[ENG] From Products to People: Elevating On’s Community Through Testing, Tailoring, and Storytelling
Presentation description (focus & value)
In today’s fast-moving digital world, success in e-commerce demands agility, authenticity, and a deep connection with your audience’s needs.
In this session, we’ll share how we shift from an output-driven approach to an outcome-driven strategy—and how placing storytelling and experimentation at the heart of our brand enables us to foster deeper audience connections.
Discover how experimentation allows us to refine strategies that align content with user intent, creating digital experience...
Lena Hauck
Senior Program Manager Experimentation @ On
Speaker(s)' bio
Lena brings deep expertise in personalization and experimentation to her role at On, where she has been driving innovation for the past two years. She focuses on scaling an experimentation program that transforms strategies, accelerates growth, and enhances customer experiences. Passionate about emp...
E 12:30
Join over 11,000 participants
2-day B2B Expo & Conference for e-commerce
- 19 & 20th FEBRUARY 2025
Event date
- 9:00-17:00
Duration
- STATION Berlin, Luckenwalder Str. 4-6
Location
Register for free
E-commerce Berlin Expo is free to attend for retailers and brands. We deliberately restrict the attendee count to enable truly impactful networking opportunities.
Day 1 Agenda - February 19
Explore the agenda for both event days - February 19 and 20. The conference will run across 5 stages simultaneously. Our talks are scheduled in either English or German. The language information can be found at the beginning of each talk’s title.
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B
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C
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D
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E
SHOW STAGE AGENDA
A 10:15 Topic to be announced shortly – stay tuned!
Patrick Kuehl User Growth @ Alibaba.com
B 10:15 [ENG] Opening Keynote: State of the German E-Commerce 2025
Efe von Thenen Chairman of the Advisory Board @ E-commerce Berlin Expo
C 10:15 [ENG] Data-Driven Leadership: Unlocking Profitability Through Strategic Management in E-Commerce
Kevin van der Eijk Founder & CEO @ FiveX
D 10:15 [ENG] Second-Hand Revolution: How AI Processes at momox Are Transforming Retail Sustainably
Heiner Kroke CEO @ momox
E 10:15 [ENG] You and AI: Transforming creativity and campaign success
Stephanie Boedige Global Agency Director for Independent Agencies @ Microsoft Advertising
A 11:00 [ENG] Stuck in Generative AI Hype? Why Successful E-Commerce Shops Rely on Operational AI as Superior Profit Driver
Ralph Hünermann CEO and Founder @ ODOSCOPE
B 11:00 Topic to be announced shortly – stay tuned!
TBA @ Amazon Freight
C 11:00 [ENG] The Sweet Science of Loyalty: Lakrids by Bülow's Approach to Unified Commerce
Michel Ewald Hansen Chief Digital Officer @ Lakrids by Bülow
Kolja Oswald Regional Sales Manager @ Voyado
D 11:00 [ENG] Logistics service offers at MediaMarktSaturn: Immediate delivery in under 90 minutes and maximum flexibility in the store
Michael Jaschek Manager Logistics Sourcing & Partners @ MediaMarktSaturn Retail Group
E 11:00 [DE] Mehr Daten, bessere Kampagnen: Den Marketing-ROI richtig verstehen und steigern
Daniel Tschirschwitz Head of Performance Tracking & IT @ Smarketer
Zacharie Maville Senior SEA Growth Consultant @ Smarketer
A 11:45 Topic to be announced shortly – stay tuned!
Johannes Mansbart Founder @ chatarmin.com
B 11:45 [ENG] The Collapse of Traditional Commerce: Why Innovation is No Longer Optional
Michael Türk VP of Solution Engineering @ Spryker
C 11:45 Topic to be announced shortly – stay tuned!
TBA @ Descartes Systems
D 11:45 [DE] Kaufen, nicht nur gucken: Wie Super Streusel Live-Shopping als relevanten Revenue-Channel nutzt
Jan Lühring Geschäftsführer E-Commerce & Technologie @ Super Streusel
Daniela Sichting Gründerin und Geschäftsführerin Marketing & Vertrieb @ Super Streusel
E 11:45 [DE] Die Evolution von Multi- zu Omnichannel - Maximierung der Kundenzufriedenheit
Stefan Wolk Director E-Commerce @ Fielmann
Boris van Brevern Geschäftsführender Gesellschafter @ BORIS Consulting
A 12:30 [ENG] Privacy-Driven Innovation: A First-Aid Kit for Lead Marketing in E-Commerce
Dara Kossok-Spiess Head of Internet Policy and Digitization, Founder: Diversity Initiative for Retail @ Handelsverband Deutschland e.V. (HDE), German Retail Federation
Cathrin M. Daniel Internet Policy and Digitization @ Handelsverband Deutschland e.V. (HDE), German Retail Federation
B 12:30 Topic to be announced shortly – stay tuned!
