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?

unmtchd.

unmtchd. is the IP engine of culture. 
we help creators and founders turn their ideas into structured IP, brand ecosystems, and scalable assets that grow with them, not just because of them.

through strategy, community, and education, we empower the next generation of entrepreneurs to stop chasing visibility, and start building ownership.

unmtchd. is more than a platform... 
it’s a blueprint for brand equity, creative control, and long-term impact.

→ our collective is a membership for those building brand universes, not just businesses.
→ our frameworks turn story into strategy and content into IP.
→ our belief? IP ownership is the new influence.

if you're building something bold, join the waitlist: www.theunmtchd.com

Founder & CEO

Cupsly

Brand Architect & Advisor

The Unmtchd. Podcast

Founder and Host

PUMA Group

Marketing Director Accessories & Licensing

Teamhead BU Marketing Accessories & Licensing

Teamhead Licensing (Motorsport & PUMA Brand Licensing)

Senior Licensing Manager

Manager Sports Licensing

GRUPO CORTEFIEL

International Marketing Manager Springfield 

Viacom

Category Manager Softlines 

Warner Bros. Entertainment

Retail & Licensing Manager 

NEOMEDIA

Senior Account Executive 

The Walt Disney Company

RETAIL SALES & MARKETING

IP is the new influence. 

After two decades inside entertainment, fashion, and sports - Disney, Puma, Warner - I saw the future of brand-building shifting.

It’s not about chasing followers. 
It’s about owning your story.

Owning your method.
Owning your IP.

So I founded unmtchd. as a future-facing IP engine helping creators and founders turn their ideas into brand equity, structured ecosystems, and legacy businesses.

Through education, frameworks, AI tools, and growth strategy, we give individuals the power to create brands that scale like universes- across products, content, licensing, and culture.

I work with visionary entrepreneurs, creators, and brand leaders who want more than just a logo - they want impact, clarity, and legacy.

This isn’t branding as usual.
This is creative infrastructure.
This is ownership as a growth model.

The future?
Ecosystems of IP, products and platforms that outlive algorithms. A system that grows without you having to be the driving force behind every post, that allows you to build not just a drop, but a legacy.

This is the IP ownership movement.
You in?



💬


Work with us.
Book a workshop.
Join the Unmtchd. community.

Learn more here: www.theunmtchd.com
Speaking & Media Inquiries: hello@theunmtchd.com

______

I use my other channels to inspire and motivate. Follow me 😉

Instagram: www.instagram.com/oanaoleonte
YouTube: www.youtube.com/@oanaoleonte

Oana Leonte 💬

MTV is shutting down this month.
Warner Bros is being acquired by Netflix.

And suddenly, half of my entire career timeline feels like a case study in how fast culture rewrites itself.

I worked for Warner Bros and MTV in the years when these brands were still defining global youth culture.

MTV launched in 1981 with a provocation:
“Video Killed the Radio Star.”

It wasn’t just a song,  it was a warning.
A signal that technology would always reshape attention faster than anyone expected.

Four decades later, the pattern repeats.

Only now the headline looks different:

“Streaming Killed the Cinema Star.”

Because when Netflix acquires Warner Bros, it’s not just a business move.

It’s the collapse of one era and the birth of a new one, the shift from studio power to platform power.

Attention has always chosen the next winner.

The difference today is this: 
Consumers rewrite the rules in real time.

They don’t wait for premieres.
They don’t wait for channels.
They don’t wait for gatekeepers.

They choose what feels relevant, immediate, and personal.

That’s the evolution of time, and of preference.

Technology compresses both.
Culture accelerates both.

Brands either adapt to that compression, or they get archived with the logos we grew up with.

Working inside Warner Bros and MTV taught me this early:

no brand is too big to be disrupted,
and no brand is too small to become the next cultural force.

The question for every founder and creator today isn’t “How do I get attention?”

It’s:
How do I build something that survives the next shift in attention?”

What do you think the next “video killed the radio star” moment will be?

Oana  Leonte 

Scaling brands through IP strategy and ecosystem design | Founder at unmtchd. → In this era, IP is the new influence.

No alternative text description for this image

I am so f--king tired of the podcasts, panels, and posts saying:
“People don’t burn out because of hard work.”

This is the most entitled take in the industry, and I’m soooo done with it.

Because the only people who say this are the ones with:
assistants, teams, nannies, trainers, chefs, co-founders, editors,
and the privilege to “work hard” inside a fully supported life.

Try building a business alone.
Try raising kids and running a company.
Try starting from zero in a new country.
Try carrying financial pressure, family pressure, cultural pressure —
and then tell me it’s “not the hard work” that burns you out.

It is the WORK.

But it’s also the weight.
The invisible labor.
The missing resources.
The emotional load.

The pressure to keep showing up because your livelihood depends on it.

Burnout happens when the output required to survive
outpaces the support available to sustain you.

And pretending otherwise only gaslights the people actually carrying the load.

If we really want to help people, let’s stop glorifying “more”.
And please, please, please... stop copy pasting these posts on the internet.

Scaling brands through IP strategy and ecosystem design | Founder at unmtchd. | ex Disney, PUMA, Warner Bros. | On a mission to build unmatched brands: distinct by design, scalable by IP, and made to lead culture.

Content vs IP 🤔  What’s the difference??

Every brand or founder I work with faces the same challenge:
they have a business, but they want to scale.

And almost every time, they think the answer is:
“we just need more content.”

But the content isn’t the issue.
The consistency isn’t the issue.
Even the creativity isn’t the issue.

The lack of IP is.

There’s no core message.
No signature system.
No world the audience can grow inside.

That’s where most people get stuck,
they mix up two completely different things:

→ Content
→ IP

And when you confuse them… you end up optimizing for visibility instead of value.

⚡️ Content is the moment.
🏛️ IP is the meaning.

⚡️ Content gets seen.
🏛️ IP gets remembered.

⚡️ Content is fast.
🏛️ IP is foundational.

⚡️ Content shows up on feeds.
🏛️ IP shows up in decisions.

⚡️ Content attracts.
🏛️ IP compounds.

Content helps you be seen.
IP helps you scale and build legacy.

And to be clear — you do need content.
But know that content is distribution for whatever the IP is.

Scaling brands through IP strategy and ecosystem thinking | Founder at unmtchd. | ex Disney, PUMA, Warner Bros. | On a mission to build unmatched brands: distinct by design, scalable by IP, and made to lead culture.

taplio

The Battle

Mirco Gluch

Oana Leonte 💬

Followers

Posts

Engagements

Likes

Performance ScoreMirco Gluch's LinkedIn Performance

Performance ScoreOana Leonte 💬's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Mirco Gluch

Oana Leonte 💬

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Mirco Gluch's LinkedIn Performance

Performance ScoreOana Leonte 💬's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMirco Gluch's LinkedIn Performance