Gudrun Aydt-Retail & E-Commerce Transformation | Omnichannel Growth | Program & PMO Leadership
Check rate
Experience
Project: Consulting & Concept Development Programmatic Print / Donor Communication
Kindernothilfe e.V.
Project: Consulting & Concept Development Programmatic Print / Donor Communication
Tasks:
- Analysis of existing print advertising materials and donor communication
- Development of a new thank-you letter and dialogue marketing concept
- Advice on emotional and target-group-specific communication with donors
- Concept development for a cross-channel on- and offline marketing mix
- Coordination of print, email, and CRM communication as part of new marketing processes
- Support in introducing new communication workflows around the future email software
- Creation of briefing materials and campaign approaches for different target groups
- Research, selection, and management of suitable print and production service providers
- Advice on personalization and automation options in the programmatic print environment
Technical implementation:
- Coordination of print and digital processes
- Management of external service providers and print providers
- Support in integrating new marketing and communication processes
Reporting:
- Analysis of existing response mechanisms
- Assessment of optimization potential in donor communication
- Recommendations to improve impact, personalization, and efficiency Markets: Germany [link]
Consulting & Analysis of Print Materials Print & Email Marketing
Personalshop
Project: Analysis of print materials Print & Email Marketing
Tasks:
- Analysis of existing print mailings, catalog inserts, and newsletter sequences
- Assessment of customer journey, offer logic, and dialogue marketing approaches
- Analysis of the connection between print and email marketing along the customer journey
- Identification of optimization potential in customer communication and advertising material structure
- Advice on segmentation, offer presentation, and target-group-specific communication
- Analysis of subject lines, content structures, and activation mechanisms
- Support in optimizing existing CRM and campaign processes
- Assessment of cross-channel marketing measures in terms of customer retention and response
Technical implementation:
- Analysis of existing campaign and communication processes
- Assessment of automation and personalization options
- Support in optimizing cross-channel marketing workflows
Reporting:
- Analysis of existing advertising material performance
- Identification of optimization potential in print and email communication
- Recommendations to improve conversion, customer retention, and response Markets: Germany | Austria | Switzerland [link]
Project & Campaign Management Lead Generation International
Certania – Investment company Life Sciences / Food & Environment / ESG consulting / TIC
Role in the project:
- Strategic design and management of B2B campaigns for new customer acquisition for various partner companies (mainly in research, laboratories, engineering services, sustainability)
- Management of project participants and partners in German and English
- Execution of a full-service campaign process: from target group definition, channel selection (phone, email, LinkedIn, mailings), content briefings / generation based on best practice examples through to tracking structure
- Regular use of cloud-based project management tools such as Jira as well as lead generation databases
- Project management of the implementation teams (outreach agents, copywriters, designers)
- Regular consulting and progress reporting to management / project participants
- Measurement, analysis & optimization of all KPIs and derivation of specific improvement measures
- Support in building scalable campaign setups that are reusable and can be handed over to others
- Campaign markets: Germany, Austria, Switzerland, Benelux, France, Denmark, India, USA
Consulting Advertising Material Analysis | Print Concept
BabyOne
Role in the project:
- Analysis of the predecessor brochure
- Input for the redesign from a sales promotion / design perspective incl. assortment selection for the Easter brochure 2025 with the primary goal of generating traffic for the stores, but also supporting online marketing
- Review and feedback on the redesign based on my proposal
Consulting Business Strategy
Gustini Feinkosthandel
Role in the project:
- Strategic consulting on the internal 8 strategic company / growth goals in purchasing / marketing / omnichannel for the coming years
- Scope on further revenue / profit opportunities and shop optimizations
- Assessment of market opportunities in France
CRM and Newsletter Consulting | Newsletter Marketing
