Stefan S. - Program Lead, CRM B2B Concept for 5G Customers

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Bad Münder am Deister, Germany

Experience

Mar 2020 - Jan 2021

11 months

Germany

Program Lead, CRM B2B Concept for 5G Customers

Vodafone Germany

Vodafone program lead, CRM B2B concept for 5G customers
Concept development
Implementation of strategy and communication concept
Support in realigning Vodafone Germany's existing customer communication, including cross- and upsell concepts

Jan 2020 - Present

6 years

Consultant

A major gaming provider

Consultant for the strategic, conceptual, and technological realignment of the CRM area at a major gaming provider (14 million player profiles)
Rebuilding campaign management (email, social media, in-game communication) along the customer (gamer) journey
Building a new CRM solution, including Salesforce and Evalanche, for a total of 18 countries internationally
Implementation and rollout according to country specifications, e.g., regulations, languages (Hebrew and Arabic)
Designing the new platform for mobile games and expanding existing browser games

Jan 2020 - Present

6 years

Germany

Consultant

Mitsubishi Germany

Developing a CRM strategy including loyalty and lead relationship approach for Mitsubishi Germany.

Jan 2020 - Present

6 years

Consultant

Modehaus Wellner

Existing customer optimization, POS consulting, and CRM strategy for Modehaus Wellner.

Jan 2020 - Present

6 years

Founder and Managing Director

Sherlock & Watson | Marketing and Data Investigations

We stand for connected marketing. By combining outside-in (CX) and inside-out (customer journey) mechanisms with modern algorithms and smart data use, we create a lasting mindset shift towards the customer perspective for our clients.
Our ability to connect data with questions, people with challenges, and organizations with structures generates lasting value for our clients and substantial RO(M)I growth.
Smart data use for us means applying non-supervised ML algorithms, deductive reasoning approaches, and strict customer focus as the basis for CRM, CX, new insights, and customer journeys.
Implementation of a marketing automation platform (Salesforce)

Jan 2020 - Present

6 years

Hamelin, Germany

Consultant

Stadtwerke Hameln

Conceptualized loyalty program for Stadtwerke Hameln.

Jan 2019 - Dec 2023

5 years

Germany

Product Owner

A German fashion company

Product Owner for a CRM and existing customer communication based on Evalanche, including technical infrastructure and marketing automation, for a German fashion company, covering campaign planning, segmentation, reporting and execution.

Feb 2018 - Jan 2020

2 years

CMDO Chief Marketing and Data Officer / Member of the Executive Board PlanetHome

PlanetHome Group GmbH

The PlanetHome Group shifts its business model more toward digitalization and digital customer relationships, creating new areas such as CRM, marketing automation and data science.
Program leadership, establishment and expansion of marketing, marketing automation (Evalanche), social media, CRM, PR and data science, including strategy, capacity planning, personnel and technology
Implementation of a CRM and marketing automation solution for Germany and Austria
Development and establishment of brand management strategies, CRM strategies, customer journeys and digital touchpoints to fully leverage customer relationships
Building the social media and performance marketing areas
Building predictive analytics scenarios for lead management, loyalty and reactivation measures and a cloud-based data science infrastructure, including data modeling
Reporting solutions
Machine learning systems
Integration with all operational systems

Aug 2013 - Jan 2018

4 years 6 months

Germany

Area Lead CRM/Analytics Germany

Microsoft Deutschland GmbH

Microsoft Germany reorganized and repositioned the entire analytics area as part of the company's shift to cloud services and mobile business.
Led the program for the strategic realignment of CRM and marketing automation, analytics, advanced analytics market research and big data under a mobile-first, cloud-first customer and product strategy.
Operationally integrated these areas into core business processes like planning, execution and monitoring, following the global RACI matrix.
Managed program operations (Germany and EMEA) for the global Microsoft team in AI development for marketing and sales.
Reshaped the marketing infrastructure in line with global development scenarios for big data, predictive modeling, sales and marketing data in the following areas:
CRM and data modeling
Reporting solutions
Setup of a data governance office
Integration with all operational systems
Implementation of new analysis and scoring methods
Establishment of a social media scoring system
Establishment of a completely new cloud-based customer and campaign reporting
Support for customer situations and PoC developments in advanced analytics and AI
Support for the local Microsoft center for advanced analytics, IoT and AI

