Where are you now?
I am the e-commerce manager at L'Oréal
Germany, Cosmétique Active.
Tell us a bit about your path since the
studying the MSc in Marketing & Creativity (MMK)?
I first started at Procter & Gamble as a "Brand Manager". I
oversaw Gucci, Escada, Rochas for Germany, Austria and Switzerland.
While there, I was in charge of adapting the global strategy to the
national and local markets. Some key launches I was responsible for
were Gucci Guilty and Especially Escada.
After a year and a half, I left for Berlin to work as a
Brand Manager at Zalando, Europe's leading Online Fashion
Retailer. I stayed for about another year and a half, and was in
charge of building up the brand Kiomi, a private fashion label and
online platform in the Zalando network.
I then went on to work as Senior Brand Manager at an
online auction platform company, Auctionata, on a brand building project. In the
year that I worked there, I relaunched the brand, which entailed
undergoing extensive consumer and market research, repositioning
the brand, a complete re-design, creating a new communication
strategy, and entering new markets in the EU and the USA.
I'm now at L'Oreal since June 2015.
It seems that this career path--going from a
big brand to the start-up environment and back--is "not by the
book". How has this unusual career path made you who you are
It's been very enriching to work in both the corporate
(P&G, L'Oréal) and the startup (Zalando, Auctionata)
environments. On the corporate side at P&G, marketing basics
and best practices became ingrained in me. I learnt how to launch
products as well as campaigns, handle big budgets, etc. This part
of my experience I consider to be "by the book."
On the other side, at Zalando I was given a lot of
freedom, which also meant responsibility. I had to start from
scratch, do research, gather data, lead a team, and be hands on and
agile. It was great being part of a company that developed so
I think nowadays you need to be able to combine both
skill-sets, since everything is converging.
Furthermore getting to know different industries (FMCG/
cosmetics, fashion, art, luxury) was very fulfilling and
How did the content of the Msc of Marketing
and Creativity affect your various jobs?
The MMK encouraged me to think out of the box, always
question the status quo and strive for excellence.
Tell us about something you've done that you
are particularly proud of?
At L'Oréal, I'm in charge of the e-commerce
strategy in Germany. I'm basically responsible for growing the
online business, increasing our market share and ensuring
incubation of new business and growth potentials, while keeping the
brand's identity and our objectives in mind at all times.
Recently, for the L'Oréal brands La Roche-Posay and
Vichy, I improved customer experience and purchase path via a
digital content marketing strategy where we partnered with key
e-retailers. One of the key elements of this campaign was
developing a "digital love brand" strategy with a team of other
managers (Social Media, Digital Marketing, etc.).
Our goal was to make consumers passionate about our
products and brands by allowing them to post recommendations
online, follow our social media activities, share and like our
content, and convince other consumers to do the same. My efforts
resulted in an improved conversion and purchase rate on all devices
(desktop, tablet, mobile),on top of successfully integrating rich
and high quality content which fuelled this digital love brand
What is a key lesson you would like to share
with your fellow MMK-ers?
Agility is critical in my eyes. Markets are super
dynamic; innovations are coming faster and faster. Digitalisation
and technology is moving forward at such a fast pace, with new
players constantly emerging. If you want to be 100% sure of
something, you will be 100% too late. So nowadays you also have to
trust your intuition.
I think the MSc in Marketing and Creativity is the ideal
springboard for today's business environment, as it covers a lot of
important aspects that other programmes do not recognise. The
combination of lectures, case studies, projects, seminars,
internships, the online marketing course, all while studying with
international and multicultural classmates in London and Paris
really opened gates to all the experiences I have had so far…!
Anything else you would like to share with
L'Oréal Germany is doing very well when it comes to
e-commerce and digitalisation! We have some key "digitalisation"
projects running and are increasing our online share month by
month… I love being part of such a dynamic company, which is
driven by research, innovation and creativity--a very multicultural
and inspiring environment.
If you would like to know more about ESCP Europe and
its Marketing and Creativity programmes we invite you to register
for our next virtual session on Thursday 17th March at 6pm (London,
UK time). This is a great opportunity to ask the admissions team
any questions you might have and hear from Peter Stephenson-Wright,
the Director of the Marketing & Creativity programmes.
To register, please click here.
MSc in Marketing and Creativity (MMK)
Executive Master in Marketing and Creativity