Christina Skoeries offers e-commerce insights at Berlin Expo

The E-commerce Berlin Expo celebrated its 10th anniversary in 2026, marking a milestone in the industry. To commemorate this occasion, an exclusive interview was conducted with Christina Skoeries, CEO of glambou, to share her valuable lessons in e-commerce.

Christina Skoeries’ journey in the industry began after finishing school, where she expressed interest in creative or psychology-related fields. Despite being suggested to become a bakery sales assistant, she eventually found herself working on digital concepts and large storytelling campaigns.

Early Beginnings and Career Path

She studied Communication Design in Wiesbaden and worked at large agencies, including Jung von Matt and Springer & Jacoby, with global brands such as Coca-Cola and Google. Her experience expanded to working with companies like Johnson & Johnson and major media brands like RTL and ProSieben.

Christina Skoeries has always worked in areas that aligned with her passions, including beauty, jewelry, and fashion. Her love for e-commerce and marketing grew after moving to the company side, and she has since become a passionate entrepreneurial growth driver.

Christina Skoeries reflected on the importance of continuous development and growth when discussing early failures. She emphasized that empathy and strength are not opposites and that having a fighter’s heart is essential for progress and clarity.

Balancing Creative Freedom, Data, and Decision-Making

The conversation took place at the close of 2025 while she served as Director of E-Commerce at camel active | Bültel Worldwide Fashion. She describes her work as a blend of three roles: still baking large rolls, selling, and mainly creating brand solutions while simplifying complex topics. She says lightness, curiosity, and experimental freedom, combined with instinctive decision-making, drive her, while acknowledging data’s power but warning against over-engineering.

She warns that relentless detail-level optimization can obscure the broader vision, causing teams to miss opportunities to rethink entire systems. She says true innovation needs an inventor’s mindset, but endless PowerPoint battles and business cases often block fresh ideas. As organizations grow, she stresses the need for renewed passion, courage, openness, and protected space for new thinking before it is optimized away.

She advises leaders to act as players, not passive balls, using their teams to keep focus and confidence instead of yielding to external dictates. In male-dominated environments she urges women to stand by their perspective,

Leadership and E-commerce Lessons

She also highlights the need for passion in e-commerce, stating that it is the strongest growth driver. A company’s success is not just measured by revenue or KPIs but by the commitment and energy of its people. Christina Skoeries’ approach to leadership is centered around trusting herself and her team, empowering people instead of controlling them, and creating commitment and ownership.

As the CEO of glambou, Christina Skoeries brings over 15 years of experience across creative agencies and e-commerce, having worked with brands like Bijou Brigitte and camel active. Her leadership style is driven by building strong teams, and growing brands that truly matter, by adapting to change and focusing on what is important.

Christina Skoeries’ guiding principle is to trust herself and her team, regardless of trends or pressure. She believes in leading through trust, clarity, and intrinsic motivation, rather than control. This approach has led to strong brand loyalty, high repeat purchase rates, and a significantly above-average Customer Lifetime Value.

According to Christina Skoeries, the biggest opportunity in e-commerce today is to create an experience and a feeling, rather than just selling products. With the rise of AI and social media, the possibilities seem endless, but authenticity and passion are essential for a brand‘s success.

As she looks ahead to the next decade of e-commerce, Christina Skoeries believes that digital exhaustion will be a major challenge. The future of fashion e-commerce will be defined by the ability to create genuine desirability for products, built through authenticity, accessibility, and meaningful brand storytelling.

Christina Skoeries emphasizes the importance of resilient teams that can handle the high pace and constant change without burning out. She believes that the success formula for the next ten years in e-commerce is strong products, engaging customer journeys, and resilient teams.