Recommended expert
Jörn Kröpelin
IT Project Lead Loyalty Program Development
Experience
May 2023 - Present
2 years 9 monthsIT Project Lead Loyalty Program Development
REWE Group
- Led IT project for building an in-house loyalty program for REWE and PENNY as a multi-tenant system to leverage IT synergies
- Executed full REWE Group implementation on cloud services
- Integrated loyalty functions into REWE and PENNY apps
- Oversaw expansion of PAYBACK and migration of customers to the new program
Jan 2023 - Dec 2023
1 yearBusiness Model Validation Virtual Power Plant Flex Marketing
Enpulse
- Validated new business model in the context of virtual power plant – spot marketing of granular flexibility from commercial and future home storage units
- Examined all regulatory charges, requirements and constraints as interface to legal teams
- Developed technology and operations concept to implement the business model
Jan 2020 - Mar 2023
3 years 3 monthsHead of Marketing Development and Data Monetization
Schwarz Digital Media™
- Conducted strategy and potential analysis for data utilization and monetization across the international corporate group
- Established and coordinated cross-company implementation projects in supplier marketing and omnichannel data usage
- Designed a central ID management system and built a unified customer account focusing on semantics and IT
- Created legal and organizational solution for central marketing of data and advertising spaces, coordinating related legal and GDPR topics
- Set up central B2B marketing of advertising spaces and data insights, focusing on IT interface, data architecture and pricing models
Nov 2018 - Oct 2019
1 yearBusiness Model Implementation Flexibility Marketing (E-Mobility)
Virtual Power Plant - An Innovation of EnBW
- Expanded e-mobility business model by adding stationary large-scale batteries at fast-charging stations and marketed residual flexibility to grid balancing markets
- Identified additional valuable flexibility clusters and new virtual power plant business models
- Built a global optimization framework step by step
- Sourced implementation partners focusing on core competencies and led contract negotiations
- Developed marketing pathway for aggregated flexibilities to balancing markets (especially primary control reserve) and combined with other markets
- Led due diligence for acquisition of a cooperation partner
Jan 2017 - Oct 2018
1 year 10 monthsHead of Group-wide ID Management and Data Monetization
REWE International AG
- Introduced modern identity management to unify customer profiles across the corporate group, bridging security and convenience
- Implemented group-wide consent management to centralize communication and reduce scatter loss
- Ensured legally and organizationally compliant processes, crucial under GDPR
- Enabled subsequent monetization of customer data for advertising and data marketing to suppliers
- Developed and internalized supplier portal for 24/7 access to advertising and data products
Jan 2017 - Dec 2017
1 yearProject Lead PAYBACK Integration (PENNY)
PENNY International (REWE Group)
- Served as part of overall project leadership, responsible for PAYBACK system integration
- Digitized loyalty program and implemented PAYBACK integration
- Provided operational support for controlling, sales, market processes and contract management
- Negotiated and structured contracts
- Ensured synergies with REWE PAYBACK rollout and adapted program to discount retail context
Jan 2016 - Dec 2016
1 yearProgram Lead Digitalization and Omichannel Projects
REWE International AG
- Led line function to build the omnichannel area within customer loyalty
- Conceived and implemented omnichannel projects for holistic customer integration
- Acted as interface to REWE Digital on joint omnichannel initiatives
- Sourced make-or-buy cooperation partners for new digital solutions
- Built a new team and handed over operations to internal successor upon completion
Jun 2015 - Oct 2019
4 years 5 monthsInnovation Projects Coach
EnBW Energie Baden-Württemberg AG
- Supported corporate innovation centers in discovering customer needs through market research and validated business planning to ensure economic viability
- Employed iterative design thinking to quickly test and refine actionable ideas
- Provided professional project management to ensure quality, speed and team motivation
- Aimed to identify product concepts that resonate with market demand using data-driven decision making and high-performance teams
Jan 2014 - Dec 2015
2 yearsFounder
Samova Teabar
- Founded and developed a teabar concept in cooperation with Hamburg tea label Samova
- Created a modern tea culture as a dining experience, introducing fresh tea and tea-mix beverages in innovative styles
- Elevated tea to a cult beverage by offering classic preparations and vibrant tea cocktails
