Michael Kraewing - E-Commerce Transformation Project Lead

Recommended expert

Munich, Germany

Experience

Jan 2022 - Dec 2025

4 years

E-Commerce Transformation Project Lead

BOMAG GmbH

Took over and stabilized a delayed E-Commerce project with unclear requirements
Coordinated between limited SAP team resources and Intershop development
Migrated to headless/API-first architecture under live operation
Redesigned the pricing calculation scheme for international scaling (USA, Canada, China)
Soft-launch strategy for 15+ EU markets without downtime
Migrated legacy systems to Intershop headless platform
Built API layer between Intershop and SAP S/4HANA to remove browser dependencies
Optimized pricing scheme performance for international markets
Integrated subscription models and punch-out for B2B procurement
Founded a global E-Commerce community for stakeholder enablement
Phased, risk-minimized rollout to ensure business continuity
Quick troubleshooting and gap identification
Secured over EUR 100M in E-Commerce revenue during platform migration
Achieved uninterrupted, on-time go-lives despite project delays
Eliminated browser dependency and established platform control at BOMAG
Introduced API-first architecture as a foundation for future AI integration
Established subscription services and punch-out integration

Jan 2019 - Dec 2022

4 years

Netherlands

Director E-Commerce | Investor & Core Management Member

Vision Healthcare NV

Member of the core management team and co-investor for Vitaminexpress (PE portfolio)
P&L responsibility for up to EUR 50M in revenue
Led M&A due diligence for portfolio expansions
International rollout in the UK, FR, IT with Mollie/Stripe integration and multi-language support
Regulatory compliance for dietary supplements per market
Scaled revenue from EUR 20M to over EUR 35M
Pitched to Avista Capital in March 2020 and successfully sold Vitaminexpress
Evaluated 5–7 acquisition candidates including business model and tech stack assessments
Identified critical business model weaknesses to protect investments
Integrated Amazon FBA and online pharmacies (DocMorris, Shop Apotheke)
Built and stabilized a headless E-Commerce platform (Node.js)
Scaled the team from 0 to over 8 dedicated staff
Achieved 80% repeat customer rate and 8–10% conversion rate in the DACH market
Set up multi-market operations (payment, compliance, customer service)

Jan 2018 - Dec 2019

2 years

Head of Digital Sales Channels

Heidelberg Digital Unit

Responsible for digital sales strategy and growth in the shrinking printing press market
Led a four-person team and acted as product owner for B2B online shops in 30 countries
Conducted an international workshop tour (20+ countries) to identify local opportunities
Assessed E-Commerce skills, aligned top-down goals with bottom-up realities
Developed regional self-service replenishment and OCR digitization strategies
Increased revenue by 10% in nine months on a secured base turnover of over EUR 200M
Opened new revenue streams and secured existing business models
Cross-functional collaboration between headquarters and subsidiaries

Jan 2015 - Dec 2016

2 years

Senior Manager E-Business (Asia Western Europe)

Merck KGaA

Managed an international E-Business expert team in Asia and Western Europe
Ensured over EUR 500M in E-Commerce revenue
Rolled out, optimized, and further developed the B2B online shop
Implemented E-Procurement integrations (hosted catalogs, e-purchasing)
Conducted international workshops to develop regional E-Business strategies
Led and developed five team members

Jan 2014 - Dec 2015

2 years

Head of E-Commerce

Häfele GmbH & Co. KG

Built an E-Commerce team for the international Häfele online shop platform (Intershop)
Ensured over EUR 100M in E-Commerce revenue
Managed the Intershop rollout project in the USA and Canada including payment service provider

Jan 2011 - Dec 2012

2 years

Head of E-Commerce

AL-KO Geräte GmbH

Development of the e-commerce strategy and building B2B/B2C sales channels
Design and launch of a multichannel sales concept for garden equipment
Management of online shop relaunch projects and international rollouts
Integration of payment services (PayPal, credit card) and EDI connections to Amazon, Otto, Neckermann
Responsible for revenue and budget

Jan 2009 - Dec 2010

2 years

Web Platform Relaunch Project Manager

NAVIGON AG

Project management of the web relaunch
Implementation of payment services (credit card, PayPal)
Building new marketing channels

Jan 2007 - Dec 2008

2 years

CMO/CSO

Silver Surfer

Building an online portal for the 50+ age group
Developing a subscription business model
Creating business plans and negotiating with investors

Jan 2005 - Dec 2007

3 years

Mobile Phone Product Manager

Siemens Mobile

International launch of several mobile phone models (S68, AP75, SFG75)
Product lifecycle management and contract negotiations in Europe and Asia
Project management of the first synergy project between Siemens Mobile and BenQ Mobile

Jan 2000 - Dec 2005

6 years

Senior Sales & Marketing Manager E-Commerce

Siemens Mobile

Management of an e-commerce pilot project at Siemens Mobile
600% increase in online revenue over three years

Jan 1999 - Dec 2000

2 years

System Analyst & CRM Consultant

debis Systemhaus GmbH

Siebel customization for the European Mercedes-Benz Service Call Center in Maastricht

Skills

B2b Digital Commerce Transformation: From Legacy Platforms To Api-first/composable Architecture (Focus On S2s & E-procurement)
Project Rescue: Bringing Stalled Intershop/sap Projects Back On Track
Responsible For E-commerce Revenue Over Eur 500m; Managed Platform Migrations Under Live Operation
Ai Readiness: Prepare Platforms For Ai Integration (Assessment - Foundation - Enablement)
International: 30+ Countries (Dach, Eu, Us, Apac), Remote & On-site
Certified Security: Iso 27001 Expertise For Compliance-ready Ai & Data Architectures
Live Operation Crisis Management: Rescue Of E-commerce Projects (Risk Class 1) With Immediate Investment Protection (Secured Eur 100m+ Revenue) And Migrations Without Downtime
Change Management & Stakeholder Enablement: Minimize Risks Through Active Stakeholder Management, Ensure Project Acceptance, Avoid Blockages In Complex Matrix Organizations, Successfully Orchestrated International Teams (14 Countries, 20+ Local Entities)
Realistic Risk Assessment: Controlled Rollout Strategy Instead Of "Big Bang" And M&a Due Diligence With Realistic Valuations To Avoid Bad Investments
Platform Architecture Analysis (Api Readiness, Data Quality, Tech Debt)
Use Case Identification (Business Impact X Technical Feasibility)
Gap Analysis & Roadmap Development
Api-first Architecture (Headless/composable Migration)
Data Layer Optimization (Single Source Of Truth, Clean Data)
Integration Layer (Sap, Crm, Pim - Unified Data Flows)
Change Management (Organizational Readiness For Ai Processes)
Skill Development (Internal Team Enablement)
Pilot Use Cases (Quick Wins For Stakeholder Buy-in)
Ai Microservices Integration
Continuous Optimization And Scaling
E-commerce: Intershop (Headless/icm), Magento, Shopware
Enterprise Integration: Sap S4/hana, Salesforce Commerce Cloud
Product & Master Data Management (Pim/mdm): Designing Data Governance, Processes, And Architecture As A Foundation For Clean Data
Project Delivery: Agile (Scrum Master/po Certified), Jira, Confluence