Gudrun Aydt - Retail & E-Commerce Transformation...

Q: Where is Gudrun based?

Gudrun is based in Krefeld, Germany and can operate in on-site , hybrid , and remote work models.

Q: What languages does Gudrun speak?

Gudrun speaks the following languages: German (Native), English (Advanced), French (Advanced) .

Q: How many years of experience does Gudrun have?

Gudrun has at least 40 years of experience. During this time, Gudrun has worked in at least 28 different roles and for 28 different companies . The average length of individual experience is 1 year and 4 months . Note that Gudrun may not have shared all experience and actually has more experience.

Q: What is Gudrun's latest experience?

Gudrun's most recent position is Project & Campaign Management Lead Generation International at Certania – Holding Company Life Sciences / Food & Environment / ESG Consulting / TIC .

Q: What companies has Gudrun worked for in recent years?

In recent years, Gudrun has worked for Certania – Holding Company Life Sciences / Food & Environment / ESG Consulting / TIC , BabyOne , Gustini Gourmet Food Retail , Spezialitätenhaus & Lambertz Group Aachen / Multichannel Retail , and Weinzeche .

Q: Which industries is Gudrun most experienced in?

Gudrun is most experienced in industries like Retail , Fashion , and Advertising . Gudrun also has some experience in Professional Services , Food and Beverage , and Biotechnology .

Q: Which business areas is Gudrun most experienced in?

Gudrun is most experienced in business areas like Marketing , Sales , and Procurement . Gudrun also has some experience in Information Technology , Logistics , and Business Intelligence .

Q: Which industries has Gudrun worked in recently?

Gudrun has recently worked in industries like Retail , Fashion , and Advertising .

Q: Which business areas has Gudrun worked in recently?

Gudrun has recently worked in business areas like Marketing , Sales , and Project Management .

Recommended expert

Krefeld, Germany

Experience

Jan 2025 - Feb 2026

1 year 2 months

Munich, Germany

Remote

Project & Campaign Management Lead Generation International

Certania – Holding Company Life Sciences / Food & Environment / ESG Consulting / TIC

Project activities:

Strategic planning and management of B2B campaigns for new customer acquisition for various partner companies (mainly in research, labs, engineering services, sustainability)
Managing project stakeholders and partners in German and English
Executing a full-service campaign process: from defining target groups, choosing channels (phone, email, LinkedIn, mailings), content briefs/generation based on best practices to setting up tracking structures
Regular use of cloud-based project management tools like Jira and lead generation databases
Project management of implementation teams (outreach agents, copywriters, designers)
Providing regular consulting and progress reports to management and project stakeholders
Measuring, analyzing & optimizing all KPIs and deriving concrete improvement measures
Supporting the setup of scalable campaign setups that can be reused and adopted by others
Campaign markets: Germany, Austria, Switzerland, Benelux, France, Denmark, India, USA

Jan 2025 - Mar 2025

3 months

Münster, Germany

Remote

Consulting Promotional Material Analysis | Print Concept Design

BabyOne

Project activities:

Analyzing the previous brochure
Providing input for a redesign based on sales promotion and design aspects, including assortment selection for the 2025 Easter brochure, aimed primarily at driving store traffic, but also supporting online marketing
Reviewing and giving feedback on the redesign based on my proposal

Nov 2024 - Nov 2024

1 month

Leipzig, Germany

Remote

Consulting Business Strategy

Gustini Gourmet Food Retail

Project activities:

Strategic consulting on the internal 8 strategic business/growth goals for purchasing, marketing and omnichannel for the coming years
Scoping additional revenue/profit opportunities and shop optimizations
Assessing market opportunities in France

Sep 2024 - Present

1 year 7 months

Aachen, Germany

Remote

CRM and Newsletter Consulting | Newsletter Marketing

Spezialitätenhaus & Lambertz Group Aachen / Multichannel Retail

Project description: CRM and Newsletter Consulting | Newsletter Marketing

Project activities:

Designing and setting up all newsletters for both online shops
Analysis
Strategic consulting in newsletter marketing

