Positioning, personality and promise — turning business direction into brand platforms that feel local to German-speaking audiences.
ProofLeading the DACH brand voice for the biggest online lottery provider in the market.
ChristophBanhirl.
Brand Strategist & Lead Copywriter
From the Rock of Gibraltar to millions of DACH screens. I lead German brand voice, creative campaigns, and product messaging at Lottoland.
Millionsof German-speaking players reached by the brand voice I created & lead
12+Years across marketing, PR, SEO and digital storytelling
360°Campaigns from video, print and outdoor to CRM, web and apps
01 / SKILLS & KNOWLEDGE
What I bring to the table.
From six-word headlines to full campaign narratives, in one recognisable tone of voice.
ProofLottery, casino and sportsbook — written by a native German speaker.
Briefs, production, stakeholders and approvals — from first idea to final delivery.
ProofTV, radio, digital, CRM, outdoor, print and truck campaigns.
Coordinating designers, agencies and freelancers so creative ships faster and stays consistent.
ProofUp to seven designers, with production brought in-house.
02 / SELECTED WORK EXAMPLES
The work, in the wild.
01CRM · Concept to inbox
Fullstack Email Setup
A complete overhaul of Lottoland’s email communication, built with the Head of Creative.
- Challenge
- Emails had grown piece by piece — mixed imagery, inconsistent tone, no shared rules.
- Approach
- One system: a clear voice, more fitting imagery and guidelines for every part, from header to footer.
- Output
- A reusable email setup the whole team can build on, concept to inbox.
02Brand · Multi-market
Sportsbook Rebrand
Co-led the full sportsbook rebrand with the Head of Creative.
- Challenge
- A sportsbook that needed to stand out in a crowded, look-alike market.
- Approach
- Competitor research first, then aligned naming, offer templates and T&Cs in one tone.
- Output
- A consistent ad and offer system, with imagery in the new voice.
03Self-built product · Apps
Last Man Standing Prediction Game
My own product: a prediction game for Europe’s top football leagues.
- Challenge
- Prediction games are usually complicated. This one had to be explained in one line.
- Approach
- Positioning, naming and copy around one idea: the simplest prediction game in the world.
- Output
- Designed, coded and shipped on iOS and Android, with private leagues and live updates.
360° Campaign · Native DACH
El Gordo 360 Degrees Campaign
Yearly pitches for Spain’s legendary Christmas lottery — acquisition, website, emails and SEO, plus print mailers, newspaper ads and truck campaigns.
- Challenge
- Make a Spanish lottery tradition feel relevant to German-speaking players — every single year.
- Approach
- One central idea per season, carried across acquisition, CRM, web, SEO and offline.
- Output
- Website, emails, print mailers, newspaper ads and a truck campaign through Berlin.
03 / CAREER
The road so far.
Lead Copywriter — DACH Brand
Lottoland
DACH Copywriter
Lottoland
Project Manager & SEO Consultant
Slash.Digital GmbH
Freelance Webdesign & SEO
Independent digital & content projects
- CERTIFICATES
- CIOL Diploma in Translation (English-German)
- Languages
- · German (native)
· English (full professional)
· Spanish (conversational) - Industry
- iGaming — lottery, casino, sportsbook
04 / ABOUT ME
Between cultures. On brand.
Hi, I’m Christoph. I moved from Germany to Spain to work in Gibraltar — and that in-between position is my advantage: I know how German-speaking audiences think, and how international brands want to sound.
Before brand work, I spent years in SEO and web projects. So my copy isn’t just meant to sound good. It’s meant to perform.