Put benchmarks in context
Numbers only become meaningful in light of the business model, market, season, margin, maturity and goals.
About Raon Strohschein
Senior performance marketing. Personally involved.
Since 2012, I have helped companies manage performance marketing more effectively — strategically, hands-on and, when needed, with responsibility for teams, partners and results.
Since 2012in performance marketing
Hands-on & leadexecution and team leadership
International scalingfrom first setup to scale-up
Google Partnercertified Google Ads expertise
The journey
Learning online marketing from the ground up — and seeing it from many sides.
After studying business administration, I started in 2012 through an online marketing trainee program at Rocket Internet. There I encountered very different digital business models, international scaling and fast, data-driven testing with meaningful budgets.
Later, as Head of Online Marketing, I took responsibility across channels. Since then I have worked in different companies, teams and roles — from hands-on account work to leading teams externally.
That breadth matters more today than isolated platform tricks. I know small, focused accounts as well as very large e-commerce setups; start-ups and scale-ups as well as organically growing mid-sized companies.
That includes paid media experience across around 20 countries and monthly media budgets reaching into the millions.
Experience from projects and roles with
- Rocket Internet
- Bringmeister
- DaWanda
- cribb.
- glossybox
- Hubject
- iSAQB®
- mycs
- refund.me
- Software & Support Media Group
- 7days
- vegdog
- waymate
- Blumberry
- CarJump
- Prose Beauty, Inc.
- ubiscore
- pliant
What experience changes
Best practices can be looked up. Context has to be understood.
In complex setups, the greatest value often comes from the right diagnosis, priority and decision, rather than another standard optimization.
Find the real bottleneck
Declining performance may originate in the account — or in tracking, the offer, product feed, shop, checkout, market or external factors.
Prioritize the right levers
Not every possible optimization matters now. The question is which action can make the greatest economic contribution with the resources available.
Make trade-offs explicit
Growth, ROAS, profitability and learning do not always move in the same direction. Good management makes those trade-offs transparent.
Working together
Easy in the working relationship. Clear about the work.
Direct
We get to the point. Decisions, risks and next steps are stated clearly.
Transparent
I assess developments, assumptions and the need for action openly — objectively, early and with a clear recommendation.
Proactive
I raise opportunities and relevant issues early, even when the original brief does not yet cover them fully.
Hands-on
Strategy does not end with a deck. Where useful, I work in accounts, analyses, tests and operational routines myself.
Perspective
Performance comes from the whole system.
Media is an important part of the system. Business results also depend on data, the offer, funnel, testing, economics, processes and people working together.
MediaDataFunnelTestingEconomicsProcessesTeamAI
I use AI where it measurably improves analysis, quality assurance and workflows — as a tool within a sound methodology, not as a marketing label.
≈ 8 yearsof senior support across several clearly defined growth phases
Selected engagement
Growing with the company.
What began as an initial SEA project became a relationship spanning around eight years — in five to six phases, each with a role suited to the situation.
The work ranged from account setup and hands-on management through scaling to team leadership, agency management and senior sparring.
Read the full caseThe right fit
Good collaboration needs the right setup.
A good fit
Serious work, clear ownership and openness to evidence.
- You want to identify and solve problems transparently.
- Strategy and execution should connect.
- Teams, agencies and specialists should work together professionally.
- Senior experience should speed up and improve decisions.
Another solution may be better
When the model you need exceeds personal senior capacity.
- An in-house hire for sustained, intensive full-time involvement.
- A larger agency for a very broad scope and extensive infrastructure.
- A standardized system when dedicated senior time does not make economic sense.
- No engagement if the product, potential or personal fit is not convincing.
If I think another solution makes more sense, I will say so openly in the first conversation.
FAQ
Experience and working together, briefly.
The role follows your setup — from focused sparring to hands-on leadership responsibility.
How long have you worked in performance marketing?
I have worked in online marketing since 2012. I started in an online marketing trainee program at Rocket Internet after studying business administration.
What scale of accounts and setups have you worked with?
My experience ranges from focused accounts with small budgets to international e-commerce setups spanning around 20 countries and seven-figure monthly media budgets.
Do you work strategically or hands-on?
Both. I can take on strategy, prioritization and leadership, and work hands-on in accounts, data, analysis, testing and optimization when needed.
Which channels and topics do you cover?
My focus is paid media, especially Google Ads, Microsoft Ads, Search and Shopping. I also work across tracking, data quality, funnel, testing, reporting, forecasting, budget allocation, team leadership and performance marketing operations.
How do you handle poor performance or problems?
I raise problems early, directly and transparently. Then I examine possible causes systematically, make sound decisions and implement the next sensible step.
When would you advise against working together?
I will say so if a full-time in-house role, an agency with broader infrastructure or a standardized offer is a better fit for the scope. The same applies if I do not see realistic potential or a good personal fit.
Next step
Let’s discuss your setup directly.
Start by exploring the likely scope and investment — or discuss your situation with me personally.