Philip Ehlers - Interim Lead Growth & Optimization Amazon EU8 & US

Q: Where is Philip based?

Philip is based in Berlin, Germany and prefers 100% remote projects.

Q: What languages does Philip speak?

Philip speaks the following languages: German (Native), English (Advanced) .

Q: How many years of experience does Philip have?

Philip has at least 27 years of experience. During this time, Philip has worked in at least 25 different roles and for 21 different companies . The average length of individual experience is 1 year . Note that Philip may not have shared all experience and actually has more experience.

Q: What is Philip's latest experience?

Philip's most recent position is Interim Lead Growth & Optimization Amazon EU8 & US at Massageliegenhaus .

Q: What companies has Philip worked for in recent years?

In recent years, Philip has worked for Massageliegenhaus , tesa SE – tesa Consumer Products , GG Brands GmbH , Beiersdorf AG – NIVEA , and Faveum B.V. .

Q: Which industries is Philip most experienced in?

Philip is most experienced in industries like Retail , Information Technology , and Professional Services . Philip also has some experience in Education , Manufacturing , and Food and Beverage .

Q: Which business areas is Philip most experienced in?

Philip is most experienced in business areas like Project Management , Marketing , and Finance . Philip also has some experience in Operations , Supply Chain Management , and Product Development .

Q: Which industries has Philip worked in recently?

Philip has recently worked in industries like Retail , Information Technology , and Professional Services .

Q: Which business areas has Philip worked in recently?

Philip has recently worked in business areas like Marketing , Project Management , and Strategy .

Recommended expert

Berlin, Germany

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Experience

Sep 2024 - Feb 2025

6 months

Berlin, Germany

Interim Lead Growth & Optimization Amazon EU8 & US

Massageliegenhaus

Marketplace audit for SEO and SEA including deriving optimization measures
Development of a growth and optimization strategy for 2025
Operationalization of 2025 goals into concrete actions
Project setup in Asana and project control in weekly meetings
2025 budgeting for EU and US including sales and budget planning
Setup of a weekly reporting including a plan vs. actual dashboard
Selection of an SEA agency including requirement briefing and onboarding
Creation of a full-cost calculation as a decision basis for FBA versus FBM

Dec 2023 - Aug 2024

9 months

Hamburg, Germany

Interim Performance Marketing Manager: Amazon Vendor EU8

tesa SE – tesa Consumer Products

Implementation of Amazon Marketing Cloud (AMC) and development of a DSP roadmap for 2024
Design of use cases such as cross-platform retargeting, audience targeting (B2B), dayparting, and product launches
Management of a large-scale product launch (LSPL) of a new tesa product category on Amazon
Full-funnel marketing (Awareness, Consideration, Purchase, Loyalty) via DSP and Prime Video
Extension of brand and category media campaigns on Amazon and other marketplaces
Onboarding a new employee and handing over including the management handbook “tesa Performance Marketing”

Jul 2023 - Aug 2024

1 year 2 months

Hamburg, Germany

Interim Performance Marketing Manager: Amazon Vendor EU8 & Seller, OTTO, eBay, ManoMano, Kaufland

tesa SE – tesa Consumer Products

Creation of sales and budget planning for 2024 for Amazon Vendor EU8 and Seller including non-DACH growth strategy
Planning of budgets and sales for OTTO, eBay, ManoMano, and new marketplaces
Development of a “ready-to-scale” advertising strategy including campaign structure (basic and advanced)
Definition of targeting by search term, product, category, and audience
System for selecting products to advertise
Development of marketplace reporting for sales/budget plan vs. actual, product launches, share-of-voice monitoring, and organic ranking monitoring
Calculation of the uplift of media campaigns on webshop and Amazon sales
Optimization of Amazon Vendor EU8 advertising, including product detail page (PDP) protection and use-case campaigns

