Gunter Hardt
Managing Director
Experience
Jun 2023 - Present
2 years 2 months Kleinmachnow, Germany
Managing Director
DermaKids e.V.
- Strategic, substantive and organizational further development of the association and representation internally and externally
- Digitalization and expansion of the fields of activity fundraising (fine marketing & donations) and marketing: strategic and operational digital/analog marketing and communication planning, social media, PR including budgeting and mailings
- Overall responsibility for member communication and administration as well as preparation of activity reports, grant and donation confirmations
- Conducting market analyses and introduction of software for administration, fundraising and CRM, among others through AI integration/use
- Active maintenance, expansion and acquisition of new partners, sponsors and supporters
Apr 2020 - Sep 2022
2 years 6 months Berlin, Germany
Managing Director Marketing, CMO
Volleyball Bundesliga (VBL) GmbH
- Developing and implementing a growth strategy for the VBL, German umbrella association of all 75+ clubs of the 1st & 2nd Bundesliga, within the DACH region. Brand repositioning and increasing brand awareness. Revenue responsibility: €2 million.
- Overall responsibility for the departments: marketing/communication (media, PR) and sales with 6 full-time employees.
- Developing and implementing a holistic umbrella brand strategy: new marketing and sales strategy with short- and long-term goals to improve VBL's brand awareness in the DACH region and internationally (Asia, USA): new brand guidelines, vision and mission, corporate design update, website relaunch
- Creating a new online and offline B2B2C marketing and sales roadmap in coordination with all 20+ Bundesliga clubs to acquire new sponsors
- Restructuring content marketing and developing/implementing multi-stage campaigns to differentiate between men's and women's Bundesliga; B2B/ >970% increase in LinkedIn followers; B2C/ >580% increase in followers on Instagram and Facebook within 12 months; generating +810% B2B leads via LinkedIn within 8 months
- Developing and implementing a new media strategy: interactive live broadcasts of the men's Bundesliga on the OTT platform Twitch and women's Bundesliga broadcasts on linear TV on SPORT1.
- CRM implementation (HubSpot): within 12 months, the VBL brand became more known to >100,000 contacts with new content formats and message/email types per month for partners, prospects and fans.
- Leading performance marketing: SEM (SEO/SEA), display, affiliate, email, social media including setup and analysis of all metrics and KPIs.
- Managing the development and rollout of individual mobile club apps with bFAN Sports for all 1st league clubs to improve visibility/attractiveness for sponsors.
Jun 2016 - Apr 2020
3 years 11 months Berlin, Germany
Head of Sales & Marketing
Deutsches Rotes Kreuz, LV Berliner Rotes Kreuz
- Leading the operational divisions/business units (4 team leaders + 40 full-time employees): customer service, home emergency call including 24-hour emergency service, meal delivery, health programs, medical aids. Revenue responsibility: €11 million.
- Developing and implementing the company's financial performance indicators and reports (monthly, quarterly, annually) to assess profitability and track performance against budget and objectives.
- Introducing a CRM system and developing a data-driven strategy to acquire new customers: increasing revenue in meal delivery and home emergency services by 11-18% annually by focusing on lead generation through social media, digital marketing and storytelling. Relaunching the online shop for meal delivery; increasing monthly revenue by 10-31%
- Designing and implementing various cross-channel campaigns (radio, OoH, print, online) as well as continuously improving email, search engine and social media marketing measures, website and landing page optimization for lead generation.
- Restructuring customer service: replacing all-rounders with integrated specialist teams to serve specific customer groups, which led to higher customer satisfaction and stronger employee retention.
- Developing new service standards (SLAs) and quality control processes, which improved team productivity and reduced complaints by 48% within one year; increased NPS to 60
- Process optimization and implementing structured employee reviews, resulting in better performance, higher employee satisfaction, optimized onboarding and ultimately higher customer satisfaction.
Nov 2015 - May 2016
7 months Berlin, Germany
Marketing, Corporate Partnerships, Fundraising
Special Olympics
- Optimizing online and offline marketing: website, CD manuals, media and advertising planning (print, digital, OoH, radio, email, social media).
- Leading the acquisition of supporters and sponsorship partners for the national Summer Games in Hanover 2016.
