Marcel Hainer

Led the US Online, Platform and Distributor team to make the e-Commerce and platform business more profitable by setting up a D2C structure from lead generation to customer retention / loyalty and marketing automation.

Areas of Expertise: D2C, e-Commerce, Loyalty & CRM, Marketing Automation

Industry: Coffee

Budget responsibility: 5 million €

Team: 4 employees, including 3 direct reports

Define a D2C strategy for an established German sanitary player focusing on a sub-brand and end-customer loyalty strategy to drive customer interaction and sales.

Areas of Expertise: D2C, e-Commerce, Loyalty & CRM, Retail

Industry: Sanitary

Budget responsibility: 2.5 million €

Team: 5 employees, including 4 direct reports

As a Project Leader, Interim Manager, and Strategy Consultant for Customer Centricity, CRM, and Loyalty, I supported clients in enhancing the performance of their loyalty and CRM activities by increasing the attractiveness of existing programs, launching new initiatives, and driving marketing automation. Areas of expertise: Loyalty & CRM, Marketing & Sales Industry: Fashion, Consumer Goods & Retail, Airline Projects (excerpt):

• PL Loyalty Strategy – Peek & Cloppenburg Led a project team of internal and external members to evaluate and analyze the existing loyalty program and develop a strategy for its future direction, aiming to enhance attractiveness and simplify program logic. Based on an outside-in assessment and industry best practices, we defined all key components and functions of the future program, aligned them internally, and translated them into both high-level and detailed concepts, as well as user stories.

• PL Loyalty Strategy – s. Oliver Led the global CRM and loyalty team for an internationally successful fashion brand, overseeing the relaunch of the loyalty program and marketing automation across the customer journey. Provided coaching and leadership in campaign management, loyalty, operational services, and project management, while collaborating closely with category and channel managers and the analytics team to ensure a personalized customer approach and optimize all relevant KPIs.

• Interim Manager: Teamlead CRM & Loyalty – s.Oliver Led the global CRM and loyalty team for an internationally successful fashion brand, overseeing the relaunch of the loyalty program and marketing automation across the customer journey. Provided strategic leadership and coaching in campaign management, loyalty, operational services, and project management to enhance customer experience and boost key performance indicators. Collaborated closely with category and channel managers, as well as the analytics team, to ensure a personalized customer approach.