Recommended expert

Stefan (Dr.) Schulte

Founder and Managing Director

Stefan Schulte
Bad Münder am Deister, Germany

Experience

Jan 2020 - Present
6 years 1 month

Founder and Managing Director

Sherlock & Watson | Marketing and Data Investigations

  • Represents the topic of connected marketing by combining outside in (CX) and inside out (Customer Journey) mechanisms, together with modern algorithms and intelligent data usage
  • Generates sustainable added value and substantial ROMI growth by linking data with questions, people with challenges, and organizations with structures
  • Applying non-supervised ML algorithms, deductive thinking approaches, and consistent customer focus as a basis for CRM, CX, new insights, and customer journeys
  • Building a CRM strategy including a loyalty and lead relationship approach for Mitsubishi Germany
  • Strategic, conceptual, and technological realignment of the CRM area for a large gaming provider with 14 million player profiles
  • Rebuilding campaign management (email, social media, in-game communication) along the customer (gamer) journey
  • Establishing a new CRM solution based on Salesforce and Evalanche for a total of 18 countries
  • Implementing and rolling out according to country-specific requirements (regulations, languages like Hebrew and Arabic)
  • Designing the new platform for mobile games and expanding existing browser games
  • Product Owner for CRM and existing customer communication based on Evalanche, including technical infrastructure and marketing automation for a German fashion company (2019–2023)
  • Vodafone program lead for B2B CRM concept for 5G customers: concept development and implementation of the strategy and communication plan
  • Supporting the realignment of existing customer communication at Vodafone Germany, including cross- and upsell concepts (03/2020–01/2021)
  • Implementing a marketing automation platform (Salesforce)
  • Designing the loyalty program for Stadtwerke Hameln
  • Optimizing existing customers, POS consulting, and CRM strategy for the Wellner fashion house
Feb 2018 - Jan 2020
2 years

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

PlanetHome Group GmbH

  • Program leadership as well as building and expanding the marketing, marketing automation (Evalanche), social media, CRM, PR, and Data Science departments, including strategic alignment, capacities, personnel, and technology
  • Introducing a CRM and marketing automation solution for Germany and Austria
  • Developing and establishing brand management strategies, CRM strategies, customer journeys, and digital touchpoints to maximize customer relationships
  • Building the social media and performance marketing divisions
  • Creating Predictive Analytics scenarios for lead management, loyalty, and reactivation measures
  • Building a cloud-based Data Science infrastructure including data modeling
  • Implementing reporting solutions and Machine Learning systems
  • Connecting the new systems to all operational systems
Aug 2013 - Jan 2018
4 years 6 months

Area Lead CRM/Analytics Germany

Microsoft Deutschland GmbH

  • Program management of the strategic realignment of CRM and marketing automation, Analytics, Advanced Analytics Market Research, and Big Data areas based on a Mobile First–Cloud First customer and product strategy
  • Operational integration of these areas into classic corporate processes such as planning, execution, and monitoring, considering the global RACI matrix
  • Area (Germany and EMEA) program management/program leadership of the global Microsoft team in the development of Artificial Intelligence for marketing and sales
  • Reshaping the marketing infrastructure in line with global development scenarios for Big Data, Predictive Modelling, and sales and marketing data
  • Building and optimizing CRM and data modeling, reporting solutions, and setting up a Data Governance Office
  • Integrating with all operational systems
  • Establishing new analysis and scoring procedures, social media scoring, and cloud-based customer and campaign reporting
  • Supporting customer situations and PoC developments in Advanced Analytics and AI, as well as assisting the local Microsoft Center for Advanced Analytics, IoT, and AI
May 2013 - Aug 2013
4 months

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

Intersport

  • Setting up the BI strategy and organization for the introduction of a new BI frontend to complement the SAP BW data warehouse
  • Clarifying the functional requirements of the frontend
  • Establishing and managing vendor contacts
  • Advising responsible client staff on relevant criteria
  • Evaluating vendor presentations
Aug 2012 - Apr 2013
9 months

Independent consultant/PMO lead for reengineering analytical reporting and Data Warehouse

Sparkassen Versicherung

  • Restructuring a Data Warehouse including related reporting and a Big Data evaluation study
  • Reorganizing project management including project planning, project reporting, and reporting structure
  • Full project controlling including resources, costs, and schedules
  • Representing the project in all committees such as the steering committee, economic committee, and board of directors
Nov 2010 - Apr 2012
1 year 6 months

Program Management and Leadership as a Freelance Consultant/Project Manager and Interim Manager

