Consultant

Project management and lead generation.

• Managing various international clients of the Certania investment group for lead generation and optimization (outbound, email, LinkedIn).

Newsletter marketing.

• Concept and setup of all newsletters for both online shops.
• Analysis.
• Strategic consulting in newsletter marketing.

Sales promotion concept and internationalization consulting.

• Sales promotion concept development.
• Go-live internationalization in France.

Homepage analysis and optimization proposals.

• UX tests.
• Content evaluation (text, images).
• Cross- and upselling options.
• Landing pages.
• Branding (USP refinement).

Creating a requirements manual for the French launch of Frank Flechtwaren.

• Drafting a manual with market specifics for the French webshop launch (company setup, legal requirements for products/disposal, carrier choices, returns, customer acquisition online/offline, pricing policy, national marketing, sales promotion).

• Digitalization project manager for two projects in Germany and Switzerland.
• Led rollout of a digital welding assistant (mobile app) in Switzerland: organized rollout and market entry, market analysis (documentation requirements, revenue potential), recruited test clients (trade shows, direct outreach, collaboration with trade associations), developed a communication package (website content DE/FR, online booking, flyers, newsletters, social media ads), organized internal workflows (customer service, finance, logistics, product management), and sales training. The app went live after 10 months. Key learning: involve trade associations.
• Responsible for launching a leasing model for welding equipment with online booking in Germany: defined the product, built the business case (pricing and lease term analysis in DE/CH, decided on DE), designed the full process chain from online booking to logistics (payment processing, financing, customer service, order processing, storage, shipping, returns, annual maintenance), planned marketing actions, and sped up internal learning in the digital B2B business. The leasing model went live after 10 months, opening new client segments and valuable data.
• Stakeholder management and collaboration across levels (Belgium HQ, Germany, Switzerland).
• Regular meetings with international sister companies in France, UK, Italy, Spain, Belgium.
• Organized workshops.
• Project management in three languages: German, French, English.

Consulting and concept for the strategic realignment of the “Inspirations” concept.

• Proposal for strategic and graphic redesign (print).
• Assortment concept, category division, product suggestions.

Omnichannel marketing consulting and CEO coaching.

• Consulting and assessment of all e-commerce measures (performance, social media marketing).
• Marketplace management (selecting marketplaces, KPI analysis, assortment optimization).
• Newsletter marketing (campaign optimization, new tool selection, building campaign management for retention, newsletter address generation onsite + in stores).
• Retail/store consulting: marketing concept for a new store in Berlin, linking six stores in Berlin/Hamburg/Hannover omnichannel, event concepts with nearby retailers.
• Branding: updating and channel-spanning use of new CI.
• Package inserts: lead generation and upselling concepts.
• Direct marketing: concept for personalized print promo.
• New customer acquisition concepts (posters, universities).
• Building a B2B shop (increasing revenue share of 100 international distributors).
• CEO coaching (profit & loss review, investments, business development).

Founded Aydt Consulting.

• Specialties: online retail / mail order B2C–B2B, project management.
• Expertise: project management, print, customer centricity, 360° retail experience.

• Managed “Hagen Grote” and “Julia Grote” brands in Germany, France, Austria, Switzerland.
• Led 120 people.
• Responsible for marketing, e-commerce, customer service, logistics, HR, accounting.
• Achieved double-digit growth / EBITDA in 2016.
• Optimized acquisition and maximized new customers.
• Multiplied and boosted e-commerce (SEO, SEA, social media).
• Developed marketing mix, CRM, multichannel marketing.
• Strategic realignment and digital transformation.
• Process optimizations in customer service and logistics.
• HR: organized personnel management.
• Increased employee satisfaction.

• Marketing planning and controlling.
• Sales promotion and e-commerce for Wenz in Germany and Switzerland.
• Webshop launch.
• Built the Wenz customer club.
• Managed PR for the entire Klingel Group.
• Led 6 employees.

• P&L responsibility for “La Blanche Porte” France sales in Germany.
• Marketing planning and management.
• Assortment selection and sourcing of additional ranges.
• Fulfillment coordination.
• Led 5 employees.

• Marketing responsibility for B2C textile catalogs and B2B fabric catalogs.
• Led customer service and field sales team.
• Fulfillment coordination.
• Led 11 employees.