Hamburg, Hamburg, Germany
I have several years of experience in the field of D2C commerce with a strong focus on performance and profitability. I love learning from others and have shared my experiences at conferences like OMR, Digital Bash, d3con, Ecom Berlin Expo and some more. I am holder of two bachelor's and two master's degrees in social, business and computer science.
Full ownership of the D2C commerce business (single-digit million range) across multiple markets, covering growth, profitability and the end-to-end customer lifecycle. Lead of a cross-functional team (3-4 FTE in Ecom + Performance Marketing), working closely with external partners, focused on building a stable, scalable and commercially driven operating model. Major projects: - Drove YoY online revenue growth for 3 consecutive years in a saturated market + established brand of 5-10% — through sharper commercial steering and clearer performance ownership. - Brought performance marketing fully in-house — built and developed team and process, cut operating costs and by ~50% increased execution speed and strategic control. - Led end-to-end e-commerce platform migration from Shopware to Shopify — on time, on scope, under budget. Reduced infrastructure costs by ~50% and built a scalable commerce foundation. - Replaced a legacy ERP (Navision) with a best-of-breed stack across shop, fulfillment, and finance — cutting IT operating costs by ~50% reducing operational complexity. Impact of my recent AI projects: - Built a fully AI-driven e-commerce and marketing insights suite: Internal BI stack (Claude, Fivetran, Snowflake, Supabase, Git, React/Vercel, Lovable) + AI-driven ad-hoc analysis; replaced €10k+/year in external costs - Customer Service Automation from the ground up: Zendesk to Gorgias migration, AI Agent (0 → 45% automation rate) + Claude-powered ticket analysis (tens of thousands of tickets) & interactive returns reports; tickets/order reduced by ~67%, return rate reduced by ~50% over 12 months - Inventory Intelligence Tool: LLM-powered demand planning via Claude + MCP (Snowflake, Shopify, SharePoint); replaced manual Excel processes & external tools (€30k/year)
Joined to strengthen the commercial performance setup of the D2C business, taking ownership of acquisition and retention performance across key digital channels and partners. - Rebuilt the external partner setup and renegotiated agency contracts, reducing operating costs by 50% while improving channel performance and overall marketing output. - Developed a commercial framework across acquisition and retention, enabling first-order profitability and increasing the share of returning customers through balanced channel and lifecycle steering. - Drove a CRM platform migration (Episerver to Klaviyo), enabling automated customer journeys from first touchpoint through post-purchase experience and increasing email revenue share from 10% to 20% within 12 months. Promoted to Head of after one year
Supported SME retail and B2B clients across ecommerce, performance marketing and web projects while completing university studies.