Waitrose

  • Established a CRM and Business Intelligence organization as well as a direct marketing organization from scratch, including organization, processes, BI governance, and compliance
  • Set up reporting and requirement engineering
  • Built a team and developed contact strategies and potential calculations
  • Responsible for strategic planning, operational expansion, and system operations
Jun 2006 - Oct 2010
4 years 5 months

Senior Manager Business Intelligence Europe

Office Depot International

  • Expanded the Business Intelligence organization across Europe with technical, disciplinary, and P&L responsibility for 26.25 FTE
  • Had budgetary and development authority for the European data warehouse, including licenses, user control, and enhancements
  • Developed and implemented a Europe-wide CRM and customer contact strategy based on behavior-based customer segments and customer lifecycle models
  • Introduced an EMEA-wide CRM system, created detailed customer profiles, predictive models, and lifecycle data to optimize revenue, profitability, and potential at the customer level
  • Designed and implemented scoring models to predict customer churn and developed targeted communication strategies
  • Implemented Cognos 8.2 (Report Studio, Query Studio, Analysis Studio) and Cognos OLAP reporting based on Hyperion cubes
  • Redesigned metadata models, ETL processes, and standard reports (approx. 180), automated reporting processes, and consolidated Excel reports
Oct 2002 - Jun 2006
3 years 9 months

Head of Customer Analytics Germany (Happy Digits Germany)

Karstadt Warenhaus AG

  • Built a Customer Intelligence department with professional and technical development of loyalty concepts for the Happy Digits customer card, including a payment function
  • Designed strategic acquisition, loyalty, and reactivation campaigns based on market and customer models in cooperation with Telekom
  • Conceptualized and implemented an ROI evaluation system for communication campaigns (flyers) by linking external data (Schober, Deutsche Post) with internal transaction data
  • Introduced campaign monitoring for approx. 200 direct mailings per year with a central campaign data mart, standardized ETL processes, and campaign history
  • Introduced SAS Enterprise Guide, Enterprise Miner, and Campaign Optimization for process design in reporting, scoring, and campaign selection
Jan 2001 - Dec 2002
2 years

Senior Consultant/Program Manager Marketing

Wincor Nixdorf GmbH

  • Implemented a CRM system based on Oracle 11i for all international units to improve efficiency of marketing and sales activities in B2B
  • Designed and implemented systems for marketing planning and controlling, sales force automation (quoting, order and territory management), lead management, inbound service calls, and spare parts management
  • Developed new processes in marketing planning, campaign controlling, and contact strategy, and built a marketing data mart as a unified data source
Jan 1996 - Dec 2000
5 years

Consultant

Debis Systemhaus/Diebold Managementberatung

  • Carried out retail projects focusing on database marketing for clients such as La Redoute, real GmbH, Metro, and Mercedes-Benz

Summary

Dr. Stefan Schulte has been active for many years in the following areas:

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

Clients and principals have been leading national and international companies in the retail, telecommunications, high tech/mobile sectors.

In his projects, Dr. Schulte was responsible for developing and implementing complete new customer and CRM strategies, behavior-based customer contact strategies, communication and campaign concepts, rebrandings, the implementation of customer management and loyalty concepts, as well as CRM and marketing automation solutions as an essential part of digital corporate strategies.

In his various management positions, 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 worked on solutions and concepts around CRM and the customer journey, marketing automation, Customer Experience, Artificial Intelligence, digital transformation, Advanced Analytics and Predictive Modelling.

Through his innovative approaches and clear focus, Dr. Schulte made a significant and demonstrable contribution to increasing the revenue of his clients and companies.

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 has successfully worked in and led PMOs throughout his career. He has had technical and disciplinary leadership of teams of up to 30 people in 10 European countries.

Skills

  • Marketing Strategy And Organization
  • Direct Marketing And Customer Management
  • Digital Marketing/performance Marketing
  • Marketing Automation/campaign Management
  • Crm
  • Marketing Analytics
  • Lead Management
  • Kpi Management
  • Brand Management
  • Loyalty And Customer Development
  • Data Science
  • Market And Technology Know-how
  • Segmentation And Clustering
  • Data Management
  • Big Data
  • Predictive Modelling
  • Artificial Intelligence
  • Retail B2c
  • Retail B2b
  • Real Estate/banking/insurance
  • Telecommunications
  • High Tech
  • Sc Networks (Evalanche)
  • Salesforce
  • Hubspot
  • Aprimo
  • Microsoft Dynamics 365
  • Marketo
  • Active Campaign
  • Pipedrive

Languages

German
Advanced
English
Advanced

Education

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Doctor of Political Science · Political Science

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Diploma in Business Administration · Business Administration

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Pre-diploma in Psychology · Psychology

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