Sebastian Zwiesler
CRM Manager & Consultant
Experience
Jun 2024 - Dec 2024
7 monthsCRM Manager & Consultant
Adevinta / kleinanzeigen.de
- Goal: Develop and optimize loyalty and CRM measures for a leading e-commerce platform to increase usage and conversion rates.
- Solution: Focused on identifying promising users, continuously boosting their engagement, and building long-term loyalty to grow the customer base, reduce churn, and increase revenue and profit. My work helped the client make their CRM strategies significantly more effective, resulting in higher customer retention, lower churn, and increased sales.
- Defined local CRM direct communication for specific segments (professional and private customers)
- Translated research insights into actionable recommendations and measurable outcomes
- Planned and executed CRM campaigns (strategy, concept, design, implementation, delivery/automation) in close collaboration with local marketing and global product teams
- Identified optimization potential in direct communication (personalization, dynamic content management)
- Worked with external agencies to develop holistic creative solutions and continuous optimization (including design, prototyping, UAT)
- Coordinated closely with other marketing teams, internal departments, and external partners
- Shared knowledge and provided insights across the group
- Measured and reported key KPIs for channel development
- Tools & Methods: Adobe Campaign, Miro, Google Suite, Jira, Confluence, Trello, Slack, Figma
Nov 2023 - Jun 2024
8 monthsBusiness Consultant & Projektleiter
Tabakindustrie
- Goal: Identify and quantify the ROI of a global loyalty program to secure future budgets and guide investments in program expansion and optimization. Special focus on market differences, program archetypes, and competitive landscapes.
- Solution: Modeled cost structures by market and category, while assessing benefits like incremental revenue, churn reduction, and positive market effects (e.g., NPS). Close coordination with the finance team ensured consistent assumptions. Based on this, we built an ROI calculator tool for market, regional, and global decisions.
- Provided strategic advice and led the project team within time, budget, and quality constraints
- Collaborated closely with the finance team for aligned calculations
- Developed and implemented an ROI calculation tool for global and local decision-making
- Organized and moderated stakeholder workshops to validate assumptions
- Reported and presented results to top management
- Tools & Methods: Excel, Miro, workshop facilitation techniques
Nov 2023 - Feb 2024
4 monthsProject Lead & CX-Consultant
Konsumgüter
- Goal: Anticipate massive market changes driven by generative AI through product and service innovations and start an internal transformation. Focus on AI solutions aligned with the company's culture to secure a sustainable and differentiated market position.
- Solution: As project lead, I guided the initiative to develop an AI vision and principles, reviewed the current AI landscape, and identified key trends, risks, and opportunities. Potential use cases were linked to existing initiatives and consolidated in an AI roadmap to raise organizational maturity. We also evaluated company culture, possible AI-stack tools, and upskilling measures.
- Led a team of consultants, experts, and client stakeholders, focusing on strategy & innovation
- Developed and implemented an AI strategy in line with corporate values and culture
- Analyzed current AI trends, risks, and opportunities to derive strategic recommendations
- Created a multi-stage AI roadmap to incrementally raise the organization’s maturity level
- Held workshops and meetings for ideation and concept development of AI-driven use cases
- Tools & Methods: Miro, Microsoft Suite, human-centered design, product & service design, organizational design, trend radar, consumer lab
Oct 2023 - Jan 2024
4 monthsProject Lead & CX-Consultant
Tabakindustrie
- Goal: Optimize the customer experience by eliminating inconsistencies and pain points in the existing user experience, focusing on essentials rather than extraordinary experiences.
- Solution: Used a five-step process (scoping, understand, ideate, test, scale) to pinpoint key touchpoints and experiences. Based on data analysis, consumer research, and mystery shopping, an ideation workshop generated optimization ideas, prototyped and tested in pilot markets, then iterated. All results and optimized experiences were compiled into a global toolbox.
- Ensured project success (time, scope, budget)
- Managed stakeholders to ensure their engagement and satisfaction
- Conducted requirements analyses to identify key customer needs
- Mapped the customer journey and identified central touchpoints
- Developed optimization proposals to improve the customer experience
- Created and tested prototypes in selected pilot markets
- Compiled a toolbox of optimized customer experiences and best practices for global use
- Tools & Methods: Miro, Figma, Microsoft Suite, HCD, ContentSquare
Jan 2023 - Jun 2024
1 year 6 monthsProjektmanager & Business Consultant Experience
comnovo - Teil von Linde Materials Handling / KION Group
- Goal: Relaunch a B2B website for an intralogistics solutions provider to drive innovation, customer focus, and lead generation.