Apr 2024 - Apr 2024

1 month

Essen, Germany

Remote

Programmatic Print / Marketing Consulting

Weinzeche

Project activities:

Designing programmatic print tests
Developing additional growth approaches (reactivation/loyalty)
Data enrichment

Feb 2024 - Feb 2024

1 month

Austria

Remote

Sales Promotion Concept / Internationalization Consulting

Personalshop

Activities in the project:

Sales Promotion – concept development
Internationalization – go-live in France

Jan 2023 - Jul 2025

2 years 7 months

United Kingdom

Remote

Omnichannel Marketing Consulting – Germany, France, Switzerland

David Nieper Luxusbekleidung

Activities in the project:

Performance marketing (managing the lead agency in France, KPI evaluations, tests)
Newsletter marketing (campaign optimizations, national text adaptations from English to German and French, lead generation concepts)
Implementation of online customer reviews for Germany, France, Switzerland (vendor selection, implementation coordination)
Teleshopping sales (vendor selection, concept, coordination)
UX tests of the webshop and optimizations
SEO measures
New customer acquisition (planning, list selection, management, analysis, partnerships) for DE/FR/CH
Print marketing materials: catalog (national text adaptations for Germany and France based on the English master version)

Dec 2022 - Dec 2022

1 month

Düsseldorf, Germany

Remote

Consulting | Homepage analysis and optimization approaches

ardea-ALBA Sozialer Online Buchhandel & Radschläger-Produkte [link]

Activities in the project:

UX tests
Content evaluation (text, images)
Cross- and upselling options
Landing pages
Branding (USP revision)

Oct 2022 - Oct 2022

1 month

Itzehoe, Germany

Remote

Consulting / Concept for promoting the new shop and shop optimization

Mylifeshop / Lamuda Enterprise

Activities in the project:

Launch measures package (performance / social media activities, agencies, newsletter marketing, package inserts, sales promotion)
UX tests, landing pages, product reviews
Content evaluation (text, images)
Cross- and upselling options
Branding / USP refinement

Jul 2022 - Present

3 years 9 months

Hamburg, Germany

Remote

Senior eCommerce Consultant | Marketing | Omnichannel | Internationalization

IDIH - Institut des Interaktiven Handels GmbH

Senior eCommerce consultant, business development, internationalization ·

Jun 2022 - Present

3 years 10 months

Zell, Germany

Remote

Programmatic Print Expert & Consultant | Advisory Board Member

PPA Programmatic Printing Alliance

Programmatic Print Expert & Consultant - freelance

[link]

Design and project support for programmatic print advertising materials: with creative and highly personalized print communication (from postcards for cart abandoners to personalized catalogs) you generate significantly more responses and higher order values.

Feb 2022 - Feb 2022

1 month

Dahn, Germany

Remote

Market Entry Consulting for France

Frank Flechtwaren

Project tasks: Creation of a requirements specification with market specifics for the launch of the French webshop (company formation, legal requirements for products / disposal, carrier selection, returns, new customer acquisition online / offline, pricing strategy, national marketing, sales promotion)

Nov 2021 - Dec 2022

1 year 2 months

Pardubice, Czech Republic

Remote

Cooperation Management / B2B Lead Generation

Fulfillment Service Provider [link]

Project tasks:

Cooperation discussion with a German mail-order company to explore the market launch in the Czech Republic
B2B lead generation to leverage synergies of postal/carrier conditions in Eastern Europe

Nov 2021 - Nov 2022

1 year 1 month

Mannheim, Germany

Remote

Digitalization Project Manager for 2 Projects in Germany and Switzerland

Aliaxis

Project tasks:

Mobile App: Roll-out of a digital welding assistant in Switzerland (market analysis, customer surveys, generation of pilot customers, development of on- and offline communication package, coordination of measures with the sales team)
Introduction of a leasing model for welding equipment with online booking (product definition and business case development, customer surveys, complete process setup and management of all business partners – payment / logistics / warehousing / marketing / sales / customer service / IT – development of the on- and offline marketing package)
Stakeholder management and collaboration at various levels (headquarters Belgium, Germany, Switzerland)
Regular meetings with international sister companies in France, UK, Italy, Spain, Belgium
Organization of workshops
Project management in 3 languages: German, French
English