Sebastian Hamann Founder & Co-CEO @ Shopware
C 12:30 [DE] Cheers auf Kiez & Klicks: Die digitale Markenstrategie, die nüchtern.berlin zur alkoholfreien Top-Adresse macht
Isabella Steiner Geschäftsführerin & Gründerin @ nüchtern (Null Prozent Ventures)
Marvin Schneemann Sales Team Lead @ Pickware
D 12:30 [ENG] Process Excellence Pays Off: How Our Clients Saved Millions on Deductions When Selling on the World’s Biggest E-commerce Marketplace
Jan Hurdzan Manager Quality and Continuous Improvement @ Sony DADC
E 12:30 [ENG] KoRo's transformation: How to build an omnichannel love brand
Dr. Daniel Kundt Managing Director, CFO @ KoRo
Florian Schwenkert CEO @ KoRo
A 13:15 Topic to be announced shortly – stay tuned!
Anna Atmis Regional Marketing Manager DACH @ Doofinder
Johanna Jacob COO & Head of Product @ OONIQUE
B 13:15 [ENG] AI for more efficient acquisition, more conversion and larger shopping baskets - the potential of generative AI in e-commerce
Hartmut König CTO Central Europe @ Adobe
C 13:15 [ENG] Beyond the Box: How Shipping Intelligence Transformed Amorelie's Delivery Experience
Rob van den Boogaard CX Improvement Consultant @ Amorelie (EQOM Group)
Viktoria Danielzok Global Ecosystem Partner Manager @ Sendcloud
A 14:00 [ENG] TAG Heuer x Dartagnan: The power of email marketing as the centerpiece of your performances
Philipp Kunstmann Senior Digital Consultant @ JustRelate Group
Nicolas Guillen Managing Director JustRelate France @ JustRelate Group
Etienne Bateau CRM Director @ TAG Heuer
B 14:00 Topic to be announced shortly – stay tuned!
Sebastian Evers CEO @ JTL Software
C 14:00 [ENG] Mapping Global eCommerce: Emerging Markets, Top Categories, and Cross-Border Dynamics
Friedrich Schwandt Founder & CEO @ ECDB
E 14:00 [ENG] Behind the Deals: OTTO’s Secret to Black Friday Success
Michelle Mei-Li Pfister Associate Solutions Architect @ Amazon Web Services
Daniel Barthelmes Division Manager eCommerce Solutions & Technology @ OTTO
A 14:45 [ENG] 2025 Bold Trends: Shaping the Year of Disruption and Innovation
Radharaman (Rad) Jha Vice President Supply Chain @ flaconi
B 14:45 Topic to be announced shortly – stay tuned!
Wilfried Beeck Founder & CEO @ ePages
Alexander Trautmann Head of Product Engineering SSG/ERP @ Sage
D 14:45 [ENG] Data-Driven Omnichannel Solutions
Joris Kalle Team Lead Art Direction @ REWE eCom
E 14:45 [DE] Facebook Ads sind Geschichte? Wie DefShop 2024 den Social Ads Umsatz mühelos verdoppelte …
Armin Alasti CEO @ MoonJet
Matthias Spangenberg CMO @ DefShop
A 15:30 [ENG] Ok, Boomer! How Witt Group built a scalable WhatsApp marketing channel to get even closer to their best-ager audience
Pascal van Opzeeland CEO @ Userlike
B 15:30 Topic to be announced shortly – stay tuned!
James Henderson @ Shopify
D 15:30 [ENG] Your Customers’ Journey Has Changed: Are You Ready to Meet Them Where They Are?
Raluca Bujoreanu Product Lead @ Zalando
A 16:15 Topic to be announced shortly – stay tuned!
