258. Laura Mehren, Head of Performance Marketing & UX at S.Oliver: Fueling Growth with Digital Impact

In this episode, Daniel sits down with Laura Mehren, Head of Performance Marketing and User Experience at S. Oliver Group, to explore how data-driven marketing powers growth in the competitive world of fashion retail. With a background spanning B2B and B2C, Laura shares her perspective on the evolving performance landscape, the synergy between brand and performance marketing, and how UX and creative optimization shape conversion success.

Tune in to hear about:

• Laura’s career path from B2B marketing to fashion e-commerce
• How S. Oliver balances brand building with performance efficiency
• The evolving role of creative in a post-targeting world
• The impact of AI, retail media, and rising CPCs on performance strategy
• Why user experience and webshop design are vital to conversion
• Building internal alignment between marketing, e-commerce, and tech
• Her take on mobile-first design and the role of brand-owned apps