Marcel (Manuel) Hainer
Consultant & Interim Manager
Experience
Nov 2021 - Present
3 years 9 monthsConsultant & Interim Manager
- Industry focus: Fashion, Consumer Goods, Sanitary.
- Assumed following roles/projects (among others): Head of Commerce and Digital North America, Tchibo GmbH; Head of Business Development Digital Duravit AG; Team Lead CRM & Loyalty – s.Oliver; Head of Global Marketing – Gorilla Sports; Project Lead Loyalty 2.0 – Peek & Cloppenburg.
- Led client and project teams as a consultant.
- Managed departments as an interim manager.
- Built and optimized existing teams and organizations.
- Revenue and budget responsibility.
- Optimized and scaled existing sales channels.
- Built, monitored, and analyzed relevant KPIs.
- Developed and executed marketing and communication campaigns.
- Pitched and selected suitable marketing and digital agencies.
- Identified new business areas (business development).
- Further developed and repositioned existing business models.
- Optimized existing pricing and assortment strategies.
Aug 2019 - Oct 2021
2 years 3 months Ingelheim am Rhein, Germany
Manager Brand Stores & E-Commerce
Weber Stephen Deutschland GmbH
- Grill & BBQ equipment
- Led the Brand Store and e-commerce team including the Berlin store.
- Revenue and budget responsibility.
- Managed a team of 10 employees.
- Acquired new partners and planned, produced, and rolled out new stores.
- Further developed the existing store concept.
- Created and produced all POS communication materials including promotions.
- Increased Weber.com sales from €4M to €8M in 2 years.
- Achieved 50% cost reduction in store construction with better quality.
- Grew from 5 to 30 stores in EMEA within 2 years.
Aug 2017 - Jul 2019
2 years Düsseldorf, Germany
Head of Global Retail Marketing
Grohe AG
- Premium bathroom fittings
- Led the global Grohe trade and retail marketing team of 5.
- Budget responsibility.
- Optimized existing POS displays (DIY, trade, and showrooms).
- Executed launches of new product lines.
- Selected and managed agencies and service providers.
- Developed and produced all POS communication materials.
- Successfully introduced three new POS display concepts in Europe.
- Achieved significant cost reduction (about 25%) in production, warehousing, and logistics.
- Introduced a web-to-print solution for in-store communication.
Nov 2014 - Jul 2017
2 years 9 months Munich, Germany
Senior Consultant / Project Lead
Envolved GmbH
- Strategy consulting for CRM, loyalty, and customer centricity
- Strategy consultant for customer centricity.
- Consulting focus: CRM and loyalty.
- Industry focus: fashion, FMCG, and loyalty programs.
- Evaluated existing loyalty programs (UK, DE, IT) – fuel retailer.
- Project lead for digital transformation – German frequent flyer program.
- Strategically repositioned the loyalty program – German frequent flyer program.
Aug 2013 - Sep 2014
1 year 2 months Munich, Germany
Consultant
Accenture AG
- Consulting in strategy, technology, digital transformation, and operations
- Strategy consultant for consumer goods & retail.
- Consulting focus: digitization, omnichannel, and outsourcing.
- Industry focus: fashion and FMCG.
- Built a global KPI dashboard – FMCG.
- Conducted market and trend analysis for customer acquisition – fashion.
Nov 2011 - Aug 2013
1 year 10 months Herzogenaurach, Germany
History Communication Manager
adidas AG
- Led the “Online Archive” project team with up to 3 external staff.
- Managed the internal IT department and external agencies.
- Created content for the adidas “Walk of Fame” (company museum).
- Developed and implemented a communication strategy for the company history.
- Optimized the internal archive search and introduced a remote version.
- Managed the internal and external go-live of the adidas online archive.
- Provided historical content for marketing campaigns.
- Established the department within the company and brand strategy.
Jul 2010 - Oct 2011
1 year 4 months Herzogenaurach, Germany
CRM Project Manager
adidas AG
- Led the CRM IT team with up to 6 external staff and agencies.
- Built a CRM system landscape for customer data storage.
- Established a communication platform for personalized email delivery.
- Implemented automated and personalized email sequences.
- Built a personalized and targeted customer approach.
- Introduced initial customer data and audience analysis.
- Launched personalized and automated customer communication.
- Developed the prototype for a digital customer club (today’s adiClub).
- Increased revenue from €15M to €50M within 12 months.
Nov 2007 - Jun 2010
2 years 8 months Herzogenaurach, Germany
Trade and Retail Marketing Manager
adidas AG
- Introduced and monitored retail marketing KPIs.
- Developed and implemented a global mystery shopping program.
- Conducted customer behavior studies.
- Developed shop-in-shop solutions.
- Executed campaigns at the POS.
- Project lead for the opening of the world’s largest adidas store in Beijing.
- Managed campaign planning, timing, and deliverables.
- Successfully launched a global mystery shopping program.
- Established a global go-to-market strategy.
- Successfully launched adidas Outdoor in the adidas own retail stores.
May 2006 - Oct 2007
1 year 6 months Portland, United States
Marketing Trainee
adidas AG
- Supported the following projects and departments:
- Strategic Sports Marketing EMEA
- Digital Marketing USA (stationed in Portland, Oregon)
- Global Brand Communications
- Sales Associate adidas Store Frankfurt
- Business Unit Olympics
- Range Management Area Central
Jan 2004 - Mar 2005
3 months Spain
Product Management
adidas Espania S.A.
Aug 2004 - Dec 2004
5 months United Kingdom
Sports Marketing & Communication
adidas UK Limited
Sep 2002 - Mar 2003
7 months Germany
Logistics
BMW AG
Languages
German
Native
English
Advanced
Education
Oct 2011 - Jun 2013
Technische Hochschule Deggendorf
Master of Business Administration, Startup and Management · Business Administration · Deggendorf, Germany · 1.7
Oct 2003 - Jun 2006
Technische Hochschule Deggendorf
Diploma in Business Administration, Marketing & Service Management · Business Administration · Deggendorf, Germany · 2.2
Certifications & licenses
Organizational Development
Gutenberg School of Business, Mainz
Systemic Coach
Gutenberg School of Business, Mainz
Train the Trainer
IHK Niederbayern, Deggendorf
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