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KayAuster by onemohr photography_edited_


Hi, I´m Kay Auster

Let me give you a little glimpse of me


Quick overview




(Social Psychology, Communications, Economy)

University of Wuppertal, Germany



companies of all sizes | agencies | corporations | startups | individual entrepreneurs | freelancers | online shops | coaches | artists | cultural institutions | associations


EXPERIENCE: Content, SEO, Digital Marketing

Content Strategist,, Freelancer
Founder & CEO, Webshop

Founder of austermedia® Marketing Agency​

15 years Freelancer

12 years Agency projects

12 years Digital Marketing

10 years Corporate Communications

9 years SEO

8 years Corporate Publishing

8 years Freelance PR / Marketing Author online/print

8 years Sports journalist online/print

7 years Head of Content - Led several multilingual Content Team

6 years iGaming

6 years Affiliate marketing

Profound experience in data analysis and making recommendations on SEO- or marketing performance reports



Content Strategy Development | Content Marketing | Content Team Lead (multilingual) | Content Freelancer & Agency coordination | Editorial Management | Content KPI-Management | Content Organization | Content Production Coordination | Corporate Communications | Stakeholder Management | Content Planning | Content Coordination | AI-Tools (Chat GPT, Jasper, WriteSonic etc) | Content Project Management | Content Calendar creation | Content HR & Recruiting | Corporate Publishing | Magazine production (online/print) | Content audit | Content workflow & process installment | Audience-Centric Content | Content Governance | Content Leadership


Digital Marketing & SEO:

Conversion- Funnel- & Landing Page Optimization | e-Commerce | Lead generation & -nurturing | E-Mail Marketing | Ads/PPC | SEM (Search Engine Marketing) | SMM (Social Media Marketing) | Buyer Persona development | Customer Journey | Data analysis | Affiliate Marketing | Marketing audit | on-page/off-page SEO | SEMrush | ahrefs | Moz | Screaming Frog | authoritas | Ubersuggest | Google Merchant Center | Google Analytics | Google Adwords | Google Search Console | Google Keyword Planner | Keyword analysis | Performance analysis | Marketing- & SEO KPI Management



Mac | Microsoft Office | shopify | wordpress | wix | CoreMedia | Joomla | Basecamp | JIRA | Astana | MeisterTask | Evernote | Photoshop | MailChimp | Klaviyo | Omnisend | Canva | Loom | Trello | Slack | Grammarly | zoom |


  • ...that has cultivated my expertise across multiple domains. My professional journey began after I studied Sociology at the University of Wuppertal, Germany, with the main thesis on Social psychology, Economy, and Communication. My first ever project I gained, was being the webmaster and editorial lead of NBA Basketball for the German version of - the biggest sports fan community in the USA at that time, entering the German market. Further, I honed my skills during 8 years as a freelance journalist and author for PR and marketing. As a journalist, I realized around 600 publications in German newspapers, online portals, and special interest magazines. As an author, I contributed to numerous marketing agencies, publishers, and businesses, crafting content for corporate publications, online media, and corporate communications. I always loved the bandwidth, diversity, and variety of working as an author/journalist. One day you are interviewing actor Vin Diesel, coordinating 12 authors of a lifestyle magazine as a content manager, or creating a home story of a famous football star - the other day you create an article about environmental responsibility and sustainable reduction of mercury in global lamp production for the annual report of a huge company like OSRAM or you are hired to create an ideal customer persona for ALLIANZ on behalf of a bigger marketing agency or you consult a leading company in the printing industry with their very sensitive crisis communication- I always loved the range and diversity doing all this. I also worked as a Content Manager for several online portals at that time. 

  • .., embarking on a five-year freelance journey in corporate communications with Deutsche Telekom AG and T-Mobile in Bonn, Germany. In this dynamic role, I served as the Head of Intranet, Senior Editor for the internationally acclaimed magazine

    "you & me," Editorial Lead, and conducted Content Management Training. Operating within the expansive realm of Deutsche Telekom, a corporation boasting over 200,000 employees globally, offered a profound perspective on the distinctions between a company and a corporation. Navigating the complexities of an entity of this magnitude provided insights into how external agencies adapt to such a colossal organization and how employees, ranging from trainees to vice presidents, navigate and perform on various levels. During my tenure with Deutsche Telekom, I had the privilege of collaborating closely with key stakeholders involved in diverse projects, including partnerships with esteemed entities such as FC Bayern Munich, DFB (German Football Federation), Uefa, and FIFA. Moreover, I had the opportunity to directly engage and collaborate with all Deutsche Telekom sub-brands, including T-Mobile, T-Systems, and T-Home, each of which functioned as an entity unto itself. This extensive experience of cooperation and interaction within the corporate environment, spanning several years, equipped me with invaluable insights and expertise, profoundly influencing my strategic approach, directional choices, and personal development.

