I am a commercially driven e-commerce leader with 7+ years’ experience scaling international DTC and B2C businesses across EMEA and APAC, including consumer goods (CPG), fashion, beauty, wellness and travel. I am MBA-qualified with a proven track record of delivering double- and triple-digit YoY revenue growth, and I own P&L responsibilities with deep expertise in full-funnel performance, CRO, and customer value optimization. I excel at turning data into action across global markets, driving sustainable revenue, margin, and CLTV growth. My strength lies in translating complex business needs into clear, data-driven strategies that combine channel mix, experimentation, and cross-functional leadership. I thrive in fast-moving environments, partner with senior stakeholders, and focus on long-term growth through customer acquisition, retention, and incremental revenue opportunities.…

Johanna Lessmann

I am a commercially driven e-commerce leader with 7+ years’ experience scaling international DTC and B2C businesses across EMEA and APAC, including consumer goods (CPG), fashion, beauty, wellness and travel. I am MBA-qualified with a proven track record of delivering double- and triple-digit YoY revenue growth, and I own P&L responsibilities with deep expertise in full-funnel performance, CRO, and customer value optimization. I excel at turning data into action across global markets, driving sustainable revenue, margin, and CLTV growth. My strength lies in translating complex business needs into clear, data-driven strategies that combine channel mix, experimentation, and cross-functional leadership. I thrive in fast-moving environments, partner with senior stakeholders, and focus on long-term growth through customer acquisition, retention, and incremental revenue opportunities.…

Available to hire

I am a commercially driven e-commerce leader with 7+ years’ experience scaling international DTC and B2C businesses across EMEA and APAC, including consumer goods (CPG), fashion, beauty, wellness and travel. I am MBA-qualified with a proven track record of delivering double- and triple-digit YoY revenue growth, and I own P&L responsibilities with deep expertise in full-funnel performance, CRO, and customer value optimization. I excel at turning data into action across global markets, driving sustainable revenue, margin, and CLTV growth.

My strength lies in translating complex business needs into clear, data-driven strategies that combine channel mix, experimentation, and cross-functional leadership. I thrive in fast-moving environments, partner with senior stakeholders, and focus on long-term growth through customer acquisition, retention, and incremental revenue opportunities.

