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

5 years 10 months

Consultant

A Large Gaming Provider

Consultant for the strategic, conceptual, and technological realignment of the CRM area at A Large Gaming Provider (14 million player profiles)
Rebuilding the campaign management (email, social media, in-game communication) along the customer (gamer) journey
Building a new CRM solution, based on Salesforce and Evalanche, for a total of 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 expansion of the existing browser games

Jan 2020 - Present

5 years 10 months

Germany

Consultant

Mitsubishi Germany

Development of a CRM strategy including loyalty and lead relationship approach for Mitsubishi Germany

Jan 2020 - Present

5 years 10 months

Consultant

Wellner Fashion House

Optimization of existing customers, POS consulting, and CRM strategy for Wellner Fashion House

Jan 2020 - Present

5 years 10 months

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) mechanics together with modern algorithms and intelligent data use, we create a sustainable shift in perspective toward the customer's view for our clients
Our ability to link data with questions, people with challenges, and organizations with structures generates lasting value for our clients and substantial RO(M)I growth
Intelligent data use for us means applying non-supervised ML algorithms, deductive thinking approaches, and 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 10 months

Hamelin, Germany

Consultant

Stadtwerke Hameln

Conceptualized a loyalty program for Stadtwerke Hameln.

Jan 2019 - Dec 2023

5 years

Germany

Product Owner

A German fashion company

Product Owner of a CRM and existing customer communications 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

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

PlanetHome Group GmbH

PlanetHome Group aligns its business model more towards digitization and digital customer relationships, creating new areas such as CRM, marketing automation and data science.
Program management, development and expansion of marketing, marketing automation (Evalanche), social media, CRM, PR and data science areas, including strategy, capacity planning, staffing 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 social media and performance marketing departments
Development of predictive analytics scenarios for lead management, loyalty and reactivation measures, and building 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 reorganizes and repositions the entire analytics area as part of the company's shift towards cloud services and mobile business.
Program lead of the strategic realignment of CRM and marketing automation, analytics, advanced analytics market research and big data based on a mobile-first, cloud-first customer and product strategy
Operational integration of these areas into standard business processes such as planning, execution and monitoring, taking into account the global RACI matrix
Area (Germany and EMEA) program management/program lead of the global Microsoft team in developing artificial intelligence for marketing and sales
Reshaping the marketing infrastructure in line with global development scenarios for big data, predictive modeling and sales and marketing data, including:
CRM and data modeling
reporting solutions
setting up a Data Governance Office
integration with all operational systems
establishing new analysis and scoring methods
establishing social media scoring
establishing a completely new cloud-based customer and campaign reporting
supporting customer situations and proof-of-concept developments in advanced analytics and AI
supporting 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 is planning to introduce a new BI frontend to supplement the existing SAP BW data warehouse. The tasks included:
Setting up the BI strategy and organization
Clarifying the frontend's business requirements
Establishing and managing vendor contacts
Advising the client's responsible 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 related reporting and an evaluation study on Big Data. The specific tasks were:
Reorganizing project management including project planning, project reporting and reporting structure
Full project controlling including resources, costs, schedules, etc.
Representing the project in all committees such as the steering committee, works council, executive board, etc.

Nov 2010 - Apr 2012

1 year 6 months

United Kingdom

Program Lead and Management as an Independent Consultant/Project Manager and Interim Manager in Rebuilding a CRM/Business

