T-Systems International

Vice President Digital Marketing & Innovation

Vice President Digital Experience

Head of Digital Marketing

Head of Marketing Managed Cloud Services & Online Sales Public Cloud 

Sabre Corporation

Director Digital Experience EMEA

Trust International Hotel Reservation Services GmbH

Vice President Digital Marketing

Okanda AG

Director Digital Marketing & E-Commerce

Steigenberger Hotels AG

Head of E-Commerce

Deutsche Telekom AG (Products & Innovation)

responsible for on-site marketing, traffic management and online advertising | conversion optimization for sales and lead increase | digital touchpoint management | design and implementation of innovative online projects in the areas of couponing, social media marketing, mobile marketing and re-marketing | targeting and re-targeting | creating online and onsite marketing concepts | management of national and international projects

Head of eCare & eSales Marketing

Head of Trafficmanagement & Online-Advertising

Teamlead Service Portal

creating media plans | designing marketing-oriented web pages to increase sales | statistical analysis in the context of advertising effectiveness and economic success

Portal Manager T-Online.de

University Of Kassel - Marketing Faculty

coworker on projects in the area of e-commerce and online marketing | responsibility of the department website | diploma support | preparation of marketing lectures

Scientific Assistant | PhD Student

Vice President Digital Marketing & Innovation | International Author & Speaker | Marketing Futurist | Follow me for Digital Marketing content

I am an e-commerce-obsessed digital native, digital innovator, and influential leader who drives revenue, profit, and operational performance from a customer-centric perspective. I am an experienced manager with a proven track record in building digital products, digital marketing campaigns, and websites. Led extensive portal management projects, website relaunch projects, and different international projects for cross and up-selling with significant revenue and profit improvement.

Able to “fly high and fly low” with both an executive-level understanding of driving a strategic plan and a detailed understanding of all types of digital marketing.

Previous roles as manager and team leader for website management. Profound financial knowledge and a deep understanding of customer and technological trends. Always open-minded to innovations in the online sector and for ideas to increase online revenue. Always looking for innovation for piloting and improving digital marketing!

In total, I have over 20 years of experience in the area of digital marketing and e-commerce, and over 15 years of leadership experience. Worked for small start-ups like Okanda and large companies like T-Online International, Deutsche Telekom, T-Systems, Steigenberger Hotel Group, and Sabre.  

Specialties: Deep knowledge of e-commerce, digital strategy, website management, social media, digital marketing, and data-driven marketing. Experience in the digital transformation of companies and digitalization of processes.

I love to talk about digital markting, social media, and innovation. So, follow me for digital marketing content!

I discussed the #Future of #DigitalMarketing and the impact of #AI at the Universität of Applied Sciences Osnabrück. Thank you Prof. Dr. Jürgen Franke and Günter Moeller for the invitation. Here are some topics I covered:

▶️ Generative Engine Optimization.
▶️ Fast Fashion in e-commerce.
▶️ Amazon's cooperation with Antrophic AI.
▶️ Marketing in autonomous driving cars.
▶️ Car-charger ads.
▶️ AI avatars and marketing.
▶️ Marketing with smart windows.
▶️ Holographic product presentation.
▶️ AI pins and location-based services.
▶️ Content creation with AI.
▶️ Virtual influencers for marketing.
▶️ Marketing within the metaverse.
▶️ Customer journey advertising.
▶️ FOOH advertising.
▶️ Augmented reality ads.
▶️ Retail media and face recognition.
▶️ Magic mirrors.
▶️ Contact center AI agents for inbound and outbound marketing.
▶️ And many more ...

What do you think about these points? Drop your feedback in the comments. 👇 Thanks.

If you want to stay updated on the latest trends in #Marketing, follow me. I often post about them.

Do you need a speaker for your conference or a guest lecturer at your university? Reach out!

Björn Radde

Senior Director Global Digital Experience | International Author & Speaker | Marketing Futurist | Follow me for Digital Marketing content

Björn Radde at the University of Applied Sciences in Osnabruck.

I know it's hard, but it's the truth! In marketing, in leadership, in personal growth, it’s rarely the grand gestures that move the needle. It’s the steady rhythm we build over time. Consistency is the key!

▶️ The day you post, even when you don’t feel “inspired.”
▶️ The meeting you prepare for, even when your calendar is overflowing.
▶️ The strategic project you nurture step by step, long before anyone else sees the outcome.

Consistency creates trust. Consistency builds momentum. Consistency turns potential into results.

And here’s the best part: You don’t need to be perfect. Just present!

So today, choose one thing to show up for. Tomorrow, do it again. That’s how progress compounds. That’s how transformation begins.

