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The eCommerce Business Unit

4:06 Christine Elmark talks about where eCommerce should be positioned in an organisation.

Data Strategy, Resources & Experimentation

3:35 Heidi Teschemacher talks about data strategy for eCommerce. She highlights the importance of data for balancing team resources, advertising and innovation through experimentation.

eCommerce Trends & Predictions

4:19 Kathy Franco gives some of her thoughts of future trends and predictions of how brands and consumers will engage in the future.

Introducing our eCommerce Advisors

In this first webcast episode of The Future of eCommerce, we introduce our resident eCommerce advisors from the Brand Leadership Community.

The advisory group are thought leaders and pioneering practitioners who are leading the way. With innovation in strategy, application of technology and data they are achieving brand growth through business online.

The group are involved in bringing the right topics to the webcasts, and find other people and technologies worth interviewing with their critical insights.

Christina Elmark, Kathy Franco and Heidi Teschemacher have been leading the way in recent years in their executive positions with leading retail brands.

We ask discuss with them the following;

  • Their career journey and what has been the drivers and inspiration to persist and pursue their goals.
  • The challenges that they have faced with technology, culture and consumer behaviour.
  • The basics of eCommerce.
  • Their views on the trends in the future of eCommerce, where brands and organisations need to focus their efforts and resources.

Full Episode

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Global eCommerce Manager – Gaming
Sennheiser Communications


Christina’s passion and energy for digital business is infectious. With her career in digital starting in 1997, she has worked with brands such as Magazin du Nord, Ilse Jacobsen, Rosemunde, Bodum, Trollbeads and Sennheiser Communication.

She challenges the status quo of traditional business leading with the shift in using the latest in digital technology and data when it comes to eCommerce. Her experiences has given her a priceless learnings and ultimately a track record of impressive results.

See Christina on Linkedin

Chief Commercial Officer
Life Extension Europe


Over the last 15 years, Heidi has been at the forefront of brand growth through digital transformation in marketing and eCommerce. Heidi’s drive lies in her innovative thinking, ability to challenge and transform mindset into ‘customer-centric and less in-love with features’.

She was born into branding and retail, working at P&G, L’Oreal, Cloetta, Meny and Coop. Heidi is now Chief Commercial Officer at Life Extension Europe. In recent years, she has directed this company to focus on the advanced usage of data and relevance to its digital audience. This has delivered unprecedented results.

See Heidi on Linkedin

Vice President eCommerce
Rustan’s Department Store


As a pioneer in digital platforms and business since 1997, Kathryn brings media, communications and marketing together with e-commerce and business strategy. She has built media entertainment brands as part of MSN and Australia’s Nine Network television and driven growth and transformation within vertical and multi brand environments in the APAC region including at David Jones and now Rustan’s Department Stores, where she deals with over 350 global brands to help them onboard for the Philippine market.

In addition she expanded and led sporting goods brand Nutcase Helmets across South East Asia including online. Her focus is on integrated marketing and operations to build strongly-aligned, cohesive online and Omni-channel strategies and teams.

See Kathryn on Linkedin


Jomar Reyes is architect of the Brand Leadership Community, and also serves in the Advisory Group working on strategy for community, marketing, media production and social media. He also consults to international brands in these areas through DCN Nordic.

See Jomar on Linkedin