Jan 2023 - Jun 2023

6 months

Hamburg, Germany

Interim Performance Marketing: OTTO, eBay, ManoMano

tesa SE – tesa Consumer Products

Building the vendor advertising structure and strategy on OTTO, eBay, and ManoMano
Definition of target objectives based on the overall strategy
Implementation of fundamental measures such as checking the campaign setup, conducting cluster analyses, and defining the advertised SKU
Optimization of campaign performance based on marketplace-specific conditions and cluster analyses
Implementation of cluster-specific advertising strategies
Setup of reporting including integration into Power BI
Definition of relevant KPIs (sell-out, budget and performance KPIs) and calculation of plan and target values
Conducting top-seller analyses for holistic sell-out optimization and category analyses for advertising optimization

Dec 2022 - Jun 2023

7 months

Hamburg, Germany

Vendor EU8 Advertising Strategy 2023

tesa SE – tesa Consumer Products

Development of the 2023 advertising strategy in collaboration with an agency and tesa
Elaboration of growth and country strategies, profitability strategy, visibility strategy, and incrementality strategy
Definition and calculation of targets for total and paid sell-out based on sell-in goals
Setting TACOS and ACOS according to the budget target and goals for paid share and brand share
Definition of fundamental measures such as account cleanup, negative keywords, targeting (keywords and ASINs), selection of advertised ASINs, and management of duplicate listings
Establishment of a way of working and building reporting including how-to guides
Definition of optimization measures for product attributes, campaign structure, retail readiness (e.g., lost buy box, stock, price), and SEO/SEA interplay
Implementation of measures in Q1/2023 and ongoing management from Q2/2023
Design and implementation of reporting to monitor organic rankings with a focus on TACOS, performance, and profitability
Setup of reporting to monitor market share development by category and identify organic and paid market entries to defend own market shares

Apr 2022 - Dec 2022

9 months

Hamburg, Germany

Various Marketplaces in Germany – Testing System Setup

tesa SE – tesa Consumer Products

Responsible for Amazon.de, eBay.de, Otto.de, and ManoMano.de
Development of a testing concept to increase traffic, click-through rate (CTR), and conversion rate (CR)
Planning of listing optimization including keyword and relevance analysis
Distribution of keyword phrases in product texts and attributes
Development of a photo concept including relevance factors
Setup of monitoring including baseline measurement for continuous success monitoring
Setup of a process between performance marketing and content optimization to improve paid and organic performance

Apr 2022 - Nov 2022

8 months

Hamburg, Germany

Vendor Amazon EU – Advertising Optimization & Management

tesa SE – tesa Consumer Products

Management of the agency to implement the 2022 growth strategy
Creation of an EU8 reporting system and migration into Power BI
Definition of KPIs for sell-out, budget, and performance
Calculation of plan and target values
Conducting top-seller analyses to optimize overall sell-out
Category analyses to improve advertising performance
Weekly controlling meetings including target monitoring
Identification of growth barriers and drivers
Derivation and tracking of measures to achieve goals

Feb 2022 - May 2022

4 months

Berlin, Germany

Amazon.eu – Listings & Advertising Optimization for JewelCandle

GG Brands GmbH

Analysis of the current situation regarding the quality of listings and advertising on Amazon.eu
Identification of optimization potentials in text and image content
Adjustment of listings based on keyword and relevance analysis
Rebuilding of campaign structure for Sponsored Products, Sponsored Brands, and Sponsored Display (Protection, Generic, Attack)
Setup of a reporting system with target/actual analysis based on relevant KPIs such as revenue, advertising budget, CTR, clicks, average CPC/CPM, sessions, conversion rate (CR), orders, ACOS/ROAS, and share of paid and brand revenue

