Mark Klünnen

Part of the management team at Flanker Brands business unit, responsible for the development of a unified strategy & vision resulting in a digital transformation roadmap to drive future growth. Business responsibility for budgeting / forecasting with an annual turnover of +€200 million. Successfully built new teams & organisational structure to deliver exponential business growth. Led several teams including swype mobile, project management & data analytics. Direct reports: 12. Delivered new innovative products including yallo TV and HFC Internet, significantly increasing fixed net connections vs. Fiber only.

Responsible for business unit strategy & product propositions including the P&L for our prepaid brands yallo and Lebara. Direct reports: 8. Successfully launched a new mobile operator under the brand “swype” based on an innovative fully cloud-based AWS platform. Swype has seen strong revenue & customer growth YOY since launching in 2019. Entered the fixed line market with the introduction of yallo fiber internet. Highly successful proposition increasing existing mobile customer LTV and share of wallet.

Reporting directly to the CEO of Flanker Brands and responsible for managing existing as well as developing new price propositions for mobile prepaid & postpaid. Direct reports: 4. Created a market segmentation model and strategy for our three brands to support the company-wide business plan. Resulted in the launch of yallo Postpaid, which was the catalyst for future revenue growth at Flankers. Responsible for the creation and management of pricing models at product level to support the business case for new proposition launches.

Responsible for acquisition, retention, trade marketing and pricing strategy. Head up marketing department with three senior marketing managers as direct reports. In charge of the annual budget process defining revenue & operating profit targets and setting KPI objectives. Appointed Interim Head of National Retail Sales responsible for key account management including Die Post, Mobilezone and Interdiscount.

Led the marketing team during local management transition period implementing the acquisition & retention roadmap. Launched two consumer propositions nationwide across ethnic/national retail & online channels delivering 10% customer base growth within three months.

Responsibility to optimize marketing expenditure across eight countries. Led a team of data analyst consultants to measure and monitor business performance metrics. Played a central role in the allocation of the Group marketing budget totalling +€30mln and reviewing countries’ annual marketing plans. Led the business case process and completed post campaign reviews for marketing investments. Built the business proposition to support the Group’s first group-wide handset deal worth to grow our presence especially in national retail channels.

Coordinated handset purchasing across European markets in the Carphone group. Organised the ‘Global Purchasing Event’ bringing together buyers and handset, laptop & accessories manufacturers and delivering £600k in supplier contributions. Led the handset differentiation process representing 20% of total volume in 2009 across all markets. Agreed purchasing volumes totalling 250,000 units for the launch of the Nokia Iluvial handset range exclusively developed for CPW.

Responsible for all marketing activities and the launch of a start-up in the B2B trade market. Built a new marketing department. Direct reports: 6. Developed a brand strategy, store launch plans and managed ATL & BLT activities with a multi-million pound marketing budget. Produced product catalogues displaying 8,000 products including kitchens & bathrooms. Delivered a CRM platform in six months integrating front- and back-end systems that provided greater customer insight in spending patterns and responsiveness to multi-channel marketing campaigns. Launched a customer loyalty programme with over 30,000 members to build long term relationships and for direct marketing communications purposes.