May 2013 - Aug 2013

4 months

Germany

Independent consultant for BI strategy and organization, requirements management and BI frontend tool selection

Intersport

The cooperative company plans the introduction of a new BI frontend to complement the existing SAP BW data warehouse. Tasks included:
Setting up the BI strategy and organization
Clarifying the frontend's functional requirements
Establishing and managing vendor contacts
Advising the responsible client staff on relevant criteria
Evaluating vendor presentations

Aug 2012 - Apr 2013

9 months

Germany

Independent Consultant/Head of PMO Reengineering Analytical Reporting and Data Warehouse

Sparkassen Versicherung

This involved restructuring a data warehouse including the associated reporting and an evaluation study on big data. The specific tasks were:
Reorganizing project management including project planning, project reporting and report structure
Full project controlling including resources, costs, deadlines, etc.
Representing the project in all committees such as steering committee, economic committee, board of directors, etc.

Nov 2010 - Apr 2012

1 year 6 months

United Kingdom

Program Management and Leadership as Independent Consultant/Project Manager and Interim Manager for the New Build of a

Waitrose

Building a CRM and business intelligence organization and direct marketing organization from scratch, including:
Organization
Processes
BI governance and compliance
Reporting
Requirements engineering
Personnel
Contact strategies, potential calculations, etc.
Mr. Schulte was responsible for both the strategic setup and the operational development and operation of the systems.

Jun 2006 - Oct 2010

4 years 5 months

Senior Manager Business Intelligence Europe

Office Depot International

In his role, Mr. Schulte was responsible for the Europe-wide build-up and expansion of the business intelligence organization. In the final expansion stage, he had functional, disciplinary and P&L responsibility for a total of 26.25 FTE. He also had budget and development authority for the European data warehouse, including licenses, user control and further development.
Mr. Schulte implemented Cognos 8.2 with the modules Report Studio, Query Studio and Analysis Studio, as well as Cognos OLAP reporting based on Hyperion cubes. As part of the project, all metadata models, ETL processes and standard reports (approx. 180) were redesigned. Additionally, reporting processes were automated and Excel-based reports from various areas in marketing, purchasing and sales were consolidated and restructured.
Mr. Schulte designed and implemented scoring models to predict customer churn before it occurred, laying the foundation for identifying customers at risk of leaving. At the same time, he worked with the business units to develop communication strategies to target these customers and significantly increase customer retention.
As project leader/program manager, Mr. Schulte was responsible for the Europe-wide development and implementation of a new CRM and customer contact strategy based on behavior-based customer segments and customer lifecycle models. In addition to introducing an EMEA-wide CRM system, detailed customer profiles, predictive models and lifecycle information were combined, creating a strong differentiation in the contact strategy concerning revenue, profitability and potential at the customer level. New processes for planning and controlling the new strategy were designed and implemented accordingly.

Oct 2002 - Jun 2006

3 years 9 months

Germany

Head of Customer Analytics Germany (Happy Digits Germany)