Spezialitätenhaus & Lambertz-Gruppe Aachen / Multichannel Retail
Project description: CRM and Newsletter Consulting | Newsletter Marketing
Work in the project:
- Concept / setup of all newsletters for the two online shops
- Analysis
- Strategic advice in newsletter marketing
Programmatic Print / Marketing Consulting
Weinzeche
Work in the project:
- Concept for programmatic print tests
- Additional growth approaches (reactivation / loyalty)
- Data enrichment
Sales Promotion Concept / Internationalization Consulting
Personalshop
Work in the project:
- Sales promotion – concept development
- Internationalization go-live France
Omnichannel Marketing Consulting Germany, France, Switzerland
David Nieper Luxury Clothing
Work in the project:
- Performance marketing (management of the lead agency in France, KPI evaluations, tests)
- Newsletter marketing (campaign optimizations, local text adaptations from English to German and French, lead generation concepts)
- Introduction of online customer reviews in Germany, France, and Switzerland (vendor selection, implementation coordination)
- Sales via teleshopping (vendor selection, concept, coordination)
- UX tests for the web shop and optimizations
- SEO measures
- New customer acquisition (planning, list selection, management, analysis, partnerships) for DE/FR/CH Print advertising material catalog (local text adaptations for Germany and France based on the English master version)
Consulting | Analysis of the homepage and optimization approaches
ardea-ALBA Social Online Bookshop & Radschläger Products [link]
Work in the project:
- UX tests
- Content review (text, image)
- Cross- and upselling options
- Landing pages
- Branding (USP revision)
Consulting / Concept for Promoting the New Shop and Shop Optimization
Mylifeshop / Lamuda Enterprise
Project tasks:
- Launch package (performance/social media activities, agencies, newsletter marketing, package inserts, sales promotion)
- UX tests, landing pages, product reviews
- Content review (text, image)
- Cross- and upselling options
- Branding / sharpening the USP
Senior Consultant eCommerce | Marketing | Omnichannel | Internationalization
IDIH - Institute for Interactive Commerce GmbH
Senior Consultant eCommerce, Business Development, Internationalization ·
Programmatic Print Expert & Consultant | Advisory Board Member
PPA Programmatic Printing Alliance
Programmatic Print Expert & Consultant - freelance
[link]
Concept 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 response + higher basket values.
Consulting for Market Entry France
Frank Flechtwaren
Project tasks: Creation of a specification sheet with market-specific requirements for the launch of the French webshop (company setup, legal requirements for products / disposal, carrier selection, returns, new customer acquisition online / offline, pricing policy, national marketing, sales promotion)
Cooperation Management / B2B Lead Generation
Fulfillment service provider [link]
Project tasks:
- Cooperation discussions with a German mail-order company to assess market entry in the Czech Republic
- B2B lead generation to make use of synergies in mail / carrier conditions in Eastern Europe
Project Manager for Digitalization for 2 Projects in Germany and Switzerland
Aliaxis
Activities in the project:
- Mobile app: rollout of a digital welding assistant in Switzerland (market analysis, customer surveys, generating test customers, developing communication package online and offline, coordinating measures with the sales team)
- Introduction of a leasing model for welding equipment with online booking (product definition and development of business case, customer surveys, complete process setup and management of all business partners – payment / logistics / warehouse / marketing / sales / customer service / IT – development of the online and offline marketing package)
- Stakeholder management and collaboration at various levels (headquarters Belgium, Germany, Switzerland)
- Regular meetings with international group sister companies in France, Great Britain, Italy, Spain, Belgium
- Organization of workshops
- Project management in 3 languages: German, French
- English
Consulting cooperation partner for sales in Germany
Blancheporte
Activities in the project:
- Screening of relevant cooperation partners in Germany
- Cooperation discussions with the selected mail-order company
Consulting / concept for the strategic realignment of the “Inspirationen” concept
Eurotops
Activities in the project:
- Proposal for a strategic and visual reorientation (print)
- Assortment concept, product group division, specific product suggestions
Omnichannel marketing consulting / project management
Doris Megger Luxury Fashion