Jan 2022 - Mar 2023

1 year 3 months

Hamburg, Germany

Various Marketplaces in Germany – Content Optimization

tesa SE – tesa Consumer Products

Content optimization on Amazon.de, eBay.de, Otto.de, and ManoMano.de
Optimization of the content process between ERP, PIM, ChannelAdvisor connector, and marketplaces
Conducting a ChannelAdvisor cleanup including review and cleaning of attributes, reference lists, and business rules
Targeted measures to increase completeness and data quality as well as improve rankings
Cross-marketplace matching of attributes (required and optional fields)
Gap analysis between marketplace requirements and data provision in the PIM
Creation of requirement catalogs for data maintenance by product management
Development of upload files for new product creation

Sep 2021 - Mar 2022

7 months

Berlin, Germany

Amazon.de – Campaign Launch "OZOI"

GG Brands GmbH

Definition of advertising goals and derivation of the advertising strategy for launch, growth, and awareness of the brand "OZOI"
Design of advertising setups (Auto, Brand, Generic, Competitor, Complementary) for Sponsored Products, Sponsored Brands, and Sponsored Display
Coaching of the responsible employee on campaign structure, management, and optimization
Setting up reporting with target/actual analysis on metrics such as revenue, budget, CTR, clicks, average CPC/CPM, sessions, CR, orders, TACOS/ROAS, and share of paid/brand revenue
Ongoing management and optimization of advertising
Handover of the setup to the responsible employee

Apr 2021 - Jan 2022

10 months

Hamburg, Germany

Amazon.com (US) – FBA Launch “Nivea Face Care”

Beiersdorf AG – NIVEA

Creating sales forecasts and planning quantities for the FBA launch of “Nivea Face Care” on Amazon.com
Setting up the seller account including brand registration
Defining and implementing processes in accounting, logistics, and inventory availability
Selecting and integrating a VAS provider for Amazon FBA labeling and additional services
Implementing Amazon sales tax requirements and integrating TaxJar
Conducting keyword and relevance analyses
Creating listings including photo concepts and A+ Content (EBC)

Dec 2020 - Present

5 years 5 months

Leiden, Netherlands

Amazon.de & Amazon.co.uk – Launch (Dietary Supplements)

Faveum B.V.

Developing the Amazon strategy and setting up Amazon Seller Central for Germany and the UK
Conducting keyword analyses and creating optimized listings including photo concepts
Registering the brand, creating A+ Content, and building an Amazon store
Coaching management on Seller Central and seller performance
Setting up and managing Amazon Advertising and Amazon SEO
Developing reporting including dashboards for finance, inventory availability, seller performance, and SEO metrics

Oct 2020 - Jul 2021

10 months

Cologne, Germany

Amazon.de – Listing Creation (Baby Product)

Snoozi GmbH

Conducting keyword and relevance analyses for a baby product on Amazon.de
Creating optimized listings including photo concepts to increase visibility and conversions

Feb 2020 - Jul 2021

1 year 6 months

Wörnitz, Germany

Amazon.de – FBA Launch “Gala Luxury” & “Farm to Aromatherapy”

Gala Germany Group GmbH

Selecting the product range based on demand, competition, and profitability
Managing data, conducting keyword analysis, and creating listings including photo concepts
Handling hazardous materials including testing, SDS declaration, and participation in the HAZMAT program
Registering the brand, creating A+ Content, and setting up an Amazon store
Setting up Amazon Advertising and Amazon SEO
Developing reporting including dashboards for finance, inventory availability, seller performance, and account management

Jan 2020 - Dec 2020

1 year

Berlin, Germany

Amazon.de – Launch (Garden Plants)

Späth’sche Baumschulen GmbH

Developing the Amazon strategy and setting up an Amazon Seller Central account
Conducting keyword analyses and creating listings including photo concepts
Registering the brand, creating A+ Content, and building an Amazon store
Setting up and managing Amazon Advertising and Amazon SEO
Creating weekly and monthly reports including dashboards for finance, inventory availability, and seller performance

Oct 2019 - Present

6 years 7 months

Founder & Managing Director

Avoova UG – Amazon Consulting "Market Developer"