  • ...founding and spearheading my marketing agency, austermedia®, based in Cologne, Germany. austermedia® has had the privilege of collaborating with prominent international brands, startups, and mid-sized companies, spanning a diverse spectrum of fields, including corporate publishing, online marketing, PR, corporate communications, and brand marketing. One of the hallmark projects that significantly shaped my professional trajectory was the complete production and project management of the customer magazine (print and digital) for a global player like Foot Locker/Runners Point over a span of 5 years. This endeavor not only showcased my ability to manage a team of 12 individuals within my agency but also afforded me the unique opportunity to collaborate directly with major international brands such as Adidas, Nike, Lacoste, Converse, Fred Perry, Tommy Hilfiger, and many others. Serving as a direct contributor to this high-profile project, I was intricately involved in daily operations and had the honour of interacting with top-notch international brands, gaining valuable insights, expertise, and experiences that are often challenging to attain. The experience of managing, coordinating, and collaborating with direct stakeholders at such a prestigious level has enriched my professional journey, providing me with a wealth of knowledge and perspectives that continue to fuel my passion for excellence in the field.

  • ... picturesque island of Malta in the heart of the Mediterranean Sea. This move marked a transformative chapter in my life, offering not only the allure of approximately 300 sunny days annually but also a very nice multinational environment. Embracing the Mediterranean lifestyle, this significant life change brought both joys and challenges as I adapted to a new country, its people, and its work dynamics. As with any major life transition, settling into a new environment requires time and effort, especially on a small island like Malta. However, after the initial period of adjustment, I found a sense of home in this beautiful locale. Nearly a decade later, that feeling remains unchanged. During my time in Malta, I actively supported various startups, projects, and companies in the realms of online marketing and strategic content. Notably, I crafted an Affiliate Marketing setup, focusing primarily on the US and Canadian markets. Additionally, I delved into the dynamic iGaming industry, accumulating valuable experiences in leading multi-lingual content teams and managing intricate projects. One such project involved building a German-language affiliate marketing portal from scratch with Highlight Media Ltd., managing, handling and overseeing the comprehensive production process. Throughout my journey in Malta, I collaborated with numerous agencies, startups, and companies, contributing my expertise in strategic content and digital marketing, both locally and internationally.

  • ... and spearheading the development of my own venture, This webshop specializes in decoration, interiors, lamps, and furniture. From its inception, I took charge of every aspect, building the shop from the ground up. This involved setting up the Shopify platform, handling all legal and tax obligations, configuring payment providers, installing apps, and fine-tuning supplier settings for a vast array of over 2,000 products. As part of the comprehensive setup, I personally orchestrated the establishment of Social Media channels on Instagram and Pinterest, running paid ads campaigns. Simultaneously, I implemented an Email Marketing system via Klaviyo, crafting various flows, from welcome mailers to abandoned cart reminders. Further, I seamlessly integrated the shop into the Google Merchant Center, running targeted ads on Google Shopping. Expanding the reach, I integrated dekohero into the marketplace, deploying strategic ads directly within the marketplace. The eBay marketplace integration was also meticulously executed. Navigating the complexities of operating from Malta, I set up customer service solutions, return management for German customers, and warehouse infrastructure. With several hundred successful sales under its belt, is now poised for careful scaling to the next level, including adaptation for additional EU markets in diverse languages. Meanwhile, the planning stages for three additional online shops are already underway. This venture has profoundly enriched my understanding of what works and distinguishes essentials from mere niceties. Through collaborations with various agencies and performance marketers, I've discerned the prevalence of empty promises, realizing that a one-size-fits-all approach doesn't hold water. Also, I definitely learned hands-on e-commerce while spending my own money to grow and improve the shop using several strategies and tactics. The experience of creating and managing dekohero has been enlightening, particularly in navigating the dynamic waters of the e-commerce realm, where swimming with sharks is a daily reality.

