Mirco Gluch 🐽

Piggyback

- Building team structures, strategies, and workflows for successful marketing and social media management
- Optimization of content output, engagements, reach and follower numbers through tried and tested tactics
Selected clients: Zalando, Trade Republic, N26, foodspring, Getsafe and many smaller brands

Agency Founder - Social Media Advisor, Consultant, Workshop Host, and Interim Head of Social Media

Getsafe

- 15,000 new followers, grew organic reach by 10x , and content pieces per week by 5x
- Team, workflow and strategy development for the social media presence of Getsafe
- Launch of TikTok as a new channel
- Development of over 10 regular content formats
- Campaign development and execution of the #failmoments campaign
- Main responsible and initiator of cross-functional 360° content marketing project

Interim Head of Social Media

Trade Republic

- 120,000 new followers across the different social media platforms
- Recruiting and setup of the social media team
- Launch of 3 new markets and their respective channels (Spain, Italy and Netherlands)

Interim Social Media Lead

foodspring

- Responsible for 400,000 new Instagram followers and 85,000 new YouTube subscribers
- Leading, building and developing a team of 12 social media and community managers
- Won 3rd most engaging FMCG food brand Instagram account award in Germany by socialbakers
- Managing the social media team and the channels through global pandemic and rebranding
- Conception, creating and managing of social first campaigns such as #mynewnormal
- Improving the team's content creation output in terms of quantity and quality
- Establishing a follower first and test&learn mindset among the team

(Interim) Head of Social Media

Peek & Cloppenburg KG Düsseldorf

- Overseeing the organic social media channels, paid social advertising and display campaigns for Peek & Cloppenburg, Jake*s, Review and Ansons
- Content strategy updates for the individual brands and their channels, resulting in significantly better social metrics such as followers, reach, CPM and CPC
- Establishment of new marketing approaches such as influencer road trips and events, meet&greets, instore workouts, Instastories as a channel and Instastory-takeovers
- Budget allocation, budget controlling and budget planning for the year ahead
- Campaign analytics and media plan optimisation for future campaigns based on learnings

Head of Social Media

Zalando Media Solutions

- Executing successful launch, brand positioning and corporate design definition of Collabary - Zalando‘s influencer marketing platform, fast becoming Europe‘s number one workflow tool
- Social media and content marketing management of Collabary across various channels
- Leading the acquisition team towards signing up 2000 high quality social media influencers
- Driving influencer related tech-development, such as influencer categorisation, influencer-brand-fit definition, and influencer profile facelift

Sr. Influencer Marketing Strategist

imk, Institut für Marketing und Kommunikation

- Teaching brand strategy, brand positioning, brand management seminars
- Highly practical and hands on tutoring

Tutor for Brand Strategy

Multiple Clients

- Supervision of the corporate design relaunch of a footwear eCommerce
- Interim Head of Marketing for Mirapodo
- Art direction and photo production for campaigns across various online and offline media 
- Organisation of brand management, content and fashion inspiration workshops for various clients

Freelance Fashion Marketing Consultant

Zalando

-	Brand conceptualisation and brand positioning of Zalando Collection
-	Visual brand development – corporate design, corporate identity and 
	picture language
-	From strategy to market entry – launch event & pop up store in Berlin Mitte
-	Negotiation, planning and execution of marketing campaigns throughout online and offline Zalando channels
-	Marketing management of designer collaborations with Kaviar Gauche and Penkov
-	Creative lead and execution of seasonal campaign photo productions
-	Managerial responsibility for interns and some junior brand managers
-	Analysis of CRM data and market research results
-	Monthly representation of zLabels on Zalando‘s New Hire Day

Brand Manager - Zalando Collection

-	Collaborative effort in developing 20 private labels’ names, logos, corporate designs, and briefing of the individual product ranges
-	Negotiation, planning and execution of the entire marketing mix
-	Analysis of marketing relevant sales and customer data

Brand Performance Manager

-	Business development and calculation of cases for future potential private labels
-	Sales Controlling of the first private labels and the overall Zalando performance
-	Fashion trend forecasts for Zalando’s buying department
-	Website development for private labels

Project Manager Private Labels

envain

-	Created T-shirt brand whilst at university, including naming, creative, product, sourcing and trademarking

Founder of Fashion Label: Gamble for your t-shirt

💭 Imagine your brand's social media channels are growing with ease, your community is expanding and you’re even having fun doing it.
This is what collaborating with Piggyback looks like. 🐽

I’m Mirco, Founder of the Social Media Accelerator, Piggyback.

