Heads of E-Commerce in Germany
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Meet FRATCH Heads of E-Commerce in Germany
Darius Malekzadeh
Last position:
Global Head of E-Commerce at Believe SA
- Global P&L responsibility for direct-to-fan, e-commerce and merchandise, including onboarding regional markets and steering budget and resource allocation
- Managed an international team of more than 40 FTEs running all e-commerce activities for the company's various brands
- Implemented a global technology overhaul, replacing legacy systems and building and improving a Magento-based technology infrastructure
- Developed content, marketing and CRM strategies while continuously improving design and usability (UI, UX) with a focus on improving conversion rates
- Contributed to 25% year-over-year growth over two years and played an integral role in the 2021 relaunches
Oscar Schröder
Last position:
Director E-Commerce / Program Manager at GLOBUS Markthallen Holding GmbH & Co. KG
- Advising on and structuring the "Digital Business" program (building program and project structure)
- Assessment of salary structures and market conditions
- Supporting the development of the e-commerce strategy
- Sparring partner in building, optimizing, and monitoring distribution strategies (own webshops, marketplaces, and use of third-party platforms)
Barbara Tobiesen
Last position:
Interim Head of E-Commerce & Marketing (Freelance) at Early-stage organic skincare startup
Led marketing and e-commerce for an early-stage start-up in organic skincare
E-commerce: Web shop relaunch (including tech selection, customer journey mapping, SEO content & UX strategy; new hosting); Amazon launch; automated billing and fulfillment process
Brand strategy: Sharpened the value proposition based on customer needs; managed brand relaunch (packaging, marketing, website)
Marketing strategy: Created business and marketing plan; prioritised marketing channels for customer acquisition (SEO, Meta, PR) and retention (+25% email subscribers); set up performance reporting
Pricing: Conducted benchmarking study and margin analysis leading to change from cost to value-based pricing, introduction of a portfolio price strategy and bundling
Tim Knebel
Last position:
Online & Performance Marketing at Argentum Pflege Holding GmbH
- Social media and account management for 40 senior residences
- Cross-functional leadership
- B2B2C content creation
- Editorial and campaign planning
- Employer marketing
- SEO optimizations
Angelina Böhmer
Last position:
Senior Account Management at huth & wenzel
- Clients: Caravaning Association, Suzuki Motorcycles Germany, Suzuki Press
- Main client responsibility, strategic and operational customer leadership
- UX/UI design, digital campaign implementation, web development and e-commerce (Amazon Brandstores, Otto, etc.)
- Budget management, print and digital media, HTML5 and CSS3 integration, art direction
Heiko Seifert
Last position:
Head of Ecommerce at Juwelo Deutschland GmbH
Heading up an Ecommerce team of 18 people responsible for six online stores as well as SEO content projects with turnover and budget responsibility of approximately €3.5 M per year, daily business, optimizations and growth.
+78% margin in year 1, +42% margin in year 2
Sales losses far below the industry average after Corona
Active customers more than doubled and new customers more than doubled
Back on growth track in all data in 2023
Corbinian Schedlbauer
Last position:
Interim Head of E-Commerce | Expert in E-Commerce Growth Strategies | Digital Marketing at Freelancer
- Juwelier Goldkleid: Built and launched a dropshipping store with automated product and inventory updates for approximately 14 000 SKUs.
- Pranosh Food GmbH: Strategic consulting and relaunch of online shop [link]
- Malu Nutrition GmbH: Strategic consulting and further development of online shop [link] to drive growth.
- FUNQ’ Liquids S.L.: Interim Head of E-Commerce; achieved 100 % MoM revenue growth for four consecutive months during a five-month project.
- Plan.Net & Porsche AG: Business consultant for data-driven marketing services; built a data-driven always-on ecosystem in display advertising; awarded the GWA MarTech Award 2023.
- Ecomex GmbH: Teacher/instructor for webshops and e-commerce.
