About
Head of Product: Retail at dimedis GmbH in Cologne, Germany.
I own product strategy and roadmap for the retail business of dimedis GmbH in Cologne, Germany. My work sits at the intersection of three things: platform strategy for complex B2B products, transformation inside large retail organisations, and business models that run on data.
In practice that means software running in stores, on kiosk systems and on screens across retail environments — where mistakes do not show up in a dashboard but in front of customers.
What draws me to this field
Retail technology has a property I find more pronounced here than almost anywhere else: the gap between what convinces in a sales meeting and what survives a normal day in a store is enormous. A system that takes twelve clicks looks elegant in a demo. In an understaffed store on a Saturday afternoon it is dead.
There is a second property with even bigger consequences for product work: whoever operates the software did not buy it. The store associate uses the system, head office decided on it, procurement paid for it. Talk only to the buyer and you build something that wins the pitch and stalls on the floor.
Retail media brings both together. The market is young, heavily hyped and full of expectations that are not covered technically or organisationally. That is exactly what makes it interesting: there is more to decide here than there is to build.
Why this site exists
Product leadership leaves little to show. There are no screenshots, no repositories, no design files to open. What remains are decisions — and they stay invisible unless somebody writes them down.
So I document six cases from my work here. Anonymised, because the clients are not mine, but unchanged in substance. Each one shows the trade-offs that actually stood against each other — not the outcome, but the decision behind it.
What you will not find here are percentages. Where I hold no approved before-and-after figures, no figure appears. An invented one would be the only thing on this site that could not be checked.
If you disagree
Write to me. Disagreement with one of the case studies or with how I work is far more useful to me than agreement without content — and in a market still sorting itself out, probably more useful to you as well.