Senior Director Commercial of APAC

D2C sleep company from Germany – founded in 2015, from 0 to 800m€ profitable revenue, 1000 people.

• P&L ownership of Australia, India, Japan, Taiwan, Philippines, South Korea and Hong Kong – roughly 90m€+ revenue.
• Business unit turnaround: in less than a year, bringing theEBIT from -20% to breakeven by doubling the contribution margin, maintaining the revenue, closing unprofitable business units (Countries, Channels, Products) and reducing the fixed cost base by 30%+.
• Leading 45 people from different cultures across 4 different offices. Re-built the commercial team by hiring 4 country managers and 20+ team members.
• Evolving the go-to-market playbook, adding branded retail to an ecommerce and marketplaces only approach. Launched 10 branded stores in 9 months in India and Taiwan.
• Member of the regional executive leadership group.

• P&L ownership. Turned around a 115m€ loss-making operation to a 136m€ profitable one.
• Repositioned the brand from an affordable single mattress brand to a multi-product sleep brand. Increased AOV by 12% and customer base by 25%.
• Increased marketing efficiency by 13% while increasing paid social and influencer marketing spends by 114% and 150%. Total marketing spend of more than 30m€.

SaaS Startup – Omnichannel commerce – 250 people, 112m€ raised.

• Built the B2B enterprise marketing plan, owner of the 400k€ budget, hired and managing one employee.
• Generated 170 leads: structured the events channel (attended 10 tradeshows and conferences), built the digital marketing and e-mailing channels.
• Initiated press relations (15 publications), social media, crisis communication, relationship to experts (featured in 3 Gartner guides).

SaaS startup – Big data meets recruitment – 100 people, 15m$ raised.

• Sales operations: defined the targets and territories of a team that grew from 4 to 14 members in a year. Structured the team in Account Executives/Sales Development Reps/Customer success manager. Built and automated the reporting for sales management and the board. Implemented Salesforce.
• Hiring operations: structured candidate selection and onboarding process. Hired 15 people. Sold this expertise to 3 customers.
• Product management: developed a module combining big data and psychology.