Karstadt Warenhaus AG

In his role, Mr. Schulte had functional and disciplinary responsibility for setting up a customer intelligence department. This included the functional and technical development of loyalty concepts for the Happy Digits customer card, including payment functionality. As part of the Happy Digits collaboration with Deutsche Telekom, Mr. Schulte designed strategic concepts based on market and customer models for customer acquisition as well as loyalty and reactivation campaigns.
For about 200 direct mailings a year, reliable data and information were needed for analysis. The goal was to introduce campaign monitoring based on customers, campaigns and products. To achieve this, all required data from the campaign planning, target group selection, scoring and merchandising processes were captured in a central new campaign data mart. Using standardized ETL processes, up-to-date daily reports were generated as well as detailed analyses after the campaign ended. At the same time, a campaign history was created for long-term analyses and comparisons.
As part of the IT roadmap, the SAS tools Enterprise Guide, Enterprise Miner and Campaign Optimization were introduced for reporting, scoring and campaign selection. Within the project, new processes for campaign selection based on predefined business rules were implemented. In the scoring area, the focus was on processes and rules for conducting association analyses and market basket analyses to determine shopping baskets. In a second step, processes and models for campaign optimization using target group scoring were developed and implemented.
In the course of consolidating group-wide marketing activities, a system was needed to evaluate and calculate the ROI for classic communication campaigns, especially flyers. When designing and implementing the system, external data (Schober) and data from Deutsche Post, for example on delivery districts, were linked with internal transaction data. In addition to standard response measurements, additional metrics played a key role in this project. On one hand, evaluating the flyers involved page productivity, sales and minimizing write-offs; on the other hand, comparisons between different distribution channels, such as newspapers and Deutsche Post, were crucial because significant cost savings could be achieved.

Jan 2001 - Dec 2002

2 years

Senior Consultant/Program Manager Marketing for the implementation of a CRM system based on Oracle 11i for all international

Wincor Nixdorf GmbH

The project goal was to implement a CRM system for marketing and sales to increase the efficiency of B2B marketing and sales activities.
Based on an existing R/3 ERP system, new systems were designed and implemented for the following areas:
Marketing planning and controlling
Sales force automation including quotation, order and territory management
Lead management
Inbound service calls
Spare parts planning based on service calls
In his role as project leader for the marketing area, Mr. Schulte was responsible for the entire planning, design and implementation of the new systems. In the first step, all organizational requirements were collected and new processes were developed specifically for marketing planning, campaign controlling and contact strategy. Based on these new processes, the necessary data and information were determined and consolidated into a new marketing data mart. With this unified data foundation, the operational systems were then set up and put into live operation.

Jan 1996 - Dec 2000

5 years

Staff Consultant

Debis Systemhaus/Diebold Managementberatung

Executed projects in the retail sector focusing on database marketing, for clients like La Redoute, real GmbH, Metro and Mercedes-Benz.

Germany

Instructor

Retail Training Center

Taught trade marketing, customer orientation and POS marketing at the Retail Training Center.

Lead Consultant

A well-known international lifestyle brand

Led the strategic and operational CRM rollout and implementation for two years as Lead Consultant at a well-known international lifestyle brand.

Summary

CRM and marketing strategy
Campaign management and marketing automation
Lead Management
Loyalty Programme
CRM and marketing processes as well as organizations
MarTech
Customer Experience
Business Intelligence
Artificial Intelligence
Personalization

Clients and customers included leading national and international companies in retail, telecommunications, and high-tech/mobile industries.

In his projects, Dr. Schulte was responsible for developing and implementing complete new customer and CRM strategies, behavioral customer contact strategies, communication and campaign concepts, rebrandings, customer management and loyalty concepts, as well as CRM and marketing automation solutions as essential parts of digital corporate strategies.

In his various management roles, project leadership roles, and interim line functions, he was technically and disciplinarily responsible for building and expanding marketing and data science organizations, BI, big data and direct marketing strategies, BI governance, as well as developing marketing and sales organizations.

In recent years, Dr. Schulte has worked on solutions and concepts around CRM and customer journey, marketing automation, customer experience, artificial intelligence, digital transformation, advanced analytics, and predictive modeling.

Through his innovative approaches and clear focus, Dr. Schulte made a significant and measurable contribution to revenue growth for the clients and companies involved.

Due to various stays abroad, international projects, and experience in European, English-speaking corporations, Dr. Schulte is well prepared for assignments in international and offshore projects.

Dr. Schulte also has extensive experience in people management, leadership, and project management, and throughout his career has successfully worked in PMOs and led them. He has had technical and disciplinary responsibility for teams of up to 30 employees across 10 European countries.