Behind Jägermeister’s Digital Transformation at Shoptalk Europe

Marketing in the Madness

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In this special Marketing the Madness x Shoptalk Europe episode, our host Katie is joined by the powerhouse duo from Jägermeister, Susanne and Maren, who dive deep into what digital transformation really looks like behind the scenes.
Live from Shoptalk Europe in Barcelona, we unpack how this iconic FMCG brand is evolving from heritage liquor to digital-first DTC innovator — all powered by a tiny team and smart tech.
Together, they explore:
Global Digital Transformation – How Jägermeister streamlined 18 local websites into one scalable platform, enabling global consistency with local flexibility.
Smart Tech Stack Choices – Why they chose Shopify and Contentful to future-proof their eCommerce and content operations — and how it empowered a tiny team to move fast.
Real-World Personalisation – From engraved bottles to limited-edition drops, discover how Jägermeister is using personalisation to deepen loyalty and drive online sales.
Leadership & Change Management – The cultural, strategic, and operational lessons from leading transformation in a legacy brand — including the power of worst-case planning and stakeholder empathy.
Tune in for honest lessons, practical takeaways, and a little bit of Jäger spirit.
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