Consistency isn’t glamorous … but it’s powerful.

What’s one small action you’re committing to this week? Drop it in the comments. 👇 Thanks!


#SundayMotivation #Business #PersonalGrowth

(𝘝𝘪𝘥𝘦𝘰 𝘴𝘰𝘶𝘳𝘤𝘦: 𝘩𝘵𝘵𝘱𝘴://𝘸𝘸𝘸.𝘪𝘯𝘴𝘵𝘢𝘨𝘳𝘢𝘮.𝘤𝘰𝘮/𝘭𝘭𝘦𝘰𝘦𝘯𝘨𝘦𝘭𝘭/)

Today’s marketers are expected to do more than ever! Drive growth, engage customers, and even market to agents, algorithms, and machines. But in this rush to modernize, something essential has been lost: the soul of #Marketing.

The latest report from the Capgemini Research Institute explores how marketing leaders can reclaim their craft. Reconnecting with storytelling, customer centricity, and operational excellence, while navigating the realities of #AI, fragmented tech stacks, and rising expectations. 

Here are some key findings:

▶️ The C-suite expects CMOs to drive growth.
▶️ The CMO’s influence has declined.
▶️ Marketing lacks a seat in the C-suite.
▶️ CMO influence is constrained by marketing ineffectiveness.
▶️ Fewer CMOs are accountable for CX.
▶️ Gen AI hasn’t yet delivered as expected.
▶️ Agentic AI can not only elevate traditional marketing but also enable new capabilities.

The report is based on insights from a survey of 1,500 respondents from the marketing function (director-level and above) from 15 countries, and 29 in-depth interviews with leading CMOs and marketing leaders.

You can download your copy here: https://lnkd.in/ebzaj2tc 



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How CMOs can reclaim marketing to build a competitive edge, presented by Björn Radde.

I was at Quadient's headquarters in Munich for the first time to join a #Marketing meeting. And one thing immediately stood out: The power of a branded office! Here's why this is important for companies:

▶️ Walking into a space that reflects the company’s identity creates an instant sense of belonging, especially for younger team members who value purpose-driven environments. A well-designed, branded workspace signals: You’re part of something bigger.

▶️ Another major advantage? It turns employees into natural brand ambassadors. When people take pride in their workplace, they share photos, capture moments, and bring the brand to life on social media. Just like I’m doing now. This kind of authentic, employee-driven visibility is priceless for any marketing strategy.

▶️ And there’s a third benefit that’s often overlooked: A branded office strengthens external perception during client visits. A consistent, immersive brand experience builds trust, professionalism, and credibility from the moment a client walks through the door.

Branding isn’t just decoration! It’s culture, communication, and strategy.
How does your workplace reflect your brand? Drop it in the comments. 👇 Thanks!

Björn Radde at Quadient's Headquarters in Munich!

Gen AI and agentic #AI are already accelerating the impact of classic #Marketing approaches to driving growth. However, McKinsey & Company's State of Marketing Europe 2026 report finds that just a few CMOs are acting boldly.

While 50 percent of CMOs rank gen AI-enabled marketing as one of the top three fastest-growing investment areas for 2026, it was ranked 17th out of 20.

Find below the full list of 20 topics cited as most important by Europe’s marketing leaders:

1. Branding 
2. Budget management 
3. Data privacy
4. Authenticity 
5. Employer branding
6. Marketing ROI
7. Connecting marketing and sales
8. Integrating marketing and customer experience
9. Agile working
10. Data-driven marketing
11. Community building 
12. Personalization 
13. Creative content 
14. Sustainability-focused marketing 
15. Channel mix 
16. Macro developments 
17. Gen AI and agents 
18. Martech and adtech 
19. Commerce media 
20. Social media and influencers

What do you think about these priorities and their ranks? Drop your feedback in the comments. 👇 Thanks.

Would you like to dive deeper into details? Here's the link to McKinsey's report: https://lnkd.in/eAPPMREi

  

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State of Marketing Europe 2026 presented by Björn Radde.

Stop creating subdomain sprawl when it comes to Generative Engine Optimization! Here's why this is a big mistake:

👉 #AI engines and search engines don’t just look at one site. They look at your whole digital footprint. When you spread content across multiple subdomains, you fragment your authority. Each one starts from zero, instead of adding to your main domain.

Think of it like campfires. Ten small fires give off a little heat. One big fire gives off a lot.

The smarter move is to consolidate your content under your main domain. Organize it with clear sections and categories, but let all the authority flow into one strong presence.



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Björn Radde talks about Generative Engine Optimization.

