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Munich Speakers

WebCertain CEO Andy Atkins-KrügerAndy Atkins-Krüger - CEO, Webcertain

Andy Atkins-Krüger is the CEO of Webcertain Group, an international web marketing agency which brings together native speakers from countries around the world to provide a centralized hub for clients. It is one of the only agencies to focus solely on international projects and covers over 44 languages in-house.

Andy contributes regularly to publications and blogs on international search. He writes regular of He also speaks regularly at conferences around the world including SMX, SES, Eye for Travel, Click Asia Summit and PubCon. In addition, Andy is the Chair of the International Search Summit.


Gemma Birch Webcertain Gemma Birch - Marketing Manager, Webcertain

Gemma Birch has been working in international search for 5 years and leads Webcertain's marketing team. She is responsible for managing Webcertain’s online marketing activities around the world as well as organising and programming the International Search Summit, which runs across Europe and the US. She contributes regularly to the blog and writes for State of Search. She has spoken on international search on various webinars and at conferences. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honours Degree in French and German.

Dan Croxen-John Dan Croxen-John - CEO, AWA Digital

Dan Croxen-John, CEO of AWA digital, is a recognised expert in multichannel conversion rate optimization.  Prior to founding AWA digital in 2009, Dan was CEO of several successful multichannel retailers. In 2011, Dan’s contribution to web analytics and digital optimization was recognised when he was elected as a Fellow of the Institute of Direct Marketing. Dan is also in demand as a speaker and committee member, including the Examination Committee of the Digital Analytics Association and the Board of CatEx Direct Commerce Association, the trade body for European ecommerce retailers. His particular interest is understanding how customers from different cultures buy online and how to optimize conversion rates across varied national audiences. AWA digital is one of the fastest-growing multilingual CRO agencies working with companies such as Kitbag, Crew Clothing and Dune.

Emily MacKenzie - Webcertain

Emily MacKenzie - Business Development Manager, Webcertain

Emily MacKenzie is the Business Development Manager for Webcertain Translates. With 8 years sales and customer service experience, Emily continues to drive new sales, generate and follow up leads, and prepare detailed proposals meeting clients’ needs and expectations; as well as advising clients on the best course of action when it comes to translation services. Emily also has an extensive academic background in Linguistics, including Phonetics and Phonology and Computational Linguistics.

John Müller Google John Müller - Google

John joined Google in 2007 and works as a Webmaster Trends Analyst with Google Zürich. He works closely with the teams Webmaster Central, Sitemaps and Search Quality and looks after the English speaking Google Webmaster Help discussion forums.


Nodira Sadykova – Yandex Nodira Sadykova– Sales Account Manager, Yandex

Nodira is responsible for driving new business acquisition in the German speaking countries of Europe, as well as for managing relationships with advertisers working with Yandex. Nodira holds a MA degree in Economics and Communication from University of Lugano in Switzerland. She worked for performance marketing agency in Germany before joining Yandex in 2012.

Marc-Oliver SchmieMarc-Oliver Schmiedledle – Head of SEO, ebookers/Orbitz Worldwide

Marc-Oliver Schmiedle, Head of SEO ebookers/Orbitz Worldwide, leads an international SEO team with a cross functional effort of about 60-80 Orbitz Worldwide employees. He has taken leadership in driving mobile SEO from its beginning and has taken the lead in establishing a mobile SEO friendly structure, ensuring that it could be adapted and optimized without time consuming development sprints across multiple sites and languages. Marc-Oliver initiated Artificial Intelligence SEO for multilingual POS on scale as one of the first international enterprise level SEOs. He established an automated SEO setup around the slogan: “Your performance can only be as good as your reporting“, which led to the development of a truly global Business Intelligence strategy, capable of driving SEO decisions across all multiple international sites in real-time.
When not in the office, Oli enjoys spending time skiing in the Alps and travelling to new destination around the world, while keeping up with inbound marketing and mobile marketing news.

Immanuel Simonsen - Webcertain

Immanuel Simonsen – Research Manager, Webcertain

As the Research Manager of multilingual web marketing agency Webcertain, Immanuel heads up the company’s global market research activities and large content marketing projects. He is the author of several reports and guides, including ‘The Essential Guide to Rel-Alternate-Hreflang’ and ‘The Webcertain Global Search and Social Report 2013’. Apart from being a tutor at the International Marketing School -- teaching online marketing professionals on business opportunities around the globe -- Immanuel is a regular speaker at the International Search Summit, a leading event series dedicated to multilingual search and social media marketing. He also writes for Webcertain's multilingual search blog. Born and raised in Denmark, Immanuel now lives in Barcelona.


