Marc C.
Strategically and Internationally Experienced "Hands-On" Marketing and IT Executive
Experience
Dec 2017 - Present
7 years 9 monthsConsultant and Interim Manager
Marc Clasen Consultancy
- Strategic marketing and IT consulting with a focus on CRM.
- Advising companies after buyouts and corporate restructuring (e-commerce, marketing, IT, product management) in retail, automotive, DIY, building materials, TIMES, and tourism.
- Strategy development for marketing, sales, and digital.
- Conducting IT tenders and implementations (ERP, CRM, POS, e-commerce, PIM, CMS, DAM).
- Gathering requirements from various stakeholders.
- Modeling and optimizing processes.
- Implementing systems (CRM, ERP, POS, e-commerce, PIM, CMS, DAM).
- Implementing and integrating CRM 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 journeys and defining insights and channels.
- International scaling of business models.
- Processes, organization, setup, and optimization of agile structures.
- Developing SEO/SEA, content, and CRM processes and structures.
- Building marketing structures and strategies.
Jan 2017 - Nov 2017
11 monthsHamburg, 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 and integrated digital and CRM approaches to acquire customers and gather data on response and customer behavior.
- Advising on IT-related aspects such as system architecture and database structures for data storage.
- Consulting on digital communication and developing comprehensive digital strategies, including lead concepts.
- Developing repositioning strategies and brand management.
- Advising on segmentation through data-driven and analytical data models (data mining).
- Consulting 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 repurchase strategies.
Apr 2014 - Dec 2016
2 years 9 monthsSolingen, Germany
Global Director Marketing Communications
Zwilling J.A. Henckels AG
- Full global leadership responsibility for marketing.
- Responsible for expansion strategy and the transformation of the business model into the digital world.
- Leading content, communications, e-commerce/social media, shop design, visual merchandising, and content production.
- Budget responsibility of €7 million.
- Leadership responsibility for 45 employees via direct reports.
- Supporting the business growth strategy (b2b and b2c) in the retail sector.
- Advising top management on digital transformation issues.
- Developing a consistent multi-channel concept, including marketing strategy.
- Strategic redesign of corporate and multi-brand architecture.
- Digital transformation, including e-commerce responsibility with a global strategy, platform, CMS, and performance marketing.
- Restructuring the organization toward a content-driven setup.
- Developing storytelling to support brand positioning.
- Establishing KPI-based international controlling.
- Developing a big data-driven campaign approach, including A/B testing.
- Building a central CRM system with data mining and data marts.
Oct 2011 - Mar 2014
2 years 6 monthsMännedorf, Switzerland
Director Global Multichannel/CRM
Daniel Swarovski Corp. AG
- Overall leadership for CRM and customer branding, serving as a company-wide cross-functional multichannel function.
- Budget responsibility of €24 million.
- Managing a team of 26 employees.
- Increasing customer profitability in digital channels.
- Developing a new SCS Club strategy.
- Responsible for product management and development, as well as overseeing global SCS VIP lounges.
- Creatively developing campaigns across all touchpoints.
- Leading a transformation process across all touchpoints with a focus on digitization and e-commerce.
- CRM business responsibility for the SCS customer club and the "be Swarovski" loyalty program.
- E-commerce business responsibility for existing customers.
- Developing and implementing the company-wide omni-channel strategy.
- Developing a global multichannel loyalty program and implementing a customer card.
- Introduction of the omni-channel and loyalty card led to a 24% increase in profitability.
Oct 2002 - Sep 2011
9 yearsGermany
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.
- Leading sales marketing for the introduction of online sales.
Jul 2000 - Sep 2002
2 years 3 monthsHamburg, Germany
Director Communication & Product
letscros GmbH
- Set up the e-commerce startup.
- Led the communication and product development departments.
- Developed the business plan to attract investors.
Aug 1998 - Jun 2000
1 year 11 monthsHamburg, Germany
eCommerce Consultant/Unit Head
Schaffhausen Werbeagentur
- Led the “integrated communication” unit as a profit center with a focus on dialogue/CRM and online strategies.
Jul 1995 - Jul 1998
3 years 1 monthConsultant
Schaffhausen Werbeagentur
Jan 1995 - Dec 1999
5 yearsDual Study Program
- Degree program: Business Administration.
- Focus areas: Marketing, Multimedia/E-Commerce.
- Degree: Diploma in Business Administration (FH).
- Thesis topic: “Extending traditional distribution channels by developing an e-commerce platform in the food industry.”
Jan 1993 - Dec 1995
3 yearsApprenticeship
Schaffhausen Werbeagentur
- Apprenticeship as an advertising clerk.
Summary
Strategically and internationally experienced "Hands-On" marketing and IT executive — over the past 12 years focusing on enterprise-wide implementation of digital transformation in the retail and healthcare sectors (b2b & b2c / d2c), with significant CRM, loyalty, customer journey, sales, and campaign management roles within reorganizations and IT architecture restructurings.
Development of innovative and successful digital business models. Extensive management consulting experience in digital topics.
Cross-functional entrepreneurial mindset and consulting expertise in implementing innovative structures and tools to meet expansion goals in marketing and sales: implementation and process development of data-driven, forward-looking 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 workflows in both corporate and mid-sized environments. Strong leadership skills with experience managing project teams and employees up to 60 people.
Languages
German
NativeEnglish
AdvancedEducation
Oct 1995 - Jun 1999
Nordakademie University of Applied Sciences
Diploma in Business Administration (FH) · Business Administration, Marketing, Multimedia/E-Commerce · Elmshorn, Germany
Oct 1993 - Jun 1995
Schaffhausen Advertising Agency
Advertising Salesperson · Elmshorn, Germany
Oct 1992 - Jun 1992
Rotenburg/W. Business High School
High School Diploma (general university entrance qualification) · Rotenburg, Germany
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