Marc Clasen
Consultant and Interim Manager
Experience
Dec 2017 - Present
8 years 2 monthsHamburg, Germany
Consultant and Interim Manager
Marc Clasen Consultancy
- Strategic marketing and IT consulting with a focus on CRM
- Advising companies after buyout and restructuring (e-commerce, marketing, IT, product management) in retail, automotive, DIY, building materials, TIMES and tourism
- Strategy development including marketing, sales and digital strategy
- Conducting IT tenders and implementation (ERP, CRM, POS, eCom, PIM, CMS, DAM)
- Implementing and integrating CRM data in marketing including loyalty programs and campaigns
- Supporting pitches for IT systems, implementation service providers and agencies
- Developing omni-channel sales campaigns (online and offline) including customer journey and defining insights and channels
- International scaling of business models
- Processes, organization, introduction and optimization of agile structures
- Developing SEO/SEA, content and CRM processes and structures
- Building marketing frameworks and strategies
Jan 2017 - Nov 2017
11 monthsHamburg, Germany
CCO - Chief Client Officer/Board Member
TRACK GmbH
- Responsible for consulting, strategy and project management in brand management, customer experience (CRM) and digital touchpoints
- Managing clients like Lindt, Otto, L’Oréal, La Prairie, MINI/BMW, comdirect, Ergo, Vodafone, McDonalds, Stage
- Leadership responsibility for 25 employees
- Developing experience management concepts and integrated digital and CRM approaches for customer acquisition and gathering data on response and customer behavior
- Advising on all IT-related aspects such as system architecture and database structures
- Advising on digital communication and developing overall digital strategies including lead concepts
- Developing repositioning and brand management
- Advising on segmentation with data-driven and analytical data models (data mining)
- Consulting and implementing campaign and CRM system solutions (Adobe Campaign, Salesforce)
- Customer acquisition, loyalty models and churn prevention
- Developing data-driven loyalty and repurchase strategies
Apr 2014 - Dec 2016
2 years 9 monthsSolingen, Germany
Global Director Marketing Communications
Zwilling J.A. Henckels AG
- Global leadership of the marketing department with full responsibility for a €7M budget
- Leading 45 employees through direct reports
- Responsible for expansion strategy and transformation of the business model into the digital world
- Advising top management on digital transformation
- Sparring partner for IT and company-wide requirements management
- Developing a consistent multi-channel concept including the marketing strategy "Right product, right time, right place"
- Strategic rebuild of the corporate and multi-brand architecture
- Digital transformation including e-commerce strategy, platform, CMS and performance marketing
- Repositioning in the premium segment and restructuring the organization toward content-driven structures
- Developing stories and a content platform for brand positioning
- Building KPI-based international controlling
- Developing a data-driven campaign approach including A/B tests
- Developing a unified global content and themes
- Responsible for culinary relations partnerships with restaurants, cooking schools and food bloggers
- Building a central CRM system including data mining and data mart
Oct 2011 - Mar 2014
2 years 6 monthsMännedorf, Switzerland
Director Global Multichannel/CRM
Daniel Swarovski Corp. AG
- Overall leadership of the CRM and customer branding department with responsibility for a €24M budget and managing 26 employees
- Increasing customer profitability in digital channels
- Customer branding with segmentation and positioning across all distribution channels
- Developing a new SCS club strategy; product management and management of global SCS VIP lounges
- Creative development of relevant campaigns across all touchpoints
- Transformation process focusing on digital channels and e-commerce
- CRM business responsibility for the SCS customer club and "beSwarovski" loyalty program
- E-commerce business responsibility for existing customers (b2b and b2c)
- Developing and rolling out the company-wide omni-channel strategy at POS and in e-commerce
- Developing a global multichannel loyalty program, implementing a customer card, CLV and unified communication
- Increasing profitability by 24% through the introduction of omni-channel and loyalty card
Oct 2002 - Sep 2011
9 yearsBad Oldesloe, Germany
Various positions: Board Representative, Chairman of the Board, Head of Marketing, Deputy Head of Sales Support
Sparkasse Holstein/Stormarn
- Board representative and chairman of the board
- Head of marketing: full responsibility for strategic marketing, campaign management, traditional communication, marketing partnerships, product PR and media sales (electronic banking, internet branch, mobile banking)
- Deputy head of sales support: overseeing CRM/sales marketing, electronic business/internet, call center (inbound and outbound)
- Head of sales marketing: implementing sales-supporting processes and measures like multi-stage campaign management and online sales
Jul 2000 - Sep 2002
2 years 3 monthsHamburg, Germany
Director Communication & Product
letscros GmbH
- Set up the e-commerce startup as an online portal for crossword puzzles
- Organized and led the Communication and Product Development department
- Developed the business plan to attract investors
Aug 1998 - Jun 2000
1 year 11 monthsHamburg, Germany
Head eCommerce Consultant / Unit Lead
Schaffhausen Werbeagentur
- Took full responsibility for leading the integrated communication unit as a profit center
Jul 1995 - Jul 1998
3 years 1 monthHamburg, Germany
Responsible Consultant
Schaffhausen Werbeagentur
Summary
Strategically and internationally experienced "hands-on" marketing and IT executive — in the last 12 years focusing on company-wide implementation of digital transformation in the retail and healthcare sectors (b2b & b2c/d2c) with substantial involvement in CRM, loyalty, customer journey, sales and campaign management as part of reorganizations and IT architecture restructures.
Development of innovative and successful digital business models. Many years of management consulting experience in digital matters.
Cross-functional entrepreneurial mindset and consulting on implementing innovative structures and tools to achieve expansion goals in marketing and sales: implementing and developing processes for data-driven, future-proof IT architectures at the enterprise level, customer data platforms, building loyalty concepts, CRM and service processes, campaign systems, e-commerce, content, performance marketing and customer retention/CRM — with a special focus on new digital touchpoints. Familiar with processes and procedures in both corporations and mid-sized companies. Strong leadership skills and development of project teams and staff of up to 60 people.
Languages
German
NativeEnglish
AdvancedEducation
Oct 1995 - Jun 1999
Nordakademie University of Applied Sciences
Diploma in Business Administration (FH), Marketing, Multimedia/E-Commerce · Business Administration · Elmshorn, Germany
Oct 1993 - Jun 1995
Schaffhausen Advertising Agency
Advertising clerk · Advertising clerk · Elmshorn, Germany
Oct 1989 - Jun 1992
Rotenburg/W. Business High School
Abitur (general university entrance qualification) · Rotenburg, Germany
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