How do you digitally transform a 105-year-old heritage company without losing its identity? That’s exactly what Andrea Lederer, Chief Digital Officer at Weleda, discusses on the DMEXCO Podcast with Verena Gründel. Andrea Lederer offers an honest look at her role in rebuilding Weleda’s digital organization from the ground up.
From the very beginning, Andrea Lederer made it clear that digital transformation is about much more than new tools or channels.
„I really believe that in terms of if you build a new business and also have to deal with a cultural transformation, it’s super important that you connect your strategy, my digital strategy to the overall company strategies. And that’s what I did at the first.“
This approach became the foundation of Andrea Lederer’s work at Weleda.
Digital Transformation with a Clear Strategy
In the podcast, you’ll learn how Andrea Lederer realigned Weleda’s digital organization—from redefining where the digital team sits within the company to creating clear structures, measurable goals, and global transparency. Andrea Lederer explains how e-commerce was built from scratch, why digital channels are now outpacing traditional sales channels, and how to move fast without losing sight of Weleda’s brand values.
Put on your headphones and tune in.
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