Ingo S.
Interim Head of Division / Director IT / Business Consultant / AI Expert
Experience
Mar 2023 - Jun 2025
2 years 4 monthsCologne, Germany
Interim Head of Division / Director IT / Business Consultant
REWE-Digital GmbH
- Project periods: 03/2023 – 09/2024 and 12/2024 – 06/2025.
- Interim takeover, further development and management of the Customer Relations and Sales domain.
- Domain: Customer Relations and Sales.
- Responsibility for approx. 150 employees and a budget of around 40 million euros (3 Chief Product Owners, 21 Product Owners, 2 Engineering Managers, Agile Coaches, Solution Architects, various front- and backend developers, team assistants, etc.).
- Support in splitting the Central Trading department into Procurement Solutions and Customer Relations and Sales.
- Takeover, restructuring, annual planning for budget, capacity, FTE, PT basis and steering of the CRS department.
- Responsibility for budgeting and ensuring strategic projects in an agile product organization at REWE-Digital: (among others: REWE Bonus, the alternative to Payback with approx. 17 million REWE / Toom / Penny customers (Head of Taskforce), inhouse marketing at REWE, Penny, Toom – AI-based, flyer app alternative, data warehouse migration to Snowflake, market data warehouse / cockpit, AI processing of master market data, retail media and others).
- Reporting directly to the management board and executive board.
Nov 2022 - Feb 2023
4 monthsPfäffikon, Switzerland
Senior Project Manager / Coach
Markant
- Health check and realignment of a failed project.
- Analysis and consulting for a contract management software project.
- Reporting to the CEO of Markant Service IT GmbH.
Jan 2022 - Mar 2022
3 monthsHamburg, Germany
Business Consultant E-Commerce – focus: Marketplaces
TESA GmbH
- Strategic direction of performance marketing in e-commerce focusing on marketplaces.
- Consulting in the e-commerce team for marketplaces such as Amazon Vendor EU8, Amazon Seller, Otto, Ebay, Manomano, Kaufland.
- Advising and planning for annual budgets, sales, ACOS/ROAS targets, marketing campaigns, business analytics.
- Performance marketing: setting up AMS, AAP/DSP, AMG marketing campaigns and equivalent campaigns for Otto, Ebay, Manomano – flash, best and event deals (Prime Day, Cyber Week, etc.), managing the performance marketing agency.
- Restructuring strategic performance goals and covering a vacancy in performance marketing.
Jan 2020 - Jun 2022
2 years 6 monthsMunich, Germany
Interim Director Sales and Marketing
Tenda Technology GmbH
- Establishing a sales branch with sales structure.
- Setting up the central European office in Munich and the Western European central warehouse in Hamburg.
- Setting up the sales structure in D,A,CH - Be,Ne,Lux – Nordics (DK, S, NO, FIN) - including distribution, e-commerce/marketplaces and retail channels.
- Launching the marketing presence including performance marketing, campaign planning, AMS, Facebook and managing the PR agency.
Feb 2018 - Jun 2019
1 year 5 monthsProject Manager for Global E-Commerce Relaunch
ESCADA SE
- Relaunch of the global online shop and migration to the AWS Amazon Cloud.
- Consulting and planning of the relaunch based on the SHOPWARE online shop system with global instances in the AWS Amazon Cloud.
- Agile project management using Confluence, Jira, ASANA, MS Visio.
- Reporting, briefing and managing the Shopware/AWS agencies (including requirements and specifications documentation and technical briefing with the lead developer).
- Defining and monitoring processes with the agencies including the implementing departments (ESCADA and agencies).
- Interim Product Owner and coach for the existing ESCADA team in the areas of Shopware, processes and performance marketing.
- Planning and executing the integration of Contentserve PIM, Salesforce CRM, ADYEN, Computop, SAP, ELOG, Hermes Nextec with the new SHOPWARE system.
- Managing agencies for plugins/templates/customer journey – UX.
- Building and implementing marketplaces using middleware Tradebyte, Channeladvisor for Alibaba TMALL, Amazon Seller, About You.
- Successful relaunch in February 2019.
Apr 2017 - Mar 2020
3 yearsBusiness Consultant E-Commerce – Focus: AMAZON
Villeroy & Boch
- Building and consulting in e-commerce with a focus on Amazon.
- Consulting in the e-commerce team for Amazon Europe and the US.
- Setting up the Amazon client including handling marketing agencies / processes / campaign planning / logistics / EDI (content: text / images / video / packaging).
- Consulting and planning for annual budgets / revenue / agreements, business analytics.
- Project manager for Salesforce Commerce Cloud (e.g. checkout / Adyen payment / address validation …).
- Performance marketing: setting up AMS, AAP / DSP, AMG marketing campaigns and flash, best, and event deals (Prime Day, Cyber Week, etc.), coupons, VINE, and managing performance marketing agencies in EU5 and the US.