  • ...working as a Content Strategist is not just a profession; it's my calling. I thrive in agency environments, reveling in the art of structuring, managing, and evaluating content. This passion is fueled by the realization that true Content Strategists, capable of profoundly impacting a business's online performance, are a rare breed – perhaps numbering no more than two dozen globally. What fuels my enthusiasm is the unique ability of proper Content Strategists to elevate results and influence the dynamics of specific business setups. I am fervently dedicated to aiding companies of all sizes, including startups and webshop owners, in achieving their goals and enhancing their online performance. My mission involves crafting audience-centric content solutions, dismantling content chaos, addressing Content Silos, and eliminating barriers that impede seamless communication between businesses and their audience. If I am not working on my iMac or Macbook, I'm enjoying being a musician, having played the E-Bass since the age of 16. Besides this, I always enjoyed Martial Arts. I'm also a passionate, sometimes even suffering, supporter of 1. FC Köln in football and find relaxation painting abstract acryl paintings and enjoy quality films and series. 

...a quite nice journey so far!

Thanks to all who supported me

Project samples:

in progress


Content Strategist

2015 - today

Freelancer & Remote



* Content Strategy
* Digital Marketing & eCommerce
* Content Lead
* Professional Agency Support

Since 2015 I work from Malta for several international agencies, startups, companies and publishers as a contractor or remote freelancer.


Founder & CEO | e-commerce

2021 - today

Onlineshop for interior & decoration

Besides my work as a Content Strategist, end of 2021 I started to build my e-commerce business on the side and built it myself from scratch. Round 1.500 products got implemented and after a couple of hundred sales, it is time to slowly scale dekohero further to another level.

Platform: Shopify, 2.0 template "Warehouse"
Ads: Facebook/Instagram, Pinterest, Google Shopping
Installments: Google Analytics, Google Search Console, Google Merchant Center, Klaviyo Email Marketing Setup.

Apps: Lucky Orange Heatmap, Rewind Backups, Simprosys Google Shopping Feed, Return Prime, Assortion Upsell, Wishlist Hero, Rapid Search, Shopvote, EasyBy product editor, Power Tool Bulk Tag editor
Marketplace integrations: kaufland, ebay
Supplier Integration: via API fully automized fulfillment

Payment Provider integration: PayPal, Apple Pay, stripe


Affiliate Marketing & iGaming, Malta

2015 - 2021

2020 - 2021 Content Localization (Freelancer)
PlayAttack, Regula Ltd., Malta, Affiliate Marketing
Localizing the whole Affiliate Marketing website project of Playattack Ltd. to German incl. Brand webpage (, Frank Casino & Mr. Bit Casino.

Reference: Pierre Portelli, Head of Marketing

2018 - 2020 Head of Content/Project
Highlightmedia Ltd/Acroud, Malta, Affiliate Marketing
German affiliate marketing project created from scratch. Content planning & Content production coordination, full keyword analysis, implementation and website management. Sports news creation, betting tips, betting strategies, bookmaker & bonus reviews, full Stakeholder Management, close cooperation with SEO, dev/tech, design. Reported direct to CEO. (

I gave my notice in April 2020
(further details upon request)

Eric Gjerde, CEO Highlightmedia Ltd.
Alexandre Grella, Senior SEO
Niklas Heike, CEO heisch media GmbH

2017-2018 Head of Content
GoWild Ltd, Malta, Operator
Lead of international content team. Languages: English, German, Swedish, Norwegian, Finnish, French. Launched new market entrance in UK. Relaunch of 3 brand websites. Full content production in 6 languages. Editorial project management. Close cooperation with Development, Creative, Marketing & CRM-Team. KPI analysis.


The Company closed it’s office in Malta in April 2018
(further details upon request)

Gonen Solomon, COO, GoWild Ltd.
Daniel Hulbert, Content Team Member, English

2015-2016 Head of Content
WIS Ltd, Malta, Affiliate Marketing
Editorial Lead of 12 Freelancers plus 2 permanent copywriters, Content Management, Content Planning, Content Organization, Content Strategy Development. Full Content hygiene process for over 1.200 Content pages. Full Content-HR including hiring and management. Betting tips, betting strategies, bookmaker reviews, Bonus reviews. Close cooperation with SEO and development/tech department. Reported direct to CEO.

