Marcel (Manuel) Hainer
Consultant & Interim Manager
Experience
Consultant & Interim Manager
Self-employed
- Leading client and project teams as a consultant
- Managing specialist departments as an interim manager
- Building and optimizing existing teams and organizations
- Revenue and budget responsibility
- Optimizing and scaling existing sales channels
- Setting up, monitoring and analyzing relevant key figures
- Developing and executing marketing and communication campaigns
- Pitching and selecting suitable marketing and digital agencies
- Identifying new business areas (business development)
- (Further) development and realignment of existing business models
- Optimizing existing pricing and assortment strategies
Manager Brand Stores & E-Commerce
Weber Stephen Deutschland GmbH
Leading the brand store and e-commerce team including the brand store in Berlin
Revenue and budget responsibility
Leading a team of 10 employees
Acquiring new partners as well as planning, production and roll-out of new stores
Further development of the existing store concept
Developing and producing all POS communication materials including promotions
Increased Weber.com revenue from €4M to €8M in 2 years
50% cost reduction in store construction with better quality
Growth from 5 to 30 stores in EMEA within 2 years
Head of Global Retail Marketing
Grohe AG
Leading the global Grohe Trade and Retail Marketing team of 5 employees
Budget responsibility
Optimizing existing POS fixtures (DIY, specialist retailers & showrooms)
Selecting and managing agencies and service providers
Developing and producing all POS communication materials
Successfully launched three new POS fixture concepts in Europe
Achieved significant cost reduction (approx. 25%) in production, warehousing, and logistics
Implemented a Web2Print solution for in-store communication
Senior Consultant/Project Manager
Envolved GmbH
Strategy consultant for customer centricity
Consulting focus: CRM and loyalty
Industry focus: fashion, FMCG and customer loyalty programs
Evaluated existing customer loyalty programs (UK, DE, IT) – fuel retailer
Project lead for digital transformation – German frequent flyer program
Strategic repositioning of the loyalty program – German frequent flyer program
Consultant
Accenture AG
Strategy consultant for consumer goods & retail
Consulting focus: digitalization, omni-channel & outsourcing
Industry focus: fashion, FMCG
Built a global KPI dashboard – FMCG
Market & trend analysis for customer acquisition – fashion
History Communication Manager
adidas AG
Led the “Online Archive” project team with up to 3 external staff
Coordinated the internal IT department and external agencies
Created content for the adidas “Walk of Fame” (company museum)
Developed and implemented a communication strategy for corporate history
Optimized the internal archive search and introduced a remote version
Managed 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
CRM Project Manager
adidas AG
Led the CRM IT team with up to 6 external staff and agencies
Built a CRM system landscape for storing customer data
Established a communication platform for personalized email delivery
Implemented automated and personalized email campaigns
Developed a personalized and targeted customer approach
Introduced initial customer data and audience analyses
Launched personalized and automated customer communication
Developed the prototype for a digital customer club (now adiClub)
Increased revenue from €15 to €50 million within 12 months
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
Designed shop-in-shop solutions
Executed POS campaigns
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 adidas-owned retail stores
Marketing Trainee
adidas AG
- Strategic Sports Marketing EMEA
- Digital Marketing USA (stationed abroad in Portland, Oregon)
- Global Brand Communications
- Sales Associate at adidas Store Frankfurt
- Business Unit Olympics
- Range Management Area Central
Product Management
adidas Espania S.A.
Sports Marketing & Communication
adidas UK Limited
Logistics
BMW AG
Industries Experience
See where this freelancer has spent most of their professional time. Longer bars indicate deeper hands-on experience, while shorter ones reflect targeted or project-based work.
Experienced in Retail (10.5 years), Fashion (7 years), Professional Services (4.5 years), Sport (4.5 years), Food and Beverage (4 years), and Aerospace and Defense (2.5 years).
Business Areas Experience
The graph below provides a cumulative view of the freelancer's experience across multiple business areas, calculated from completed and active engagements. It highlights the areas where the freelancer has most frequently contributed to planning, execution, and delivery of business outcomes.
Experienced in Marketing (19 years), Project Management (12.5 years), Strategy (8 years), Sales (3.5 years), Operations (2 years), and Information Technology (1.5 years).
Skills
- Agile And Traditional Project Management Methods
- Staff Management, Leadership And Coaching
- Microsoft Office
- Various Crm Systems
- Mountain Biking, Golf, Cooking & Grilling, Hiking
Languages
Education
Deggendorf University of Applied Sciences
Master of Business Administration, Business Start-up & Management · Business Administration · Deggendorf, Germany · 1.7
Deggendorf University of Applied Sciences
Diploma in Business Administration, Marketing & Service Management · Business Administration · Deggendorf, Germany · 2.2
Certifications & licenses
Organizational Development
Gutenberg School of Business
Systemic Coach
Gutenberg School of Business
Train The Trainer
Chamber of Industry and Commerce Lower Bavaria
Profile
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