Marcel Hainer
Interim Manager Retail I Loyalty I e-Commerce I D2C
Erfahrungen
Head of Business Development Digital
Duravit AG
Led the global Digital Business Development team. Budget responsibility: 2.5 million € Team: 5 employees, including 4 direct reports
Tasks:
- Development of a D2C Strategy and D2C Brand within Duravit.
- Create a D2C product portfolio based on digital "shop the look"
- Drive sales for Duravit products on Bernstein-Badshop.de
Successes:
- Increasing sales on Bernstein-Badshop.de by 120%
- Optimizing the existing online portfolio and launch of new product lines
- CEO approved D2C strategy including new logo
Project Manager
Envolved GmbH
Strategy-Consultant for Customer Centricity and Omni-Channel. Areas of expertise: Loyalty & CRM, Marketing Industry focus: Fashion, Consumer Goods & Retail
Projects (excerpt):
- Interim Manager: Head of Global Marketing – Gorilla Sports
- Interim Manager: Teamlead CRM & Loyalty – s. Oliver
- Project Manager Loyalty Strategy – P&C
Manager Brand Stores & E-commerce
Weber Stephen Deutschland GmbH
Head of Weber brand store and -e-commerce team including the only existing owned BBQ store in Berlin. Responsibility for sales: €50 million Budget responsibility: 1 million € Team: 10 employees, including 5 direct reports
Tasks:
- Development and implementation of a D2C communication strategy
- Development of an omni-channel strategy for D2C and start of project planning
- Acquisition of new partners
- Planning, production of new store concepts and roll-out of the new stores
- Development and further development of the existing store concept
- Development and production of all POS communication materials incl. promotions
Successes:
- 50% cost reduction in shopfitting with better quality
- Growth from 5 to 30 stores in EMEA within 2 years
- Sales increase of Weber.com from €4 million to €8 million in 2 years
- Weber Store Berlin is back in profitability after a restructuring
Head of Global Retail Marketing
Grohe AG
Led the global Grohe Trade and Retail Marketing team. Budget responsibility: 1.5 million € Team: 5 employees, including 4 direct reports
Tasks:
- Optimization of existing POS furniture (DIY, specialist trade & showrooms)
- Selection and management of agencies and service providers
- Development and production of all POS communication materials
Successes:
- Successful introduction of 3 new furniture concepts
- Optimization of internal processes (e.g. introduction of Web2Print for store graphics)
- Reduction of inventory of existing furniture concepts
Senior Consultant
Envolved GmbH
Strategy-Consultant for Customer Centricity and Omni-Channel. Areas of expertise: Loyalty & CRM, Marketing Industry focus: Fashion, Consumer Goods & Retail
Projects (excerpt):
- Evaluation of existing customer loyalty programs (UK, DE, IT) – Fuel Retailer
- Project Management Digital Transformation – German Frequent Flyer Program
- Strategic repositioning of the customer loyalty program – German frequent flyer program
Manager
Accenture AG
Strategy-Consultant for Consumer Goods & Retail. Areas of expertise: Digitalization, Omni Channel & Outsourcing Industry focus: Fashion, FMCG
Projects (excerpt):
- Development of a global reporting system for an international FMCG client
- Market and trend analysis for customer acquisition in the fashion industry
History Communication Manager
adidas AG
Development and implementation of internal and external communication related to the history of adidas as well as historical sporting events and achievements of the adidas athletes. Budget responsibility: 0.5 million € Team: 1 intern
Tasks:
- Development of the adidas online archive
- Optimization of the archive search as well as introduction of a remote version
- Revision of the internal presentation of historical content
Successes:
- Internal and external go-live of the adidas online archive
- Establishment of the department within the company and the brand strategy
- Successful completion of the MBA program
CRM Project Manager
adidas AG
Management of the introduction of a new IT system landscape for the storage and evaluation of customer data as well as the development of a personalized and targeted customer approach. Budget responsibility: 1.5 million € Team: 6 external IT employees
Tasks:
- Revise and expand the collection and storage of customer data
- Development of a communication platform for the personalized sending of e-mails
- Structure of e-mail chains and event-triggered e-mails
- Development and testing of an endless aisle solution
Successes:
- Introduction of Event Triggered e-mails to increase customer communication
- Expansion and optimization of the collection and evaluation of customer data
- Increase in sales from €15 million to €50 million within 12 months
- Prototype of a virtual footwear wall
Trade and Retail Marketing Manager
adidas AG
Takeover of individual retail projects and communication for the outdoor and TechFit areas. Team: 1 employee
Tasks:
- Introduction and control of retail marketing KPIs
- Development and implementation of a Global Mystery Shopping Program
- Conducting customer behavior studies
- Development of shop-in-shop solutions
- Implementation of campaigns at the POS
Successes:
- Successful launch of a global mystery shopping program
- Establishment of the global department for the go-to-market strategy
- Control of campaign planning, timings and deliverables
- Successful launch of adidas Outdoor in adidas Own Retail Stores
- Opening of the world's largest adidas store in Beijing
Marketing Trainee
adidas AG
Support for the following projects and departments:
- Strategic Sports Marketing EMEA
- Digital Marketing USA (overseas station in Portland, Oregon)
- Global Brand Communications
- Sales Associate adidas Store Frankfurt
- Business Unit Olympics
- Range Management Area Central