Nov 2021 - Sep 2022

11 months

Lille, France

Remote

Consulting Cooperation Partner for Sales in Germany

Blancheporte

Project tasks:

Screening of relevant cooperation partners in Germany
Cooperation discussions with the selected mail-order company

Nov 2021 - Nov 2021

1 month

Langenfeld, Germany

Remote

Consulting / Concept for the Strategic Realignment of the 'Inspirations' Concept

Eurotops

Project activities:

Proposal for a strategic and graphic reorientation (print)
Range concept, product group division, concrete product suggestions

Jul 2021 - Mar 2025

3 years 9 months

Remote

Omnichannel Marketing Consulting / Project Management

Doris Megger Luxury Fashion

Project activities:

Sales via marketplaces: market screening, selection of the marketplace Zalando, selection of a tool for connection, optimizations
Internationalization: consulting on the setup of the English-language shop version (pricing, carrier, customer acquisition, assortment management)
Webshop optimization (ongoing UX checks)
Newsletter marketing (introduction of a new tool, redesign of look & feel, concept for marketing campaigns (customer retention, online pop-up))
Social media lead generation (ad design, analysis, optimization on Facebook / Instagram)
Testing YouTube ads
Omnichannel potential maximization (store in Düsseldorf and webshop)
Creating a PR concept and serving as PR contact for online and magazine editors
Analysis of the various measures

Jul 2021 - Dec 2024

3 years 6 months

Berlin, Germany

Remote

Omnichannel Marketing Consulting / CEO Coaching

UVR Berlin Fair Fashion Retailer

Project activities:

Consulting and evaluating all eCommerce measures (performance, social media marketing)
Marketplace management (selection of various marketplaces, KPI analysis, range optimization)
Newsletter marketing (campaign optimization, selection of new tool, building campaign management for customer retention, generating newsletter addresses onsite + in stores)
Retail/Store consulting: marketing concept for a new store opening in Berlin, omnichannel linking of 6 stores in Berlin / Hamburg / Hanover, concepts for events with neighboring retailers
Branding: revision and cross-channel use of the new CI
Package inserts: concepts for lead generation and upselling measures
Direct marketing: design of a personalized print marketing piece
Concepts for acquiring new customers (posters, universities)
Setting up a B2B shop (increasing sales share of 100 international branch retailers)
Coaching the managing director (BWA review, investments, business development)

Jul 2021 - Oct 2021

4 months

Leipzig, Germany

Remote

Concept Development for Delicatessen Assortment & Sourcing

Ebrosia

Project activities:

Concept for developing a gourmet food assortment
Assortment structure and product suggestions for a 48-page print catalog
Category management of 4 areas (sausage/cheese, ready meals, baked goods/snacks, antipasti/canned fish)
Procurement / negotiation with international suppliers (Germany, France, Italy, Spain)

Jan 2021 - Present

5 years 3 months

Hybrid

Retail & E-Commerce Consultant | Omnichannel Growth | Project Manager

Aydt COnsulting

Sep 2018 - Jun 2021

2 years 10 months

Hagen, Germany

CEO International / Head of eCommerce (CMO)

Westfalia Group

International management for Switzerland, Austria, Netherlands, Belgium, France
Led the eCommerce and marketing division with P&L responsibility
Coordinated processes and optimized fulfillment areas
Built eCommerce monitoring, lead generation, SEA/SEO, performance marketing
Prepared and managed the shop relaunch on Shopware 6
Developed the marketplace business (Amazon, eBay, bol.com, ManoMano, CDiscount, Galaxus)