Activities in the project:
- Sales via marketplaces: market screening, selection of the marketplace Zalando, selection of a tool for integration, 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, revision of look & feel, concept for marketing campaigns (customer retention, online pop-up)
- Social media lead generation (ad design, analysis, optimization on Facebook / Instagram)
- Test YouTube advertising
- Unlocking omnichannel potential (store in Düsseldorf and webshop)
- Creation of a PR concept and PR contact for online and magazine editorial teams
- Analysis of the various measures
Omnichannel marketing consulting / coaching CEO
UVR Berlin Fair Fashion Retailer
Activities in the project:
- Consulting and evaluation of all eCommerce measures (performance, social media marketing)
- Marketplace management (selection of various marketplaces, KPI analysis, assortment optimization)
- Newsletter marketing (campaign optimization, selection of a new tool, setup of campaign management for customer retention, generation of newsletter addresses onsite + in the stores)
- Retail / store consulting: marketing concept for new store opening in Berlin, omnichannel linking of the 6 stores in Berlin / Hamburg / Hanover, concepts for events with neighboring retailers)
- Branding: revision and cross-channel use of the new corporate identity
- Package inserts: concepts for lead generation and upselling measures
- Direct marketing: concept for a personalized print advertising piece
- Concepts for acquiring new customers (posters, universities)
- Setup of a B2B shop (increase in revenue share from the 100 international branch retailers)
- Coaching of the managing director (review of monthly business reports, investments, business development)
Concept Development for Delicatessen Range & Sourcing
Ebrosia
Tasks in the project:
- Concept for developing a fine foods assortment
- Assortment structure and product suggestions for a 48-page print catalog
- Category management for 4 areas (sausage/cheese, ready meals, baked goods/snacks, antipasti/canned fish)
- Sourcing / negotiation with international suppliers (Germany, France, Italy, Spain)
Retail & E-Commerce Consultant | Omnichannel Growth | Project Manager
Aydt COnsulting
CEO International / Head of eCommerce (CMO)
Westfalia Group
- International management for Switzerland, Austria, the Netherlands, Belgium, France
- Lead of eCommerce and marketing with P&L responsibility
- Process coordination and optimization of fulfillment areas
- Setup of eCommerce monitoring, lead generation, SEA/SEO, performance marketing
- Preparation and management of the shop relaunch on Shopware 6
- Development of marketplace business (Amazon, eBay, bol.com, ManoMano, CDiscount, Galaxus)
Managing Director
Hagen Grote
- Management of the Hagen Grote and Julia Grote brands in Germany, France, Austria, Switzerland
- Responsibility for marketing, eCommerce, customer service, logistics, HR, and accounting
- Achieved double-digit growth and increased EBITDA in 2016
- Optimization of new customer acquisition and expansion of the eCommerce channel
Head of 3PAGEN
Otto Group
- Commercial responsibility for the 3PAGEN brand in Germany, Austria, Czech Republic, Slovakia, Russia
- Lead of marketing, eCommerce, and purchasing with a focus on internationalization and expansion
- Doubling of revenue and strong new customer acquisition with good profitability
- Member of the management board in Alsdorf and contributor to various group committees
Head of Marketing
Wenz / Klingel Group
- Planning and managing marketing and sales promotion for fashion, home, and jewelry in Germany and Switzerland
- Launch of the webshop and setup of the customer club
- Managing PR activities for the Klingel Group
Head of Marketing Europe
DT & Shop
- Responsibility for marketing activities for DT & Shop and Laboshop in Europe
- Coordination of marketing for international franchise partners and fulfillment
Head of Brand CHARME
Otto Group
- Responsibility for sales and results for the distribution of the La Blanche Porte France brand in Germany
- Marketing planning, product range selection, and fulfillment coordination
Head of Marketing
Diemer / Klingel Group
- Marketing and advertising management for the Diemer and Amara brands in Germany and Switzerland
- Support for brick-and-mortar stores and assortment assistance
Head of Marketing and Customer Service
Siegelstoffe / Kaufhaus Group Schneider
- Marketing responsibility for B2C textile and B2B fabric catalogs
- Management of the customer service and field sales team
Advertising Assistant Acquisition
Walbusch
- Support with address rental, media inserts, partnerships, as well as 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.
