Head of Marketing, IT coordination and development at cetrac GmbH, Leipzig
I call it Digital Freestyle: digital transformation without a brief. I move it forward inside companies before anyone writes a purchase order for it. I see where a process gets stuck, build the fix, put it into operation and measure what it delivers: ERP, warehouse and stocktaking, AI-assisted workflows, websites and online stores, data analysis and reporting, plus visibility across SEO, SEA, AEO and GEO, and the design that goes with it. 20 years of experience, more than 100 clients, trilingual in Spanish, German and English.
It fails because nobody sets it in motion. In almost every company people know exactly which processes take too long. What is missing is the person who names the bottleneck, builds the first prototype and stays with it until it is genuinely used day to day.
That is my role, and I have a name for it: Digital Freestyle. No requirements document, no six months of preparation, but looking closely, recognising the bottleneck and starting to build from a standing position. At cetrac GmbH I am a one-person digital department: strategy, delivery and quality assurance in one pair of hands, with AI agents as tooling. Most of the projects on this site were never ordered. I saw the problem and started.
Colleagues used to head out with pen and paper to count many thousands of parts. Today the app turns any company phone into a scanner, the counting record is signed on the device and the figures go straight into the ERP system. Stock is live every evening and on the website every morning. Built in-house, without new hardware.
A new information architecture, a re-cut category and product structure, Solr-backed search in the store. A site grown over years became one that customers in 42 countries can navigate. Redesign together with Philipp Schade and Stephan Gonder, with concept, coordination and quality assurance on my side.
German, English, French, Italian and Spanish fully live editorially, with AI support directly in the TYPO3 backend. Not literal translation but market adaptation: dedicated keyword research per target market, consistent hreflang, content that also works culturally. One person, seven language versions.
Five free calculators plus a scaffolding manager, seven languages including Hebrew with right-to-left layout, on a dedicated Hetzner server running Docker and Caddy. Nobody commissioned it: the calculators attract exactly the people who are planning right now. Press coverage in the bauhandwerk newsletter, confirmed for August 2026.
A custom generator pipeline in Python and WeasyPrint: 68 parts, 324 vector graphics, a print-ready CMYK PDF from one data source. When an article changes the catalogue changes, with nobody resetting a page by hand. Weeks of layout work became a single run.
Planned on the basis of a SISTRIX competitive analysis against the market leaders, delivered and measured. As of 3 August 2026, 28-day comparison.
The disciplines overlap anyway: anyone digitalising processes needs the numbers to go with them, and anyone responsible for visibility has to be able to design. So depending on the project I work in one of these roles, sometimes in several at once.
I work in Spanish, German and English, and not only in conversation but in the product: I set up seven language versions of cetrac.com single-handedly, and EasyFlow in seven languages including Hebrew with right-to-left layout.
For international markets that means market adaptation instead of literal translation, with dedicated keyword research per target market, consistent hreflang and local points of contact.
Open to projects, collaboration and professional exchange. Write to me about what you have in mind and we will find out whether it fits.