Interim Manager Retail I Loyalty I e-Commerce I D2C

Led the global Digital Business Development team. Budget responsibility: 2.5 million € Team: 5 employees, including 4 direct reports

Tasks:

• Development of a D2C Strategy and D2C Brand within Duravit.
• Create a D2C product portfolio based on digital "shop the look"
• Drive sales for Duravit products on Bernstein-Badshop.de

Successes:

• Increasing sales on Bernstein-Badshop.de by 120%
• Optimizing the existing online portfolio and launch of new product lines
• CEO approved D2C strategy including new logo

Head of Weber brand store and -e-commerce team including the only existing owned BBQ store in Berlin. Responsibility for sales: €50 million Budget responsibility: 1 million € Team: 10 employees, including 5 direct reports

Tasks:

• Development and implementation of a D2C communication strategy
• Development of an omni-channel strategy for D2C and start of project planning
• Acquisition of new partners
• Planning, production of new store concepts and roll-out of the new stores
• Development and further development of the existing store concept
• Development and production of all POS communication materials incl. promotions

Successes:

• 50% cost reduction in shopfitting with better quality
• Growth from 5 to 30 stores in EMEA within 2 years
• Sales increase of Weber.com from €4 million to €8 million in 2 years
• Weber Store Berlin is back in profitability after a restructuring

Strategy-Consultant for Customer Centricity and Omni-Channel. Areas of expertise: Loyalty & CRM, Marketing Industry focus: Fashion, Consumer Goods & Retail

Projects (excerpt):

• Evaluation of existing customer loyalty programs (UK, DE, IT) – Fuel Retailer
• Project Management Digital Transformation – German Frequent Flyer Program
• Strategic repositioning of the customer loyalty program – German frequent flyer program

Development and implementation of internal and external communication related to the history of adidas as well as historical sporting events and achievements of the adidas athletes. Budget responsibility: 0.5 million € Team: 1 intern

Tasks:

• Development of the adidas online archive
• Optimization of the archive search as well as introduction of a remote version
• Revision of the internal presentation of historical content

Successes:

• Internal and external go-live of the adidas online archive
• Establishment of the department within the company and the brand strategy
• Successful completion of the MBA program

Takeover of individual retail projects and communication for the outdoor and TechFit areas. Team: 1 employee

Tasks:

• Introduction and control of retail marketing KPIs
• Development and implementation of a Global Mystery Shopping Program
• Conducting customer behavior studies
• Development of shop-in-shop solutions
• Implementation of campaigns at the POS

Successes:

• Successful launch of a global mystery shopping program
• Establishment of the global department for the go-to-market strategy
• Control of campaign planning, timings and deliverables
• Successful launch of adidas Outdoor in adidas Own Retail Stores
• Opening of the world's largest adidas store in Beijing