Marc Clasen

Strategic and Internationally Experienced "Hands-On" Marketing and IT Executive

Hamburg, Germany
Experience
Dec 2017 - Present
7 years 8 months

Consultant and Interim Manager

Marc Clasen Consultancy

  • Strategic marketing and IT consulting with a focus on CRM.
  • Advising companies after buyouts and on restructuring (eCommerce, marketing, IT, product management) in retail, automotive, DIY, building materials, timeshare and tourism.
  • Developing marketing, sales and digital strategies.
  • Conducting IT tenders and implementation (ERP, CRM, POS, eCom, PIM, CMS, DAM).
  • Gathering requirements with various stakeholders.
  • Modeling and optimizing processes.
  • Implementing systems (CRM, ERP, 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 go-to-market structures and strategies.
Jan 2017 - Nov 2017
11 months
Hamburg, Germany

Chief Client Officer/Board Member

TRACK GmbH

  • Managing clients such as Lindt, Otto, L'Oréal, La Prairie, MINI/BMW, comdirect, Ergo, Vodafone, McDonalds, Stage, etc.
  • Leadership responsibility for 25 employees.
  • Developing experience management concepts as well as integrated digital and CRM approaches for customer acquisition and gathering data on response and customer behavior.
  • Advising on IT-relevant aspects such as system architecture and database structures for information management.
  • Consulting on digital communication and developing overall digital strategies including lead concepts.
  • Developing repositioning and brand management.
  • Advising on segmentation using data-driven and analytical data models (data mining).
  • Advising on and implementing campaign and CRM system solutions (Adobe Campaign, Salesforce).
  • Customer acquisition and development of loyalty models as well as churn prevention.
  • Developing data-driven loyalty and re-purchase strategies.
Apr 2014 - Dec 2016
2 years 9 months
Solingen, Germany

Global Director Marketing Communications

Zwilling J.A. Henckels AG

  • Overall global leadership of the marketing department.
  • Responsible for the expansion strategy and transforming the business model into the digital world.
  • Leading content, communications, eCommerce/social media, shop design, visual merchandising and content production.
  • Budget responsibility of €7 million.
  • Managing 45 employees through direct reports.
  • Supporting the business growth strategy (b2b and b2c) in retail.
  • Advising top management on digital transformation.
  • Developing a consistent multi-channel concept including marketing strategy.
  • Strategically rebuilding the company and multi-brand architecture.
  • Digital transformation, including eCommerce with global strategy, platform, CMS, performance marketing.
  • Restructuring the organization towards a content-driven structure.
  • Developing stories to support brand positioning.
  • Establishing KPI-based international controlling.
  • Developing a big data–driven campaign approach, including A/B tests.
  • Setting up a central CRM system with data mining and data mart.
Oct 2011 - Mar 2014
2 years 6 months
Männedorf, Switzerland

Director Global Multichannel/CRM

Daniel Swarovski Corp. AG

  • Overall responsibility for CRM and customer branding with a company-wide multichannel cross-functional role.
  • Budget responsibility of €24 million.
  • Leadership responsibility for 26 employees.
  • Increasing customer profitability in digital channels.
  • Developing a new SCS club strategy.
  • Responsible for product management and development and leading global SCS VIP lounges.
  • Creatively developing campaigns across all touchpoints.
  • Leading the transformation process across all touchpoints with a focus on digitalization and eCommerce.
  • CRM business responsibility for the SCS customer club and the “be Swarovski” loyalty program.
  • eCommerce business responsibility for existing customers.
  • Developing and launching the company-wide omni-channel strategy.
  • Developing a global multichannel loyalty program and implementing a customer card.
  • Launching omni-channel and loyalty card led to a 24% increase in profitability.
Oct 2002 - Sep 2011
9 years
Germany

Board Representative and Chairman

Sparkasse Holstein/Stormarn

  • Leading the marketing department with campaign management and traditional communication.
  • Implementing strategic marketing processes.
  • Introducing digital sales processes and campaign management.
  • Sales support with a focus on CRM and digital strategy.
  • Managing sales marketing to launch online sales.
Jul 2000 - Sep 2002
2 years 3 months
Hamburg, Germany

Director Communication & Product

letscros GmbH

  • Rebuilding the eCommerce startup.
  • Leading communication and product development.
  • Creating the business plan to attract investors.
Aug 1998 - Jun 2000
1 year 11 months
Hamburg, Germany

eCommerce Consultant/Unit Lead

Schaffhausen Werbeagentur

  • Leading the “Integrated Communication” unit as a profit center with a focus on dialogue/CRM and online strategies.
Jul 1995 - Jul 1998
3 years 1 month

Consultant

Schaffhausen Werbeagentur

Jan 1995 - Dec 1999
5 years

Dual Study Program

  • Degree program: Business Administration.
  • Focus areas: Marketing, Multimedia/eCommerce.
  • Degree: Diplom-Kaufmann (FH).
  • Thesis: “Extending traditional distribution channels by developing an eCommerce platform in the food industry.”
Jan 1993 - Dec 1995
3 years

Apprenticeship

Schaffhausen Werbeagentur

  • Advertising clerk apprenticeship.
Summary

Strategic and internationally experienced "hands-on" marketing and IT executive — focused for the past 12 years on company-wide digital transformation in the retail and healthcare sectors (b2b & b2c/d2c), with a strong emphasis on CRM, loyalty, customer journey, sales and campaign management within reorganizations and IT architecture restructuring.

Development of innovative and successful digital business models. Many years of management consulting expertise in digital matters.

Cross-functional entrepreneurial mindset and advice on implementing innovative structures and tools to achieve marketing and sales expansion goals: 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, eCommerce, content, performance marketing, and customer retention/CRM — with a special focus on new digital touchpoints. Familiar with processes and operations in both corporate and mid-sized companies. Strong leadership skills and experience developing project teams and staff of up to 60 people.

Languages
German
Native
English
Advanced
Education
Oct 1995 - Jun 1999

Fachhochschule Nordakademie

Diplom-Kaufmann (FH) · Business Administration, Marketing, Multimedia/eCommerce · Elmshorn, Germany

Oct 1993 - Jun 1995

Schaffhausen Werbeagentur

Advertising clerk · Elmshorn, Germany

Oct 1992 - Jun 1992

Wirtschaftsgymnasium Rotenburg/W.

Abitur (general university entrance qualification) · Rotenburg, Germany

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