- Honest Catch GmbH: Strategic consulting, webshop relaunch, ERP-system implementation, process optimization, category and price analysis, performance marketing agency controlling, and rebranding support; nominated for the K5 Shop Award in Food & Delivery, Start Up, and Sustainability.
- Snaccidents GmbH: Strategic consulting, webshop relaunch and ongoing development; achieved 600 % YoY revenue growth; nominated for the K5 Shop Award in Food & Delivery.
- Planet Plant-Based GmbH: Strategic consulting, webshop relaunch and ongoing development; achieved 59 % YoY revenue growth.
- Blackeight GmbH: Strategic consulting for newsletter marketing and KPI tracking.
- Pumpkin Organics GmbH: Development and implementation of e-commerce strategy, building and development of digital sales and marketing channels; achieved 47 % YoY revenue growth.
- Pangu GmbH: Strategic consulting for performance marketing, newsletter marketing and KPI tracking.
Denis Treter
Last position:
HEAD OF E-COMMERCE & GROWTH at HANS Brainfood GmbH GmbH
- Built and managed the entire e-commerce strategy: funnel, CRO, and revenue goals.
- Scaled organic and paid channels (SEO, Meta, Google) based on ROAS and CAC.
- Drove marketplace growth on Amazon.
- Built the team and implemented scalable processes, tools, and reporting structures.
Discover over 15,000 top freelancers
Heads of E-Commerce statistics
Aggregated from the professional profiles of matched freelancers.
Experience
19 years
Position duration
2.6 years
Positions per freelancer
11
Top business areas
Marketing, Business Intelligence, Information Technology
Top industries
Retail, Healthcare, Media and Entertainment
Certification focus areas
Marketing, Business Intelligence, Information Technology
Bachelor's degree or higher
86%
Master's degree or higher
43%
Doctorate
14%
Certifications per freelancer
1
Most common languages
German, English, Spanish
Speak two or more languages
100%
Based on our profile pool as of 27 Aug 2026.
Daily rate distribution
The chart shows how the daily rates of freelancers in this role in Germany are distributed, based on recent contracts on our platform. Each bar covers a rate range — its height shows how many freelancers charge within that range.
Average rates for Heads of E-Commerce in Germany
Rates are based on recent contracts and do not include FRATCH margin.
The average daily rate is the mean of all daily rates from recent contracts of comparable freelancers on our platform.
The median daily rate is the middle value of all daily rates — half of comparable freelancers charge less, half charge more. Unlike the average, it is barely affected by outliers.
Calculated based on our freelancers’ daily rates as of 27 Aug 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
About the role
Scope
A Head of E-Commerce runs the commercial side of an online shop and connects strategy, trading, content, tech, and operations. Companies bring in a freelance Head of E-Commerce when they need clear ownership for growth, a launch, a replatforming, or a temporary gap in leadership.
- Own the e-commerce roadmap and trading calendar
- Improve conversion, basket size, and repeat purchase flows
- Coordinate product, content, CRM, performance marketing, and fulfilment
- Guide shop relaunches, international rollouts, or marketplace expansion
Core skills
Strong candidates think in revenue, margin, and customer journey. They understand how pricing, promotions, merchandising, and site structure affect performance. In Germany, they often work with local retailers, brands, D2C businesses, and B2B companies that need sharp coordination across internal teams and agencies.
- Commercial planning and KPI ownership
- Stakeholder management across marketing, tech, and logistics
- Strong command of e-commerce platforms and analytics
- Clear decisions under pressure during peak trading periods
Tools and stack
A good e-commerce director is not limited to one system. They can lead work across Shopify, Magento, Shopware, SAP Commerce, and marketplace setups, and they know how to read data from analytics, tag management, and CRM tools. Many clients also expect experience with A/B testing, feed management, PIM, CMS, and order or ERP integrations.