Jan 2015 - Aug 2018

3 years 8 months

Krefeld, Germany

Managing Director

Hagen Grote

Managed the Hagen Grote and Julia Grote brands in Germany, France, Austria, Switzerland
Responsible for marketing, eCommerce, customer service, logistics, HR and accounting
Achieved double-digit growth and EBITDA increase in 2016
Optimized new customer acquisition and expanded the eCommerce channel

May 2002 - Dec 2014

12 years 8 months

Alsdorf, Germany

Head of 3PAGEN Division

Otto Group

Commercial responsibility for the 3PAGEN brand in Germany, Austria, Czech Republic, Slovakia, Russia
Led marketing, eCommerce and purchasing with focus on internationalization and expansion
Doubled sales and gained many new customers with good margins
Member of the Alsdorf management team and participant in various group committees

Sep 1998 - Apr 2002

3 years 8 months

Pforzheim, Germany

Head of Marketing

Wenz / Klingel-Gruppe

Planned and managed marketing and sales promotion for fashion, home and jewelry in Germany and Switzerland
Launched the webshop and built the customer club
Handled PR activities for the Klingel Group

Jan 1997 - Sep 1998

1 year 9 months

Bad Kissingen, Germany

Head of Marketing Europe

DT & Shop

Responsible for DT & Shop and Laboshop marketing activities in Europe
Coordinated marketing for international franchise partners and fulfillment

Oct 1992 - Dec 1996

4 years 3 months

Alsdorf, Germany

Head of CHARME Brand

Otto Group

Revenue and profit responsibility for the sales of the La Blanche Porte France brand in Germany
Marketing planning, assortment selection and fulfillment coordination

Jan 1990 - Sep 1992

2 years 9 months

Pforzheim, Germany

Head of Marketing

Diemer / Klingel-Gruppe

Marketing and advertising management for the Diemer and Amara brands in Germany and Switzerland
Support for retail stores and assortment assistance

Jul 1988 - Jan 1990

1 year 7 months

Ettlingen, Germany

Head of Marketing and Customer Service

Siegelstoffe / Kaufhaus-Gruppe Schneider

Marketing responsibility for B2C textile and B2B fabric catalogs
Leading the customer service and field sales teams

Jul 1986 - Jun 1988

2 years

Advertising Acquisition Assistant

Walbusch

Support with address rental, media inserts, partnerships, and analysis and reporting

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Retail, Fashion, Advertising, Professional Services, Food and Beverage, and Biotechnology.

Retail

Fashion

Advertising

Professional Services

Food and Beverage

Biotechnology

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Marketing, Sales, Procurement, Information Technology, Logistics, and Business Intelligence.

Marketing

Sales

Procurement

Information Technology

Logistics

Business Intelligence

Summary

GUDRUN AYDT Retail & E-Commerce Transformation | Omnichannel Growth | Program & PMO Leadership Ex-CEO Hagen Grote | Ex-Head of eCommerce Westfalia | Former Otto Group Executive 35+ years in Retail & E-Commerce | International Growth | KPI-Driven Transformation Krefeld, Germany
+49 151 50619163
[email] LinkedIn: [link]
PROFILE & CORE COMPETENCIES Retail and e-commerce expert with over 35 years of international experience in retail, omnichannel marketing and business development. Helping companies identify and realize growth potential and scale business models through marketing, e-commerce and transformation initiatives in B2C and B2B environments. Experienced in managing complex programs and transformation projects as program manager or PMO – from strategic planning to successful delivery
Growth & Revenue Development – Identifying and capturing new business opportunities and scaling business models
Omnichannel & E-Commerce – Building and optimizing digital sales channels and customer journeys
Strategic Management & KPI Focus – Developing and executing performance-driven business and transformation strategies
Program Management & PMO – Structured management of complex programs and projects with clear governance
Marketing & Customer Engagement – Creating integrated marketing strategies from direct and print marketing to performance marketing and CRM
Stakeholder & Team Leadership – Leading cross-functional teams and collaborating with management and external partners
CONSULTING & INDUSTRY ENGAGEMENT IDIH – Institute for Interactive Commerce GmbH Senior E-Commerce & Omnichannel Marketing Consultant
since 07 / 2022

