01 - Go-to-Market Consultant

Hi, I’m Tobias.

Most companies treat go-to-market as the phase after product development. Build first, market later. That's usually where things go wrong. Product and go-to-market have to move together, and that's how I work.

I run Leingruber Media, my go-to-market consultancy for tech companies: positioning, messaging, channels, campaigns, and sales enablement. From strategy to hands-on execution, including brand design, SEO/SEA, websites, content, events and analytics. When companies need senior marketing leadership without a full-time hire, I step in as a fractional CMO.

Background: 15+ years in tech marketing and sales, from Mozilla in Silicon Valley to Audi. Three co-founded companies, one VC-backed. MBA in Business Innovation (TU Munich / UC Berkeley), Diploma in New Media Design.

02 — What I do

Go-to-Market Strategy & Positioning

Target customers, positioning, messaging, and channel strategy for complex tech products, hand-in-hand with product strategy.

Hands-on Execution

Marketing automation, campaigns, brand design, CRM, generative AI content, websites, SEO/SEA, paid ads, events, analytics. I don't stop at the slide deck.

Fractional / Interim CMO

Senior marketing leadership when a full-time hire doesn't make sense, for example fractional at 1-3 days a week. Or interim to bridge a leadership gap or to help with a transformation phase.

03 — Portfolio

Mozilla Alumni Brand Launch Marketing

Creation of brand and marketing production for launch of Mozilla Alumni initiative 2025 - 2026

Audi on Demand Go-to-Market, UK

Led go-to-market launch of the Audi "vehicle on demand" service in more than 10 cities, 2017-2019

Leingruber Media, GTM Consultancy

My go-to-market consultancy for tech companies. From strategy to execution. 2025 - today

Mozilla Firefox for Android GTM, Germany

Implemented global brand and product campaigns in Germany, 2010 - 2013

Audi on Demand Go-to-Market, USA

Led the Go-to-Market strategy and implementation of two vehicle on demand services for the U.S. market, 2016-2019

Bantam Tools CNC Go-to-Market, USA

Led marketing from strategy to execution for CNC machine manufacturer in New York, 2024

Achiefers GTM Campaign, Germany

Creation and implementation of "heros" brand campaign for go-to-market of HR consulting firm, 2025 - 2026

Porsche Store Mobile Experiences, Global

Created smartphone experiences for Porsches globally touring pop-up stores, 2016

Le Camping Start-Up Accelerator, France

Created brand and implemented marketing activities for Google-backed start-up accelerator in Paris, 2010

Mozilla Labs Developer Marketing, Global

Led developer engagement activities like demo events and coding competitions at the innovation lab of Mozilla Firefox, 2010-2013

Firefox OS Go-to-Market Campaign, Global

Implemented brand and community marketing campaigns for the launch of a smartphone operating system, 2012-2013

Inradius GmbH, Mobile Ad Experiences

Co-created a venture capital backed company for local brand experiences on smartphones, 2015-2017

04 - Career Overview

Work Experience

Audi Business Innovation (2016—2025). Lead roles in global Audi marketing and data-driven business; Co-creation of business unit

Avantgarde Group (2014—2016). Senior Manager; Co-creation of innovative marketing start-up "Inradius" with 1.5 mio Euros in VC investment

Mozilla Firefox (2010—2014) in Silicon Valley. Innovation Lab; Product marketing and community campaigns in the US and Europe

Education

Technische Universität München, visiting student UC Berkeley (2017-2020). Executive Master of Business Administration, MBA, in Business Creation and Innovation

Merz Akademie Stuttgart (FH), Hogeschool Rotterdam, Eyebeam NYC (2006-2010). Diplom Designer (FH) in Communication Design, New Media

Diverse trainings in coaching, leadership, Scrum, SAFe, design thinking, holacracy and more

Awards and Distinctions

TUM Student award at BMW Start-up Garage, 2019
Award by ARTE for „Facebook ID“, 2013
Scholarship by „Studienstiftung des Deutschen Volkes“, 2010
Support via the Goethe Institute USA and Spain, 2011
Scholarships via DAAD and ASEF (Asia Europe Foundation), 2008

Activities

Board member of TUM MBA IBC Alumni Club, 2023 - today
Self-Employed in Marketing & Tech, 2000 - today
Speaker and guest lecturer at more than 80 occasions
Media- and PR experience in radio, TV and online, e.g.: ARTE, ARD, WDR, Bild, 3 Sat, New York Times, Forbes

05 — Recommendation

“

Tobias' energy, his enthusiasm and creativity and his drive to deliver the best possible results are unmatched.

— Pascal Finette, German-American entrepreneur. Previously in leadership roles at Google, Ebay, Mozilla and the Singularity University

06 — MBA Thesis

Why do corporate innovation hubs fail?

For my executive MBA thesis in 2020 at the Technical University Munich and UnternehmerTUM I conducted a multiple case study with innovation hub leaders from German DAX corporations.

I distilled eight causes why corporate innovations hubs - the implementation of the organizational innovation strategy "ambidexterity" - frequently fail structurally, no matter the amount of resources.