Tell us about where you work and what you do there.
I’m the Global Performance Director at Princess Polly! I head up the global performance department, overseeing over 20 organic and paid media channels and marketing technology. My primary role is to optimize and scale existing channels while working on global expansion strategies and launching new initiatives.
How would you describe yourself?
Personally, I have an amazing partner and I’m a dog mum to Nala, my 1-year-old golden retriever (Yes, I definitely fall under the crazy dog mum category). I am a big foodie, I love pasta, pastries, and cheese. You will find me at the beach most weekends and trying new restaurants. I also love camping and exploring — we transformed our car into a 4×4 rooftop tent camper to explore Australia. I’m a big advocate for animal rights and support pet rescue organizations.
Fun fact: I played field hockey for 21 years professionally and love team sports. I’m adventurous, spontaneous, and love taking risks. A motto that I live by is, “All progress takes place outside the comfort zone.” Back in 2017, I finished my Bachelor Degree, quit my job, bought a one-way ticket to Australia and traveled solo to the other end of the world four weeks later without a plan. Turned out to be the best spontaneous decision I’ve made! 🙂
Professionally, I’m someone who loves to spend time at work. I’m extremely grateful to be working alongside so many talented people. I would describe myself as open-minded. I truly believe that diversity gets answers in a room and inclusion brings the answer to the table. I love taking risks and challenging the norm. My geek areas are attribution, personalization, and customer-obsessed performance marketing.
What qualities do you think a great marketer needs to have?
Have faith in your abilities, vision, and beliefs. A great marketer for me is all about being passionate about what you do, and having confidence in your team, your business vision, and yourself. Be open-minded!
Make mistakes, take risks, and create your own path. Mistakes aren’t an enemy of success. Taking risks won’t slow you down. And creating your own path simply means that there is no step-by-step guide on how to get there. So go ahead and take risks and make mistakes. Try new channels, new strategies, new technologies and find out what works for you, your customers, and your brand. Because this is how you shape your way that will lead you to success. I onboarded plenty of channels that turned out not to be a great fit for us, but I also brought on new channels that turned out to be amazing for Princess Polly and our customers.
What do you think has been your biggest professional success so far?
My biggest professional success was moving to Australia, taking a break, starting from scratch, landing my dream job, and building up the global performance department from a team of one (myself) to a team of 16 extremely talented people within three years.
Back in Germany, I worked in three different jobs while studying for two different degrees. In 2017, I decided to take a break. People thought this break meant I would take 10 steps back in my career, when in reality I was taking 10 steps forward to reset and refocus on my goals. I wake up every day and absolutely love what I do and love my job.
For me, professional success means loving what you do, being happy in your role, confident in your abilities, and appreciated in your company. I achieved this and I’m extremely grateful for this milestone.
What goals do you have for 2022?
Seeing my family and friends in Germany and France after three years, empowering my team and other female peers, and leading the way in performance marketing.
What do you think is the next big trend in eCommerce?
Crypto, Metaverse, NFTs, AR, and VR — it will definitely be super interesting to see how this will shape the eCommerce world in the next few years.
Name an eCommerce brand you admire and why.
I admire Flora & Fauna and Adore Beauty, two fast-growing Australian brands led by two incredible and inspiring women.
What do you geek out over?
Finding the best restaurants everywhere I go (I make restaurant lists for every holiday destination) . And pasta. I could eat pasta every day.