Robert Hein Founder @ Olution Advisory Services
B 16:15 [DE] Panel-Diskussion: Vier Perspektiven auf KI im digitalen Handel
Paul Krauss Panel-Moderator, Head of Digital @ MDTC
Philipp Engelmann CEO @ Glambou
Veronika Demschick eCommerce-Expertin @ ex-Nespresso, ex-Lab1886 & ex-THG
Volker Harbrecht Head of eCom @ Meta
Jörg Heinemann Innovation Evangelist @ OTTO
C 16:15 [DE] Swipe, Shop, Repeat – Wie Social Commerce Online-Shopping revolutioniert
Kristina Mertens Marketing Manager @ everstox
D 16:15 [ENG] What we still don’t get about TEMU: Why we have such a hard time understanding digital trends from China
Björn Ognibeni Practival Visionary, Co-founder @ ChinaBriefs.io & XRLab@MCM
E 16:15 [ENG] Hyperpersonalization and the role of telcos in it
Peter Arbitter SVP Magenta API Capability Exposure (MACE) @ Deutsche Telekom
A 16:45 [ENG] Empowering E-Commerce: BitterLiebe's Financial Strategy
Lukas Gottschick Chief Commercial Officer @ Pliant
C 16:45 [ENG] ChatGPT Enterprise Usecases @ ReifenDirekt.de
Dr. Andreea Kremm CEO @ Delticom (ReifenDirekt.de)
D 16:45 [ENG] Challenge The Ordinary
Josh Stinton Head of Engagement @ Fieldwork
E 16:45 [ENG] Confidence Unleashed: Leaders look for confidence in all the wrong places, let’s fix that
Matteo Cassese Executive and Founder Coach @ myth maker
Day 2 Agenda - February 20
A
SHOW STAGE AGENDA
B
SHOW STAGE AGENDA
C
SHOW STAGE AGENDA
D
SHOW STAGE AGENDA
E
SHOW STAGE AGENDA
A 10:15 Topic to be announced shortly – stay tuned!
Franz Riedl Head of DACH @ Intuit Mailchimp
B 10:15 [DE] Marketing Machines Reloaded: Wie KI unsere Jobs radikal transformiert
Ben Harmanus Principal Media Campaign Lead @ Hubspot
C 10:15 [ENG] Why big retailers fail at eCommerce
Mihai Popescu Marketing Tech Consultant @ ex-Galeria, Esprit & Metro Head of Digital
D 10:15 [DE] Energiegeladen zum Erfolg: Wie OBI mit voller Retail-Media-Power EnBW ins Spotlight rückte
Dennie-Alexander Trost Principal Retail Media Sales Strategy & Steering @ OBI First Media Group
E 10:15 [ENG] Unlocking the Future of Commercial Success on TikTok: Exclusive Whitepaper Launch with Deloitte Digital
Nele Odzuck Group Vertical Director Consumer Goods for Client Solutions @ TikTok
Samy El-Menshawy Senior Manager @ Deloitte Consulting
B 11:00 Topic to be announced shortly – stay tuned!
Friederike Lumbroso-Baumgartner General Manager DACH @ Tools for Humanity
C 11:00 [ENG] Solving the growth code for eCommerce and CPG - what can we learn from each other?
Dr. Tizian Bonus CRO @ Appinio
Joanna Lindenberg Head of Consumer & Market Insights (CMI) @ Zalando
D 11:00 [DE] Die Zukunft des Cookies? Strategien für erfolgreiches Marketing mit First Party Daten und Google AI
Heidi Menz Data & Measurement Lead @ Google
Sandra Pfeifer Data & Measurement Lead @ Google
E 11:00 Topic to be announced shortly – stay tuned!
Edvin Dizdaric International Expansion Lead @ SNOCKS
B 11:45 [ENG] Revolutionizing Retail: The Role of AI in Modern E-commerce
Serkan Otles Global Head of Business Development @ Philips
C 11:45 Topic to be announced shortly – stay tuned!
Ramanujam Baradwaaj Director Of Products - Advertising Solutions @ Delivery Hero
D 11:45 Topic to be announced shortly – stay tuned!
Farzin Saber Global VP Digital Project Office @ IKEA
E 11:45 [ENG] From Data to Decisions: Unlocking the Power of Customer Insights
André Pavic Global Head of Growth Marketing @ waterdrop®
A 12:30 Topic to be announced shortly – stay tuned!
