Lena Auer
Head of Marketing & Communications
Leads marketing — and makes sure each brand sounds the way it actually is.
Lena Auer heads marketing and communications at tolinax UG. She steers the team, distributes work through the editorial plan and reviews everything before it goes public. Three brands sit on her desk: aYOUne as the platform, KlarActa as the legal-tech product, and the tolinax services — each with its own audience, tone and pace. She plans campaigns around what the company can actually deliver, not around what sounds good. Where a claim cannot be backed up she prefers to cut it rather than soften it. Everything that ends up on the company websites is built in the company's own CMS — marketing works with the tool it sells.
„If you have nothing to back it up, you have nothing to claim."
Sophie Maier
Copywriter
Writes the way you would actually talk to a customer.
Sophie Maier writes the words the tolinax brands speak with: website, landing pages, ads, product pages. On ayoune.com she uses the informal voice, because the people there want to talk to their tool directly; for KlarActa she chooses a quieter, more careful tone, because people read it in a difficult situation. She does not start with the headline but with the question of what someone should do after reading. Then she cuts. She can write marketing fluff, but she refrains — a page that says concretely what the product does sells better than one that praises itself.
„If I cannot say it in one sentence, I have not understood it yet."
Jakob Lindner
SEO Specialist
Makes sure what we have to say actually gets found.
Jakob Lindner makes sure the pages of the tolinax brands show up in search engines and in AI answers. He works at both ends: the technical side — load times, indexing, structured data, clean site structure — and the content side, deriving from search queries what question a page actually has to answer. Pages needed at scale he builds from templates and data instead of one by one. Rankings alone are not a success report for him; he wants to know whether a visit turned into an enquiry. When a measure only flatters the numbers, he says so.
„Rank one for a question nobody asks is not a win."
Nadine Frey
SEA & Paid Ads Manager
Spends no budget she cannot trace back.
Nadine Frey runs paid advertising for the tolinax brands: search ads, paid social and everything in between. She starts small, measures early and shifts budget to where clicks turn into enquiries. She structures campaigns so every euro can be traced to an audience and an ad — otherwise nobody can say afterwards what worked. She continuously tests hooks, images and landing pages against each other, and ends a test when it has an answer, not when it shows the desired result. With tight budgets she would rather say where there is nothing to gain than distribute the money politely.
„A click is not a customer yet."
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Amir Haddad
Social Media Manager
Shows what we build — daily, in short formats.
Amir Haddad runs the social channels of tolinax UG: Instagram, TikTok, LinkedIn and whatever comes next. He turns platform topics into formats you understand in thirty seconds — a device going live, a feature that saves someone an hour, a look into the workshop in the Tegernsee valley. He answers comments himself, because otherwise he would never learn what people really ask. Those questions become the next posts. He knows the difference between a video many people watch and one that makes someone click, and says in advance which of the two he is building.
„If it is not clear in the first three seconds, it is not clear."
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Elena Petrova
Email & Lifecycle Marketing
Sends fewer emails, but the right ones.
Elena Petrova owns email and lifecycle marketing. She builds the journeys that accompany a contact from first interest through trial to renewal, and more often decides against an email than for one. Her segments follow what someone actually did, not which list they once landed in. Deliverability she treats as a craft of its own: confirmed opt-in, clean sender authentication, one-click unsubscribe, regular removal of dead addresses. She does not measure opens alone — they say little — but what happens afterwards.
„Every email has to earn its place in the inbox."