Built and led a consulting firm for Amazon marketplace business
Integrated the marketplace business into the overall strategy of client companies
Executed Amazon launches from strategy development to organizational integration
Developed KPI-based control systems for finance, processes, and seller performance (SEO and Account Health)
Continuous optimization of Amazon activities using the KVP method
Planned and managed Amazon Advertising and Amazon SEO
Advised on Fulfillment by Amazon, including packaging requirements, demand planning, inventory index, product availability, order management, and hazardous goods handling
Developed and implemented scaling strategies across countries and marketplaces
Built automated business systems for order processing
Managed order fulfillment, customer service, and account health
Supported data management and PIM setups

Oct 2018 - Jan 2020

1 year 4 months

Berlin, Germany

Interim Marketplace Manager (Amazon EU)

JuwelKerze JewelCandle GmbH

Responsible for sales and results on Amazon marketplaces in Germany, France, Italy, and the UK
Restructured the Marketplaces department, including processes, documentation, and staffing
Established a control system for sales, profitability, FBM logistics, FBA product availability, processes, and seller performance (Account Health)
Developed and implemented an optimization strategy for listings based on fulfillment method, advertising, promotions, and keywords
Implemented ChannelAdvisor's marketplace connector
Defined and compiled data requirements for a PIM system
Developed an SIOC packaging solution for Fulfillment by Amazon

Apr 2016 - Present

10 years 1 month

Founder & Managing Director

Redwood Investment and Development Company UG

Invested in online companies with a focus on eCommerce
Developed eCommerce-based business ideas and models
Supported campaigns from idea generation through market launch to spin-off into independent companies

Apr 2014 - Sep 2018

4 years 6 months

Founder & Managing Director

EVRGREEN Vertriebs GmbH

Overall responsibility for eCommerce, marketing, product development, finance, and brand building
Built and scaled an online business for EVRGREEN products
Participated in the TV show "Die Höhle der Löwen" in 2016 to attract investors and increase brand awareness

Dec 2012 - Nov 2013

1 year

Consultant for Department Restructuring

DefShop KG

Led project to restructure the purchasing department
Conducted SWOT analyses and designed the approach
Implemented measures, enabled employees, and monitored progress in weekly controlling meetings
Managed change in areas such as purchasing structure, supplier terms and evaluations, demand planning, KPI definition and reporting, and recruitment for the department head role
Led the project to restructure the private label "DNGRS"
Conducted target cascade in 2013, including action packages and responsibilities
Monitored target achievement in weekly controlling meetings
Optimized department and personnel structures, design processes through to delivery, quality management according to international AQL standards, and demand planning

Nov 2011 - Sep 2018

6 years 11 months

Founder & Managing Director

Redwood Service GmbH

Setup, launch and spin-off of the online campaign “EVRGREEN – Plant Yourself Happy” with a brand focus
Setup and launch of an online campaign with a trading approach in November 2015 on a dropshipping basis
Marketing of over 8,000 SKUs on marketplaces, especially Amazon and eBay

Jun 2010 - Oct 2011

1 year 5 months

Bonn, Germany

Business Development & Consulting

German CleanTech Institute

Disciplinary responsibility for the Business Development area
Setup and further development of the consulting and certification division
Development of service offerings and go-to-market approaches for CleanTech-related services

Jun 2010 - Oct 2011

1 year 5 months

Bonn, Germany

Restructuring Consultant

Hoehner Research & Consulting Group

Project management for restructuring and strategic realignment of client companies
Conducting SWOT analyses and designing the approach
Implementation of measures and enabling employees with weekly controlling meetings
Change management in areas such as demand planning, controlling and management systems, market analysis, and project management processes

Sep 2008 - May 2010

1 year 9 months

Gevelsberg, Germany

Commercial Director (authorized signatory) & Head of Finance

Vogelsang Engineering GmbH

Disciplinary responsibility for controlling, accounting, HR, IT, and organization
Internal project leader for the strategic alignment and restructuring of the company
Introduction of full-cost calculations and budgeting with monthly planned vs. actual comparisons
Development of KPI and management systems
Responsibility for liquidity and cash management