Waitrose

Rebuilding a CRM and Business Intelligence organization and direct marketing organization from the ground up, including:
Organization
Processes
BI Governance and Compliance
Reporting
Requirement Engineering
Personnel
Contact strategies, potential calculations etc.
Mr. Schulte was responsible for both the overall strategic setup and the operational build-up as well as the 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 development and expansion of the Business Intelligence organization. In the final phase, he had the technical, disciplinary and P&L responsibility for a total of 26.25 FTE. He also had the budget and development authority for the European data warehouse, including licenses, user management 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. Within the project, all metadata models, ETL processes and standard reports (about 180) were redesigned. Reporting processes were automated, and Excel-based reports from various areas in marketing, purchasing and sales were consolidated and newly set up.
He designed and implemented scoring models to predict customer churn before it happened, thus creating the basis to identify at-risk customers. In parallel, he worked with the business units to develop communication strategies that specifically targeted these customers and significantly increased customer retention.
As project manager/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 implementing an EMEA-wide CRM system, detailed customer profiles, predictive models and lifecycle information were combined to create strong differentiation in the contact strategy based on revenue, profitability and customer-level potential. Accordingly, new processes for planning and controlling the new strategy were conceived and implemented.

Oct 2002 - Jun 2006

3 years 9 months

Germany

Head of Customer Analytics Germany (Happy Digits Germany)

Karstadt Warenhaus AG

In this role, Mr. Schulte had both the technical and disciplinary responsibility for setting up a Customer Intelligence department. This included the technical and analytical development of loyalty concepts for the Happy Digits customer card, including a payment function. As part of the Happy Digits partnership with Telekom, he developed strategic concepts for acquiring new customers as well as 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. To achieve this, all necessary data from campaign planning, target group selection, scoring and merchandising processes were captured in a new central campaign data mart. Using standardized ETL processes, daily reports as well as detailed analyses after each campaign were generated. At the same time, a campaign history was created for long-term analyses and comparisons.
As part of the IT roadmap, 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 introduced. In scoring, the focus was on processes and rules for conducting association analysis and market basket analysis to determine shopping baskets. In a second step, processes and models for campaign optimization using target group scoring were developed and implemented.
During the consolidation of group-wide marketing activities, a system for evaluating and calculating the ROI of classic communication campaigns, especially brochures, was needed. When designing and implementing this system, external data from Schober and Deutsche Post (e.g., delivery districts) were linked with internal transaction data. In addition to standard response measurements, extra metrics played a key role in the project. On one hand, brochure evaluation focused on page productivity, sales and minimizing write-downs; on the other hand, comparisons between different distribution methods, such as newspapers versus Deutsche Post, were crucial because they yielded significant cost savings.

Jan 2001 - Dec 2002

2 years

Senior Consultant/Program Manager Marketing for the Introduction of a CRM System Based on Oracle 11i for All International

Wincor Nixdorf GmbH

The project goal was to introduce 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 quoting, order and territory management
Lead management
Inbound service calls
Spare parts planning based on service calls
In his role as project manager for marketing, Mr. Schulte was responsible for the entire planning, conception and implementation of the new systems. In the first step, all organizational requirements were gathered and new processes were developed, especially in the areas of marketing planning, campaign controlling and contact strategy. Based on these new processes, the necessary data and information were determined and consolidated in a new marketing data mart. Using this unified data foundation, the operational systems were set up and handed over to live operation.

Jan 1996 - Dec 2000

5 years

Employee Consultant

Debis Systemhaus/Diebold Managementberatung

Carried out projects in the retail environment with a focus on database marketing, including work 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

Served for two years as lead consultant responsible for the strategic and operational CRM introduction and implementation at a well-known international lifestyle brand.

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 project sponsors were leading national and international companies from the retail, telecommunications, and high-tech/mobile industries.

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, rebrandings, the implementation of customer management and loyalty concepts, as well as CRM and marketing automation solutions as a key component of digital business strategies.

In his various management, project leadership, and interim line roles, he was both professionally 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 worked on solutions and concepts around CRM and customer journey, marketing automation, customer experience, artificial intelligence, digital transformation, advanced analytics, and predictive modelling.

Through his innovative approaches and clear focus, Dr. Schulte significantly and measurably contributed to the revenue growth of the involved clients and companies.

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

Furthermore, Mr. Schulte has very extensive experience in people management, leadership, and project management. During his career, he successfully worked in PMOs and also led them. He had professional and disciplinary leadership over teams of up to 30 employees in 10 European countries.