- Solution: Through comprehensive needs and customer journey analysis, created a concept for a website delivering an innovative user experience with a strong focus on lead generation. After launch, traffic increased by over 30% and lead goals were met.
- Conducted customer needs analyses and prioritized action areas
- Created the UX concept (information architecture, wireframes, etc.)
- Managed the HCD process and validated the concept in the customer lab (including prototyping)
- Implemented the final UX design for the new website
- Handled testing (UAT) and release preparation
- Managed the project and oversaw development, implementation, and optimization of the new website
- Tools: Figma, Google Analytics, Drupal, Jira, Limbic Types, Miro, HCD, Kanban
Jan 2023 - Jun 2023
6 monthsProjektmanager & Lead Business Analyst
Automotive
- Goal: Develop a global CRM and loyalty program seamlessly integrated with corporate goals to increase CLV, customer engagement, loyalty, and revenue.
- Solution: Through strategic planning, process analysis, and customer journey mapping, designed a loyalty program offering outstanding customer experiences and integrated into personalized CRM communication. Unique moments and a loyal brand community were created. Implementation on the Salesforce platform with close stakeholder involvement ensured a smooth rollout.
- Project management (time, scope, budget)
- Stakeholder management to engage all relevant parties
- Requirements analysis to identify core needs and goals
- Customer journey analysis and mapping, identifying key touchpoints and optimization potential
- Developed a comprehensive CRM and loyalty strategy to enhance customer experience and retention
- Operationalized the strategy into a detailed functional concept, identifying dependencies and enablers
- Created a value-based roadmap for planning and prioritizing key project steps
- Tools: Salesforce Cloud, Jira, Confluence, Figma, Miro, Kanban
Nov 2022 - Mar 2023
5 monthsProjektmanager & Business Consultant Experience
Deutsche Bahn
- Goal: Improve user experience and information and access quality for target groups through a website relaunch. Focus on optimizing search and filter functions.
- Solution: Analyzed customer needs, customer journey, and pain points. Developed a user-centered concept with content analysis, information architecture, and UX optimizations, validated, prioritized, and aligned in a stakeholder workshop.
- Analyzed the initial situation and gathered requirements from internal and external stakeholders
- Conducted a UX audit, content analysis, and customer journey mapping, including planning and moderating a prioritization workshop
- Identified suitable behavioral patterns from behavioral science to optimize UX
- Tools: Limbic Types, behavioral patterns, Miro, Sketch
Apr 2022 - Mar 2024
2 yearsFrankfurt am Main, Germany
Director Consulting & Experience Strategy
Ogilvy Consulting
Jul 2021 - Present
4 years 1 monthFrankfurt, Germany
Business Consultant (Customer Experience, Loyalty & CRM)
Freelance
Jan 2020 - Jul 2021
1 year 7 monthsProjektmanager & Lead Business Analyst
Commerzbank
- Goal: Higher sales results, improved customer experience, and increased engagement by integrating a mobile app and an email channel into the existing omnichannel marketing automation platform.
- Solution: Considered individual requirements and customer preferences to deliver personalized CRM campaigns across all touchpoints. Stakeholders were closely involved for a smooth implementation. An iterative design process (four build-on design sprints) helped fine-tune features, user flows, and personalized offer integration in the mobile app.
- Developed strategy and functional concept based on stakeholder requirements
- Documented requirements (epics & user stories)
- Identified channel-specific features and customer needs (design sprints including prototyping)
- Developed and implemented an end-to-end process for customer consents (marketing opt-ins, etc.) in compliance with data protection rules
- Coordinated with privacy and legal teams to ensure GDPR compliance
- Stakeholder management and project and milestone planning
- Tools: Microsoft Suite, Confluence, Jira, SAS CI, Miro, Kanban, product design, design sprint
Dec 2019 - Jul 2021
1 year 8 monthsFrankfurt am Main, Germany
Manager Consulting
CINTELLIC Consulting Group
Feb 2019 - Dec 2019
11 monthsBusiness Analyst & Product Owner
Deutsche Bank
- Goal: Develop and optimize digital advisory and sales applications for financial and insurance products with a holistic financial advisory approach for private customers. These tools should be used on the website and in bank branches to support advisory sessions.
- Solution: Established a product vision, conducted requirements analysis to define the advisory process (e.g., need trigger, objection handling) and regulatory needs (e.g., advisory logs). Then designed the applications including UX concept, design, and sales arguments.