I’ve worked with some of the fastest growing companies and best marketing teams in the world including Zalando, Trade Republic, N26, foodspring, Wholey, vly, Getsafe, Nike, CLARK, and many startups.

At Piggyback, we help you ditch average, upskill with cutting-edge tactics and escape the competition through workshops, mentoring and our hands-on team accelerator program.

How can I help your company?
🚀 Grow your brand's social media channels with powerful strategies for high reach and high engagement content.
🚀 Upskill your team and help them get processes in place that take them from overwhelm to success with ease.
🚀 Keep learning, innovating and growing with fresh industry best-practice and tools.

Want to work with me? 🤝
1. Bespoke workshops to drive instant results
2. Bespoke social media strategy to get you to your goals
3. Mentoring to supercharge and support your team 
4. Accelerator program where we roll our sleeves up and get your socials thriving

I’m passionate about fitness, healthy food & beverages, A.I., clean energy and climate, mindfulness, wellness, innovation and longevity.

Ready to take your social media channels to the next level?
⚡️ DM me with the word "CALL" to set up a chat and take the first step towards transforming your social media marketing.

Still reading? Wow! 
Make sure you’ve got the 7 day crash course to supercharge your social media.
⚡️ Link in bio to get free growth hacks, proven workflows, community boosting, free tools and much more.

Mirco Gluch

Spotify crashed our Christmas event this year.
And so did someone else.

Last week, our team got together for our Pigsmas Christmas event, and this year was an extra special one.

That’s because we welcomed a brand new team member, Can Kalin, who actually had his very first day with us that day.

Naturally, we pulled out all the stops to celebrate his arrival and make our Christmas event a good one for the team.

We kicked the day off with a brunch in our office, prepared by Japanese chef Yumi. 

Later, we focused on some work stuff, where I gave the team a presentation on Piggyback’s three-year vision and some of our future goals.

After, we got into the fun part as the team ran their own workshops: one guessing which songs were trending on TikTok, and another all about astrology, where they we found out where each of us sits on the astrology spectrum.

Halfway through the day, we briefly had to step back into work-mode when Spotify Wrapped suddenly (and also sort of expectedly) dropped.

(But in true Piggyback fashion, we rallied and got one out for our clients in exactly 28 minutes... Impressive, I know.)

We then ended our busy day with a three course vegan dinner in a restaurant with a very fitting Piggy backdrop, which we, of course, chose because of it.

A big thank you to the entire Piggyback team and of course, for all your work this year. I’m so excited to start the new year with all of you, and with our new addition to our team!

Social Media Accelerator for Startups to Unicorns ⚡️ Ditch average content, upskill your team & supercharge your social channels | AI & Social Media Workshops, Speaker, Strategy & Team Extension 🐽

I had a very important conversation yesterday... Here's what it was all about:

Yesterday evening, I had the pleasure of joining Anna Suznjevic from Important Conversation (see what I did at the beginning there) on stage at Soho House Berlin, where we explored the power of relationships and co-creation.

(And this event ended up being the perfect example of exactly that!)

Over the evening, we talked about: 
– Why human consultants still matter in the age of AI, especially when advising the C-level 
– What makes a great briefing, and why the best ones solve one specific problem 
– How consultants differ from coaches 
– My own experience and journey, including the many pivots that led to the north star we now follow at Piggyback 

Massive thank you to Anna for having me and for being such a great host, and thanks to Soho House for the wonderful hospitality. I had such a great time!

One of the bravest things to do when the world is on fire is this:
Grow your business.

Why are we still doing it?

Because there are still genuinely hundreds of companies across Germany (and Europe) that genuinely need our help.

When I look at the social media presence of so many brands, there is a huge amount of opportunity just sitting there, untouched.

So many brands have great products, strong teams, and a lot of potential, but they are completely lost in the noise when it comes to social.

They don’t really understand their audience, their content lacks strategy, and their storytelling is flat.

