Welcome to Behind the Click, powered by the E-commerce Berlin Expo.
How do you lead a legacy brand through real transformation, without burning out your team?
In this episode, host Janine Vanessa Heinrich sits down with Christina Skoeries, Director E-Commerce at camel active, to unpack how the company is evolving from wholesale heritage to a modern D2C engine, by centering people, culture, and clear decision-making.
From vulnerable leadership and “make yourself redundant” management, to building D2C infrastructure, marketplaces-first expansion, and weekly KPI transparency (plus walk-and-talk standups!), Christina shares practical ways to keep teams motivated, creative, and accountable. We also dig into community-building, quality vs. sustainability signals, and why customer service is a strategic asset, not an afterthought.
You’ll learn how to:
- Lead through change with clarity, ownership, and psychological safety.
- Stand up D2C: marketplaces-first, then scale your own shop & stack.
- Balance high standards with autonomy (and ship without perfectionism).
- Use transparent KPIs to create real team ownership of outcomes.
- Build community: discovery + togetherness as emotional brand drivers.
- Turn customer service into product input and loyalty fuel.
- Stay energized: rituals, walk-and-talks, and external inspiration (e.g., OMR).
- Empower others: giving stage time to new female voices in e-commerce.
🟠 Want to be a guest on our podcast? Reach out to us at pr@ecommerceberlin.com.
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