- Managing and serving as the contact for vendor managers, AVS, AMG, Vendor Central for all European countries and the US.
- Successful launch with Amazon and one of the largest online customers in 2017 / 2018 / 2019 …
Jan 2017 - Jun 2017
6 monthsNeu-Isenburg, Germany
Interim Head of Ecommerce
De’ Longhi
- Bridging the open Head of Ecommerce vacancy.
- Expanding the e-commerce channel for the De’Longhi, Kenwood, and Braun brands, including annual agreements for various e-commerce / online shops.
- Creating and coordinating deals for the online channel.
- Implementing a multi-channel strategy.
- Defining processes with PMs / finance – business analytics / other sales channels.
- Responsible for the Amazon.de account.
- Coordinating SVS (AVS) at Amazon and deal planning.
- Setting up AMS campaigns / campaign planning / performance marketing.
- Retail marketing, A+ content, Vine program with tools like AVS, ARA Premium, the AMS brand shop and marketplace analytics (Sellics).
- Order management based on NetPPM, including handling of the Vendor Central area.
Jan 2016 - Dec 2016
1 yearBurgheim, Germany
Head of Global Sales
Walser GmbH
- Optimizing sales and marketing structures and processes.
- Establishing and optimizing sales and marketing structures and processes, and expanding new and existing customers in photo distribution, retail, e-commerce, and photo specialty retail.
- Project manager for international trade show appearances (IBC, Photokina).
- Relaunching and managing the company's online shop based on Shopware 5, online marketing campaigns, newsletters, Google Analytics.
- Implementing middleware for various European marketplaces.
- Personnel responsibility for an Amazon vendor/seller team (.de/.fr/.co.uk/.es/.it) – Amazon service level: platinum, and a sales team with one team leader, three key account managers, two project consultants, and four inside sales, including performance marketing (AMS).
Jan 2015 - Dec 2015
1 yearTaipei, Taiwan, Province of China
Regional Sales Manager D/A/CH
ADATA
- Establishing sales structures in Germany with a focus on direct supply to Amazon from Taiwan in the vendor model.
- Building and optimizing sales and marketing structures and processes, expanding new and existing customers in IT distribution, retail, online trade, and specialist trade.
- Strategic contact for the PR agency for online marketing and managing the Facebook account, including campaigns / performance marketing.
- Full setup of the Amazon Europe account – ADATA was one of the first companies outside Europe with a direct vendor model contract. (logistics, product listing, promotions, AMG).
Jan 2014 - Dec 2015
2 yearsBraunschweig, Germany
Business Unit Head of Consumer Electronics
Action Europe
- Building sales structures for consumer electronics in line with the parent company Action S.A., Poland.
- Developing the consumer electronics business unit in conjunction with the parent company (Action S.A., Poland).
- Business development in non-food FMCG and online for consumer electronics products.
Jan 2009 - Dec 2013
5 yearsHofheim, Germany
Head of Sales
TP-Link Germany GmbH
- Revenue responsibility: €40 million.
- Established and optimized business processes, sales and marketing structures, and business development in distribution, retail partners, reseller partners, and online/e-tail.
- Setup, planning, and execution of trade shows (CeBIT, IFA, and partner in-house events).
- Provided consulting services for car leasing, debt collection, real estate, warehouse logistics/organization, and human resources; negotiated contracts and terms at CxO level.
- Achieved GfK market shares in Wireless LAN by units sold in 2012 and Q1 2013 (source: GfK).
Jan 2007 - Present
18 years 8 monthsHerne, Germany
Interim Manager / Consultant / Project Manager
Retail-Business.EU / S-Privé Management Consulting
- Focus areas: digitalization/e-commerce, retail, business development, sales, and marketing.
- Worked in Germany, China, Taiwan, the UK, the USA, Italy, Poland, and others.
Jan 2006 - Dec 2007
2 yearsSoest, Germany
Head of Retail Sales / Retail Director
Actebis Peacock GmbH
- Revenue responsibility: €280 million.
- Personnel responsibility: 26 direct reports – team leaders, key account managers, account managers.
- Personnel responsibility for 26 employees.
- Successfully implemented the business plan, including capex and opex planning with P&L responsibility.