And that’s exactly why we’re still growing, even when conditions around us aren’t perfect.

Growth for us is not about headcount for the sake of headcount (especially not in this climate).

It is about increasing our ability to solve real problems for real companies who need support, even if they don’t realise it yet.

Tough markets don’t mean all the opportunities are gone.

They just make it clearer who is willing to step up.

LinkedIn friends: I’m speaking at an event at Soho House tomorrow and have a few tickets to give away. Want to come?

At 6:30 PM tomorrow, I’ll be on stage at Soho House, talking about consulting for bigger businesses, with Anna Suznjevic from Important Conversation.

If you’re in Berlin and want to come along, comment “I’m interested”. 

I’ll then do a random draw and put a few lucky winners on the guest list.

Winners will get a DM on LinkedIn with all the details.

Hope to see you there!

We were in the top 0.1% of consultancies for checking our clients' views and engagement immediately after hitting post.

Check out that and more in the one you’ve all been waiting for… our Piggyback Wrapped! 🎁

Comment with your own proudest business or personal stat below.

The more ridiculous, the better.

Piggyback Wrapped 2025

AI browsers are quietly becoming one of the most useful tools for social media managers. 
And barely anyone is using them yet.

In this week's newsletter, I break down exactly what AI browsers are, what they can do, and the reasons why those in social media should start paying attention to them now.

Read the full newsletter here 👇

BROWSER, BROWSER ON THE SCREEN… If you’re a social media manager, chances are you have a million tabs open at once. Analytics in one place, content pl

Open article: How AI browsers will change how you manage social media by Mirco Gluch • 4 min read

How AI browsers will change how you manage social media

Social Media Managers: I’ve created an AI course just for you.
And for this weekend only, it’s just €199 plus VAT instead of €249.

Wrap up your year by diving into practical AI workflows built around real-life examples from our project partners, including Maniko, P&C, ImmoScout24, and RTL.

Created by social media experts for social media experts, this course puts your pain points, goals, and day-to-day challenges at the heart of every module.

By the end, you’ll have mastered AI for your everyday workflow, cut your weekly workload by up to five hours, and turned once-tedious tasks into effortless routines.

Ready to get started? 👋

Just head to the link in my profile, enter BLACKWEEK at checkout, and that's it! The code is valid until Monday evening.

P.S. The course is available in English and German, and all you need is ChatGPT Plus.

I need your help naming our flagship offer.
Piggyback’s “Accelerator Program” often gets mistaken for coaching... but we go in and do the actual work.

What the program really is: We "piggyback" on your marketing team for 6–18 months, produce content, post, run community management, handle reporting, set up workflows + tools, and (if you want) help hire and train the in-house team.

Who it’s for: B2C start-ups and scale-ups with somewhat untapped social (e.g. because growth came from other channels so far), and B2C Mittelstand under new marketing leadership who want to finally crack social.

This program does ~75% of our revenue, so the naming is kind of important :)

What should we call it? 
Vote below... and drop better ideas in the comments. 👇

Best name for our 6–18 months, hands-on social program?

AUTO1 Group

Defining, shaping and evolving the European Social Media presence with our team for our B2C and C2B brands.

Team Lead - Social Media & YouTube

Mubea

- Marketing & Communications Strategy
- Event Management
- Branding
- Project Management
- Employer Branding  
- Internal Comms
- Social Media

Marketing Communications Manager - Global

Siemens Energy

-	Leading all digital communications related projects in the Middle East & Africa.
-	Leading the company carve-out communications activities and new digital brand launch in the Middle East.
-	Implementing quality gates and ensuring quality throughout the project lifecycle.
-	Leading the collaboration with the corporate headquarter.
-	Developing and implementing the digital strategy in alignment with internal & external stakeholders.
-	Defining KPIs and OKRs for all digital communication platforms and ensuring of tracking, performance measurement and reporting.
-	Advising regional executive management in all communications related matters.
-	Implementing though leadership activities (i.e. as LinkedIn executive articles and speaker placement at regional & international conferences).
-	Organizing internal and external online & offline events from end-to-end (i.e. tradeshows, webinars, shareholder events, town halls).
-	Training executives and middle management & peers in (digital) communication topics.
-	Contribution to the global digital communications roadmap.

