SHOW / EPISODE

S2E16: How To Take A Luxury Maison Into The Digital Age - with Marketing Executive Maria von Scheel-Plessen

33m | Mar 22, 2023

Today I welcome Marketing Executive and Keynote Speaker Maria von Scheel-Plessen to the show.

Maria started her career as an e-commerce manager at Hugo Boss and - after leadership roles at Amazon and the rocked-backed Asian Zalando Zalora, went on to digitally transform the luxury maison Montblanc to move it into the omnichannel age. She has been nominated Luxury Women to Watch 2021, Business Punk Watchlist 2022 & Business Insider Future Shaper 2022.

In today’s episode, we talk about: 

  • how to transform a luxury maison into a leading digital player
  • 3 tactics to successfully market to GenZ
  • and her personal advice on building a successful career in the luxury industry


Connect with Maria on her socials 📲

Instagram: @mariaplessen

LinkedIn: linkedin.com/in/mariavsp


If you enjoyed this episode, please take a minute to subscribe, like or share this podcast to spread the word, so I can continue bringing you outstanding guests and conversations. 🙏

And if you have questions to this episode or on how to build outstanding products or services for your next generation luxury customers, reach out to me on LinkedIn (you can find me at linkedin.com/in/kiliankarrasch/) or write me an email at kilian@hatch.studio.

Thanks again for listening to the Digital Transformers podcast. 🚀


Timeline:

0:00 - Intro

0:30 - Who is Maria von Scheel-Plessen

0:55 - Episode overview

1:16 - Why involving external parties is crucial to accelerate innovation success

2:50 - Why Montblanc embarked on the journey of digital transformation

5:51 - What challenges Montblanc faced in the transformation and how Maria overcame them

9:06 - How to prioritize what departments of the company to digitalize first

11:18 - How to convince stakeholders you’re taking the right digitalization approach

14:37 - How support circles in a company can foster innovation

16:25 - How Maria’s support circle at Montblanc came together

18:21 - Why it’s important to communicate the mission of your department

20:23 - How Gen-Z will shape the luxury industry

23:24 - Strategies and tactics to successfully engage Gen-Z

26:56 - How to deal with brand risk when engaging in new marketing channels like the metaverse

28:11 - Should luxury brands collaborate with (micro-)influencers

30:36 - The one tip Maria would give founders and corporate professionals that want to be successful in the luxury industry

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