Making the most of digital opportunities for our direct-to-business offering

Besides having a hugely successful direct-to-consumer business, for the past 20 years Miele has also been steadily building its B2B reputation, supplying a wide range of corporate clients with high quality, often customised products. This includes, for example, products and services supporting medical clinics and hotels, fire departments and even private luxury yachts. We call this offering Miele Professional. Recognising the great impact that Miele X has had on our consumer business, it made sense to apply this knowledge and insight to our professional business too

That’s where Dieter Fassbender, our eCommerce and Digital Marketing Director, comes in. Dieter has over 20 years’ agency experience helping organisations understand the commercial benefits of digital transformation and marketing. We caught up with him and talked through his ambitious plans and the support he is going to need to achieve them.

How does Miele Professional differ from Miele?

"Miele Professional is the part of Miele that works with professional clients. It used to be a small unit within Miele that was growing and growing. Then in 2020, it was separated from the domestic business unit, so there's a clear, dedicated focus on service for companies. This is a very important part of Miele, and I was asked to create a team that can do for Miele Professional what Miele X has done for the domestic business."

A clear vision

“Miele is a renowned, global brand with products and services ideally suited to a wide range of business sectors. Our job here is to utilise the knowledge and experience that we hold in Miele X and apply this to our professional business. So, we aim to use our eCommerce and digital marketing expertise to reach new customers, while maintaining the best-in-class service that our existing customers already experience. And we're looking to work with all our colleagues and markets around the world by the end of 2023. It's a fantastic opportunity for the business and those working within it.”

What do you need to achieve this?

“We’re looking for digital experts. New ideas. Innovation. And this may come from anywhere. People who are passionate in their expertise and who can balance this with an open and honest approach to work. Trust is everything, especially in an organisation like Miele, because you’ll be given the freedom to shape and develop your role as we build our offering and our team.

“But you won’t be alone. You’ll be surrounded by the talented ecommerce and digital marketing professionals of Miele X. Able to call upon their experience and insight. Adapting what they’ve learned in the direct-to-consumer market and applying it to what we need in the direct-to-business market.

“So, this is an opportunity to work for a global brand with a great reputation and excellent products. All in an emerging team that has the energy and entrepreneurial spirit of a start-up. We think it's a pretty unique offering."

What’s your approach to leading a team?

“I have over 20 years’ experience in traditional and digital marketing and have previously led three businesses through transformational change. In addition to this, I believe wholeheartedly in transparent and honest leadership. You can expect clear direction and to be trusted to do your job in the way you work best. Essentially, the straightforward and trustworthy nature that I value in my team, you will also find in me. I believe in celebrating successes big and small and find this to be an effective way to empower people to be the best that they can be. You can also expect cake, as I love to bake and enjoying bonding over good food!”

What makes this such an exciting opportunity?

“For me, B2C marketing is about one connection, when the customer wants to buy a product. And then you don't have contact with Miele X again until you want to buy something else. In Miele Professional, B2B is all about generating leads, helping to develop long-term relationships, promoting products, support services, consulting, optimisation - everything that goes around the product, too. So, you're always in contact with colleagues and clients. It's not the up-front consumer marketing, but there's real value in it.

“We can already see the potential that a more joined up approach to marketing, sales and customer relationship management can offer. Miele X has already demonstrated this in the direct-to-consumer market. Things are going to get big. And very fast. And as the performance of the team positively impacts the business, there will be plenty of opportunities for growth and movement within the wider organisation.”

An open and inclusive business

“From the moment you come into the Miele X community space you can feel the warm, friendly and open culture. It’s an incredibly diverse business, there are over 40 nationalities here and everyone works together to help each other. It’s a great blend. Offering the space to be experimental, innovative and entrepreneurial, but knowing that you ultimately have the support of this huge, prestige brand behind you. Everyone is supportive. You can fail, you can learn and you can grow, knowing that this is both valued and encouraged. Although we are an online business, we really value the person behind the screen.”

What’s next? You decide

This is a fantastic opportunity to join our world renowned and much-loved brand as we start on another interesting and exciting business journey. So, if you would like the chance to build something new, with the support of an experienced leader and a diverse culture, then you may have just found a new home at Miele X.

Visit our website to discover more and apply.

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