- CLASSIC RETAIL: Metro C&C, AlphaTecc, Staples, Office Centre, ProMarkt Rewe, Conrad Electronics, Atelco, Kaufhof, Karstadt
- BUSINESS DEVELOPMENT: Real, Extra, Penny, Toom, Globus Handelshof, Real,-, Extra, Misco, Obi, Hagebaumarkt, Markant, Duttenhofer, Plus, Lidl, Medion, Toys R Us, Hasbro, Koch Media, Netto, Norma, Marktkauf (Edeka)
- COOPERATIONS: Expert, Euronics, EP:, Medi Max, Synaxon (incl. PC Spezialist, Microtrend, Akcent), Ringfoto, Fotoco. Vobis, Emendo
- E-TAIL/ONLINE: Amazon.de, Otto.de, Product and Concept (T-Systems.de, FSC.de, Vobis.de), Computeruniverse.de, T-Online.de, Home of Hardware, AVT, Snogard, Tec-Company, Neckermann.de, Karstadt.de, Atelco.de, Conrad.de, Redcoon.de, Mercateo.de, Notebooksbilliger.de
Jan 2005 - Dec 2006
2 yearsDüsseldorf, Germany
Channel Manager Mass Retail
Nikon GmbH
- Revenue responsibility: €60 million.
- Clients: Metro Group including Media Markt/Saturn, Medi Max, Pro Markt Rewe, Makro Markt, Walmart, AVA Marktkauf, Aera, Expert.
Jan 2005 - Dec 2005
1 yearMunich, Germany
Sales Manager Distribution Central Europe
Belkin GmbH
Jan 2002 - Dec 2004
3 yearsMunich, Germany
Head of Account Managers Central Europe
Belkin GmbH
- Built and managed a rack jobbing and merchandising team of 15 full-time merchandisers.
- Managed and coached 7 Account Managers in CER.
Jan 2000 - Dec 2002
3 yearsEschborn, Germany
Key Account Manager Retail
D-Link GmbH
Jan 2000 - Dec 2000
1 yearMunich, Germany
Area Manager for postal code areas 4, 5 and 6
VUD GmbH
- Organized and led 35 field sales staff.
Jan 1997 - Dec 2000
4 yearsKrefeld, Germany
Department Manager Computer Accessories
Media Markt GmbH
Jan 1996 - Dec 1997
2 yearsDuisburg, Germany
Store Manager
Bytemaster GmbH
Jan 1993 - Dec 1996
4 yearsWaiblingen, Germany
Branch Manager / PC Technician at branches in Krefeld, Essen, Cologne and Mönchengladbach
ComTech Computersysteme GmbH
Jan 1992 - Dec 1992
1 yearBochum, Germany
Commercial Employee – Vehicle Repair Reception
Spürkel Auto, Boot und Freizeit
Summary
Ingo Schaffer is an experienced expert in e-commerce, digitalization, IT including artificial intelligence, as well as B2B and B2C sales and online and performance marketing. With revenue responsibility of up to 280 million euros and budget responsibility of up to 40 million euros, he manages comprehensive projects and international teams including external service providers. He has led up to 160 employees, including 26 direct reports, and often serves in interim and top management roles such as head of division and director.
Thanks to his "hands-on" mentality, Ingo Schaffer is known for pragmatic and results-oriented approaches. He has worked closely with leading German, US and Asian companies and has focused on e-commerce, IT, sales and marketing in roles such as project manager and management. He takes on global responsibility in areas like online, IT, retail, PoS and distribution for both retail and wholesale.
Experience in international large-scale projects and as interim product owner of a global online shop (e.g. on systems like Shopware and Salesforce Commerce Cloud) round off his profile. His successes also include managing major international trade fairs such as IFA, Photokina and CeBit. Ingo Schaffer has extensive knowledge of project management methods, including waterfall, agile, Kanban and Scrum, and is proficient in common tools such as Jira, Confluence and Asana.
As an experienced business developer, he has successfully built startups in Europe. His expert knowledge in performance online marketing and marketplace optimization on platforms like Amazon (EU8 and US), Otto, Ebay and Manomano contributes to the success of many companies. He is also skilled in Amazon strategies for both vendor and seller models and uses tools like AMS, AAP/DSP and AVS for optimal performance.
His project successes include assignments with renowned companies such as REWE-Digital, Villeroy & Boch, TESA SE, ESCADA SE and the De'Longhi Group. His most recent project (03/2023 – ~06/2025) was serving as interim head of IT and director for Customer Relations and Sales at REWE-Digital GmbH in Cologne, where he also co-led AI-based analytics products.
Ingo Schaffer is regarded as an AI expert, familiar with modern AI systems from OpenAI, Anthropic and Google, and effectively applies this expertise in business applications.
Languages
German
NativeEnglish
AdvancedEducation
Oct 1993 - Jun 1997
University of Essen
Economics · Essen, Germany
Oct 1989 - Jun 1992
Spürkel Auto, Boot und Freizeit
Office Clerk (IHK) · Bochum, Germany
Oct 1986 - Jun 1989
Higher Commercial School
Business Administration · Herne, Germany
...and 2 more
Certifications & licenses
Office Clerk (IHK)
Chamber of Industry and Commerce (IHK)
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