Recommended expert
Tom Gufler
Digitalization Consultant
Experience
Oct 2023 - Mar 2024
6 monthsHamburg, Germany
Digitalization Consultant
LichtBlick SE – Green Electricity & Innovation
- Concept & IT implementation of inbound B2C campaigns, BPM process documentation
- Cross-department implementation of several whitepapers / guides
- Setting up the customer journey with MS Dyn365 / CRM: forms, landing pages, campaigns
- Project controlling, process documentation, testing and training / coaching, analytics reports
- Hands-on implementation & on-time launch of all campaigns for digital new customer acquisition
Apr 2023 - Dec 2024
1 year 9 monthsMunich, Germany
Digitalization Consultant Customer Data Platform 360-Degree
E.ON Energy AG
- Scoping project assignment, use cases for 360-degree journey & epics, sprint planning, BPM processes
- Concept for digitalizing demand-oriented 360-degree customer communication / CRM & CDP
- Target group definition, segmentation, KPI definition (open rate, conversion, CLV, churn, etc.)
- Project management, milestone planning / budget controlling / presentations / stakeholder management
- Leading cross-department workshops: legal, technical, marketing, web development, daily standup
- GDPR, negotiating with external law firm regarding legal texts in customer-centric communication
- Internal and external user surveys / agency management / crowdtesting of solution variants
- Implementation and resource prioritization along the critical path, testing & final acceptance
- Concept + on-time hands-on launch of the new consent journey as a strategic foundation
Jun 2022 - May 2023
1 yearIsmaning, Germany
Digitalization / eCommerce Consultant
Protina Pharmaceutical GmbH
- DAM: scoping project assignment, requirements analysis, milestones, market analysis long/shortlist
- Leading core team & meetings for use cases, prioritization, demos, BPM process documentation, KPIs
- SWOT analysis, system evaluation & selection, feature and price negotiations, reporting
- System configuration, SOP documentation, data harmonization, shop integration
- Video studio: scoping project assignment, market analysis of studio hardware and editing software
- Purchasing / negotiation of Blackmagic system, setting up studio equipment (camera, audio, lighting)
- Coaching video strategy / recording. Setting up two YouTube channels including branding
- Efficient DAM implementation including negotiation and setup of in-house YouTube content production
Apr 2021 - Oct 2022
1 year 7 monthsHamburg, Germany
Digitalization Consultant
LichtBlick SE – Innovation
- Scoping project assignment, relaunch of solar lead generation funnel, BPM process documentation, epic / sprint planning
- Developing a cross-channel KPI matrix for monthly performance measurement
- Leading project team, milestone planning, budget responsibility, management reporting
- Steering external agency and IT developer teams, MS Dyn365 integration, daily standup
- Process automation with Zapier, CRM Pipedrive and partner interfaces
- Partner wholesale billing and controlling
- Technical IT setup of lead gen funnel, halving of CPLs, achieving annual targets
Jun 2019 - Jun 2020
1 year 1 monthMunich, Germany
Digitalization Consultant
E.ON Energy AG – Heating Solutions
- Interim team leadership & end-to-end responsibility, budget responsibility, epics / sprint planning
- Designing the lead gen sequence for conversion & funnel optimization, CRM
- Business case planning and controlling to achieve quarterly lead targets
- BPM process documentation, epic implementation of digitalization with IT developers / MS Dyn365
- Managing wholesale partners
- Analysis of customer support calls to optimize end-to-end processes
- Continuous improvement of the digital process chain marketing / sales / installation
- Tripling lead volume to utilize the sales team capacity, halving CPLs
Mar 2019 - Present
6 years 11 monthsGermany
Digitalization Consultant
Avidly Hubspot Agentur
- Client acquisition, presentations & client workshops, proposal creation & negotiation
- Requirements analysis for inbound marketing and IT system migrations (HubSpot / MS Dyn365)
- Data analytics, interface definitions, migration planning, dev requirements, testing
- Inbound marketing strategies, website launches, IT system integrations, training
- Project leadership, milestone planning, budget control, proactive stakeholder management
- Industries: logistics, finance, health, furniture, chemicals, mechanical engineering
- IT system / CRM setup for national and international clients in mid-market and corporate environments
May 2018 - Mar 2019
11 monthsMunich, Germany
Digitalization Consultant
E.ON Energie AG – Energievertrieb
- Optimizing sales control for online/offline channels, management reporting
- Annual planning / forecasting in close coordination with controlling
- Contribution margin & tariff optimization for electricity & gas rates, churn reduction
- Establishing sales controlling / monthly meetings and reporting
- B2C commodity – close coordination across all sales channels, merit order, loyalty
- Implementing sales reviews & channel optimization for new customers (margins & volume)
Oct 2015 - Apr 2018
2 years 7 monthsMunich, Germany
Digitalization Consultant
Digondo Digital Service Group
- Coaching SMEs on digital online lead and customer acquisition
- Setting up IT system processes (landing pages, email automation, CRM)
- Website & landing page launches, Facebook/Instagram performance campaigns
- Building expert positioning through full-stack online marketing strategies: PPC campaigns & SEO, social media and automated webinars, and optimizing sales conversion using metrics
Dec 2012 - Sep 2015
2 years 10 monthsMadrid, Spain
Head of M2M Product Marketing & Operations
Telefónica Digital
- Multi-project management of M2M at Telefónica Germany with budget responsibility
- Building a team for product management/marketing, platform operations, and customer service
- Generating leads for IoT use cases & managing agencies and IT service providers
- Setting up completely new M2M systems & processes within 9 months for fast market entry, and transforming the organization to a lean startup mindset
Oct 2008 - Nov 2012
4 years 2 monthsMunich, Germany
Head of Delivery Management & Project Management
o2 Services GmbH
- Setting up a CRM & billing system for 15 prepaid/postpaid branded resellers (Tchibo Postpaid, Fonic, Schlecker, Kabel Deutschland, Türk Telekom, Netzclub, Lokalisten, etc.)
