Consultant

Project management – lead generation.

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

Newsletter marketing.

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

Sales promotion concept / internationalization consulting.

• Sales promotion – concept development.
• Internationalization go-live in France.

Analysis of the homepage and optimization suggestions.

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

Development of a handbook (specification document) for the launch of Frank Flechtwaren in France.

• Preparation of a specification document with market specifics for the launch of the French webshop (company formation, legal requirements for products/disposal, carrier selection, returns, acquisition of new customers online/offline, pricing policy, national marketing, sales promotion).

• Digitalization project manager for two projects in Germany and Switzerland.
• Led the roll-out of a digital welding assistant (mobile app) in Switzerland: This included organizing the roll-out and market launch, market analysis (documentation requirements, revenue potential), acquiring test customers (trade fairs, direct approach, cooperation with trade associations), developing a comprehensive communication package (website content DE/FR, online booking, flyers, newsletter, social media ads), organizing the internal workflow (customer service, finance, logistics, product management), and sales training. The app went live after 10 months. A key learning was the importance of involving trade associations.
• Responsible for introducing a leasing model for welding equipment with online booking in Germany: This included defining the product, developing the business case (checking pricing and leasing periods in Germany/Switzerland, decision for Germany), designing the entire process chain from online booking to logistics (payment processing, financing, customer service, order processing, storage, shipping, returns, annual maintenance), designing marketing measures, and speeding up internal learning processes in digital B2B business. The leasing model went live after 10 months, reaching a larger customer base and generating valuable data.
• Stakeholder management and collaboration at various levels (headquarters in Belgium, Germany, Switzerland).
• Regular meetings with international group sister companies in France, the UK, Italy, Spain, Belgium.
• Organized workshops.
• Project management in 3 languages: German, French, English.

Consulting and concept development for the strategic realignment of the 'Inspirations' concept.

• Proposal for a strategic and graphic reorientation (print).
• Assortment concept, product category division, specific product proposals.

Omnichannel marketing consulting / CEO coaching.

• Consulting and evaluation of all eCommerce measures (performance and social media marketing).
• Marketplace management (selection of various marketplaces, KPI analysis, assortment optimization).
• Newsletter marketing (campaign optimization, selecting a new tool, setting up campaign management for customer retention, generating newsletter sign-ups onsite and in stores).
• Retail/Store consulting: marketing concept for a new store opening in Berlin, omnichannel integration of 6 stores in Berlin, Hamburg, and Hannover, event concepts with neighboring retailers.
• Branding: revamping and cross-channel implementation of the new corporate identity.
• Package inserts: concepts for lead generation and upselling measures.
• Direct marketing: concept for a personalized print advertisement.
• Concepts for acquiring new customers (posters, universities).
• Building a B2B shop (increasing the sales share of the 100 international branch retailers).
• Coaching the CEO (profit and loss analysis, investments, business development).

Founded Aydt Consulting.

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

• Managing the brands "Hagen Grote" and "Julia Grote" in Germany, France, Austria, Switzerland.
• Leading 120 people.
• Responsible for marketing, eCommerce, customer service, logistics, HR, accounting.
• Achieved double-digit growth / EBITDA in 2016.
• Optimized acquisition and maximized new customer numbers.
• Expanded and pushed eCommerce (SEO, SEA, social media).
• Developed the marketing mix, CRM, and multichannel marketing.
• Led strategic realignment and digitalization.
• Improved processes in customer service and logistics.
• HR: organized personnel management.
• Increased employee satisfaction.

• Marketing planning and controlling.
• Sales promotion and eCommerce for the Wenz brand in Germany and Switzerland.
• Launch of the webshop.
• Development of the Wenz customer club.
• Handling PR activities for the entire Klingel Group.
• Leading a team of 6.

• Revenue and results responsibility for the distribution of the "La Blanche Porte" France brand in Germany.
• Marketing planning and control.
• Assortment selection and purchasing of additional lines.
• Fulfillment coordination.
• Leading a team of 5.

• Marketing responsibility for B2C textile catalogs and B2B fabric catalogs.
• Management of the customer service and field sales teams.
• Fulfillment coordination.
• Leading a team of 11.