About
Over 20 years of experience in eCommerce Tech. Now, I lead a team of innovators and consultants who use tech & AI to optimize the revenue and loyalty of eCommerce businesses. With my experience, I have a deep understanding of the technical and strategic challenges of digital commerce and digital services. My mission is to help SMEs and above scale and succeed in the competitive online market by creating hyperpersonalized customer experiences that increase conversion rates, retention rates, and engagement. I also support corporate startups in building their tech foundations and solving problems with cutting-edge technologies. I am passionate about tech, and consulting, and I enjoy coaching and mentoring others in digital transformation, process optimization, and digital thinking.
Experience
Founder & Ceo
foobar Agency · München, Bayern, Deutschland
Present
foobar Agency is a Munich-based eCommerce technology consultancy, specialized in building scalable, modern commerce platforms for retailers and manufacturers. We help digital teams make better technology decisions – grounded in business value, not buzzwords. Our work spans strategy, architecture, implementation, and ongoing enablement. Whether it’s Headless, Composable, MACH, or just getting the basics right: we focus on what moves the needle. Our clients range from mid-sized brands to large enterprises like NKD, Porta Möbel, Segmüller, HUK Autoservice, and HSE. We partner with leading tech providers such as commercetools, Shopify Plus, Algolia, Hygraph, Vercel, and Fastly to deliver results that last. We believe in clarity over complexity, speed over perfection, and real-world outcomes over hype. Let’s talk if you’re working on something ambitious in digital commerce.
Strac Lab Co-Lead
Bundesverband Digitale Wirtschaft (BVDW) e.V. · Deutschland
Present
Mehr Orientierung im Tech- & Strategie Consulting 👉 dies ist das Ziel unseres neuen Labs STRAC. ✔️
Ceo
goodmoves.ai · München, Bayern, Deutschland
Present
Holistically optimizes your ARPU to create an end-to-end hyperpersonalized experience. Increase conversion rates, customer loyalty, retention rates, customer engagement, …
Ecommerce Tech Lead (Interim)
I drove digital transformation and process optimization, enhancing business outcomes. Leveraged expertise in JavaScript for backend development and SPAs with React and Angular to boost user engagement and conversion rates. Developed hybrid mobile apps for iOS and Android, ensuring broad market reach and superior customer experiences. Delivered scalable and robust solutions using PostgreSQL and MySQL. Guided organizations in adopting digital thinking, streamlining operations, and fostering sustained innovation.
Ecommerce Consultant
rainboxx Software Engineering · The World
I drove digital transformation and process optimization, especially in eCommerce, enhancing business outcomes. Leveraged expertise in JavaScript for backend development and SPAs with React and Angular to boost user engagement and conversion rates. Developed hybrid mobile apps for iOS and Android, ensuring broad market reach and superior customer experiences. Delivered scalable and robust solutions using PostgreSQL and MySQL. Guided organizations in adopting digital thinking, streamlining operations, and fostering sustained innovation.
Ecommerce Consultant
Witt-Gruppe (a member of the otto group) · Weiden i.d.Opf.
Led the development of the next-generation Multi-Brand eCommerce Storefront for Witt-Gruppe and its 15+ brands. Implemented reusable React components for group-wide use and developed a reference Storefront for SCAYLE. Designed and executed a Contentful content model strategy with automated I18N message synchronization, ensuring efficient and consistent content management across all platforms.
Dxp Consultant
Porsche AG · Ludwigsburg, Germany
Enhanced the Porsche Connect Portal as the Digital Experience Platform (DXP), improving user experience and performance. Implemented reusable UI patterns and new features in the legacy AngularJS application. Automated New Relic configurations, boosting monitoring efficiency. Researched and developed proof of concepts for micro frontends and monorepo strategies, aiding a smooth migration to Angular. Advised teams on code reviews, developer experience (DX), and agile methodologies (Scrum), enhancing productivity. Led the migration to microservices and transitioned the legacy application to Angular with TypeScript, increasing scalability and development speed.
Technical Advisor
Next Entrepreneurs · Karlsruhe und Umgebung, Deutschland
Mentoring kids in the process of validating and shaping their ideas by using lean methodologies, user/client research etc.
Ecommerce Consultant
Futurice · München und Umgebung, Deutschland
Collaborated with Futurice at E.ON Solar to digitize the sales process for photovoltaic systems, enhancing sales efficiency and market reach. Scaled a prototype to multiple markets by developing a robust application architecture with React and Redux, resulting in improved scalability and performance. Implemented WordPress as a headless CMS for multi-language and multi-market needs, ensuring consistent and efficient content management. Optimized code, leading to faster page generation and a better developer experience. Drove an agile, lean approach, reducing time to market by validating ideas with users and implementing features iteratively. Enhanced team capability through coaching and technical guidance, boosting overall productivity and innovation.
Education
Werner-Siemens Schule Stuttgart
IHK Ausbildung, Fachinformatik Anwendungsentwicklung
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