Jun 2013 - Dec 2015
2 years 7 monthsProject Lead PAYBACK Loyalty Program (REWE)
REWE International AG
- Rolled out PAYBACK card program at REWE (and later PENNY and other group verticals), enabling integrated omnichannel campaigns
- Captured customer data at point of sale for targeted messaging at the right time and place
- Increased ROI through group-effect synergies across channels
May 2012 - Mar 2013
11 monthsInterim Manager Evaluation & Preparation Product Launch Smart Grid
ABB
- Presented smart grid research findings and ABB solutions by consolidating evaluations and supporting project closures
- Authored technical articles for public relations
- Structured research outputs into tangible results and products
- Consolidated data into a 3D application for public presentations
- Contributed insights to development and launch of intelligent grid substations
May 2009 - Mar 2012
2 years 11 monthsInterim Manager Smart Grid/E-Energy & Corporate eMobility Project Lead
EnBW Energie Baden-Württemberg AG
- Led group-wide program to test and introduce innovative smart grid and e-mobility concepts under BMWi E-Energy projects
- Managed consortium of leading industry partners
- Implemented complex processes and IT systems, and conducted acceptance tests with 1,000 B2C and B2B customers
- Developed market- and unbundling-compliant role model and conveyed results to policymakers to safeguard long-term corporate interests
- Phased in new products based on research outcomes
- Coordinated all corporate e-mobility activities
Mar 2007 - Apr 2009
2 years 2 monthsInterim Manager Smart Metering and Strategic Product Development
EnBW Energie Baden-Württemberg AG
- Piloted and launched a nationwide smart metering solution, building online applications and a transaction platform
- Participated in internal and external working groups to harmonize technology and processes
- Developed a corporates-wide business case and established a new business unit, designing a successful smart metering product
- Achieved market launch and set up sales processes
Sep 2005 - Feb 2007
1 year 6 monthsStuttgart, Germany
Interim Manager Project Lead Customer Card Introduction
SüdBest
- Led program to build and introduce a statewide multi-partner customer card program
- Executed marketing strategy and coordinated partner acquisition for critical mass
- Developed IT infrastructure for card program, online portal and data warehouse
- Integrated program into corporate customer loyalty and marketing strategy
- Transitioned operations to a newly founded company and recruited staff
- Managed processes with external partners and ensured on-time launch of the card system
Feb 2004 - Aug 2005
1 year 7 monthsLudwigshafen, Germany
Interim Manager Europe-wide Restructuring and Cost Reduction Desktop Management
BASF
- Supported program leadership in restructuring and implementing process and cost optimizations across IT in Europe
- Tendered Europe-wide desktop management services and integrated acquired entities
- Executed measures to achieve sustainable savings through synergy exploitation
- Realigned departments post headcount reduction and established company-wide procurement reporting
Jan 2004 - Jul 2004
7 monthsZürich, Switzerland
Interim Manager Project Lead Online Job Platform for Publishing
Tamedia AG
- Conducted IT audit of system landscape and conceived functional and technical design for an online job platform to reposition a major Swiss publisher
- Led tender process for selecting the technical online platform
Apr 2002 - Apr 2004
2 years 1 monthHamburg, Germany
Head of Hamburg Office Online
TBWA\Worldwide
- Established and led the Hamburg office focusing on online target group marketing
Dec 2000 - Mar 2002
1 year 4 monthsHamburg, Germany
Senior Strategy Consultant
Arkwright Consulting
Nov 1998 - Nov 2000
2 years 1 monthHamburg, Germany
IT Management Consultant
NTT DATA
- Provided IT management consulting including CRM integration projects
- Led Year 2000 project for Deutsche Post in Bonn and Darmstadt
Summary
The business world is changing fast – established business models no longer last unchanged for decades. Those who don't adapt and find their niche die out. That applies to companies as well as to consultants or employees. That's exactly where I can support – with my extensive experience in business modeling, sales and marketing, and successful operational execution.
Skills
- Google Cloud Platform (Gcp)
- Agile Project Management
- Federated Identity Management
Languages
German
NativeSwedish
NativeEnglish
AdvancedEducation
Oct 1992 - Jun 1998
Technische Universität Hamburg-Harburg
Dipl. Ing. oec., specialization in business informatics & law · Industrial Engineering · Hamburg, Germany
Certifications & licenses
Knowledge Management and Big Data in Business
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