Tilak Thiagarajan

Lead digital transformation for Henkel Beauty Care globally in the areas of CRM, SEO, content marketing, MarTech platforms, disruptive services, Beauty AR, AI and data analytics.

• 4 direct reports to formulate strategies and implement them in key markets
• Successfully piloted "Choicify" with German retailer dm - disruptive new D2C service that aids consumers in their shopping decision-making
• Delivered SEO leadership in Germany (Gartner L2 Report 2019) for the Schwarzkopf brand
• Developed the 1st ever CRM strategy for the Schwarzkopf brand to help establish direct end-consumer relationship. Implementation is currently ongoing. Concept work, tech stack, vendor selection, compliance and setting up of marketing automation do drive personalisation at scale is the scope of the program

Globally responsible for the development of Montblanc's Omnichannel CRM program

• Developed a digitally driven CRM Strategy for the Montblanc brand together with key stakeholders from Marketing, Retail, E-Commerce, Customer Service, Social Media, IT as well as the Montblanc executive board with the core objective of improving customer engagement and loyalty
• Built a data driven marketing culture across the organization to improve effectiveness of E-Mail campaigns, Events etc., by reaching out to the right target audience to drive quality traffic to our point of sale (online as well as offline) at all times
• Formulated and successfully implemented an E-Mail marketing program for every key step of the customer journey to strengthen customer relationships through continuous and relevant contact
• Reengineered business processes to deliver a state of the art CRM platform in Europe, North America, Japan and Hong Kong for boutiques, E-Commerce and for corporate use
• Defined and implemented common global CRM KPI’s to measure customer activation tactics globally and to collect best practices for improved decision-making
• Successfully executed a tactical coop activity as a pilot in partnership with American Express in the US market in 2014 that resulted in significant increase in E-Commerce sales during Christmas 2014

Setup the complete digital ecosystem from scratch for the Kia brand in Europe.

• Formulated digital marketing and CRM strategy for the Kia brand in Europe. Rolled out a tightly integrated digital and CRM program across Kia’s 16 European subsidiaries/distributors including the brand’s first ever online car configurator
• Successfully launched the Kia brand in the Social Media space in Europe during the FIFA world cup 2010 drawing a huge fan base with heightened engagement.

Consult General Motors Europe on Pan-European digital marketing and CRM initiativesConsult General Motors Europe on Pan-European digital marketing and CRM initiatives

• “Opel Customer Loyalty Program” – As consultant to Opel, Defined the scope of program, managed creative design, technical implementation and the eventual rollout of the brand’s first online customer loyalty program for Opel, Germany – My Opel
• Led the feasibility study project to consolidate the brand websites of Saab, Opel and Chevrolet in Europe into one common CMS platform with a detailed estimate, change management and a project plan

Responsible for operations of BenQ Mobile's B2C E-Commerce business (in 6 EU countries)

• Developed and implemented B2C E-Commerce, and successfully rejuvenated the direct sales channel for Siemens Mobile with annual revenue of more than EUR 5 million
• Managed a global website CMS platform for the BenQ-Siemens brand with a large product portfolio in more than 66 countries and over 20 languages

Held various roles during my 4 year tenure at Siemens' mobile devices business until it was acquired by BenQ of Taiwan

• Successfully rolled out an E-Commerce platform for major Western European markets for Xelibri (Fashion phones division of Siemens Mobile) in 2003
• Championed the design and development of a mobile gaming platform that allows users to send simple SMS messages and shop for travel packages

Led the mobile application development and training division of the organisation

Course fee fully sponsored by Siemens AG for consistently exceeding business expectations over a 3 year period. Awarded distinction in Project Management and IT Management university examinations held in 2006

Graduated with a 1st class degree (among the top 5 in a class of 65 students)