Fabian Roschig, Product Manager in Palma, Spain
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Fabian Roschig

Verified Expert  in Product Management

Product Manager

Palma, Spain
Toptal Member Since
December 9, 2020

Fabian has led companies through product ideation, strategy, selling, and scaling. These include TUI Travel, Thomas Cook Airlines, and Condor, where he led marketing in Spain and Latam and offices in five countries. Later, he founded two startups and built innovation labs for Telefonica and Coca-Cola. Since 2017, Fabian has freelanced in innovation, helping The Coca-Cola Company, Kicker, and Condor transform user needs and market opportunities into successful products and predictable growth.

Project Highlights

ToBe | The Digital Beverage Companion for The Coca-Cola Company
Designed and developed a new, consumer-centric, direct to consumer business model for The Coca-Cola Company.


Work Experience

Senior Manager, Digital Acceleration

2018 - 2019
The Coca-Cola Company (Freelance)
  • Developed and transformed the use of digital to accelerate growth across the portfolio, digitize the path to purchase, and support the business in eCommerce and use of data across The Coca-Cola Company's Western Europe business unit.
  • Built a direct to consumer business model for The Coca-Cola Company with several workstreams.
  • Developed hypotheses and pilot projects to validate the new business model.


2017 - 2018
Telefonica Open Future (Balearics)
  • Setup a travel incubator for Telefonica Open Future.
  • Defined methodologies, processes, and tools to run the incubator.
  • Led staffing and marketing for the new initiative.


2016 - 2018
  • Increased conversion rates by up to 30% for several hotel clients.
  • Improved occupancy rates through last-minute marketing activities.
  • Lowered the percentage of online travel agency (OTA) bookings by up to 8% for several hotel clients.
  • Reduced the average acquisition cost from 17% to 12% in three months for a small hotel chain.


2014 - 2018
  • Scaled the award-winning startup business to 60,000 users in Spain and Mexico.
  • Received the Seal of Excellence from the European Commission.
  • Became a finalist of the European Satellite Navigation Competition of the European Union.
  • Selected as a finalist in the Premios Emprendedor XXI​ for a project completed for the Spanish bank, La Caixa.
  • Won the 2014 Prize for Young Entrepreneurs (Premi Joves Emprenedors) competition on the Balearic Islands.

Country Manager, Marketing & eCommerce, Latam, Spain, Portugal

2012 - 2015
  • Set up of the post-booking newsletter system for Condor airlines.
  • Managed search engine marketing (SEM) campaigns for six countries, producing very good ROIs.
  • Spearheaded constant improvement of results of the Spanish and Portuguese websites.
  • Managed five offices and marketing activities in Latin America.

Specialist Business Executive

2008 - 2012
TUI Travel PLC
  • Spearheaded the TUI Marathon, which was named as the Best Sport Event in Spain by Eventoplus in 2011.
  • Grew the marathon from 4,500 runners to almost 10,000 in four years.
  • Secured 20+ sponsorships from brands such as Hard Rock and Coca-Cola for the newly created Balearic Crossover Golf Club.
  • Managed logistics and activities for 4,000 travelers in two months (500 people, back-to-back, every week).
  • Created a website to personalize sport travel packages, showing contracted hotels in Mallorca based on the selection of sports facilities in a certain area.

ToBe | The Digital Beverage Companion for The Coca-Cola Company

Designed and developed a new, consumer-centric, direct to consumer business model for The Coca-Cola Company.

I led the creation of ToBe, the digital beverage companion. The vision was to have an operating system smarter than Amazon Alexa when it comes to beverage supply and equally as connected as the operating system of Apple. It was meant to be powered and leveraged by all Coca-Cola assets (digital and physical touchpoints). Temporarily, in 2018, ToBe became the North Star for the digital team of the Western European business unit, and several projects that followed the vision were kicked off.
2014 - 2015

Executive Education in Advanced Digital Marketing

Rey Juan Carlos University - Madrid

2014 - 2015

Executive Education in Digital Marketing

Innovation & Entrepreneurship Business School (IEBS) - Madrid

2010 - 2011

Master's Degree in Strategic Management and Innovation Management

The Autonomous University of Barcelona - Barcelona

2004 - 2007

Diploma (Bachelor's Degree Equivalent) in International Tourism and Event Management

EBC Euro-Business-College, Düsseldorf - Düsseldorf


Essentials for Business: Putting theory into practice

Stanford Center for Professional Development


Certified Design Sprint Facilitator

AJ&Smart GmbH


Design Thinking for Innovation

University of Virginia | via Coursera


Content Strategy for Professionals

Northwestern University | via Coursera


Marketing Leadership



Slack, Trello, Asana, Zoom


B2C, Agile Product Management, Pay-per-Click (PPC), Design Thinking, Agile, Conversion Rate Optimization (CRO), Scrum

Industry Expertise

Sustainability, Sports


Innovation, Strategy, eCommerce, Tourism, Marketing, Marketing Strategy, Digital Marketing, Product Strategy, Business Models, Experimental Research, Innovation Management, Digital Design, Marketing Mix, Startups, Lean Startups, Business Model Canvas, Product Validation, Entrepreneurship, Innovation Strategy, Product-market Fit, Miro, Business, Design Sprints, Service Design, Search Engine Optimization (SEO), Search Engine Advertising (SEA), Product Management, Digital Transformation Program Management, Prototyping, Murals, BlueJeans, Microsoft Teams, Management, IT, SEO Tools, Search, Display Advertising, Social Media, Mobile Ads, User Experience (UX), Analytics, Content Marketing, Event Management, Travel & Leisure, Booking Apps, Direct Marketing, Blogging, Content, On-page SEO, Portfolio Management, Search Engine Marketing (SEM), Content Strategy, Media

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