html Updated: 2026-09-07 Personal CV for applications to full-time employment. 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. Experience: 10+ years in marketing & technology Current role: Director Business Development · CBS Finance Focus: Go-to-market · CRM · MarTech ## 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. ### Languages German: Native Russian: Native English: Good to very good ### Interests Smart Home Web Design Vibe Coding AI & innovation Fishing & hands-on projects ## 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 CommunicationsWalter-Eucken-Berufskolleg | 2012 - 2015 Legal assistant internship | Barnewitz law firm ## 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. ## 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 ## 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](mailto:roman@palfi.de) [LinkedIn profile](https://www.linkedin.com/in/roman-palfi) © 2026 Roman Palfi. All rights reserved.