Tell us a little bit about yourself. How did you find your way to Condé Nast?
I developed my career within the start-up-scene, worked with dynamic cross functional teams and cultivated a deep passion for digital media and growth. At Condé Nast, I recognized significant potential for expanding our digital audiences, prompting my transition from the Editorial team to Audience Development. This journey led me to embrace the buzzing and fast-paced working environment of the commercial team, and I now serve as Director Digital Media for our market.
How do you describe your job to friends and family?
“All things digital”. But in the essence: Our primary focus lies in accelerating the digital transformation of Condé Nast. We aim to transition our brands from primarily print-based revenue to a digital-first approach.
Which part of your job would probably be most surprising to others?
Working in digital media is a field deeply rooted in numbers, yet it thrives on creativity. This creativity extends beyond traditional image and storyline creation to crafting user journeys and products that entice our B2B clients into the Condé Nast world. Nowhere else is the fusion of creativity and analytics as seamless and essential as in the digital media industry.
For the new edition, GLAMOUR Shopping-Week went digital-first. Can you give us some insights on what is new and in what way this makes the GSW more special?
We faced a significant challenge with the shift of consumer touchpoints like for the magazine and the GLAMOUR App for the Shopping Week project, which collectively reached hundreds of thousands of people. In response, we strategized an alternative user journey aimed at retaining and engaging users, thereby attracting our B2B clients eager to connect with the GLAMOUR audience. Recognizing the successes of the German market on social media, in editorial and digital commerce, we made a strategic decision to leverage TikTok as a substitute platform for the GLAMOUR App. Our objective was to showcase our clients' shopping codes to a fashion-forward and shopping-oriented audience. Through repurposing TikTok video galleries, we successfully generated buzz for our partners' offers, resulting in over 78 million impressions on our ads and 100,000 page views on our TikTok Shopping Hubs.
In what way does the new concept fit GLAMOUR as a brand? / Which benefits does the new concept bring for GLAMOUR
GLAMOUR holds a special place in the hearts of consumers as a beloved brand they trust and associate positively with. The revamped shopping week may feature fewer brands, but it offers an abundance of engaging content across various platforms. This shift ensures an enjoyable experience for our users, enticing them to interact with the content and be inspired to shop.
What excites you most about the new GSW model? And which of the participating brands have you been looking forward to the most?
The partnership with TikTok opens up exciting opportunities to connect with new and vibrant audiences through our new strategy. Additionally, the overwhelmingly positive impact of this primarily commercial project on consumer revenue is remarkable, achieving an outstanding growth rate of over 3000% and over 1.3M in order value
What project, tool or app function are you looking most forward to in 2024?
My team. It consists of brilliant and passionate minds who make each workday a joy for me. Collaborating with young, enthusiastic individuals is the most fulfilling aspect of my professional journey and makes the digital team a force to drive the digital transformation of Condé Nast forward.