Fernando Veiga Fonesca Head of Engineering @ C&A
B 12:30 [ENG] The New Luxury: Experience – How to Create Meaningful Emotions in a Digital World
Jasmin Deniz Karatas Founder & Gamification Expert @ Jasmin Deniz Karatas
C 12:30 [ENG] The e-commerce customer journey in 2025 and beyond
Koen van Gelder Team Lead Ecommerce @ Statista
Lynn Beyrouthy Research Expert Ecommerce @ Statista
E 12:30 [ENG] From Products to People: Elevating On’s Community Through Testing, Tailoring, and Storytelling
Lena Hauck Senior Program Manager Experimentation @ On
Ludovic Wolff Senior Product Manager Awareness @ On
A 13:15 [ENG] Retail Media: Growth Trends & Opportunities and Five Factors for Success
Marie-Clare Puffett Industry Development & Insights Director @ IAB Europe
B 13:15 [DE] Spielerisch ins Herz: Sind Branded Mobile Games das neue TV?
Louisa Lerdo Head of Marketing @ Tabbler
Eric Jangor Managing Director @ Tabbler
C 13:15 [ENG] How Hunkemöller Gains Real Value From Returns
Luc Altorf Sales Director @ nShift
E 13:15 [DE] Panel-Diskussion: Die Superfan Revolution: Community Management als Wachstumshebel für E-Commerce Brands
Alexis Tsingeni Panel-Moderatorin, Podcast-Host & Creator @ Retail o-Tones
Sarah Sunderbrink Head of Social & Influencer Marketing @ Zooplus
Erik Reintjes Mitgründer und Geschäftsführer @ MissPompadour
Laura Kremer Strategin für E-Commerce und Community-Building @ eCom Unity / Kandu
A 14:00 [DE] Brands im Burnout: Wie der Performance-Wahn Marken killt
Magnus Folten Managing Director @ 9:16 by WeCreate
C 14:00 [ENG] How to talk to (Gen AI ) Models : Leverage GenAI to make money and your life easier in 2025
Dr. Anamika Datta Founder and Chief Orator @ AIQEurope
D 14:00 [DE] Synergien zwischen Preisstrategien und Performance Marketing: Ansätze zur Steigerung des Bottom-Line-Impacts
Christoph Sternstein Head of Pricing @ Lampenwelt
A 14:45 [ENG] 7 Ads That Sell Unsexy Products: Creative Strategies for Maximum Impact. "Bringing Sexy back"
Sang Truong Founder @ Digital Tigers
C 14:45 [ENG] Scaling Success: How Notino Expanded Across 20 Markets with Precision and Efficiency
Petra Pacáková CEO @ Dotidot
Ksenija Palia Digital Ads Specialist @ Notino
Angelika Halamová Digital Ads Specialist @ Notino
Conference speakers
Mike Ryan, Head of Ecommerce Insights & Christian Scharmüller, Chief Client Officer
@ Smarter Ecommerce
Tymon Kowalski 3D & VFX Studio Director & Michał Cieciak Growth Director
@ MUUN Animation Studio
Holger Müller, Geschäftsführer & Philipp Kunstmann, Senior Digital Advisor
@ JustRelate Group GmbH
Katharina Opiela from construktiv & Franz Riedl from Intuit Mailchimp
@ construktiv & Intuit Mailchimp
Dessislawa Thordsen – Key Account Managerin, Industry and Services & Raphael Kube – Head of Customer Consultancy Department
@ Investitionsbank Berlin
Kevin Kennell, Solutions Architect, Amazon Web Services & Giovanni Luca Randisi, CPTO, home24
Solutions Architect & CPTO @ Amazon Web Services & home24
Dara Kossok-Spiess
Head of Internet Policy and Digitization, Founder: Diversity Initiative for Retail @ Handelsverband Deutschland e.V. (HDE), German Retail Federation
Cathrin M. Daniel
Internet Policy and Digitization @ Handelsverband Deutschland e.V. (HDE), German Retail Federation
Register for free
E-commerce Berlin Expo is free to attend for retailers and brands. We deliberately restrict the attendee count to enable truly impactful networking opportunities.
Support
Do you have any questions? Feel free to ask!
Noel Graf
hello@ecommerceberlin.com
+49 305 201 51 10
Lucas Zarna
sales@ecommerceberlin.com
+49 176 316 244 92
- STATION Berlin, Luckenwalder Str. 4-6
Location
- 19 & 20th FEBRUARY 2025
Event date