Christian Appel

Svp Global E-Commerce and Crm

CYBEX · Munich, Bavaria, Germany

Present

Global leadership of CYBEX’s direct-to-consumer E-Commerce, CRM, Digital Marketing, and Fan Engagement units, reporting directly to the CSO, CEO, and Group Chairman; member of the Extended Executive Board (Core Management). Built and scaled a high-performing global E-Commerce organization by establishing and leading the strategic digital hub in Munich, managing a cross-functional team of 45+ professionals across digital, CRM, and marketing disciplines located in CYBEX offices in Munich, Bayreuth (HQ), Prague, and Boston. Led the development and rollout of CYBEX's E-Commerce operations across 23 countries and 11 languages in Europe and North America. #StillDayOne #ForAllTomorrowsPeople #PassionForEcommerce #CYBEX #HighlightTowersMunich

Vp E-Commerce

CYBEX · Munich & Bayreuth, Bavaria, Germany

Established the complete E-Commerce value chain including merchandise planning, digital content management, front-end operations, digital marketing, customer loyalty programs, order-to-cash processes, fulfillment, and customer service. Developed the strategic transformation roadmap, evolving the business from wholesale to multichannel, omnichannel, and digital ecosystem models. Initiated and executed key strategic projects including due diligence for M&A activities related to E-Commerce operations. Successfully positioned CYBEX as a customer-centric brand with a focus on delivering seamless global online experiences and driving digital business innovation.

Director Digital

Willy Bogner GmbH & Co. KGaA · München und Umgebung, Deutschland

Authorized signatory and member of the executive management (DTC-E-Commerce, CRM, Digital Wholesale & Marketplace Strategy, Digital Customer Experience) Lead and managed the Bogner Digital division (including e-commerce and home shopping for BOGNER and Bogner FIRE+ICE brands); responsible for P&L, net sales, net revenue, financial results (EBITDA, EBIT) for Bogner Homeshopping (EU/UK), BHS Mail Order (Switzerland) and Bogner Direct US, LLC (USA) as well as for digital strategy, omnichannel-CRM, digital customer experience and full-level e-commerce supply chain management (merchandising, product communication, process/platform development, shop-design, online-marketing, consumer dialog, DTC fulfillment and operations, customer care)

Director E-Business

HOLY FASHION GROUP · Kreuzlingen (TG), Schweiz

Lead and managed the E-Business division (including e-commerce for the strellson, JOOP!, windsor. brands); responsible for P&L, net sales and revenue and results development (EBITDA, EBIT) in the division and the themes e-commerce strategy, merchandising, product communication, process and platform development, shop design, online marketing, consumer dialog, DTC fulfillment, customer care

Head of E-Business

HOLY FASHION GROUP · Kreuzlingen (TG), Schweiz

Built and managed the E-Business division as an independent profit center in the company group, developed and implemented a holistic e-commerce approach, launched and expanded the online-shops for the strellson, JOOP! und windsor. brands.

Head of Marketing and E-Business

ratioform Verpackungen GmbH · Pliening b. München, Deutschland

Member of the executive management as committee for strategic and operative corporate planning and management; turnover and revenue responsibility for e-commerce and new customer acquisition in digital together with all budgets for marketing and e-business in Germany, Italy, Austria, Switzerland and Spain. Developing and managing the teams for e-business, online marketing, advertising catalog and advertising material production, customer acquisition product communication, CRM/database marketing. Ratioform main catalog spring/summer awarded “Catalog of the Year 2011” B2B, in the scope of the German Mail Order Trade Congress 2011, Wiesbaden, Germany, 10/2011 Two times winner of the “Online Shop of the Year”, B2B category, awarded by in the scope of the German Mail Order Trade Congress 2011, Wiesbaden, Germany, 10/2007 and 10/2009

Manager E-Business // Projectlead E-Commerce

ratioform Verpackungen GmbH · Pliening b. München, Deutschland

Adopted responsibility for e-commerce and online marketing in B2B mail order trade as member of the strategy committee for sales, marketing, CRM and customer acquisition. Reported to the CEO of the ratioform Group and for ratioform franchise partners

Freelance Consultant – Internet Business Design & Digital Marketing

Consultant Internet Business Design and Online-Marketing · München und Umgebung, Deutschland

Supported companies in digital strategy, brand communication, and go-to-market initiatives in the early internet economy. Acted as interim manager and strategic advisor for marketing, licensing, and digital innovation projects. Clients included Matador GmbH (international brand positioning), Messe München (ispo platform), and Red Bull (digital content production for live events).

Ceo, Co-Founder, Project Lead Internet Platform Development

Powderhausen AG · Haar b. München,

Founded and led an early digital media startup focused on snowboard and youth culture. Developed and scaled “POWDERHAUSEN.com - The Snowboarders Daily Info-Service” into a multi-channel brand (web, TV, print, mobile) with innovative digital content, brand partnerships, and licensing models. Built and managed a cross-functional team and investor relations, including strategic brand extension into e-commerce and merchandising. Winner of the “ispo Brand New Award”, New Media category 2001 in the scope of the international sport articles trade fair ispo Winter 2001 at Munich Trade Fair Center, Germany, 01/2001