 Munich Speakers 2013

WebCertain CEO Andy Atkins-KrügerAndy Atkins-Krüger - WebCertain

Andy Atkins-Krüger has been working in international search marketing since 1997 and in international marketing communications since a date so long ago he can no longer remember it. (Editor's note: 1987). He defines himself as an International Search Marketing Linguist & Journalist and writes regularly for both and He's the Chair of the International Search Summit which takes place alongside all of the US and major European SMX conferences and he's the Head of International SEO School in Barcelona where he tutors in international SEO.

A committed evangelist for international search marketing, he's a regular visitor to global search engines including Yandex in Moscow, Baidu in Beijing and Naver in Seoul. Andy has spoken at well over 50 different conferences globally in cities all around the world. He's regularly consulted by global organisations and leading global news organisations including The Economist, Wall Street Journal, International Herald & Tribune and Izvestia (Moscow).



Bernard Lukey Yandex Bernard Lukey - Yandex

Bernard Lukey is the Managing Director of Yandex Europe, AG based in Switzerland where he is responsible for sales. He was raised in Montreux, Switzerland, a small town which benefits from a worldwide reputation for international congresses and festivals and gave him a taste for international challenges and projects of a wider scope. This brought him to Russia in 1996, where he worked successively as a Marketing Director for Nestle Food LLC and VP Marketing for ru-Net Holdings (including Later, he spent 3 years at Nespresso SA.

In 2005, Bernard was offered the position of CEO of, Russia's largest e-tailer. In 2007, Ozon sales reached $66mln, a 94% increase from 2006. The company enlarged its product offering and launched a series of new features (a personal recommendation engine, a wish list functionality and recently a C2C trading platform for second-hand books) which consolidated its position at the top of the Russian e-Commerce market


John Müller Google John Müller - Google

John joined Google in 2007 and works as a Webmaster Trends Analyst with Google Zürich. He works closely with the teams Webmaster Central, Sitemaps and Search Quality and looks after the English speaking Google Webmaster Help discussion forums.


Global Web Index - Brett Petersen Brett Petersen - Global Web Index

Brett has taken a rather unconventional career trajectory through to the world of online and social media marketing. With a BS in Economics from the University of Missouri and an MSc in International Political Economy from the London School of Economics, he first moved into economic research after graduating. His love for technology and its real world application is what led him to his first media research position with e-Media Institute where he specialized in online content and connected TV solutions.

Wanting to gain a deeper understanding of the technology and online social market as a whole, Brett moved to Trendstream in order to work as an analyst on the GlobalWebIndex project. Brett joined the GlobalWebIndex as the Lead Global Analyst, where he heads up or has his hands in nearly all analysis projects for clients. Of particular interest to Brett, is the evolving divergence in mobile Web behaviour between advanced and emerging markets and helping GlobalWebIndex clients take advantage of this process by implementing targeted marketing communications strategies


Sebastian Schwiening - BMW Sebastian Schwiening - BMW

Sebastian Schwiening studied Business Administration at the University of Kiel, and has been employed by BMW AG since 2010 in Munich, Germany. His key responsibilities at BMW Group's Central Marketing Headquarters include Web Marketing and Social Media for the sub brand BMW i as member of the Digital Media Team, and he was also included in the launch of the new sub brand in the digital world. Additional competencies include Display Marketing, Social Media, Mobile Marketing, Search Engine Marketing as well as Community Marketing. In addition, since 2012 Sebastian Schwiening has been managing Web Marketing for the brand BMW. 


Christopher Semturs - Google Christopher Semturs - Google

Christopher is a tech lead on Google's Search Quality and Infrastructure team. His focus is to provide the best search experience for the language and location of each user. He also participates in webmaster blogs, forums and on conferences to collect direct feedback and get engaged in discussions.

Earlier in his career, he was working in Software Quality Engineering and wrote software for validating mobile networks. Christopher lives and works in Zürich, Switzerland.


Matthias Zeitler - Mark the Globe Matthias Zeitler - Mark The Globe

Matthias is the founder and CEO of MarkTheGlobe, a Global SEO company focusing on search engine optimization for international markets.

Prior to founding MarkTheGlobe, Matthias career included executive management positions at leading localization companies like STAR, Trados and SDL International. He has helped Fortune 1000 companies like Daimler, John Deere, NetApp and Nikon to master their global web content management and business process automation challenges.

With a deep understanding of multilingual web content, he is inspiring his organization to deliver a Global SEO production platform that successfully scales to the requirements of customers like Red Bull, Trodat and Orderman.

His academic background is in computer science and he holds a MBA from Santa Clara University

International Search Summit @ SMX

Who should come to the International Search Summit?

Marketing Directors

looking to roll out their website internationally

Marketing Managers

who have their English search marketing under control but don't know how to tackle other language sites

Online Marketing Managers

who want to expand their search marketing campaign to new markets but don't know which ones to target


who want to increase their knowledge and have their questions answered


who are missing important business opportunities in other countries and need to know how to capitalise on them