The client for the interim mandate is a company in the heating, sanitary and air conditioning sector. The industrial company produces and sells designer radiators as well as heating and cooling ceiling systems, room ventilation and air purification systems internationally. The client stands for energy-efficient products and solutions for a healthy and comfortable indoor climate in order to contribute to improving the quality of life. The company employs 3,000 people worldwide.
Chief Marketing Officer for omni-channel communication projects in 21 countries
As Interim Head of Group Marketing/ Chief Marketing Officer (CMO), the interim manager was responsible for planning, managing and implementing global and country-specific (21 countries) omni-channel communication projects to acquire new customers and increase customer loyalty. The particular challenges included the fact that the client had not filled the position of CMO since the beginning of 2017, two other department heads had gone on maternity leave and vacancies needed to be filled.
Digital realignment of Group Marketing
The interim manager was tasked with examining the realignment of Group Marketing with regard to digitalization (from print to digital media) and laying the foundations for the corresponding change & transformation process. There were also a large number of projects to be coordinated and implemented. The primary objectives were defined as follows
- Stabilization of the Group Marketing team
- Reorientation of Group Marketing in terms of current and future digital roles, Profiles and requirements
- Evaluation of the Group Marketing service providers in accordance with the "Digital First" specification
- Support and implementation of strategic projects such as digitalization and positioning
- Filling vacancies
- Leading and developing the digital start-up "Clean Air Solutions"
New digital lead agency hired for digital orientation
The interim manager was initially able to stabilize the marketing team and successfully fill vacancies. When evaluating the marketing service providers, he identified numerous weaknesses. As a result, the company changed the digital lead agency for the Zehnder Group at the suggestion of the interim manager.
Integrated process implementation
The interim manager developed a transformation process for the digital realignment in collaboration with the internal managers and external service providers. The roll-out for the interlinked process implementation of all digital tools included:
- Product Information Management (PIM)
- Content Management System (CMS)
- Customer Relationship Management (CRM)
- Mobile eSales Portal
- Digital Lead Management
- Marketing Automation (incl.including: Stibo/ SAP/ Marketo/ Salesforce)
Positioning strategy driven forward with brand audit
In addition to the digital transformation, the interim manager also drove forward the Zehnder Group's positioning strategy. This included, for example, a brand audit in the countries with the highest sales. The aim of the positioning strategy is to implement a new globally interlinked communication and design strategy in line with the digitalization strategy.
Purely digital lead generation for corporate start-up
Within the 10-month project duration, the interim manager was able to successfully implement the majority of the specified goals. The digitalization and positioning process was successfully initiated.
The management and realignment of the start-up "Clean Air Solutions", which was founded as a new digital business unit within the Zehnder Group, is particularly noteworthy. The core of the business model consists of purely digital lead generation. There is therefore no sales force. The interim manager managed the development of this digital lead sales funnel and supported its implementation in practice. The lead generation was largely implemented in the social networks. At the end of the project term, the newly founded Clean Air Solutions business unit was able to successfully generate a high double-digit number of sales contracts.
