CAREER STATION · MID-SIZED ENTERPRISE · MULTICHANNEL RETAIL
Fernseh Berlet
Steering eCommerce. Developing growth.
Head of eCommerce at Fernseh Berlet GmbH & Co. KG with full responsibility for revenue, margin, and marketing budget. Leadership of a 14-member team with direct reporting line to executive management. Through the alignment of category management, marketing, platform development, and customer service, online revenue was increased by 27% year-over-year, exceeding the annual target by 14%.
- Period
- October 2015 – October 2016
- Company & Location
- Fernseh Berlet GmbH & Co. KG · Hagen, Germany
- Position
- Head of eCommerce
COMMERCIAL RESPONSIBILITY & LEADERSHIP
Managing online operations holistically.
STRATEGY & STEERING
Planning commercial growth.
Development of the eCommerce strategy as well as business and budget planning. Full responsibility for revenue, margin, and marketing budget; multichannel forecasting and ongoing steering based on KPIs. Close alignment with procurement to achieve business objectives.
TEAM & OPERATIONAL OPERATIONS
Integrating cross-functional operations.
Leadership of a 14-member team spanning category management, online marketing, platform development, and customer support. Personnel and resource planning alongside coordination of technical enhancements. Direct collaboration with managing partners.
MARKETING & COOPERATIONS
Expanding online presence.
Establishment and initial hands-on operation of social media activities. Initiation of marketing cooperations and partnerships with web portals as well as expansion of industry networks. Data-driven alignment of category management and marketing.
RESULTS
Growing online. Bridging retail channels.
eCommerce revenue increased by 27% year-over-year, surpassing the annual target by 14%. The online shop was also recognized as “Computer BILD TOP Shop”.
On my own initiative, I developed and produced live streams directly from Berlet retail stores as early as 2015. Product presentations right from the sales floor and showcase of promotional offers brought the brick-and-mortar assortment to life via social media. This complemented traditional promotional advertising with an interactive digital format and personal customer engagement.
Shaping multichannel retail in mid-sized business.
Berlet combined an established brick-and-mortar retail business with an in-house online shop. The mission was to advance the digital business within this retail structure and link commercial strategy with operational execution.
Shifting corporate framework conditions impacted operational activities and long-term eCommerce planning in 2016. The engagement ended in mutual agreement with executive management.
DOCUMENTS & CONTACT
Does my profile fit your requirements?
I look forward to exchanging ideas with companies and executive recruiters. My CV as a PDF and employment references are available upon request.