Stefan (Dr.) Schulte
Program Lead CRM B2B Concept for 5G Customers
Experience
Mar 2020 - Jan 2021
11 months Germany
Program Lead CRM B2B Concept for 5G Customers
Vodafone Deutschland
- Vodafone program lead CRM B2B concept for 5G customers
- Concept development
- Implementation of strategy and communication concept
- Support for the realignment of Vodafone Germany's existing customer communication, including cross- and upsell concepts
Jan 2020 - Present
5 years 7 monthsConsultant
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)
- Rebuild of campaign management (email, social media, in-game communication) along the customer (gamer) journey
- Setup of a new CRM solution based on Salesforce and Evalanche for 18 countries internationally
- Implementation and rollout according to country specifications, e.g. regulations, languages (Hebrew and Arabic)
- Concept for the new platform for mobile games and extension of existing browser games
Jan 2020 - Present
5 years 7 months Germany
Consultant
Mitsubishi Germany
- Development of a CRM strategy including loyalty and lead relationship approach for Mitsubishi Germany.
Jan 2020 - Present
5 years 7 monthsConsultant
Wellner Fashion House
- Optimization of existing customer base, POS consulting and CRM strategy for Wellner Fashion House.
Jan 2020 - Present
5 years 7 monthsFounder and Managing Director
Sherlock & Watson | Marketing and Data Investigations
- We stand for connected marketing. By combining outside-in (CX) and inside-out (customer journey) mechanics with modern algorithms and intelligent data use, we create a lasting shift to the customer perspective for our clients.
- Our ability to connect data with questions, people with challenges and organizations with structures generates sustainable value for our clients and substantial RO(M)I growth.
- Intelligent data use means applying non-supervised ML algorithms, deductive approaches and a consistent customer focus as the basis for CRM, CX, new insights and customer journeys.
- Implementation of a marketing automation platform (Salesforce).
Jan 2020 - Present
5 years 7 months Hamelin, Germany
Consultant
Hameln Municipal Utilities
- Concept for loyalty program design for Hameln Municipal Utilities.
Jan 2019 - Dec 2023
5 years Germany
Product Owner
A German fashion company
- Product Owner for CRM and existing customer communication based on Evalanche, including technical infrastructure and marketing automation for a German fashion company, covering campaign concepts, targeting, reporting and execution.
Feb 2018 - Jan 2020
2 yearsCMDO Chief Marketing and Data Officer / Member of the Executive Board PlanetHome
PlanetHome Group GmbH
- PlanetHome Group geared its business model more toward digitalization and digital customer relationships, creating new areas like CRM, marketing automation and data science.
- Program lead and build-out of marketing, marketing automation (Evalanche), social media, CRM, PR and data science, including strategy, capacity, staff and technology
- Introduction 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 maximize customer relationships
- Build-out of social media and performance marketing areas
- Development of 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 Germany GmbH
- Microsoft Germany reorganized and repositioned its analytics area in line with the company's shift to cloud services and mobile business.
- Program lead for strategic realignment of CRM and marketing automation, analytics, advanced analytics market research and big data around a mobile-first, cloud-first customer and product strategy
- Operational integration of these areas into classic corporate processes like planning, execution and monitoring, respecting the global RACI matrix
- Area (Germany and EMEA) program management/leadership of the global Microsoft team in AI for marketing and sales
- Reshaping marketing infrastructure in line with global development scenarios for big data, predictive modeling, sales and marketing data in areas such as:
- CRM and data modeling
- Reporting solutions
- Setup of a data governance office
- Integration with all operational systems
- Introduction of new analysis and scoring methods
- Establishment of social media scoring
- A completely new cloud-based customer and campaign reporting
- Support for customer scenarios 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 BI Strategy and Organization, Requirements Management and BI Frontend Tool Selection
Intersport
- The cooperative planned a new BI frontend to complement the existing SAP BW data warehouse. Tasks included:
- Setup of BI strategy and organization
- Clarification of functional requirements for the frontend
- Establishment and management of vendor contacts
- Advising client staff on relevant criteria
- Evaluation of vendor presentations
Aug 2012 - Apr 2013
9 months Germany
Independent Consultant/Head of PMO for Reengineering Analytical Reporting and Data Warehouse
Sparkassen Versicherung
- This project involved restructuring a data warehouse including reporting and a Big Data evaluation study. Tasks included:
- Reorganization of project management, including planning, reporting and governance
- Complete project controlling, including resources, costs, timelines, etc.
- Representation of the project in all committees, including steering committee, works council, board, etc.
Nov 2010 - Apr 2012
1 year 6 months United Kingdom
Program Lead and Manager as Independent Consultant/Project Manager and Interim Manager for Rebuilding a CRM/Business
Waitrose
- Rebuilding CRM and business intelligence and direct marketing organization from scratch, including:
- Organization
- Processes
- BI governance and compliance
- Reporting
- Requirements engineering
- Staffing
- Contact strategies, potential calculations, etc.
- Dr. Schulte was responsible for both strategic setup and operational build and running of the systems.
Jun 2006 - Oct 2010
4 years 5 monthsSenior Manager Business Intelligence Europe
Office Depot International
- Dr. Schulte was responsible for building and expanding the business intelligence organization across Europe. At full scale he had technical, disciplinary and P&L responsibility for 26.25 FTEs. He also had budget and development control for the European data warehouse, including licenses, user control and enhancements.