- Creating innovative pricing and bundles for partners
- Developing a modular pricing & system architecture to launch new partner telecom brands in the market within 4 months
Oct 2006 - Sep 2008
2 yearsMunich, Germany
Senior Product Manager DVB-H
Telefónica Germany GmbH & Co. OHG
- Lead project & program manager for strategy and coordination of all teams (MNO consortium, commercial, technology, content, hardware, legal, regulatory)
- Pricing strategy, wholesale partner acquisition/negotiation/management/budget control
- Group-wide sharing of strategies (UK, Ireland, Czech Republic, Spain)
- Market monitoring of the DVB-H market through a 4x MNO consortium + MVP demo case at WM2006
Oct 2003 - Sep 2006
3 yearsMunich, Germany
Senior Product Manager Connectivity / Public WiFi
Telefónica Germany GmbH & Co. OHG
- Lead program manager
- Pricing strategy / wholesale partners / rollout / access points / budget control / reporting
- Market monitoring of the disruptive WiFi technology without network investment
Feb 2001 - Sep 2003
2 years 8 monthsMunich, Germany
Team Manager Solution Delivery
Telefónica Germany GmbH & Co. OHG
- Software development of system stack applications (eCRM)
- Product & project management, requirements management
- Development of the first web-based thin client (CRM info portal)
Summary
Driven by his passion for digitalization, Mr. Gufler has developed numerous innovative products over the past 20 years as a product, project and marketing manager, and has implemented data-driven 360-degree marketing platforms (CDP) based on KPIs. He leveraged his project management experience and hands-on mentality to ensure their result-oriented implementation across silos all the way to commercial market readiness. In doing so, he coordinated external service providers, agencies, wholesale partners, as well as marketing, sales, IT & technical teams, operations, customer service, finance, and legal. For market launch and scaling, he trained internal and external sales teams.
Skills
Management:
- Team Leader
- Product Manager
- Project Manager
- Process Manager
- Portfolio Manager
- Sales Manager & Training
- Partner & Wholesale Manager
- Performance Manager
- Business Development
- Setup & Optimization Of Digital Value Chains
- Digital Transformation
- Scrum / Agile Teams
Product And Project Management:
- Product And Product Proposition
- Prepaid/postpaid Billing & Bundles
- Churn Reduction
- Target Groups
- Project Management: Business Case
- Market Research
- Product Marketing / Go-to-market
- Customer Surveys
- Bpm Process Analysis And Documentation
- Data-driven Performance Marketing / Paid Ads
- Analytics
- Data Flows & Apis
- Project & Milestone Planning
- Sprint Planning
- Resource Management
- Risk Management
- Stakeholder Management
- Budget Controlling
It / Digital / Ecommerce:
- It / Digital / Ecommerce
- Commodity & Non-commodity
- Solar
- Prosumer
- Proposition / Rate Design
- Telco / Energy: System Architecture
- Connectivity
- Modem
- 2g/3g/4g
- Wifi
- Dsl
- Access Points
- Iot
- Cms / Crm / Dam / Saas
- Hubspot
- Salesforce Cdp
- Jira / Confluence
- Sql
- Prompting Chatgpt
Languages
German
NativeEnglish
AdvancedEducation
Munich University of Applied Sciences
Diploma in Business Informatics · Business Informatics · Munich, Germany
Certifications & licenses
AI Trainer, AI Consultant with ZFU Certification
ChatGPT/AI Certification
Facebook CBO Mastery 2020 + Facebook Masterclass Premium, Copywriting Academy
Certified Business Consultant Email Marketing Automation
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