May 2013 - Dec 2014
8 months Berlin, Germany
Senior Manager Digital Marketing
Axel Springer Media Impact
- Key account manager for transfermarkt.de: increasing digital advertising revenue by 60% to €2.5 million YOY through creative marketing measures.
- Planning, executing and analyzing display and mobile campaigns for existing clients in close collaboration with other departments, e.g. digital marketing, ad tech, campaign management.
Nov 2006 - May 2013
6 years 7 months Berlin, Germany
Senior Marketing Manager
Sportfive, Team Hertha BSC
- Creating sponsorship/hospitality concepts + annual marketing plans including managing and evaluating all online/offline marketing activities and campaigns (budget responsibility ≥ €1.5 million/year) to support sales and activation
- Further developing and relaunching the B2B online business platform "hertha-vip.de" (CMS: Typo3) including a bi-weekly VIP newsletter to acquire new customers and build strategic partnerships: avg. 32% open rate + 7-21% conversion rate
- Designing and implementing the CSR initiative: "Berlin Friends" (2008); acquiring 2 new partners within one year with revenue increase of €0.5 million.
- Establishing hotel partnerships, e.g. Grand Hyatt, Steigenberger, Novotel, A-ROSA
- Optimizing online, email, video, newsletter and search engine marketing; and implementing cross- and up-selling campaigns
- Designing/conducting events for existing/new customer acquisition: soccer and golf tournaments, New Year receptions, trade fairs, fireside chats, etc.
May 2005 - Nov 2006
1 year 7 months Herzogenaurach, Germany
Project Manager “Inside Running Tour”
Adidas/cip
- Coordinating the "Inside Running Tour" in D-A-CH with comprehensive sales and marketing support for key accounts (Sportscheck, Engelhorn, Intersport etc.)
- Managing 50 events/year with teams of up to 20 product trainers to gain consumer/shopper insights, running analysis, increase sales of running products (shoes + apparel): local revenue increase of up to +340%/event
Jun 2004 - Dec 2004
7 months Berlin, Germany
Marketing/Communication MB Trucks (Internship)
Mercedes-Benz (DCVD)
Jul 2001 - Mar 2002
9 months Blankenfelde-Mahlow, Germany
Human Resources Marketing (Internship)
Rolls-Royce Deutschland
Jul 1992 - Jul 1996
4 years 1 month Berlin, Germany
Training + Police Officer (Middle Service)
Polizei Berlin
Summary
- 20+ years of professional experience: marketing, sales & community building in agency/corporation/mid-size companies – focus: B2B2C; 6+ years in leadership positions; proven success in digitalization, brand building and business development; team responsibility up to 4 direct reports/40 FTEs, C-level
- Team player with experience in building, leading and developing high-performing multicultural teams
- Creative leader with a positive mindset and strong customer & service orientation
- Professional experience: sports sector (10+ years), healthcare (6+ years), e-commerce (4+ years)
- Experience in brand management of dynamically growing companies and product portfolios (brand development/expansion) and in strategic conception, implementation and management of multi-channel marketing concepts, projects and campaigns
- 10+ years of experience in strategic & operational online marketing: performance marketing, marketing automation, SEO/SEA, A/B testing, email newsletters, content marketing, social media, subscription marketing, CX/UX and funnel optimization, lead generation, CRM, affiliate
Languages
German
Native
French
Advanced
Spanish
Advanced
English
Intermediate
Education
Oct 2012 - Jun 2015
Deutsche Dialogmarketing Akademie (DDA)
Specialist in Online Marketing (BVDW) + European Diploma in Interactive Marketing
Oct 1997 - Jun 2003
Berlin School of Economics (University of Applied Sciences for Business, FHW)
Diploma · Economics · Berlin, Germany
Certifications & licenses
SPOAC Excellence Program-Internationalization
SPOAC by WHU
Social Media Marketing Course
HubSpot Academy
GDPR: Data Protection in Marketing and Advertising
TÜV Nord
Squared Online: Digital Marketing & Leadership
Google & Avado
Intercultural Training
Springer Akademie
Negotiation Techniques
Springer Akademie
Driving License Classes A, B
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