Coaching, Beratung & Interimsmanagement

Marcel Hainer Coaching und Beratung

Marketing, PR und Design

< 10 Mitarbeiter

Head of Commerce & Digital - Kaffee - ad interim
7 Monate
Head of Buiness Development - Sanitär - ad interim
7 Monate
Coach und Organisationsentwickler - Flüchtlingshilfe
3 Monate

PROJECT MANAGER

Envolved GmbH

Strategy-Consultant for Customer Centricity and Omni-Channel.
Areas of expertise: Loyalty & CRM, Marketing
Industry focus: Fashion, Consumer Goods & Retail

Projects (excerpt):
* Interim Manager: Head of Global Marketing - Gorilla Sports
* Interim Manager: Teamlead CRM & Loyalty - s. Oliver
* Project Manager Loyalty Strategy - P&C

MANAGER BRAND STORES & E-COMMERCE

Weber Stephen Deutschland GmbH

Head of Weber brand store and -e-commerce team including the only existing
owned BBQ store in Berlin.
Responsibility for sales: €50 million
Budget responsibility: 1 million €
Team: 10 employees, including 5 direct reports

Tasks:
* Development and implementation of a D2C communication strategy
* Development of an omni-channel strategy for D2C and start of project planning
* Acquisition of new partners
* Planning, production of new store concepts and roll-out of the new stores
* Development and further development of the existing store concept
* Development and production of all POS communication materials incl.
promotions

Successes:
* 50% cost reduction in shopfitting with better quality
* Growth from 5 to 30 stores in EMEA within 2 years
* Sales increase of Weber.com from €4 million to €8 million in 2 years
* Weber Store Berlin is back in profitability after a restructuring

HEAD OF GLOBAL RETAIL MARKETING

Grohe AG

Led the global Grohe Trade and Retail Marketing team.
Budget responsibility: 1.5 million €
Team: 5 employees, including 4 direct reports

Tasks:
* Optimization of existing POS furniture (DIY, specialist trade & showrooms)
* Selection and management of agencies and service providers
* Development and production of all POS communication materials

Successes:
* Successful introduction of 3 new furniture concepts
* Optimization of internal processes (e.g. introduction of Web2Print for store
graphics)
* Reduction of inventory of existing furniture concepts

SENIOR CONSULTANT

Envolved GmbH

Strategy-Consultant for Customer Centricity and Omni-Channel. Areas of expertise:
Loyalty & CRM, Marketing
Industry focus: Fashion, Consumer Goods & Retail

Projects (excerpt):
* Evaluation of existing customer loyalty programs (UK, DE, IT) - Fuel Retailer
* Project Management Digital Transformation - German Frequent Flyer Program
* Strategic repositioning of the customer loyalty program - German frequent flyer
program

MANAGER

Accenture AG

Strategy-Consultant for Consumer Goods & Retail.
Areas of expertise: Digitalization, Omni Channel & Outsourcing Industry focus:
Fashion, FMCG

Projects (excerpt):
* Development of a global reporting system for an international FMCG client
* Market and trend analysis for customer acquisition in the fashion industry

HISTORY COMMUNICATION MANAGER

adidas AG

Development and implementation of internal and external communication related
to the history of adidas as well as historical sporting events and achievements of the
adidas athletes.
Budget responsibility: 0.5 million €
Team: 1 intern

Tasks:
* Development of the adidas online archive
* Optimization of the archive search as well as introduction of a remote version
* Revision of the internal presentation of historical content

Successes:
* Internal and external go-live of the adidas online archive
* Establishment of the department within the company and the brand strategy
* Successful completion of the MBA program

CRM PROJECT MANAGER

adidas AG

Management of the introduction of a new IT system landscape for the storage and
evaluation of customer data as well as the development of a personalized and
targeted customer approach.
Budget responsibility: 1.5 million €
Team: 6 external IT employees

Tasks:
* Revise and expand the collection and storage of customer data
* Development of a communication platform for the personalized sending of -emails

* Structure of e-mail chains and event-triggered - e-mails-
* Development and testing of an endless aisle solution

Successes:
* Introduction of Event Triggered -e-mails to increase customer communication
* Expansion and optimization of the collection and evaluation of customer data
* Increase in sales from €15 million to €50 million within 12 months
* Prototype of a virtual footwear wall

TRADE AND RETAIL MARKETING MANAGER

adidas AG

Takeover of individual retail projects and communication for the outdoor and TechFit
areas.
Team: 1 employee

Tasks:
* Introduction and control of retail marketing KPIs
* Development and implementation of a Global Mystery Shopping Program
* Conducting customer behavior studies
* Development of shop-in-shop solutions
* Implementation of campaigns at the POS

Successes:
* Successful launch of a global mystery shopping program
* Establishment of the global department for the go-to-market strategy
* Control of campaign planning, timings and deliverables
* Successful launch of adidas Outdoor in adidas Own Retail Stores
* Opening of the world's largest adidas store in Beijing

MARKETING TRAINEE

adidas AG

Support for the following projects and departments:
* Strategic Sports Marketing EMEA
* Digital Marketing USA (overseas station in Portland, Oregon)
* Global Brand Communications
* Sales Associate adidas Store Frankfurt
* Business Unit Olympics
* Range Management Area Central

INTERIM & PROJECT MANAGEMENT, D2C - RETAIL & E-COMMERCE, LOYATLY & CRM, EX adidas & Accenture

Profilanlagen

Skills

Erfahrung

Sprachen

Projekthistorie

Coaching, Beratung & Interimsmanagement

PROJECT MANAGER

MANAGER BRAND STORES & E-COMMERCE

HEAD OF GLOBAL RETAIL MARKETING

SENIOR CONSULTANT

MANAGER

HISTORY COMMUNICATION MANAGER

CRM PROJECT MANAGER

TRADE AND RETAIL MARKETING MANAGER

MARKETING TRAINEE

Zertifikate

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