May 2008 - Aug 2008

4 months

Freelancer – Controlling Restructuring (Eika GmbH)

Consulimus AG

Restructuring of the controlling function at Eika GmbH (candle manufacturer)
Introduction of cost calculations on full and partial cost basis
Conducting customer and product calculations (ABC analysis)
Development of a reporting and management information system
Creation of contribution margin reports for profitability management

Jun 2002 - May 2007

5 years

Cologne, Germany

Diploma Thesis Student, Project Manager & Working Student

RTL SHOP GmbH

Diploma thesis with benchmark analysis of RTL SHOP, QVC and HSE24
Project manager for business analysis with a focus on internal bestseller multiplication
Working student in program and broadcast planning as well as product management

Apr 2001 - Apr 2008

7 years 1 month

Cologne, Germany

Business Administration (Diploma)

University of Cologne

Studied Business Administration with a focus on purchasing and product policy, controlling, and economic psychology
Wrote the diploma thesis "Benchmark RTL SHOP, QVC and HSE24"

Sep 1998 - Jan 2001

2 years 5 months

Osnabrück, Germany

Vocational Training as an Industrial Clerk

Sievert AG & Co.

Trained as an industrial clerk with exposure to core business areas like purchasing, sales, accounting, and administration

Industry Experience

See where this freelancer has spent most of their professional time.

Experienced in Retail, Information Technology, Professional Services, Education, Manufacturing, and Food and Beverage.

Retail

Information Technology

Professional Services

Education

Manufacturing

Food and Beverage

Business Area Experience

See which departments and functions this freelancer has contributed to most.

Experienced in Project Management, Marketing, Finance, Operations, Supply Chain Management, and Product Development.

Project Management

Marketing

Finance

Operations

Supply Chain Management

Product Development

Summary

“If you’re looking for someone with an entrepreneurial background and a hands-on mentality to guide you on your Amazon journey, then I’m the right person for you.”

Holistic management and development of your eCommerce activities, i.e., developing and implementing profitable growth strategies, KPI-based control systems, and comprehensive optimization concepts.

As a former CFO and founder of two eCommerce startups, I’ve learned three things:

Growth at any cost is not the way to success; profitability matters too.
To keep goals in focus, holistic reporting is essential.
Optimization starts with low-hanging fruits and ends with many small measures.

With this knowledge, I have been able to contribute to significant improvements as an interim manager over the past five years in mid-sized companies and multinational corporations:

To ensure profitability, I always manage eCommerce activities holistically, i.e., at the TACOS level. I ensure product-level profitability through threshold ACOS.

My reporting follows the credo: as many KPIs as needed, as few as possible!

And most importantly: not only build, but regularly use, draw conclusions, and, if necessary, take countermeasures to counteract a negative delta from the plan.

I’m also not a fan of ‘growth only through marketing.’ There are so many other levers to increase sales and profitability. In 100% of the companies I’ve advised, these optimization potentials were present. These include especially product availability, having eCommerce-suitable processes, and better use of existing traffic.

Skills

Marketplaces

Amazon Seller & Amazon Vendor, Ebay, Otto, Manomano, Cdiscount, Kaufland, Allegro, Obi

Software

Atlassian Jira & Confluence, Asana, Channeladvisor/rithum, Jtl-erp, Sellerboard, Helium10, Amalyze, Baygraph

Artificial Intelligence (Ai)

Using Ai For Creating Product Texts, Image Editing, Research Via, Among Others, Chatgpt, Dall+, Etc.