Business area experience
See which departments and functions this freelancer has contributed to most.
Experienced in Marketing, Sales, Procurement, Information Technology, Logistics, and Project Management.
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 Retail & E-Commerce | International Growth | KPI-Driven Transformation Krefeld, Germany
+49 151 50619163
[email] LinkedIn: [link]
PROFILE & KEY SKILLS Retail and e-commerce expert with over 35 years of international experience in retail, omnichannel marketing, and business development. Supporting companies in identifying and realizing growth potential as well as scaling 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 design to successful implementation
Growth and revenue development – identification and realization of new business potential as well as scaling of business models
Omnichannel & E-Commerce – building and optimizing digital sales channels and customer journeys
Strategic management & KPI focus – development and implementation of performance-driven business and transformation strategies
Program Management & PMO – structured management of complex programs and projects with clear governance
Marketing & Customer Engagement – development of integrated marketing strategies from dialogue and print marketing to performance marketing and CRM
Stakeholder & team leadership – leading cross-functional teams and working with management and external partners
CONSULTING & INDUSTRY ENGAGEMENT IDIH – Institute of Interactive Commerce GmbH Senior E-Commerce & Omnichannel Marketing Consultant
since 07 / 2022
Consulting retail companies 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.
Contribution:
Identification of new marketing and technology trends
Advice on programmatic print and omnichannel marketing
Integration of print into modern customer journeys
Participation in innovation and pilot projects [link]
PROJECT LIST AS A CONSULTANT
Certania Group Life Sciences / Environment / ESG / TIC
01 / 2025 – 02 / 2026 Project: International Lead Generation & Campaign Management
Tasks:
- Strategic design of international B2B lead generation campaigns
- Management of campaigns for partner companies from research, laboratories, and engineering services
- Channel strategy: phone, email, LinkedIn, print mailings
- Creation of content briefings and campaign concepts
- Project management of international teams (German / English)
Technical implementation:
- Use of cloud-based project management tools (e.g. Jira)
- Management of outreach teams, copywriters, and designers
- Building scalable campaign processes
Reporting:
KPI monitoring
Performance analysis
Optimization of 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
Tasks:
Analysis of existing newsletter structures
Concept development for new newsletter campaigns
Building strategic newsletter marketing
Developing CRM approaches for customer retention [link] [link]
BabyOne
01 / 2025 – 03 / 2025 Project: Analysis and concept for print brochure Traffic generation for brick-and-mortar stores / support for online marketing
Tasks:
Analysis of the existing advertising brochure
Concept development for a new sales promotion structure
Range selection for the Easter brochure
Advice on design with a focus on sales psychology [link]
Gustini Italian delicatessen retail
11 / 2024 Project: Strategic business consulting
Advice on the eight strategic business goals
Analysis of growth and revenue potential
Assessment of shop optimizations
Development of omnichannel strategies [link]
Weinzeche Omnichannel wine retail
04 / 2024 Project: Programmatic print consulting
Tasks:
Concept development for programmatic print tests
Development of loyalty and reactivation measures
Data enrichment strategies [link]
Personalshop Branded clothing
02 / 2024 Project: Sales promotion & internationalization
Tasks:
Development of international sales promotion concepts
Support with market entry into France [link]
David Nieper Luxury fashion
01 / 2023 – 07 / 2025 Project: Omnichannel marketing consulting Markets Germany | France | Switzerland
Tasks:
Performance marketing management
Newsletter optimization and national text adaptations
Introduction of online customer reviews
Concept and implementation of teleshopping sales
