Executive Product & Digital Transformation Leader

From Ideas to
Impact.

Innovation, Business Model Design, and Operational Scaling. Execution of Digital Innovation Processes, Venture Building, Data Foundations, and Digital Operating Models that deliver Conversion, Retention, & Unit Economics.

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15+
Years Experience
60+
Pilot Projects
+25%
D2C Revenue
Florian Hermsdorf – Executive Product & Digital Transformation Leader, Hamburg
Experience from & with leading companies
Otto Group Bauer Media Group MedSkin Solutions Vitabote Otto GmbH OrderThis Kassenzone etribes iluxi TF
About Me

Executive Product & Digital Transformation Leader.

My mission is to translate strategic visions into tangible, digital growth. With an entrepreneurial mindset and deep expertise in digital environments—spanning B2C and B2B contexts—I connect the dots between C-level strategy and operational delivery.

+25%
D2C Revenue
Shop optimization & new CRM system at MedSkin Solutions AG
~20%
Revenue Increase
Dynamic Pricing implementation at the Otto Group
~50%
Cost Reduction
Content costs reduced through CGI scaling at the Otto Group
60+
Pilot Projects
With 15+ transitioned into live operations as Head of Innovation Management
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Approach

How I Work

1
Innovation → Business Model

Discovery & Hypotheses

Systematic Discovery, JTBD & Hypotheses, Pricing & MVP planning. Scalable GTM mechanisms – from 0→1 to internationalization.

2
Business Model → Operations

Lifecycle & Conversion

Lifecycle programs, Conversion rate optimization (CRO), and Product Adoption with Value Tracking. ERP/Shop/CRM/Analytics integration with OKRs and QBRs.

3
Operations → Growth & LTV

Operating Model & Scaling

Operating Models, roles, processes, and Data Foundations (CRM/CDP) for measurable activation, retention, and growth across all channels.

Services

Services & Engagement Models

From discovery sprints to interim leadership – tailored to your needs.

Venture Building & Business Model Design

Problem/Opportunity Discovery, JTBD & Hypotheses, MVP Planning, Experiment Roadmaps, Pricing, Monetization, GTM Playbooks.

E‑Commerce & Growth

Shop/Checkout CRO, Marketplace Enablement, Performance Orchestration, Internationalization – from 0→1 to 1→N Scaling.

Strategy, M&A & Portfolio

Buy‑and‑Build programs, Post‑Merger Integration, Portfolio Rationalization, Business Cases, and Strategic Roadmaps.

Workshops & Sparring

Strategic sparring sessions, Workshop facilitation, Team Enablement, and actionable impulses for leadership and founders.

Operating Model & Scaling

Roles, Processes, Governance (OKRs, QBRs, Portfolio), 0→1 to 1→N transitions, Tooling & Enablement for scalable operating models.

CRM/CDP & Data Foundation

Data Models, Consent, Events, Lifecycle Use Cases, Activation, Retention, Win‑back Strategies, KPI Trees, and Dashboards.

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Cases & Results

Selected Cases

Concrete results from real projects. Company names are omitted for confidentiality reasons.

From opportunity assessment to MVP in 6 months: hypotheses validation, pricing strategy, early sales motion, funding round, and team building.

  • Viable business model with validated willingness to pay
  • Repeatable pipeline and international 1→N scalability established
  • Seven-figure funding round secured

As CEO/Managing Director, developed a service model in a highly regulated environment, built a partner network, and established end-to-end Tech & Operations.

  • Acquired 25+ pharmacy partners and onboarded 2,000+ customers
  • Halved Cost per Order within 6 months
  • Doubled monthly orders through systematic experimentation

Implemented lifecycle use cases and data modeling. Established unified data concepts and cross-channel customer journeys (onboarding, reactivation).

  • +25% D2C revenue through shop optimization and a new CRM system
  • Doubled qualified leads through CRM implementation
  • Faster execution through structured collaboration and transparent roadmaps

Integrated ERP, Shop, CRM, Customer Service, and Analytics with clear data flows. Resolved checkout issues, improved product presentation, and enabled marketplace integration.

  • Reliably orchestrated end-to-end operations
  • Predictable releases and a secured foundation for growth
  • Built an internationalization-ready system architecture

Systematized the idea-to-pilot-to-rollout process: Market scanning, evaluation criteria, and structured pilot execution with a hard handoff to operations.

  • Dynamic Pricing: ~20% revenue increase
  • CGI Implementation: ~50% reduction in content costs
  • 60+ POCs piloted, 15+ transitioned into product operations

Evaluated the mobile readiness across 15+ companies. Defined optimization priorities: App/Mobile Web, Marketing, and Omnichannel.

  • Established design guidelines, component systems, and testing protocols
  • Clear corporate-wide mobile agenda with prioritized projects
  • Faster solution deployment into live operations
Profile & Background

Focus Areas & Track Record

Focus Areas

Innovation & Venture Building Operating Model Scaling Business Model Design CRM / CDP E-Commerce Scaling OKRs & Portfolio Rituals D2C & Unit Economics M&A Integration

Roles & Milestones

Current
Interim CDO, CPO & Digital Transformation Consultant
MedSkin Solutions AG
Head of E‑Commerce & Digital
+25% D2C revenue, doubled qualified leads
Bauer Media Group
VP New Business
Buy-and-Build SaaS Venture, M&A & international Market Launches
Otto Group
Head of Innovation Management
60+ POCs, Dynamic Pricing ~20% revenue lift, CGI ~50% cost reduction
Founder
Vitabote GmbH & OrderThis
Seven figure funding, 25+ pharmacy partners, 2,000+ customers
Early Phase
otto.de
Shaped early mobile commerce during the smartphone era

Work Approach

Problem‑to‑Model Methodology

From a concrete problem to a business model – structured, hypothesis-driven, result-oriented.

Thin Slices & Fact‑based Prioritization

Iterative implementation in small, measurable steps instead of a Big Bang. Data instead of opinions.

Hard Handoffs & Decision‑enabling Dashboards

Clear handovers to operations. Transparent dashboards for informed decisions at all levels.

From C‑Level to the Execution Team

Building the bridge between strategy and execution. Understandable at all levels – without buzzword overload.

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Known from & with
Otto Group Bauer Media Group MedSkin Solutions Vitabote Kassenzone etribes iluxi TF
Blog & Podcast

Kassenzone.de

Thoughts on E-Commerce, Digital Transformation, and new Business Models. The independent blog with reach in the German-speaking E-Commerce ecosystem.

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Latest from the Blog

Kassenzone Insights

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Contact

Let's talk.

Do you have a specific project in mind, are looking for a sparring partner, or just want to see if a collaboration makes sense? Write to me – I will reply personally.

mail@florianhermsdorf.de
linkedin.com/in/florianhermsdorf
Kirchentwiete 6a, 22765 Hamburg