from brexit to bratwurst – my journey in germany so far…
I thought I’d write a summary of the six years I’ve spent here. From Berlin to Frankfurt. From the client side to the agency side, and back again. From eCommerce to Corporate growth strategies. Collaborations have been forged which have not only been mutually financially profitable, but which have also created new sparring partnerships with leaders, entrepreneurs, businesses and non-profits, in Germany, the USA, and Ireland.
The Accidental Expat: Escaping the Brexit Blues
Six years ago, I found myself at a crossroads. The UK, my home, had just made a decision that would reshape its future – and mine. The Brexit vote had sent shock waves through the nation, and as I watched the fallout unfold, I knew it was time for a change. Not just a change of scenery, but a complete reinvention.
So, on 30th September 2018, I landed in Berlin with nothing but a suitcase, a rucksack, and my trusty digital SLR camera. Fresh from a Britain that had, in my humble opinion, taken a wrong turn down Brexit Boulevard, I was ready for a new adventure. Little did I know, this was the beginning of a wild ride through the German business landscape!
Pregnancy Apps and Google Domination: The Startup Sprint
My first role in Germany was as a director of growth for a startup focused on developing and marketing an app for pregnant women. It was a baptism by fire into the German tech scene, and I loved every minute of it.
Within just four weeks, I had our startup’s website on Google’s first page for “Schwangerschafts-app”. (Try saying that three times fast after a few German beers!) This early win was crucial, setting the tone for the rapid growth that followed.
I also enjoyed coaching and mentoring our social media intern (who would later become manager).
Six months later, our app was soaring high in both Apple and Google app stores. We’d hired a new CTO to enhance its development further, and I was deep in the trenches of App Store Optimisation (ASO). Using data, tools, and expertise, I managed to elevate it to a top 10 position in the App Store within 15 weeks, even after being moved to the super-competitive “health and fitness” category.
From Beats to Business: Rocking the E-Commerce World
Next stop: Native Instruments Here, I got to play conductor to an orchestra of marketing pros. We cranked up the volume on organic marketing and fine-tuned our paid ads. The result? A symphony of millions in increased online revenue.
One of my proudest moments came when I delivered a new eCommerce strategy to the business. Picture this: 500 colleagues gathered, wondering what this Brit with a penchant for music analogies was going to say. I used music and band analogies to describe our various marketing channels, with the website as the “band” and our impending relaunch as the “upcoming gig.”
Working on the overall corporate business plan with co-leaders like the super talented Nicholas Goubert (I’ll never forget the rocks ) and Constantin Koehncke was a highlight. With the help of rock star team members like Gerard Boblitz Martins , we increased online revenue by several million euros in just a few weeks.
Government Gigs and Digital Transformation: The Agency Adventure
My tenure at Native Instruments came to an end after eight months, and I quickly found myself as Director of Digital at Berlin Agency, mc Group . Here, I coached and supported a young team and worked alongside great people creating digital solutions and strategies for clients ranging from various German Government departments to the European Commission.
We worked on exciting projects like the EU Code Week – an inspiring program for budding and upcoming junior coders in the European Union.
It was a time of intense learning, often under extreme pressure, but with a fantastic group of colleagues who made even the toughest days worthwhile.
The Village Voyage: From COO to Coffee Connoisseur (Meeting My Future Partner!)
As rewarding as the agency life was, I yearned for a more settled position. A great contact mentioned an intriguing opportunity: a company based in a village near Frankfurt with one major banking client and a few smaller ones, needed a senior entrepreneurial leader to help the CEO grow the business.
I spent six months meticulously crafting a new business plan for the company and negotiating terms with the board for my move to Frankfurt. In 2020, I joined as Chief Operating Officer, right at the peak of another COVID-19 wave.
Onboarding with my 40 new colleagues was… interesting, to say the least. I launched “Kaffee mit Chris” – a series of focused 1-2-1 sessions with individual team members. These virtual coffee chats became my way of understanding their motivations, planning training sessions, and building career maps.
What was also super satisfying was coaching, supporting and mentoring our more junior members who were undertaking Dual Studium studies while working in the agency.