- Project management including product backlog control
- Collected and aligned requirements with various stakeholders
- Conducted user research and translated it into UX concepts & design
- Mapped business requirements into epics and user stories
- Documented in Jira and Confluence
- Conducted user story UAT before go-live
- Tools: MS PowerPoint, MS Excel, Sketch, Jira, Confluence, Clarity, Scrum, product design
Jul 2018 - Jan 2019
7 monthsProjektmanager / PMO
Deutsche Bank
- Goal: Use the Adobe Experience Cloud–based digital marketing platform to deliver dynamic content on the public website and improve customer and user interactions through personalized experiences.
- Solution: Designed dynamic content management (DAM) in Adobe Experience Manager to personalize customer and user interactions driven by data from the digital marketing platform. This included identifying customer segments, creating personalized content, and implementing an A/B testing framework to boost engagement and conversions.
- Prepared and facilitated steering committee meetings and project workshops
- Stakeholder management, team and budget planning, project controlling
- Strategic project planning (including business case and budget pitches)
- Laid the foundation for personalized customer experiences through integrated customer profiles (channel preferences, product affinities)
- Tools: MS Word, Excel & PowerPoint, Confluence, Jira, Adobe Experience Manager, Target & Analytics, Scrum
Jan 2018 - Jun 2018
6 monthsBusiness Analyst & PMO
Deutsche Bank
- Goal: Build a customer-focused, data-driven CRM and CX platform on the Adobe Experience Cloud focusing on campaign and content management to increase customer engagement and sustainable revenue growth across multiple channels.
- Solution: Built a digital marketing platform on the Adobe Experience Cloud with a focus on content and campaign management for email, print mailings, and the public website. Intensified stakeholder and change management to embed business processes and ensure acceptance of the new solution.
- Prepared and facilitated steering committee meetings and project workshops
- Stakeholder management, team and budget planning, project controlling
- Strategic project planning (including business case and budget pitches)
- Established solid foundations for tailored customer interactions through comprehensive customer profiles (basic data, channel preference scores, product interest scores)
- Tools: MS Word, MS Excel, MS PowerPoint, Confluence, Jira, Adobe Experience Manager, Adobe Campaign
Sep 2017 - Nov 2019
2 years 3 monthsFrankfurt am Main, Germany
(Senior) Consultant
CINTELLIC Consulting Group
Sep 2017 - Dec 2017
4 monthsBusiness Analyst
Deutsche Bank
- Goal: Design a GDPR-compliant permission center to manage personal data, opt-ins, subscriptions, and interests for customers and prospects in the login area of the public website.
- Solution: Collected requirements from multiple stakeholders and specified them in a high-level concept. Identified necessary system requirements and aligned them with business and IT stakeholders.
- Business analysis
- Stakeholder management
- Created a functional concept
- Prepared documents for the steering committee
- Tools: MS Excel, MS PowerPoint, MS Word, Confluence
Summary
As an experienced CRM, CX, and UX consultant, I have many years of project experience at the interface between business and IT. My expertise covers project management, business analysis, CX management, UX research, concept, and design, as well as precise gathering, capturing, coordinating, and documenting requirements across industries, including banking, FMCG, transport & mobility, and automotive.
- Customer-centered design of touchpoints along the entire customer journey, including customer research, prototyping, and UI/UX optimizations to create a smooth and positive customer experience.
- Designing and implementing customer-focused CRM, marketing automation, and loyalty programs that enable personalized customer interactions, differentiate brands, and create exceptional customer experiences.
- Collaborating with cross-functional teams for seamless integration of experience initiatives and fostering a culture of customer focus and innovation.
Languages
German
NativeEnglish
AdvancedSpanish
Elementary Education
Aug 2016 - Jan 2017
Corvinus University Budapest
International Management · Budapest, Hungary
Oct 2015 - Oct 2017
International School of Management
Master Strategic Marketing Management · Strategic Marketing Management · Munich, Germany
Oct 2011 - Jul 2014
Justus Liebig University Giessen
Bachelor Psychology · Psychology · Giessen, Germany
...and 1 more
Certifications & licenses
Generative AI Fundamentals
IBM
Generative AI for Business Leaders & Executives
IBM
Conversion Manager
konversionsKRAFT AG
Professional Scrum Master (PSM I)
scrum.org
Need a freelancer? Find your match in seconds.
Try FRATCH GPT More actions
Similar Freelancers
Discover other experts with similar qualifications and experience
