PURELEI is a Mannheim-based e-commerce brand for waterproof jewelry, inspired by Hawaii and the spirit of Aloha. Made to be worn every day, in the sea, under the shower and everywhere in between, it has grown into one of Germany's best-known digital jewelry brands.
I joined PURELEI in March 2023 as a freelance marketing lead and became Chief Marketing Officer in August 2023, a role I held until mid 2025.
PURELEI had grown fast for years, but growth had never been steered towards profit. The EBITDA margin did not reflect the strength of the brand. My mandate was clear: raise the EBITDA margin while keeping the brand growing.
At the same time, there was no real marketing team and no marketing organisation to speak of. Most of the work sat with external agencies, which made the company dependent, slow and expensive.
Together with the executive team, I developed a strategy to get full visibility and control over the P&L and to steer marketing by its contribution to it, down to CM3. We ran a series of pricing tests and were able to raise prices significantly without losing momentum.
I built the marketing team step by step. The starting point was a structure that mirrors the customer journey, with separate teams for acquisition and retention. On top of that, I built an in-house creative team and brought creative work and media buying back in-house, ending the dependency on agencies.
Finally, we shifted the entire marketing engine towards new customer acquisition. That increased growth and, combined with pricing and P&L discipline, profitability.
Chief Marketing Officer, P&L to CM3
In-house creative team & production
Marketing org built along the customer journey
