About
Jan Wischniewsky, Performance Marketing Consultant in Berlin
I've been in paid media since 2019. First paid social as a working student at two startups, then Google Ads in-house at Check24, where I learned to read an account the way finance reads a P&L. From 2022 on the agency side at Entity X and Peak Ace in Berlin, leading multilingual, international projects across markets and channels, among them the Luxair strategy that won a European Search Award in 2025. I also spent a year with Bang Media in Australia, because I wanted to see how a different market works from the inside. Since 2025 I run Skalor.
Why performance marketing
What keeps me in this job is that it needs three things at once. The analytical side: reading data, building the measurement, letting the numbers overrule the hunch. The strategic side: a funnel and a budget logic that still hold in six months, not just until the next quarterly review. And the creative side: finding the angle nobody else in the auction is running, because at some point every account has the same bidding strategy and the only difference left is the ad. Most people are strong in one of the three. I want all three in one setup, and that only works if the person who plans it is also the person who executes it.
What I've learned where
- 01
Check24 taught me discipline. Paid media there is measured to the cent, every euro has to survive a finance review, and you learn fast that a campaign that looks good in the platform can still lose money for the company. That is where I started treating tracking as the first job, not the last.
- 02
The agency years at Entity X and Peak Ace taught me range. Lead gen and e-commerce, B2B software and travel, German mid-market and international brands, budgets from five figures to seven. Every month a new account, a new market, a new reason why the standard playbook doesn't fit. I led projects across several countries and languages, managed junior colleagues, pitched, and spoke at conferences. The Luxair account, where I was project lead and built the digital strategy, is the one that got the award. It's not the only one I'm proud of.
- 03
Bang Media in Cairns taught me that the fundamentals travel. Different market, different platforms in the mix, same questions: is the tracking right, is the structure clean, is the creative doing its job.
Why I'm in the account myself
Because the decisions that move a number get made in the data, on a Tuesday afternoon, not in the monthly review. A bid adjustment, a paused ad group, a new audience, a landing page that gets swapped. I want to be the one making those calls, with the full context of the account in my head. That doesn't mean Skalor stays a one-person setup forever. It means that whoever works on your account has done the work themselves first, and that you always know who's making the decisions.
Brands I've worked on
Luxair, Samedi, Dink USA, PowerUs, Check24, Qualtrics, GLS, sevDesk, TechniSat, Smartbroker, N-able, nets, Nevaris, phase6, Steigenberger, Dr. Massing, VDI, SkillShift, Capital Concept and others, across Google, Meta, LinkedIn, TikTok, Microsoft, Pinterest, Snapchat and ChatGPT Ads.
Award
European Search Award 2025, Best Use of Search, Travel / Leisure. Won by Peak Ace for Luxair. Jan was project lead and built the digital strategy.
How I work
Performance before brand.
Brand impact matters, but it doesn't replace a number you can base a decision on. If a campaign can't be measured, I'll say so before we spend on it.
Practice before theory.
I work in your accounts and with your numbers, not with frameworks. Every recommendation comes with the data it's based on.
You stay in control.
My goal is that your team can read the account and judge performance on its own after we've worked together. If you want to bring it in-house at some point, I'll help you do it.