- He implemented Cognos 8.2 with Report Studio, Query Studio and Analysis Studio modules, plus Cognos OLAP reporting on Hyperion cubes. All metadata models, ETL processes and standard reports (about 180) were redesigned. Reporting processes were automated and Excel-based reports from marketing, purchasing and sales were consolidated and rebuilt.
- He designed and implemented scoring models to predict customer churn before it happened, laying the foundation to identify at-risk customers. He worked with business teams to create communication strategies to target those customers and significantly boost retention.
- As project lead/program manager, he oversaw the European rollout of a new CRM and customer contact strategy based on behavior-based segments and customer lifecycle models. In addition to introducing an EMEA-wide CRM system, he unified detailed customer profiles, predictive models and lifecycle information to deliver strong differentiation in contact strategies based on revenue, profitability and potential. He designed and implemented new planning and controlling processes for the new strategy.
Oct 2002 - Jun 2006
3 years 9 months Germany
Head of Customer Analytics Germany (Happy Digits Germany)
Karstadt Warenhaus AG
- He was technically and disciplinarily responsible for building a customer intelligence department, including the development of loyalty concepts for the Happy Digits customer card with payment function. In collaboration with Telekom, he designed strategic acquisition, loyalty and reactivation campaigns based on market and customer models.
- For about 200 direct mailings per year, reliable data and information were needed for analysis. The goal was to introduce campaign monitoring based on customers, campaigns and products. A new central campaign data mart captured all required data from campaign planning, target group selection, scoring and merchandising processes. Standardized ETL processes generated up-to-date daily reports and detailed post-campaign analyses. A campaign history was created for long-term analysis and comparisons.
- As part of the IT roadmap, SAS Enterprise Guide, Enterprise Miner and Campaign Optimization were introduced for reporting, scoring and campaign selection. New processes for campaign selection based on predefined business rules were implemented. In scoring, processes and rules for association and market basket analyses were introduced. In a second step, processes and models for campaign optimization through target group scoring were developed and implemented.
- During the consolidation of group-wide marketing activities, a system for evaluating and calculating ROI for classic communication campaigns, especially print brochures, was needed. External data (Schober) and Deutsche Post area data were linked with internal transaction data. In addition to standard response metrics, extra KPIs like page productivity, sales and write-off minimization were key. Comparisons between delivery methods (newspaper vs. Deutsche Post) were crucial for cost savings.
Jan 2001 - Dec 2003
2 yearsSenior Consultant/Program Lead Marketing for CRM System Rollout Based on Oracle 11i for All International Operations
Wincor Nixdorf GmbH
- The project aimed to implement a CRM system for marketing and sales to improve efficiency of B2B marketing and sales activities.
- Based on an existing R/3 ERP system, new systems were designed and implemented for:
- Marketing planning and controlling
- Sales force automation, including quotes, orders and territory management
- Lead management
- Inbound service calls
- Spare parts allocation based on service calls
- As project lead for marketing, Dr. Schulte was responsible for planning, concept and implementation of the new systems. First, he gathered all organizational requirements and developed new processes in marketing planning, campaign controlling and contact strategy. Based on these processes, required data and information were identified and consolidated into a new marketing data mart. The operational systems were then configured and handed over to live operation.
Jan 1996 - Dec 2000
5 yearsEmployed Consultant
Debis Systemhaus/Diebold Management Consulting
- He managed retail projects with a focus on database marketing for La Redoute, real GmbH, Metro and Mercedes-Benz.
Germany
Lecturer
Retail Training Center
- Lecturer in retail marketing, customer orientation and POS marketing at the Retail Training Center.
Lead Consultant
A well-known international lifestyle brand
- As lead consultant, he was responsible for the strategic and operational CRM rollout and implementation at a well-known international lifestyle brand for two years.
Summary
- CRM and marketing strategy
- Campaign management and marketing automation
- Lead management
- Loyalty programs
- CRM and marketing processes and organizations
- MarTech
- Customer experience
- Business intelligence
- Artificial intelligence
- Personalization
Clients and principals were leading national and international companies in retail, telecommunications and high tech/mobile sectors.
Dr. Schulte was responsible in his projects for developing and implementing complete new customer and CRM strategies, behavior-based customer contact strategies, communication and campaign concepts, rebranding, customer management and loyalty concepts, as well as CRM and marketing automation solutions as key parts of digital corporate strategies.
In his various management, project leadership and interim line roles he was technically and disciplinarily responsible for building and expanding marketing and data science organizations, BI, Big Data and direct marketing strategies, BI governance, and the development of marketing and sales organizations.
In recent years Dr. Schulte has worked on solutions and concepts around CRM and the customer journey, marketing automation, customer experience, artificial intelligence, digital transformation, advanced analytics and predictive modeling.
Through his innovative approaches and clear focus, Dr. Schulte contributed significantly and measurably to revenue growth for his clients and companies.
Thanks 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 during his career. He has held technical and disciplinary leadership of teams of up to 30 people in 10 European countries.
Languages
German
Native
English
Advanced
Education
University of Essen and Cologne
Doctor of Political Science · Political Science · Germany
University of Essen and Cologne
Diploma in Business Administration · Business Administration · Germany
University of Essen and Cologne
Preliminary Diploma · Psychology · Germany
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