Breaking new ground and realising unprecedented projects
“Tchibo - I was raised on the brand. My parents even diligently bought the coffee! After six years indirectly working for Tchibo at an agency, the idea of working at the company itself to help develop its e-commerce business appealed to me. My dream came true in 2007 when I joined Tchibo as a webshop manager in charge of the weekly theme worlds, Tchibo Prozente, Cafissimo, and Coffee. I was also responsible for various projects such as the launch of our online shop in Poland.
In October 2008 I was promoted to head of the Page Creation department, and managed the department’s expansion to include the creation and mailing of newsletters. One especially exciting aspect of this was our strategic goal of ‘in-sourcing’, i.e. bringing services previously sourced from external providers back into the company. Finally, in June 2011, I was appointed senior manager, digital marketing concepts manager, in our newly created Consumer & Brand Digital Marketing team.
My colleagues and I are building a central unit for digital marketing in the Non Food, Coffee and Cafissimo departments, and merging online media, digital marketing and social media into comprehensive campaigns. We also look into digital trends and innovations, their applicability for Tchibo, and strategies for synchronising digital marketing activities with measures in more traditional media.
My most exciting project to date was in the run-up to Oktoberfest 2011 when we hired celebrity chef Alfons Schuhbeck for a live cooking show on the Internet, in which customers participated interactively and could help determine what should happen next - for example, what dish was to be cooked, or whether Alfons Schuhbeck should play his favourite song on the guitar. We streamed the recording in a Hamburg studio live on the Internet – people could watch it on tchibo.de, the T-Online site, MSN and Facebook. What inspires me about Tchibo? The openness of my co-workers and the desire to break new ground. This willingness is what makes projects like this possible in the first place.”