Digital Communications Manager - Middle East & Africa

Siemens

-	Managing all Siemens Middle East social media channels.
-	Managing social media analytics and ensuring of tracking, performance measurement and reporting.
-	Implementing quality gates and ensuring quality throughout the project lifecycle.
-	Implementing thought leadership activities (i.e. as LinkedIn executive articles and speaker placement at regional & international conferences).
-	Organizing internal and external online & offline events from end-to-end (i.e. tradeshows, webinars, shareholder events, town halls).
-	Training executives and middle management & peers in (digital) communication topics.
-	Managing effective team communications & escalations on behalf of SVP Communications.
-	Preparing slide decks/speaking notes and executive briefings for the SVP Communications.
-	Managing relations between the SVP Communications and internal & external clients.

PA SVP Communications - Middle East |  Digital Comms. & Social Media

MR & MRS HUE

- Freelance Social Media Consultancy
- Food and Travel Blogging
- Organisation of Blogger / Influencer events in Cologne area and surroundings
- Full coverage content production of video and photo material
- Copy writing

Social Media Consultancy & Blogger

Etihad Airways

-	Communicating clearly and concisely on behalf of Etihad Airways and airberlin across all social media channels to promote the company's online presence and enhance the company's brand image.
-	Delivering high levels of customer service as well as marketing and sales opportunities to listen to the voice of the guest on all interactions related to Etihad Aviation Group and airberlin.
-	Monitoring and responding to all social media channels which delivers on business goals and maintains a strong brand reputation.
-	Developing strong relationships with key guests in order to develop loyalty to the Etihad & airberlin brand and retain their business.
-	Conducting investigations by e-mail, telephone or personally with stakeholders in respect of guests’ feedback and assessing the information obtained to generate an appropriate response.
-	Analyzing first response outcomes and recommending procedures to improve service recovery, investigative methods and prevent future re-occurrence.
-	Identification of trends and hot topics relevant to the opportunities within the Online Social Media community to optimize and raise the reputation of Etihad, as well as drive sales leads, awareness and engagements
-	Using defined KPI's, sharing guest feedback in a positive way with key stakeholders to identify and inform opportunities to improve standards and procedures, to promote Etihad & airberlin as caring airlines.
-	Tracking and reporting all social interactions to measure trends and business opportunities and to identify threats through communication.

Social Media & Online Community Officer

Bavaria Entertainment GmbH

Key Responsibilities
 
- Leading the project management of media productions.
- Planning & allocating equipment for the company’s broadcast productions.
- Resourcing staff and material for the media productions (Editor, Camera Operator, Graphic Designers, etc.).
- Finance schemes and calculations
- Budgeting and creating proposal for media productions.
- Managing negotiations with suppliers and customers.
- Accounting & bookkeeping

Production Manager at Wellenreiter.tv

-Production Management
-Planning and organizing media productions
-Bookkeeping and accounting
-Production of information by transcribing, formatting, inputting, editing, retrieving, copying, and transmitting text, data, and graphics
-Conservation the executive's time by reading, researching, and routing correspondence; drafting letters and documents; collecting and analyzing information; initiating telecommunications
-Maintaining executive's appointment schedule by planning and scheduling meetings, conferences, teleconferences, and travel
-Preparation of reports by collecting and analyzing information

Project Management | Trainee at Wellenreiter.tv

Private 

Internship Trainee

Elspe Festival GmbH

Customer Service Agent

Hi there! 

I'm Julia, and I live and breathe all things digital. 

As a marketing & communications leader, strategist and storyteller, I thrive on challenging the status quo, driving change, and developing innovative communication concepts. 
My work philosophy centers on constant improvement and lifelong learning, both in my personal and professional life.

Over the past 15 years, I've had the pleasure of collaborating with international teams across the B2B, B2C and C2B sectors, leaving my mark and accumulating valuable experience along the way. 

My areas of expertise include team leadership, digital comms strategy, social media/ community management, international project management, partner and stakeholder management, thought leadership, executive advisory, branding, employee advocacy, and event management.

Let's connect and see how I can contribute to your business's success! 

#DigitalCommunications #SocialMedia #ProjectManagement #Branding #leadership #EmployeeAdvocacy #EventManagement #MarCom 

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