Team Digital Unit
Boosting the digital future
Bauerfeind’s Digital Unit Teams are just as versatile as the tasks they accomplish every day. About 30 colleagues in Jena and Zeulenroda are driving the company’s digital transformation. They develop, for example, solutions for international e-commerce projects, data-driven digital marketing, and the use of generative artificial intelligence. In her interview, their Manager Stefanie Eberhart provided us with insights into the work of the teams.
Stefanie, what is the setup of the Digital Unit?
Our four teams, or departments, take an interdisciplinary approach to their work: B2C E-Commerce, B2B E-Commerce, Digital Marketing Operations, and Content & Campaign. Each team has its own focus, yet we all have common objectives. The variety of specialist expertise is our greatest strength.
What does that mean specifically during your everyday work?
We develop digital campaigns[1] and support international online shops, platforms, such as CMS [2], image databases, or product information systems – from a technical standpoint as well. We also implement new features in our Experts’ Shop for medical retailers, we develop mobile marketing apps, and maintain our social media channels. The exciting thing is that no two days are the same. We work in a highly dynamic sector where it’s crucial to stay up-to-date. We also constantly agree objectives with each other and the stakeholders – there are so many ideas and opinions out there, of course, but the key question for me is how well our measures are aligned with our corporate strategy[3].
What are you most proud of?
Particularly of what we’ve achieved in the last three years. We implemented campaigns that reached millions of people and modernized our e-commerce landscape which helped us achieve a solid revenue growth. We also grew on a personal level as a team and really came together – it’s a proper sensation of “us” now. But I also feel the same pride and respect for what the teams achieved before I joined them. Particularly compared to the competition: Both a more in-depth B2C digital strategy and an already established B2B e-commerce platform were decisive factors for me to work for Bauerfeind.
[1] Brand/subject/product/sales campaigns in digital channels, such as Google and Meta, or online market places like Amazon.
[2] Stands for “Content Management System”, e.g. TYPO3, which is used to implement the Bauerfeind website.
[3] Meaning brand awareness, revenue growth, internationalization, digitization, and customer loyalty
What is your contribution as Manager of the Digital Unit?
I work on creating structures where everyone can get involved. I focus on clarity, reliability, and regular discussions. Ultimately, I specify the direction we’re all heading in. For this, I want to act strategically and, at the same time, be there for my teams as a sparring partner during practical work. Plus, I want to promote personal and technical further development. In everything I do, I make sure that I appreciate my colleagues, talk to them as equals, take up trends, and think with the future in mind. And not least: We celebrate achievements together because that’s a great motivator and it strengthens our teams.
What are your hopes for the future?
I want us to keep our spirit. We want to actively help shape Bauerfeind’s digitization as a department and stay in touch with the latest trends, for example with our basketball campaign on Amazon Prime Video. I hope that our contribution is recognized within the company, is appreciated, and in particular, regarded as an opportunity – because it’s essential for Bauerfeind’s future viability. Not least, I’d like to invite all of us to think outside the box: more courage, more opportunities, and more future!
About Stefanie Eberhart
Stefanie Eberhart has been running Bauerfeind’s Digital Unit since January 2023, overseeing global e-commerce and digital marketing activities. After receiving her Diploma in Translation Sciences and working as a freelancer for a few years, she entered the world of brand communication about 13 years ago. Since then, she has successfully set up and developed digital sales and communication structures for several companies in the sports and medical technology industries. In parallel, she deepened her know-how with a Masters Degree alongside work, focusing on online marketing and e-commerce. The 39-year-old from Tyrol enjoys traveling, skiing, as well as hiking, and she is even a Business Angel.
When Stefanie started her work at Bauerfeind, she was heavily pregnant but continued her onboarding seamlessly after the birth of her daughter and subsequent maternity leave. In addition to her job, she also coordinates her private life successfully between Bad Tölz, Zeulenroda, and the other Bauerfeind sites all over the world.