#SEO is evolving in the age of #AI. There’s been much noise lately about the “Death of SEO.” Let’s clear the air: SEO is not dead. Period. And here’s why:

▶️ AI is changing search, not killing it. AI Overviews, answer engines, and generative systems are transforming how people find information. However, optimization remains essential.

▶️ The fundamentals still win. Technical excellence, relevance, authority, and human-centered content are timeless. Whether it’s SEO, GEO, or “Information Engine Optimization,” these pillars continue to define visibility and trust. We’re optimizing for information, not just engines.

▶️ As Google moves closer to the “Star Trek computer” vision, delivering answers, not just links, our role evolves. The goal is to make content understandable and valuable to both humans and machines.

▶️ Experts disagree on terminology like SEO, AI SEO, AEO, LLMO, and GEO, but healthy discussion drives innovation. The name may shift, but the mission stays the same: Help people discover information that meets their needs.

SEO isn’t dead! It’s adapting. In a world of AI-driven discovery, visibility still matters. We’re not optimizing for search engines anymore; we’re optimizing for understanding.

Do you agree? Drop your feedback in the comments. 👇 Thanks.

Why SEO still matters, whatever you call it!

Do you optimize your website for Bing or DuckDuckGo? Or do you focus solely on Google Search? A similar question is now emerging in the world of Generative Engine Optimization (#GEO).

Are you optimizing only for ChatGPT, or are you also preparing content for platforms like Perplexity or Claude?

With ChatGPT holding more than 82% market share (based on website visits), it’s easy to think optimization ends there. 

But just as #SEO required looking beyond one search engine, GEO will require a broader view as well. Different #AI assistants pull from different sources, apply different retrieval methods, and value different types of content and structure.

So here’s the real question: What’s your strategy for generative engine optimization?

Are you prioritizing one platform, or taking a diversified approach to ensure visibility wherever your audience asks questions?

Curious to hear where you’re putting your focus today and how you see GEO evolving. Drop your feedback in the comments. 👇 Thanks!

AI isn’t just optimizing eCommerce, it’s transforming it. And #eCommerce leaders who embrace #AI will define the next decade. Here are some of the most effective ways AI will reshape eCommerce:

▶️ Tailored recommendations: Analyzing purchase history, behavior, and preferences to serve hyper-personalized suggestions.

▶️ Chatbots & virtual assistants: Guiding customers, answering questions, and providing instant support 24/7.

▶️ Dynamic pricing: Adjusting in real time based on demand, competition, and customer intent.

▶️ Visual search: Enabling shoppers to upload images and find similar products instantly.

▶️ Voice commerce: Simplifying shopping through Alexa, Google Assistant, and beyond.

▶️ Customer segmentation: Uncovering hidden patterns to fuel precise, data-driven campaigns.

▶️ Content generation: Automating product descriptions for speed and consistency.

▶️ Sentiment analysis: Extracting insights from reviews and feedback to refine products and services.

▶️ Marketing automation: Optimizing emails by predicting the best timing, frequency, and content.

▶️ Hyper-personalized ads: Adjusting in real time based on user interactions and intent.

👉 As Jim Lecinski recently said: “E-commerce interfaces in 2025 are going to rapidly advance with AI … Imagine uploading a wedding invitation and asking a site to find you semi-formal attire in your size, within budget, and delivered on time. AI makes that possible.”

The future of eCommerce isn’t digital. It’s intelligent. Do you agree? Drop your feedback in the comment. 👇 Thanks.



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Björn Radde talks about e-commerce leaders who embrace AI will define the next decade!

Don't get me wrong! I'm a big fan of #AI. It helps us get better. It boosts our productivity, sharpens our thinking, and can take a significant amount of work off our plates. And also on LinkedIn, that’s great to a point ...

▶️ Optimize your LinkedIn profile with AI? Totally fine.
▶️ Use AI as a sparring partner to refine your posts? Also fine.
▶️ Create visuals or videos with AI to boost your creativity? Fine.

But let AI comment on your posts, or worse, auto-comment across the platform, is where things cross a line.

👉 Because at that point, AI isn’t helping anymore. It’s harming!

Why? Because artificial engagement manipulates the algorithm. And that shift pulls visibility away from real creators who invest time, thought, and expertise into their content, their connections, and their conversations.

If this trend continues, LinkedIn risks losing what makes it valuable: Authentic voices, real insights, and genuine human connections. 

I believe LinkedIn could die or turn into FakedIn if we don’t address this!

What’s your take? Do you see AI-generated engagement as a threat to the platform? Or just the next evolution we all need to adapt to? Drop your feedback in the comments. 👇 Thanks!

Too much fake on LinkedIn. Björn Radde asks the question: Is LinkedIn dead?

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