In response to the announcement, Dr. Oliver Prill, CEO of Tide Worldwide, said that during Schmidt's time in charge of the company's acquisition marketing team, "10% market share in the UK" was achieved.

Schmidt, who began working for Tide in 2017 as a marketing consultant, has a lot on his plate, starting with managing the company's introduction into Germany, the company's first market entry into Continental Europe.

According to Prill's post on LinkedIn, Tide plans to start its German market development by launching its business account and card options first. Full platform capabilities will then be gradually rolled out in a "step-by-step" fashion.

The new regional CEO of Tide was formerly employed for seven years as a co-founder of Arden & Schmidt, an IT solutions company with a focus on clinical research.

Schmidt then took on executive marketing positions at several different businesses. Notably, he worked for Bellabeat as a marketing and CRM consultant before moving up to L'Occitane en Provence, a cosmetic company, as the head for digital marketing and e-commerce.