Advising retailers on:

E-Commerce Marketing
Customer Lifecycle Management
Omnichannel Strategies
Digital Growth Models [link]

PPA – Programmatic Printing Alliance Innovation Board Member & Retail / E-Commerce Expert Advisor

since 06 / 2022 Member of the Innovation Board for industry development. Contributions:
Identifying new marketing and technology trends
Consulting on programmatic print and omnichannel marketing
Integrating print into modern customer journeys
Involvement in innovation and pilot projects [link]
PROJECT LIST AS CONSULTANT
Certania Group Life Sciences / Environment / ESG / TIC
01 / 2025 – 02 / 2026 Project: International Lead Generation & Campaign Management Activities:
Strategic planning of international B2B lead generation campaigns
Managing campaigns for partner companies in research, labs and engineering services
Channel strategy: Phone, email, LinkedIn, print mailings
Creating content briefs and campaign concepts
Managing international teams (German / English)

Technical implementation:

Using cloud-based project management tools (e.g. Jira)
Managing outreach teams, copywriters and designers
Building scalable campaign processes

Reporting:

KPI monitoring
Performance analysis
Optimizing lead generation Markets: Germany | Austria | Switzerland | Benelux | France | Denmark | India | USA [link]
Spezialitätenhaus Aachen / Lambertz Group Multichannel Retail
since 09 / 2024 Project: CRM and Newsletter Marketing Consulting Activities:
Analyzing existing newsletter structures
Designing new newsletter campaigns
Setting up strategic newsletter marketing
Developing CRM approaches for customer retention [link] [link]
BabyOne
01 / 2025 – 03 / 2025 Project: Print Brochure Analysis and Design Driving traffic to brick-and-mortar store / supporting online marketing Activities:
Reviewing the previous flyer
Developing a new sales promotion structure
Choosing assortment for the Easter flyer
Advising on design with a focus on sales psychology [link]
Gustini Italian gourmet food retail
11 / 2024 Project: Strategic Business Consulting
Advising on the eight strategic business goals
Analyzing growth and revenue potential
Evaluating shop optimizations
Developing omnichannel strategies [link]
Weinzeche Omnichannel Wine Retail
04 / 2024 Project: Programmatic Print Consulting Activities:
Designing programmatic print tests
Developing loyalty and reactivation measures
Data enrichment strategies [link]

Skills

Leading The Entire Project As The Main Point Of Contact
Supporting Departments In Defining Requirements And Gathering Specifications From Individual Departments / Country Subsidiaries
Writing Requirements Specification For Websites / The Shop System
Conducting Market Research For Shop Systems And Payment Service Providers
Developing And Designing The Look & Feel Of Websites According To Ci Guidelines, Including Page Structure And Layout
Creating Site Structure Plan, Navigation Structure And Navigation Content, Assortment Structure, Defining Functionalities Such As Search, Shopping Cart Process, Personal Area / Customer Service Area, Payment Systems, Services, Etc., And Producing Content For Each Website
Preparing A Functional Specification Document For The Webshop/portal’s Design And Functionality And Aligning It With The Departments.
Pre-selecting And Recommending The Advertising Agency For Frontend Implementation
Leading The Frontend Implementation
Coordinating The Interface Functional Description For Backend Integration With Erp Systems Together With The Technical/it Team Or External Service Providers
Conducting Cost Estimation For Project Implementation (Including Ongoing Cost Control In The Project And Providing Information To Stakeholder Management)
Overseeing And Coordinating E-commerce Projects End-to-end, Including Resource And Timeline Planning, Project Controlling And Reporting. Creating Schedules, Milestones And Concepts, And Conducting Meetings With Partners, Internal Departments And External Agencies.
Managing Shop Operations At Frontend (E.g. Assortment Planning, Pricing, Content) And Backend (E.g. Fulfillment Providers)
Planning All Sales Promotion And Customer Retention Activities
Content, Design And Functional Optimization Of Online Shops And Service Areas
Expanding Customer Features / Loyalty Tools
Measuring Advertising Success / Monitoring Performance
Selecting Agencies & Managing Sea/seo Optimization With External Providers
Managing Social Media Accounts (Facebook, Instagram)
Marketplace Management (Selection, Management)
Planning And Monitoring Budgets
Planning / Implementing Affiliate / Marketing Partnerships
Planning, Designing And Overseeing Implementation Of Email Marketing Campaigns

