Franziska Lightner

Franziska Lightner currently serves as the Senior Online Marketing Manager at Dudenverlag | Cornelsen Verlag GmbH | Bibliographisches Institut GmbH, where she leverages her extensive expertise in digital marketing to drive innovative growth strategies across multiple platforms. Her role focuses on developing comprehensive online marketing strategies and infrastructure for flagship products like the "Duden-Mentor" writing assistant, aiming to enhance user engagement and conversion rates through data-driven insights and user-centric design. Franziska's key projects include orchestrating end-to-end A/B testing initiatives across various touchpoints of the customer journey, enabling her team to optimize user experience and maximize performance metrics such as click-through rates and app downloads.

Her proficiency in creating wireframes, landing pages, and user flows ensures seamless usability and aligns with her strategic approach to mobile marketing and app store optimization. Franziska's expertise extends to managing multi-channel online campaigns targeting B2C, B2B, and B2G audiences, utilizing display advertising, Facebook advertising, and programmatic media buying to reach diverse customer segments effectively. She also plays a pivotal role in establishing robust tracking infrastructure, utilizing tools like Adobe Analytics and Adobe Target to monitor campaign performance and conduct usability tests that inform ongoing optimization efforts.

With a strong foundation in performance metrics, usability testing, and project management, Franziska excels at integrating performance marketing with strategic concept development. Her skills in mobile marketing, communication, and digital analytics position her as a key driver in enhancing the digital presence of her organization’s educational products, ensuring they meet the evolving needs of learners and educators alike.