Insight Out: Marketing at the Douglas Group
The Douglas Group is one of the leading players in the European e-commerce market for premium beauty products. Executive Vice President Group Marketing Rik Strubel explains his vision of future-proof marketing that has the power to shape society.
Marketing’s Boldest Voices: Marketing at the Cutting Edge
In our series “Insight Out: Marketing’s Boldest Voices,” leading marketing personalities talk about their convictions, best practices, and strategic approaches.
About Rik Strubel
Rik Strubel is an international marketing executive, founder, and entrepreneur with experience in the USA, Italy, the UK, and Germany, and with over 20 years in brand and digital transformation. He led Axe/Lynx back to growth, modernized Henkel Beauty Care into a more data-driven, brand-focused business, and successfully positioned Westwing as Europe’s leading premium interior e-commerce player. Today, he is Executive Vice President (EVP) Group Marketing at the DOUGLAS Group, where he oversees the group-wide marketing strategy, the evolution of the retail brands, and the omnichannel brand experience of Europe’s leading premium beauty provider.
What has been your boldest marketing move so far — and why would you (not) do it again?
My boldest marketing move was the radical repositioning of Westwing toward a significantly higher-end premium segment — in a market that was shrinking at the time. We deliberately focused on quality, design, and inspiration instead of discounts. It was bold because it went against the short-term trend; it was successful because it strengthened the brand in the long run. I would absolutely do it again.
When was the last time you took an uncomfortable step in marketing — and why was it necessary?
The last uncomfortable step I took was intentionally dismantling long-established processes, routines, and functions in marketing because they no longer reflected reality. This included merging previously separate marketing functions under one roof or rethinking traditional manual processes through CGI (computer-generated imagery) and new AI expertise. It was necessary to make the organization faster, bolder, and more effective.
Imagine you had to rethink your marketing from scratch tomorrow — with an unlimited budget: what would you change first?
If I could rethink marketing from scratch tomorrow, I would start by rebuilding the entire foundation: a radical data-first architecture in which every decision is based on clean, integrated, real-time data — and then calibrated through experience and a trained marketing instinct.
Next, I would reprogram marketing to be truly consumer-first: grounded in robust insights, driven by co-creation with consumers and creators, and focused on empathy and creative innovation. I wouldn’t just add technology — especially AI — on top; I would put it at the center: as the creative engine, the production system, and the decision-making assistant.
And finally, I would align everything strictly to the P&L: effectiveness over ego, impact over habit, marketing built on scientific principles rather than “we’ve always done it this way.” And to that, I’d add the timeless success factor: a top team of passionate people with the right skills, strong team spirit, and a hunger to learn.
How can you tell whether marketing transformation is actually making a difference?
Anyone aiming to transform needs a clearly defined KPI framework that measures success — starting with qualitative feedback and brand attributes, all the way to the hard facts: market share, new customers, revenue, profit, and return on marketing investment.
Which strategic question keeps you up at night when you think about 2026?
Can we manage to move faster than our own processes — and at the same time predict our customers better than their favorite algorithm?
If we can, it’s going to be a good year.
Where do your best ideas come from — when you’re not in marketing mode?
They usually come after intense conversations with the team or external experts — when I’m working out or walking the dog. My iPhone notes are full of them.
What would you most like to say clearly to the marketing industry?
Don’t sell yourself short! Marketing has the power to influence companies — but also society, people, and even our planet — in immense and positive ways. When it’s done right, it’s the coolest job in the world. Embrace that responsibility and enjoy it.
Douglas Aims to Outrun the Algorithms
Douglas’ EVP of Marketing, Rik Strubel — who stepped into this role for the Douglas Group in summer 2025 — sets high expectations for his industry. It will be exciting to see how he brings them to life in 2026, and whether he’ll succeed in helping Douglas outperform the competition’s algorithms.
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