Company context
Schwangau Schuh GmbH holds several footwear brands, each addressing a distinct audience, sold through own retail, e-commerce and B2B channels.
Footwear is an unusually honest product category. A shoe is a construction problem before it is a design one — the last, the leather, the way a sole is attached are decisions that cannot be styled around later. The commercial side has to carry that without flattening it into a product grid.
Scope of work
- E-commerce and B2B development
- New digital and commercial channels
- Campaigns and brand presentation
- Digital merchandising
- Coordination across brands and customer groups
Role
E-commerce and B2B development, expansion into new sales channels, marketing campaigns and brand presentation across digital and commercial touchpoints — several brands, several audiences, one commercial system.
Brand and commercial environment
Work moved between the product culture — leather, lasts, construction — and the commercial systems that carry it: assortments, campaigns, channel presentation and customer-facing material. Translating between those two languages is most of the job.
Craft / Channel
The company's product culture: leather, construction and finished footwear across a portfolio of brands. Product design and manufacturing sit with the company, not with this role.
The commercial side of the same product: brand presentation, digital merchandising, e-commerce and B2B channels — the part of the work this role covered.