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Skills

Experience Level

Language

French
Fluent
English
Fluent
German
Fluent

Work Experience

Head of E-Commerce Sales at Attraction Tickets.com
January 1, 2023 - Present
Drive online sales strategy for the flagship brand and its white-label sites, with an annual turnover of > £180m. Responsible for identifying new business opportunities, defining web & channel KPIs for e-commerce success, and shaping the omnichannel strategy in collaboration with paid media, CRM, and operations.
Senior Trading Manager (Markets: UK, US, IRE, AU, FR, ROW) at THG Ingenuity (The Hut Group) – Club London
May 1, 2022 - November 1, 2022
Built an E-Commerce Trading department from scratch and led performance insights for creative strategy and testing across paid marketing channels.
Senior Trading Manager (Markets: EMEA & APAC) at THG Ingenuity (The Hut Group)
February 1, 2020 - April 1, 2022
Led a total team of 18 traders within the CPG Beauty Trading Division to deliver best-in-class results; established forecasts and monitored websit e and digital channel KPIs to optimize ROI and profitability; coordinated cross-functional activities.
E-Commerce Manager (Markets: EMEA – DE, FR) at THG Ingenuity (The Hut Group)
April 1, 2020 - February 1, 2021
Managed the successful rollout of the first two German DTC website launches and growth phases; oversaw direct-line responsibilities with focus on FR and DE markets; developed Y1 trading & marketing calendar including pricing, promotions, and paid media.
Paid Social Executive (Markets EM EA, DE & others) at Gymshark
August 1, 2019 - March 1, 2020
Planned and executed paid media strategy for Germany and other markets; managed monthly budgets up to £220k; delivered core KPIs (COST, CPA, CPC, revenue) with YoY growth.
Social Media Executive (Markets DE & FR) at Gymshark
October 1, 2018 - August 1, 2019
Led social media campaigns and marketing calendar for the French and German markets, applying local market knowledge to drive a localized 'global-to-local' strategy.
E-commerce Consultant at Independent / Freelance
January 1, 2025 - Present
Delivering website audits, 12-month CRO roadmaps, and customer acquisition & retention strategies. Channel activation (paid media) to provide strategic ROI guidance. Working with small-to-mid-size DTC brands across EMEA to improve CVR, CLTV, and customer retention.
Solutions Consultant at Skai
January 1, 2025 - September 30, 2025
Commerce media technology & industry expert (> $9B annual ad spend); translating complex business needs across Retail Media, Search & Social into tangible outcomes through the Skai Omni-Channel platform.
Head of E-commerce Sales (Attraction Tickets) at Attraction Tickets / THG
January 1, 2023 - Present
Own global E-commerce sales strategy (annual turnover > £180m), introduced web personalization, led cross-functional CRO and commercial insight for product initiatives. Reported to CMO, then CFO & CEO. Defined and implemented KPI framework for board meetings, covering website performance, channel contribution, marketing targets, and customer value to drive data-driven decisions. Owned performance data & insights across the website to drive ROI and growth.
E-commerce Manager at THG Ingenuity
April 1, 2020 - February 28, 2021
Managed the rollout of the first two German DTC website launches & growth phases. Responsible for Europe-wide e-commerce strategy, including Germany and France, and overseeing budgets, cross-functional collaboration, and ROI improvements.
Senior Trading Manager at THG Ingenuity
February 1, 2020 - April 30, 2022
Led the end-to-end e-commerce trading function; built a 18-strong team of traders; delivered ROI-aligned performance across 24 DTC sites in 16 international markets; improved site CVR by optimizing on-site, paid media & CRM; coordinated with SLT to drive revenue growth and profitability.
Paid Social Executive at Gymshark
August 1, 2019 - March 31, 2020
Planed and executed paid media strategies for Gymshark Germany; managed monthly and daily budgets up to £220k; decreased cost of sales to under 10%; focused on core KPIs including CoS, CPA, CPC, revenue & ROAS while increasing revenue share from paid social campaigns.
E-commerce Consultant at Freelance
January 1, 2025 - Present
Delivering website audits, 12-months product & CRO roadmaps, customer acquisition & retention strategies; channel activation (paid media) to optimize ROI, paid traffic conversion and long-term growth; working with small to medium-sized DTC businesses (EMEA) to elevate CVR, CLTV and retention.
Solutions Consultant at SKAIKEN SHOO
January 1, 2025 - September 30, 2025
Commerce media technology & industry expert (> $9b annual ad spend); translate complex business needs across Retail Media, Search & Social into tangible outcomes via Ska Omni-Channel platform; identify platform features tied to revenue, cost savings, efficiency, and optimization; demonstrated 30% PPC cost savings and 12% revenue growth.
Head of E-Commerce Sales at Attraction Tickets
January 1, 2023 - Present
Owned global E-Commerce sales strategy (annual turnover > £180m); introduced web personalization, led cross-functional CRO and commercial insight for product initiatives; reported to CMO, CFO & CEO; defined KPI framework for Board meetings covering site performance, channel contribution, marketing targets, and customer value to drive data-driven decisions.
Senior Trading Manager at Club London
May 1, 2022 - November 30, 2022
Built the E-commerce trading function from the ground up; improved Home page CVR by 5% through heatmaps; fed insights to Brand & Design teams; led daily trading performance with SLT, setting market-level targets and aligning cross-functional teams to drive revenue growth; identified new market opportunities based on opportunities and profitability; launched new channels including affiliates.
Senior Trading Manager at THG Ingenuity (The Hut Group)
February 1, 2020 - April 30, 2022
Managed e-commerce trading, supporting growth across multiple DTC sites and international markets; led full-funnel strategy across Paid Media, SEO, Affiliates, CRM & Influencer; aligned budgets with commercial outcomes and forecast-driven targets.
E-Commerce Manager at THG Ingenuity (The Hut Group)
April 1, 2020 - February 28, 2021
Led end-to-end e-commerce management with a focus on new market launches (e.g., Germany); established Y1 trading & marketing calendar, pricing & promotions, paid search, SEO, social & affiliate activities; drove ROI improvements and aligned with business goals.
E-Commerce Manager at THG Ingenuity (The Hut Group)
February 1, 2020 - April 30, 2022
Oversaw UK e-commerce performance; partnered cross-functionally to optimize channels and drive growth, focusing on revenue, ROAS and efficiency.
Social Media Executive at Gymshark
October 1, 2018 - August 31, 2019
Led social media campaigns for DE & FR markets; applied local market knowledge to drive a 'local to global' strategy; conducted market research and used platform insights to improve results and engagement.
Career Break
October 1, 2025 - December 1, 2025
Career break travelling South & South East Asia, focusing on personal development and insights gathering.
Solutions Consultant at SKAIKENSHOO
January 1, 2025 - September 30, 2025
Commerce media technology & industry expert (> $9bn annual ad spend). Translated complex business needs across Retail Media, Search & Social into tangible outcomes using an Omni-channel platform.

Education

Master of Business Administration (MBA) at Cardiff University
September 1, 2017 - September 1, 2018
Bachelor of Science (BSc) Economics and Social Administration at Université Nice Sophia Antipolis
September 1, 2014 - May 1, 2017
Study Abroad Program in Business Administration and Management at Montana State University
August 1, 2016 - December 1, 2016
Master of Business Administration (MBA) at Cardiff University
October 1, 2017 - September 30, 2018
Economics and Social Administration (Études en Français) - BSc at Université Nice Sophia Antipolis
September 1, 2014 - May 1, 2017
Master of Business Administration (MBA) at Cardiff University
October 1, 2017 - September 30, 2018
BSc Economics and Social Administration at Université Nice Sophia Antipolis, France
September 1, 2014 - May 1, 2017
Study Abroad Program in Business Administration and Management at Montana State University, United States
August 1, 2016 - December 31, 2016
Master of Business Administration (MBA) – First Class at Cardiff University
October 1, 2017 - September 1, 2018
Bachelor of Science (BSc) in Economics and Social Administration (Studies in French) at Université Nice Sophia Antipolis
September 1, 2014 - May 1, 2017
Business Administration and Management (Study Abroad) at Montana State University
August 1, 2016 - December 1, 2016

Qualifications

Master of Business Administration (MBA)
September 1, 2017 - September 1, 2018
Bachelor of Science (BSc) Economics and Social Administration
September 1, 2014 - May 1, 2017
Study Abroad Program in Business Administration and Management
August 1, 2016 - December 1, 2016
Master of Business Administration (MBA)
October 1, 2017 - September 30, 2018
Bachelor of Science in Economics and Social Administration
September 1, 2014 - May 1, 2017

Industry Experience

Media & Entertainment, Retail, Software & Internet, Professional Services, Consumer Goods, Travel & Hospitality

Skills

Experience Level