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Eric Gjerde,

CEO Highlightmedia Ltd.

During our almost 2 years in the project I have always found Kay to be an honest and dependable individual. I highly recommend, without reservation that you seriously consider Kay Auster for projects within your organization. I am confident that he will be able to quickly provide value to your team.

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Sample project austermedia®


2009 - 2014

Head of Project / Corporate Publishing

Client: Foot Locker/Runners Point

Customer Magazine

In 2009 Foot Locker / Runners Point asked me to realize their customer magazine SIDESTEPmag. I realized with austermedia® the full production plus the redesign and created a whole new concept for the magazine. It was handed out in any of their 80 stores in Germany. As well we created a slightly reduced digital version which was presented via Digital Signage on screens in each store. 

  • 80 pages, 200,000 copies per issue, quarterly

  • Created and installed full project management

  • Full content planning & production Print & Digital Signage

  • Layout

  • Re-design by project takeover

  • Improved sub-brand awareness from 8% to 20%

  • Contract extended 4 times

Worked directly with and coordinated internal and external approx. 40 international big-brand stakeholders like: Adidas, NIKE, Onitsuka Tiger, Asics, New Balance, Tommy Hilfiger, Fred Perry, Timberland, Puma and many more.


FootLocker / RunnersPoint is the world’s biggest Sneaker retailer

thomas marotzke

Thomas Marotzke
CEO SIDESTEP (Foot Locker)

"I worked with Kay Auster over a time span of 5 years - and we extended our project with him 4 times. He always adapted to new requirements and brought in a mindset and attitude that a company like ours expects from an external service provider. He always had a keen eye on details and he and his team cooperated absolutely flawless with all our employees and all the involved very sensitive international big brand stakeholders. Highly recommended"


Founder austermedia®​ Marketing Agency

2009 - 2015

Marketing Agency

Cologne, Germany

12 employees & freelancers


Corporate Communications, Corporate Publishing, PR, Marketing & Brand Communications



2003 - 2010

Corporate Communications, PR- & Marketing Freelancer

Cologne, Germany


+300 publications print/online in Magazines, Online Portals. I worked for several marketing agencies as contractor and for direct clients in Corporate Publishing, Brand Communication, Internal Communications, Crisis Communication, PR and Marketing

Client samples:

White developer’s laptop_edited_edited.jpg


Sample project PR-/Marketing


2004 - 2009

Corporate Comunications

Client: Deutsche Telekom AG / T-Mobile

  • Head of Corporate Intranet

  • Senior Editor, multi-award winning magazine "you & me"

  • Content Management System Training (CMS CoreMedia)

  • Editorial Lead "FIFA WORLD CUP 2006"

Awards: 2008/2009: Best of Corporate Publishing BCP Award (Silver) 2008+2009, Mercury Award 2009, Inkom Grand Prix Gold 2008+2009, Astrid Award 2009, German PR Price 2008.


Hiro Kishi
Vice President, Deutsche Telekom

"Kay worked as Freelancer in Corporate Communications of Deutsche Telekom over a period of 5 years. He always solved the tasks assigned to him with maximum creativity and skill to our complete satisfaction. His way of working as an external service provider and communicating with various Telekom executives and employees in all projects was exemplary. I have no hesitation in recommending Kay Auster"


2002 - 2009

Sports Journalist

Cologne, Germany

+500 publications print/online in +100 newspapers, magazines and online portals. Specialized in international football & NBA Basketball


Publication List (Extract):,, 11FREUNDE,, TAZ - Die Tageszeitung, Der Tagesspiegel,, FAZ - Frankfurter Allgemeine Zeitung, Passauer Neue Presse, Kölnische Rundschau, Augsburger Allgemeine, EXPRESS, NRZ - Neue Ruhr Zeitung, Hannoversche Allgemeine Zeitung and many more

dr. sebastian gehlert

Prof. Dr. Sebastian Gehlert
Sporthochschule Köln

In my capacity as a doctor of sports medicine, I've never worked directly with Kay on projects, but was in lively exchange with him for some of his projects or in the past as part of his research as a sports journalist, often with my expertise. Kay has in-depth sports knowledge. For any sports-related projects, I would unreservedly recommend Kay Auster.



To discuss what issues you exactly want to tackle or how I can support you best for your needs we´ll have an initial call.

This initial call is 100% FREE


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