Experience@ TK Elevator
(formerly: thyssenkrupp Elevator)
TK Elevator
Over the past decades, TK Elevator has established itself as one of the world’s leading elevator companies and became independent since its sale by thyssenkrupp AG in August 2020.
The Business Unit TK Home Solutions N.V. contributes to barrier-free living with its products. The company has been developing, producing and installing stair lifts for over 60 years, a global player operating around € 1.25 billion p.a. in size and 15% global share.
No staircase should signal an obstacle. TK Home Solutions realizes this requirement with signal products and operates a dual sales channel approach – direct sales (B2C) and reseller sales (B2B). It’s marketing is mainly focused on lead generation and management and does therefore not operate as an E-Commerce business.
Project details
Employer: TK Home Solutions N.V.
Job role: International Digital Marketing Manager
Location: Neuss // 100% Remote
Project period: 12.2020 – 07.2022
Category: Healthcare – Stairlifts for elderly
Website: TK Home Solutions N.V. – Global
Successful Completion of Comprehensive Website Migration and Relationship Marketing Automation for TK Home Solutions Across Multiple European Markets
Project 1: Website Migration for TK Home Solutions
In this completed project, I led the migration of thyssenkrupp Home Solution websites to TK Home Solutions across eight key markets: Germany, Italy, Belgium, France, Spain, the Netherlands, Norway, and the UK. My role was pivotal in transferring the legacy of the old domains while supporting an organic performance boost post-migration. I developed and adjusted the migration strategy, focusing on redirects, defining a sustainable organic performance asset strategy, challenging the technical status quo, and optimizing the linking structure. Additionally, I conducted a comprehensive SEO relaunch audit to ensure a smooth transition and maintain search engine rankings.
Project 2: Marketing Automation Implementation
In this project, I implemented a marketing automation process in six major markets: Germany, Italy, Belgium, the Netherlands, Spain, and France. The objective was to build and expand long-term customer relationships through a more systematic and efficient approach. This automation process aimed to streamline the handling and approach towards leads, significantly reducing manual input and individual prioritization of leads by local sales teams. The successful implementation of this strategy not only optimized lead management but also enhanced the overall efficiency and effectiveness of the sales process in these regions.
Tasks
- Project Management of website mirgration
- Monitoring and reporting of online usage behavior (Google Analytics, etracker, Google Adwords in MCC and Yahoo)
- Monitoring and reporting of the strategic derivation of recommendations for action
- Functional monitoring, control and briefing of external agencies for international projects
- Creation and continuous optimization of websites in cooperation with the responsible external service providers
- Consultating country marketing managers regarding cross-media marketing measures
- Execution of all marketing measures in accordance with the corporate strategy
Achievements
- Successful website migration of all eight 8 markets
- Successful organic performance stabilization after migration
- Successful launch of marketing automation in DE, IT, BE, NL, ES and FR