UX tests and webshop optimization
SEO optimizations
New customer strategies and partnerships
Catalog text adaptations for international markets [link]
Doris Megger Luxury Fashion
07 / 2021 – 03 / 2025 Project: Omnichannel marketing & project management
Tasks:
Marketplace strategy (including Zalando)
Building international shop versions
Webshop UX optimization
Introduction of newsletter tool
Social media lead generation
Test campaigns on YouTube
PR strategy and media relations
Omnichannel connection store + online [link]
UVR Berlin Fair Fashion
07 / 2021 – 12 / 2024 Project: Omnichannel marketing consulting & CEO coaching
Tasks:
Performance marketing analysis
Marketplace management
Building newsletter strategy
Marketing concept for new stores
Omnichannel integration of branches
Building B2B shop
Corporate identity update
Direct marketing and print campaigns [link]
Aliaxis International manufacturer of plastic pipes
11 / 2021 – 11 / 2022 Project: Digitalization & Business Model Development Projects: 1️⃣ Roll-out of a mobile app for documenting welding work in Switzerland 2️⃣ Introduction of a leasing model for welding equipment with online booking
Tasks:
Market analysis and business case development
Organization of international workshops
Building the entire process chain
Coordination of logistics, payment, service, and marketing
Communication with international stakeholders [link]
Additional consulting projects Frank Flechtwaren – Market entry France - [link] Packway – B2B lead generation - [link] Blancheporte – Search for sales partners in Germany - [link] Eurotops – Strategic concept development - [link] Ebrosia – Development of delicatessen assortment - [link] Mylifeshop – Launch and marketing concept – [link] Ardea Alba – Website analysis & optimization - [link]
PROFESSIONAL EXPERIENCE (PERMANENT POSITIONS) Westfalia CEO International / Head of eCommerce (CMO)
09 / 2018 – 06 / 2021
Responsibility:
- International management
- eCommerce and marketing leadership
- Leadership of 30 employees Highlights
- Building KPI monitoring
- Further development of performance marketing
- Preparation of Shopware relaunch
- Development of marketplace business [link]
Hagen Grote Managing Director
- 01 / 2015 – 08 / 2018 Responsibility
- Marketing
- eCommerce
- Customer service
- Logistics
- HR Highlights
- Double-digit revenue growth
- Expansion of new customer strategy
- Digitalization of the marketing mix [link]
Otto Group – 3PAGEN Department Head
- 05 / 2002 – 12 / 2014 Responsibility
- Marketing
- eCommerce
- Purchasing
- Advertising Highlights
- Revenue doubling
- Internationalization of Eastern Europe
- Development of new eCommerce concepts [link]
Further positions Wenz / Klingel Group – Head of Marketing Wenz - now [link] DT & Shop – Head of Marketing Europe - [link] 3PAGEN – Charme brand – Head of Charme brand – brand discontinued Diemer – Head of Advertising and Marketing - [link] Siegelstoffe – Head of Marketing and Customer Service - brand discontinued Walbusch – Marketing assistant new customer acquisition - [link]
EDUCATION Hochschule der Medien Stuttgart Diploma in Industrial Engineering Program: Advertising Business / Advertising Technology University of Strasbourg Economics
MEMBERSHIPS Slow Food Germany Leader of Convivium Düsseldorf bevh eCommerce Association former board member
Skills
- Leading The Overall Project As The Main Point Of Contact
- Supporting The Specialist Departments In Defining Requirements And Capturing The Requirements And Specifications Of The Individual Departments / Country Companies
- Requirement Specification For The Websites / Shop System
- Market Research For Shop Systems And Payment Service Providers
- Development Or Design Of The Look & Feel Of The Websites According To Ci Guidelines Incl. Page Structure, Page Layout
- Development Of Page Structure Plan, Navigation Structure And Navigation Content, Assortment Structure, Definition Of Functionalities Such As Search Function, Shopping Cart Process, Personal Area / Customer Service Area, Payment Systems, Service, Etc. As Well As Content Creation For The Respective Websites
- Created A Functional Concept With Description Of The Web Shop / Portal For The Design And Functional Implementation And Aligned It With The Specialist Departments.
