-
Guthy-Renker Corporation
- HEAD OF BRAND MANAGEMENT
2013 - maintenant
(Reporting to EU Managing Director, managing 3 Brand Managers)
* Marketing budget responsibility (e.g. marketing business plan and campaigns, product pricing, contribution margin calculation and monitoring, inventory forecasting for initial test launch and roll-outs)
* Brief creative departments and other teams on marketing campaigns (E-commerce, TV spot, digital, social media) for acquisition and retention
* Co-operate with digital, business analysts and customer care teams to continuously identify areas of improvements of product offers and shopping experience to new and existing club members
* Regular review and report brand performance KPIs against budget and provide corrective measures
* Lead brand and product launches from conception to implementation incl. localisation of the brand, creation of artwork for digital use and print (incl. collateral printing)
* Lead the media planning agency and media budget (agree media spend on TV stations by brand and scheduling of air time) as well as social media agency
* Work with legal and product development departments in the US and in Europe to ensure product compliance whilst local customers' needs and expectations are maximised
* Lead product and campaigns management and product lifecycle in the CRM and ERP systems
* Brand ambassador for 3rd party suppliers such as QVC or PR agencies and social media agency
* Brand Manager for Proactiv® Solution, Proactiv+ and Meaningful Beauty by Cindy Crawford skincare
Key achievements:
* Led project requirements to revamp branded sites on Magento (e.g. one page check-out, members login, new payment methods, new designs, new offers) resulting in higher conversion rates across all brands
* Worked with digital team to launch key brands on Amazon (product ads) and Google Shopping platforms
* Successfully project managed the new anti-acne brand Proactiv+ launch (from project plan creation to delivery)
* Created and implemented a Brand Manager checklist document to train new and existing staff
* Inventory optimisation & new promotions led to reducing (-14%) excess & slow movers (-30%) ;
* Increased club retention (+23%) through save techniques (e.g. offers, call to return, new benefits)
* Project managed & attended live QVC airing for WEN hair care leading to over EUR 450k sales in 24h
* Reduced Sheer Cover brand returns rates (-5%) through save techniques and sales training
* Lowered unit cost (-6%) by optimising kit offer (e.g. change of bonuses, collateral pack and
slow movers' adjustments, members' migration to a different configuration)
-
Guthy-Renker Corporation
- MANAGER EUROPE
2009 - 2013
(Reported to UK Managing Director, managed 1 team member)
* Responsible for day to day operations and business procedures in Europe
* Responsible for European E-commerce budget (turnover of EUR 60 million and average annual growth of 25%) ;
* Led digital marketing agency in charge of E-commerce websites based in Australia
(e.g. project management, roadmap creation, project deliverables status, UAT co-ordination before go live)
* Project managed marketing and system requirements to migrate to a new Magento E-commerce platform in 9 countries (Germany, Austria, Switzerland, United-Kingdom, Ireland, Sweden, Norway, Denmark, Finland)
* Prioritisation of EU wide E-commerce projects (primary contact for European teams and decision-makers for change requests, platform improvements and enhancement of E-commerce sites)
* Supported sales growth by creating, automating and documenting business processes
* Subject Matter Expert (SEM) for web and ERP/CRM systems and business procedures
* Regularly reviewed business processes to save costs and increase level of service
* Optimised the use of systems tools through documenting and training on best practice
* Developed systems requirements brief, translating business needs into functionalities
* Led centralised ERP system migration project (e.g. road map creation, project deliverables status, user acceptance testing)
Key achievements:
* Increased website conversion (+5%) through optimisation (e.g. shorter buy process, new design) and Oracle RightNow self-learning knowledge base, live chat and email management software
* Reduced operating costs (-25%) through leading and delivering process automation projects (e.g. returns processing, refunds handling, bad debt collection, fraud prevention, sales alert systems)
* Successfully migrated and rolled out a new centralised ERP system leading to a reduction in ongoing systems costs (-30%) ;
* Led credit scoring supplier migration project (Bürgel to Boniversum) incl. creation of a new matrix decision tree leading to a reduction of payment defaults (-23%) ;
* Scoped and implemented standard operating procedures (SOPs) for systems and customer care ;
-
Guthy-Renker Corporation
- EU CUSTOMER CARE HEAD
2007 - 2009
(Reported to EU Managing Director, managed 5 team members incl. 3 customer care managers)
* Managed UK, Germany & Nordic customer care, following acquisition of TV Shop
* Developed and oversaw KPIs for sales and club conversion rates across Europe
* Trained local customer care managers on club retention and loyalty to improve lifetime value
Key achievements:
* Increased customer satisfaction and lowered returns (-6%) with a common customer care approach
* Successfully led a special integration project of the two companies following the acquisition of TV Shop (e.g. data migration/conversion, exit strategy, roll-out plans, building E-commerce sites)
* Re-negotiated external call centres SLAs, KPIs and contract terms to reduce costs (-15%) and increase contribution (+2%) ;
-
Guthy-Renker Corporation
- OPERATIONS MANAGER EUROPE
2001 - 2007
(Reported to EU Managing Director, managed 2 team members)
* Responsible for day to day operations for Europe ;
* Identified opportunities for automation and cost reduction in all areas of the business (e.g. telemarketing, fulfilment, warehousing, customer care, fraud prevention, order despatch)
* Scoped and implemented standard operating procedures (SOPs)
* Led UK & German external call centres, customer care and fulfilment centres
* Scoped and led systems requirements briefing (e.g. MS SQL CRM, SAP ERP)
* Inventory forecasting and year end physical count management
Key achievements:
* Built and enabled fast growth of the start-up in UK (2001) & Germany (2003) from 2 employees to an established business with over 100 staff and annual sales in excess of EUR 60 million ;
* Led projects (e.g. systems, fulfilment, customer care) & scoped standard operating procedures
* Achieved a reduction of the systems operating costs through successful conception and delivery of a range of automation projects (e.g. SAP subscription order processing, returns scanning, advance package assembly and refund handling, email handling, CTI) ;
-
Quantum International
- CALL CENTRE MANAGER EUROPE - LONDON
2000 - 2001
(Reporting to EU Customer Support Director, managed 1 operations staff)
* Led EU outsourced call and fulfilment centres and operational suppliers (e.g. telecoms, carriers)
* Scoped and implemented standard operating procedures (SOPs) ;
-
Attachmate
- CHANNEL ACCOUNT EXECUTIV EBENELUX & IBERIA
Seattle
1999 - 2000
* Sales target responsibility in given territory (e.g. sale of e-Vantage WebPublish, DataBridge DMSII data integration software) & built long term distributors business relationships ;
-
Czech & Speake UK Limited
- EXPORT SALES EXECUTIVE EUROPE - LONDON
1998 - 1999
* Sale of aromatics amenities and bathroom accessories to European distributors & luxury hotels ;
