Gudrun Aydt-Retail & E-Commerce Transformation | Omnichannel Growth | Program & PMO Leadership

Project: Consulting & design of programmatic print / donor communication Activities:

• Analyzing existing print marketing materials and donor communication
• Developing a new thank-you letter and dialogue marketing concept
• Advising on emotional and target-group-appropriate donor messaging
• Designing an omnichannel marketing mix for online and offline
• Aligning print, email, and CRM communication as part of new marketing processes
• Supporting the introduction of new communication workflows around the future email software
• Creating briefing materials and campaign approaches for different target groups
• Researching, selecting, and managing suitable printing and production service providers
• Advising on personalization and automation options in programmatic print

Technical implementation:

• Aligning print and digital processes
• Managing external service providers and printing partners
• Supporting integration of new marketing and communication processes

Reporting:

• Analyzing existing response mechanisms
• Assessing optimization potentials in donor communication
• Making recommendations to improve effectiveness, personalization, and efficiency Markets: Germany [link]

Project activities:

• Strategic planning and management of B2B campaigns for new customer acquisition for various partner companies (e.g., research, labs, engineering services, sustainability)
• Managing project stakeholders and partners in German and English
• Executing a full-service campaign process: from target group definition, channel selection (phone, email, LinkedIn, mailings), content briefs / generation based on best-practice examples, to setting up the tracking structure
• 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 reporting to management and project participants
• Measuring, analyzing & optimizing all KPIs and deriving concrete improvement measures
• Supporting the setup of scalable campaign frameworks that can be reused and adopted by others Markets: Germany | Austria | Switzerland | Benelux | France | Denmark | India | USA

Activities:

• Providing strategic consulting on the eight internal strategic company and growth goals in purchasing, marketing, and omnichannel for the coming years
• Identifying additional revenue and profit opportunities and shop optimizations
• Evaluating market opportunities in France

Activities in the project:

• Concept for programmatic print tests
• Other growth approaches (re-activation / loyalty)
• Data enrichment

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 in Germany, France, Switzerland (vendor selection, coordination of implementation)
• Teleshopping sales (vendor selection, concept, coordination)
• UX tests on webshop and optimizations
• SEO measures
• New customer acquisition (planning, list selection, management, analysis, partnerships) for DE/FR/CH
• Print marketing materials catalogue (national text adaptations for Germany and France based on the English master version)

Project activities:

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

Programmatic Print Expert & Consultant - freelance

[link]

Concept and project support of programmatic print ad materials: with creative and highly personalized print communication (from the postcard to cart abandoners to the personalized catalog) you generate significantly more response + higher order values.

Project tasks:

• Cooperation talks with a German mail-order company to explore market entry in the Czech Republic
• B2B lead generation to leverage postal/carrier rate synergies in Eastern Europe

Project activities:

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

Project activities:

• Sales via marketplaces: market screening, selection of the Zalando marketplace, selection of a tool for integration, optimizations
• Internationalization: consulting for the development of the English-language shop version (pricing, carriers, customer acquisition, assortment management)
• Webshop optimization (ongoing UX checks)
• Newsletter marketing (introduction of a new tool, reworking look & feel, concept for marketing campaigns (customer retention, online pop-up))
• Social media lead generation (ad design, analysis, optimization on Facebook / Instagram)
• Testing YouTube advertising
• Maximizing omnichannel potential (store in Düsseldorf and webshop)
• Development of PR concept and acting as PR contact for online and magazine editors
• Analysis of the various measures

Project activities:

• Concept for developing a fine foods range
• Range structure and product suggestions for a 48-page print catalog
• Category management of 4 areas (meats/cheese, ready meals, baked goods/snacks, antipasti/fish preserves)
• Procurement / negotiation with international suppliers (Germany, France, Italy, Spain)

• International management in Switzerland, Austria, Netherlands, Belgium, France
• Head of eCommerce and marketing with P&L responsibility
• Process coordination and optimization of fulfillment operations
• Set up eCommerce monitoring, lead generation, SEA/SEO and performance marketing
• Prepared and managed the shop relaunch on Shopware 6
• Developed the marketplace business (Amazon, eBay, bol.com, ManoMano, CDiscount, Galaxus)

• Commercial responsibility for the 3PAGEN brand in Germany, Austria, Czech Republic, Slovakia, Russia
• Led marketing, eCommerce, and purchasing with a focus on internationalization and expansion
• Doubled sales and achieved strong new customer growth with solid profitability
• Member of the Alsdorf management board and contributor to various corporate committees

• Responsible for marketing DT & Shop and Laboshop in Europe
• Coordinating marketing for international franchise partners and fulfillment

• Leading marketing and advertising for the Diemer and Amara brands in Germany and Switzerland
• Supporting retail stores and assisting with product assortment

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