Languages

German

Native

English

Advanced

French

Advanced

Education

Oct 1982 - Jun 1986

Stuttgart Media University

Diploma in Industrial Engineering · Advertising / Advertising Technology · Stuttgart, Germany

Oct 1981 - Jun 1982

University of Strasbourg

Economics · Strasbourg, France

Oct 1975 - Jun 1981

Fritz-Erler Economic High School

A-levels · Pforzheim, Germany

Certifications & licenses

Rights and Duties of a GmbH Managing Director

Haufe Academy

Business Administration for GmbH Managing Directors

Euroforum

CEO & Senior Executive Seminar

Boston Business School

Statistics

Experience

Total positions 29

Experience in Retail 39.5 y

Avg length 2 y 2 m

Longest experience 12 y 7 m

Global Experience

Countries worked in 5 (Germany, Austria, United Kingdom, Czech Republic, France)

Primary country Germany

Expertise

Recent roles Project & Campaign Management Lead Generation International, Consulting Promotional Material Analysis | Print Concept Design, Consulting Business Strategy

Main industries Retail, Fashion, Advertising

Main business areas Marketing, Sales, Procurement

Qualifications

Highest degree Bachelor

Certifications earned 3

Profile

Created

March 2022

Last Update

March 2026

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Gudrun based?

Gudrun is based in Krefeld, Germany and can operate in on-site, hybrid, and remote work models.

What languages does Gudrun speak?

Gudrun speaks the following languages: German (Native), English (Advanced), French (Advanced).

How many years of experience does Gudrun have?

Gudrun has at least 40 years of experience. During this time, Gudrun has worked in at least 28 different roles and for 28 different companies. The average length of individual experience is 1 year and 4 months. Note that Gudrun may not have shared all experience and actually has more experience.

What roles would Gudrun be best suited for?

Based on recent experience, Gudrun would be well-suited for roles such as: Project & Campaign Management Lead Generation International, Consulting Promotional Material Analysis | Print Concept Design, Consulting Business Strategy.

What is Gudrun's latest experience?

Gudrun's most recent position is Project & Campaign Management Lead Generation International at Certania – Holding Company Life Sciences / Food & Environment / ESG Consulting / TIC.

What companies has Gudrun worked for in recent years?

In recent years, Gudrun has worked for Certania – Holding Company Life Sciences / Food & Environment / ESG Consulting / TIC, BabyOne, Gustini Gourmet Food Retail, Spezialitätenhaus & Lambertz Group Aachen / Multichannel Retail, and Weinzeche.

Which industries is Gudrun most experienced in?

Gudrun is most experienced in industries like Retail, Fashion, and Advertising. Gudrun also has some experience in Professional Services, Food and Beverage, and Biotechnology.

Which business areas is Gudrun most experienced in?

Gudrun is most experienced in business areas like Marketing, Sales, and Procurement. Gudrun also has some experience in Information Technology, Logistics, and Business Intelligence.

Which industries has Gudrun worked in recently?

Gudrun has recently worked in industries like Retail, Fashion, and Advertising.

Which business areas has Gudrun worked in recently?

Gudrun has recently worked in business areas like Marketing, Sales, and Project Management.

What is Gudrun's education?

Gudrun holds a Bachelor in Advertising / Advertising Technology from Stuttgart Media University.

Does Gudrun have any certificates?

Gudrun has 3 certificates. These include: Rights and Duties of a GmbH Managing Director, Business Administration for GmbH Managing Directors, and CEO & Senior Executive Seminar.

What is the availability of Gudrun?

Gudrun is immediately available full-time for suitable projects.

What is the rate of Gudrun?

Gudrun's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.