But the real highlight? Our first “Town Hall” meeting. There I was, having researched every team member like a detective on a caffeine binge, when in walks Claudia Misselwitz – fashionably late and making an immediate impression. Little did I know, this tardy entrance would lead to the most punctual decision of my life!
Claudia was known as an SEO expert in Germany, having worked in large corporations and e-commerce enterprises in roles as diverse as Head of SEO and online marketing manager. Our professional relationship quickly blossomed into a partnership that would shape the next chapter of my journey.
The Birth of letsrocc: A German-English Love Story
Two years into my role as COO, Claudia and I realised we had something special – not just personally, but professionally. And so, two years ago, letsrocc was born – my fifth company and Claudia’s first. It was a beautiful blend of German efficiency and English eccentricity.
Starting a company is never easy, and doing it in a foreign country, with only one’s savings to rely on, adds an extra layer of complexity. But Claudia and I were determined. We navigated the intricacies of German business regulations, built a network from scratch, and slowly but surely began to make a name for ourselves.
The International Invasion: Collaborations and Record-Breaking Success
Fast forward to today, and we’re living the dream we envisioned when we started the World’s first anti-agency at letsrocc.
From e-commerce wizardry in Ireland and Germany to project managing in the UAE, we’re spreading the letsrocc magic far and wide. This year is set to be our best yet – turns out you can teach an old British dog new German tricks!
Our client list has grown more diverse than a Berlin street festival. We’re doing everything from e-commerce website appraisals and fixes for Shopify and WordPress to project managing corporate website builds in the UAE, social media management for US corporations and non-profits, to consulting in growth and lead generation strategies. We’re working with fantastic clients like Simone Weber (we just completed her website rebuild and relaunch and now working to push her new leads here in Germany).
We are also fortunate to have a healthy new pipeline of customers who want super senior all-rounders to spar with.
But perhaps what I’m most proud of is how we’ve built a network of international collaborations. We’re part of the Virtual Business Owners Network , a vibrant and free community of businesses. Here I’ve received support and guidance. I have really enjoyed this every Friday morning – and looking forward to giving my presentation on Digital PR this Friday!
We’ve forged partnerships like The Marketing Coop. And let’s not forget our consulting business StratEQ Consultants in Ireland.
These collaborations aren’t just good for business – they’re a testament to the power of international cooperation in our increasingly connected world.
We’ve had some fantastic support from the likes of Karl Kratz , Justina Spangeleviciute , Phil Moran , Franz Sauerstein , Eike Kewitz and many more.
The Secret Ingredient: My Rock-Solid Partner
None of this would have been possible without my incredible partner, Claudia Misselwitz . She’s the Rügen to my Sylt, the Spätzle to my Schnitzel. In business and in life, we’ve formed a partnership that brings out the best in both of us.
Claudia is more than just a business partner. She’s the reason I decided to start another company. She’s my rock in this business and in life. She tells me I’m wrong when I am (which, let’s be honest, happens more often than I’d like to admit), and praises me fully when appropriate. Her expertise in SEO and deep understanding of the German market perfectly complement my international experience and growth strategies.
Together, we make a great team, balancing each other’s strengths and weaknesses. We’ve learned to navigate the cultural differences between German and British business practices, creating a unique approach that takes the best from both worlds.
Looking Ahead: The Next Chapter
As I raise my glass to these past six years, I can’t help but marvel at the journey. From Brexit to bratwurst, it’s been one heck of a ride. I’ve gone from a suitcase-toting expat to an established business owner in Germany. I’ve learned a new language, adapted to a new culture, and built a thriving business with an amazing partner.
But this is just the beginning. As we look to the future, Claudia and I are excited about the possibilities that lie ahead. We’re constantly exploring new technologies, new markets, and new ways to help our clients succeed in the digital landscape.
We’re also committed to giving back to the community that has welcomed us. Whether it’s mentoring young entrepreneurs, participating in local business initiatives, or sharing our knowledge through workshops and seminars, we’re determined to contribute to the vibrant business ecosystem here in Germany.
So here’s to the next six years and beyond! Who knows what adventures await? One thing’s for sure – with Claudia by my side and the letsrocc team behind us, we’re ready for whatever comes our way.
Prost to the future!Chris
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