Initial Situation
The international Mercedes-Benz website was the brand's central digital showcase and required continuous development to keep pace with rising expectations for digital customer experiences. Over a period of six years I accompanied the digital transformation of the online presence across two successive phases.
My Approach
Phase 1 – Product Manager Internet Applications (2012–2013): In the first phase I was responsible for the international Mercedes-Benz website with a focus on the content management system. My tasks included steering CMS development, coordinating international rollouts, and ensuring a consistent brand presentation across all country variants.
Phase 2 – Product Manager Digital Experience (2014–2018): In the expanded role I assumed product ownership for core components of the digital customer experience:
- Adobe Experience Manager: Migration and ongoing development of the international website onto AEM as the central content platform
- Live Chat: Introduction and optimisation of a live chat system for direct customer interaction on the website
- Semantic Search: Implementation of an intelligent search function for improved discoverability of content and vehicle information
- Central Cookie Service: Design and delivery of a cookie management system to meet international data privacy requirements
- Adobe Marketing Cloud / Analytics: Integration and management of the tracking setup for data-driven optimisation of digital channels
The work required close collaboration with international teams, external service providers, and the central IT departments of Daimler AG.
Results
- Successful migration of the international Mercedes-Benz website to Adobe Experience Manager
- Established live chat channel with measurable improvement in customer interaction
- Implemented semantic search with increased user relevance
- Privacy-compliant cookie management system for international markets
- Comprehensive analytics setup for data-driven ongoing development
- Six years of continuous development of the digital brand presence
Technologies / Methods Used
- Adobe Experience Manager (AEM)
- Adobe Marketing Cloud / Adobe Analytics
- Live chat systems
- Semantic search technology
- Cookie management and data privacy
- Product Management (agile)
- Stakeholder Management (international)
- Requirements Engineering