Consultant

Project management lead generation.

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

Newsletter marketing.

• Planning and building all newsletters for both online shops.
• Analysis.
• Strategic advice on newsletter marketing.

Sales promotion planning / internationalization consulting.

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

Analysis of the homepage and optimization approaches.

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

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

• Creation of a requirements specification with market specifics for the launch of the French webshop (company formation, legal requirements for products/disposal, carrier selection, returns, new customer acquisition 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 entry, market analysis (documentation requirements, revenue potential), acquiring pilot customers (trade fairs, direct outreach, partnerships with trade associations), developing a comprehensive communication package (website content DE/FR, online booking, flyers, newsletter, social media ads), organizing internal workflows (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 launching a leasing model for welding equipment with online booking in Germany: This included product definition, developing the business case (checking pricing and lease terms in DE/CH, deciding on DE), designing the complete process chain from online booking to logistics (payment processing, financing, customer service, order processing, warehousing, shipping, returns, annual maintenance), planning marketing measures and accelerating internal learning in the digital B2B business. The leasing model went live after 10 months and opened up a larger customer base and valuable data.
• Stakeholder management and collaboration at various levels (headquarters Belgium, Germany, Switzerland).
• Regular meetings with international sister companies in France, Great Britain, Italy, Spain, Belgium.
• Organization of workshops.
• Project management in 3 languages: German, French, English.

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

• Proposal for a strategic and graphic reorientation (print).
• Range concept, product group distribution, concrete product suggestions.

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, selection of a new tool, building campaign management for customer retention, generating newsletter addresses onsite + in stores).
• Retail/store consulting: marketing concept for a new store opening in Berlin, omnichannel integration of the 6 stores in Berlin / Hamburg / Hanover, event concepts with neighboring retailers.
• Branding: revision and cross-channel use of the new corporate identity.
• Package inserts: concepts for lead generation and upselling measures.
• Direct marketing: design of a personalized print promotional material.
• Concepts for acquiring new customers (posters, universities).
• Setting up B2B shop (increasing sales share of the 100 international retail partners).
• Coaching of the CEO (P&L 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 the brands "Hagen Grote" and "Julia Grote" in Germany, France, Austria, and Switzerland.
• Led 120 employees.
• Responsible for marketing, eCommerce, customer service, logistics, HR, and accounting.
• Achieved double-digit growth / EBITDA in 2016.
• Optimized acquisition and maximized new customer numbers.
• Expanded and accelerated eCommerce (SEO, SEA, Social Media).
• Developed the marketing mix, CRM, and multichannel marketing.
• Drove strategic realignment and digitalization.
• Optimized 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.
• Webshop launch.
• Set up the Wenz customer club.
• Managed PR activities for the entire Klingel Group.
• Led a team of 6 employees.

• Responsible for sales and results of the “La Blanche Porte” France brand in Germany.
• Marketing planning and controlling.
• Assortment selection and buying additional assortments.
• Fulfillment coordination.
• Led a team of 5 employees.

• Responsible for marketing of B2C textile catalogs and B2B fabric catalogs.
• Led the customer service and field sales teams.
• Fulfillment coordination.
• Led a team of 11 employees.