Achieved Improvements

Increased Conversion Rate By 15 To 50% (Two-digit) Through Optimized Image Concepts
Increased Organic Traffic By 22% Within One Year By Optimizing Product Attributes
Increased Tos Visibility By 683% (7-digit To 8-digit) In 2 Years While Growing Paid Sales By 392% (6-digit) And Reducing Acos By 50%
Increased Incremental Sales By 822% (6-digit To 7-digit) In 2 Years With 14% Higher Acos

Personal Strengths

I Communicate Openly And Create Transparency At Any Cost
I Challenge The Status Quo And Have A Strong Drive For Optimization
I Have A High Affinity For Numbers And Make Data-driven Decisions
I Am Structured And Reliable With High Flexibility Regarding Working Hours
I Have Clear Expression And Strong Ability To Engage People
I Have A Quick Grasp And Offer Intuitive Solution Proposals

Languages

German

Native

English

Advanced

Education

Apr 2001 - Apr 2008

University of Cologne

Diploma in Business Administration · Business Administration · Cologne, Germany

Sep 1998 - Jan 2001

Sievert AG & Co.

Industrial Clerk · Osnabrück, Germany

Certifications & licenses

Amazon-Advertising Sponsored Ads Foundations Certification

Leverage Stores For Brand Awareness Certification

Statistics

Experience

Total positions 28

Experience in Retail 19.5 y

Avg length 2 y 4 m

Longest experience 10 y

Global Experience

Countries worked in 2 (Germany, Netherlands)

Primary country Germany

Expertise

Recent roles Interim Lead Growth & Optimization Amazon EU8 & US, Interim Performance Marketing Manager: Amazon Vendor EU8, Interim Performance Marketing Manager: Amazon Vendor EU8 & Seller, OTTO, eBay, ManoMano, Kaufland

Main industries Retail, Information Technology, Professional Services

Main business areas Project Management, Marketing, Finance

Qualifications

Highest degree Master

Certifications earned 2

Profile

Created

April 2025

Last Update

April 2026

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Philip based?

Philip is based in Berlin, Germany and prefers 100% remote projects.

What languages does Philip speak?

Philip speaks the following languages: German (Native), English (Advanced).

How many years of experience does Philip have?

Philip has at least 27 years of experience. During this time, Philip has worked in at least 25 different roles and for 21 different companies. The average length of individual experience is 1 year. Note that Philip may not have shared all experience and actually has more experience.

What roles would Philip be best suited for?

Based on recent experience, Philip would be well-suited for roles such as: Interim Lead Growth & Optimization Amazon EU8 & US, Interim Performance Marketing Manager: Amazon Vendor EU8, Interim Performance Marketing Manager: Amazon Vendor EU8 & Seller, OTTO, eBay, ManoMano, Kaufland.

What is Philip's latest experience?

Philip's most recent position is Interim Lead Growth & Optimization Amazon EU8 & US at Massageliegenhaus.

What companies has Philip worked for in recent years?

In recent years, Philip has worked for Massageliegenhaus, tesa SE – tesa Consumer Products, GG Brands GmbH, Beiersdorf AG – NIVEA, and Faveum B.V..

Which industries is Philip most experienced in?

Philip is most experienced in industries like Retail, Information Technology, and Professional Services. Philip also has some experience in Education, Manufacturing, and Food and Beverage.

Which business areas is Philip most experienced in?

Philip is most experienced in business areas like Project Management, Marketing, and Finance. Philip also has some experience in Operations, Supply Chain Management, and Product Development.

Which industries has Philip worked in recently?

Philip has recently worked in industries like Retail, Information Technology, and Professional Services.

Which business areas has Philip worked in recently?

Philip has recently worked in business areas like Marketing, Project Management, and Strategy.

What is Philip's education?

Philip holds a Master in Business Administration from University of Cologne.

Does Philip have any certificates?

Philip has 2 certificates. These include: Amazon-Advertising Sponsored Ads Foundations Certification and Leverage Stores For Brand Awareness Certification.

What is the availability of Philip?

Philip is immediately available full-time for suitable projects.

What is the rate of Philip?

Philip's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.