- Platform migration or relaunch support
- Assortment, content, and merchandising setup
- Tracking, reporting, and funnel analysis
- Coordination with developers, agencies, and trading teams
What good looks like
The best freelance E-Commerce Heads bring structure, pace, and commercial judgment. They do not only manage tasks; they set priorities, remove bottlenecks, and keep teams aligned when deadlines are tight. An E-Commerce Director or E-Commerce Lead with this profile should explain trade-offs clearly and turn data into action.
For Germany-based companies, language fit and collaboration style matter. Some projects need regular on-site time with local teams or warehouse partners, while others work well remotely if the handover, reporting, and decision process are clear.
Frequently asked questions
Questions about Heads of E-Commerce? Start with the answers below.
A Head of E-Commerce usually owns the commercial performance of the online channel. That includes trading plans, site priorities, conversion improvements, campaign coordination, and the link between sales, content, tech, and operations. In many projects, the role also covers relaunches, new markets, or a period of interim leadership.
A freelancer makes sense when the need is urgent, project-based, or tied to a clear transition. That is common for a shop relaunch, a platform move, a new market launch, or a temporary leadership gap. It is also useful when you need senior e-commerce judgment without adding a permanent layer too early.
Look for commercial thinking, hands-on trading experience, and the ability to work across teams. A strong Head of E-Commerce understands KPIs, digital merchandising, platform basics, and how logistics or fulfilment affect the customer journey. Good communication matters as much as tool knowledge because the role sits between many functions.
An E-Commerce Manager often focuses more on day-to-day execution, while the Head of E-Commerce owns broader strategy and leadership. An E-Commerce Director can be similar in scope, but the exact title varies by company. What matters is whether the person can set direction, manage priorities, and take responsibility for results.
That depends on your stack, but common systems include Shopify, Magento, Shopware, SAP Commerce, analytics tools, and CRM or feed management setups. A good Head of E-Commerce does not need to know every tool in depth, but should understand how the stack affects trading, data quality, and execution speed. Experience with PIM, CMS, and ERP links is often useful too.
Yes, many assignments can be handled remotely if goals, reporting, and decision rights are clear. For Germany-based teams, on-site time can still help during kick-offs, workshops, or when working closely with retail, logistics, or local management. The right setup depends on how much cross-functional coordination the role requires.
Ask for concrete examples of launches, turnaround work, or growth improvements, and check how the person explains their decisions. A strong E-Commerce Lead can link actions to commercial outcomes, not just describe tasks. References, clear work samples, and a structured interview around real business cases help a lot.
Freelancers should be ready to define scope, decision rights, tools, and the main business goal. A Head of E-Commerce project often goes faster when the company is clear about who owns pricing, content, tech, and fulfilment. The first weeks should focus on priorities, dependencies, and a simple reporting rhythm.
The average hourly rate for Heads of E-Commerce in Germany is 106 €, which corresponds to a daily rate of about 844 € based on an 8-hour working day.
Of the freelancers working as Heads of E-Commerce in Germany, 86% hold at least a Bachelor's degree, 43% hold at least a Master's degree, and 14% hold a doctorate.
On average, freelancers working as Heads of E-Commerce in Germany have 19 years of professional experience, with a single engagement typically lasting around 2.6 years.
The most common languages among freelancers working as Heads of E-Commerce in Germany are German (100%), English (100%), and Spanish (38%).
The most common industries among freelancers working as Heads of E-Commerce in Germany are Retail (100%), Healthcare (63%), and Media and Entertainment (63%).
The most common business areas among freelancers working as Heads of E-Commerce in Germany are Marketing (100%), Business Intelligence (75%), and Information Technology (75%).
FRATCH Heads of E-Commerce main locations
Our freelancers and interim experts are at home across the DACH region — available on-site in the major business hubs or fully remote. Choose a location to discover matched specialists, local market insights and up-to-date availability.
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Philipp Thomaschewski
FRATCH CEO
