Building our own customer loyalty program / replacing PAYBACK

IT project management for building an in-house customer loyalty program for both REWE and PENNY as a multi-client system to leverage IT synergies - a full REWE Group in-house implementation based on cloud services. This involved integrating loyalty program features into the REWE and PENNY apps. In this context, I also expanded PAYBACK and migrated customers to the new loyalty program.

• Strategy and potential analysis for using and monetizing data within the corporate group (international).
• Setting up and coordinating cross-company implementation projects in supplier marketing and omni-channel use of corporate data.
• Designing a central ID management system and building a unified customer account - focusing on semantics and IT.
• Designing a legal and organizational solution for the new business model of central data and ad space marketing, as well as coordinating all related legal and GDPR issues.
• Setting up central B2B marketing of ad space and data insights - focusing on the IT interface, building data architecture, and pricing models.

In the Internet age, consumers have learned they don't have to settle for just any provider. One of the biggest hurdles in the race for customers' and users' favor is how their data and profiles are handled. Introducing modern identity management helps bridge the gap between security and convenience. For the corporate group, this comes with the invaluable benefit of creating each customer only once - in combination with a suitable group-wide consent form, enabling communication centered around the customer and significantly reducing waste.

The challenges here are not only technical, but above all in a legally and organizationally "clean" approach - an invaluable advantage especially in the era of GDPR.

Only this approach allowed the REWE Group to then market customer data, for example for ad space or data marketing to suppliers.

The latter was initially implemented with an external service provider and later internalized together with the business units. For this, a dedicated supplier portal was built, through which suppliers have 24/7 access to their advertising and data products.

Omnichannel is a trend topic in e-commerce and online marketing. But just drawing customers into a store through online ads is not enough to call an omnichannel strategy successful. At every "touch point" the customer should get an outstanding shopping experience - a service ideally tailored to each channel.

Retailers need to create a seamless chain between online and offline shopping. Offering interactive retail experiences will make for a successful brick-and-mortar business.

• Took on a line management role to build the omnichannel area within the customer loyalty division.
• Designed and implemented omnichannel projects and solutions for seamless customer integration.
• Served as interface to the newly created REWE Digital department and worked together on OC projects.
• Searched for cooperation and solution partners in a make-or-buy approach to implement new digital solutions.
• Built a new team and handed over the area to an internal successor after a successful setup.

Founded and built a tea bar inspired by the American model in cooperation with the Samova tea label from Hamburg: modern tea culture as a gastronomy experience.

With a concept unique in Germany, Samova Teabar launched serving freshly prepared tea and tea-mix drinks in innovative styles. At Samova Teabar, tea became a cult drink. Both classic preparations and colorful, refreshing tea cocktails delivered a new dimension of flavor variety.

• Presenting smart grid research results and ABB solutions by consolidating analyses, supporting project completions, and writing technical articles for public relations.
• Structuring the resulting outcomes and products from the research projects.
• Consolidating the results into an illustrative 3D application for public presentations.
• Incorporating the findings into the development and product launch of intelligent local grid substations.

• Piloting and subsequent nationwide market launch of a smart metering solution, including building online-based applications and a processing platform.
• Working in various internal and external working groups to harmonize technology and processes.
• Developing a group-wide business case and establishing a new business unit, as well as product design for a continued successful smart metering market solution.
• Successful market launch and setup of sales processes.

• Supporting program management in restructuring and implementing process and cost optimizations across Europe in the IT area.
• Tendering for Europe-wide desktop management (on-site service and help desk) and integrating acquired company components.
• Implementing all measures and achieving sustainable savings through synergy use.
• Successfully realigning the areas after staff reduction.
• Establishing a company-wide procurement reporting system.

Established and led the Hamburg office in the field of targeted online marketing.

• IT Management Consulting
• Project manager for implementing CRM integrations
• Project lead for the Year 2000 project at Deutsche Post (Bonn, Darmstadt)