- Pre-Selection And Recommendation Of The Advertising Agency For The Frontend Implementation
- Leading The Frontend Realization
- Coordination Of The Interface Functional Description For Backend Connection To Erp Systems Together With Technology/It Or External Service Providers
- Carried Out A Cost Estimate For Project Implementation (Including Ongoing Cost Control In The Project And Corresponding Information To Stakeholder Management)
- End-To-End Management / Project Coordination Of Ecommerce Projects Incl. Resource And Time Planning As Well As Project Controlling And Reporting. Creation Of Schedules, Milestones And Concepts And Holding Meetings With Partners As Well As Internal Departments And External Agencies.
- Management Of Shop Operations Frontend (E.G. Assortment Planning, Prices, Content) And Backend (E.G. Fulfillment Service Provider)
- Planning Of All Sales Promotion Actions And Customer Retention Measures
- Content, Design And Functional Optimization Of Online Shops And Service Areas
- Expansion Of Customer Features / Customer Retention Tools
- Advertising Success Measurement / Performance Monitoring
- Agency Selection & Management, Optimization Of Sea/Seo With External Service Providers
- Management Of Social Media Accounts (Facebook, Instagram)
- Marketplace Management (Selection, Control)
- Budget Planning And Monitoring
- Planning / Implementation Of Affiliate / Marketing Cooperations
- Planning, Concept And Implementation Management Of Email Marketing Campaigns
Languages
Education
Hochschule der Medien
Diploma in Industrial Engineering · Advertising Business / Advertising Technology · Stuttgart, Germany
University of Strasbourg
Economics · Strasbourg, France
Fritz-Erler-Wirtschaftsgymnasium
A-levels · Pforzheim, Germany
Certifications & licenses
Rights and obligations of a GmbH managing director
Haufe Akademie
Business Administration for GmbH Managing Directors
Euroforum
CEO & Senior Executive Seminar
Boston Business School
Statistics
Experience
Global experience
Expertise
Qualifications
Profile
Frequently asked questions
Have questions? Find more information here.
Gudrun is based in Krefeld, Germany and can operate in on-site, hybrid, and remote work models.
Gudrun speaks the following languages: German (Native), English (Advanced), French (Advanced).
Gudrun has at least 40 years of experience. During this time, Gudrun has worked in at least 30 different roles and for 29 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.
Based on recent experience, Gudrun would be well-suited for roles such as: Project: Consulting & Concept Development Programmatic Print / Donor Communication, Consulting & Analysis of Print Materials Print & Email Marketing, Project & Campaign Management Lead Generation International.
Gudrun's most recent position is Project: Consulting & Concept Development Programmatic Print / Donor Communication at Kindernothilfe e.V..
In recent years, Gudrun has worked for Kindernothilfe e.V., Personalshop, Certania – Investment company Life Sciences / Food & Environment / ESG consulting / TIC, BabyOne, and Gustini Feinkosthandel.
Gudrun is most experienced in industries like Retail, Fashion, and Advertising. Gudrun also has some experience in Professional Services, Food and Beverage, and Biotechnology.
Gudrun is most experienced in business areas like Marketing, Sales, and Procurement. Gudrun also has some experience in Information Technology, Logistics, and Project Management.
Gudrun has recently worked in industries like Retail, Advertising, and Professional Services.
Gudrun has recently worked in business areas like Marketing, Project Management, and Sales.
Gudrun holds a Bachelor in Advertising Business / Advertising Technology from Hochschule der Medien.
Gudrun has 3 certificates. These include: Rights and obligations of a GmbH managing director, Business Administration for GmbH Managing Directors, and CEO & Senior Executive Seminar.
Gudrun is immediately available full-time for suitable projects.
Daily rate distribution
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Average rates for similar positions
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Calculated based on our freelancers’ daily rates as of 7 Sep 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
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