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Kerstin Syfrig

Kerstin Syfrig

E-commerce Manager, Zurich, Switzerland

From online luxury goods expert to building a new E-commerce team for Dyson Switzerland.

Being a part of Dyson’s e-commerce team has given me the chance to grow alongside the business itself. I’ve gone from being the only Dyson Online Retail Merchandiser in Switzerland, to building a specialist e-commerce team and the challenge to develop the e-commerce sector of the business has been fast paced but rewarding.

I came from a role at a luxury department store and was asked at my initial Dyson interview whether I thought I’d fit in. But Dyson was more aligned with a premium retail store than it seemed – it conquered the luxury market to become one of the most exciting technology companies in the world.

I’d been interested in Dyson’s technology since I’d seen the self-righting vacuum on TV years before, and I was excited about the innovation behind Dyson’s machines – innovation that went far beyond vacuum engineering. With passion and perseverance, I became the first Online Retail Merchandiser for Dyson in Switzerland. In this position, I worked closely with our partner retailers to introduce Dyson machines to their online stores. But six months in, as part of our strategy to drive more retail direct, I began to look after the Dyson Switzerland website.

 At that time, I was the only person in Switzerland who worked on the website full time. I faced new challenges daily and was involved in all aspects of the site: from operations to marketing and sales. I was working on everything from creating homepage banners and writing search ad copy to creating and sending newsletters. This range of responsibilities allowed me to challenge myself and deepen my knowledge of direct e-commerce. I was able to start implementing new processes and structures and the experience I gained helped me to understand the business better.

Dyson’s e-commerce grew rapidly and, as a result, I began to build my own team. Now, I concentrate primarily on the analysis, planning and reporting side of the business. I’m thankful for my experiences as I now understand the challenges my team face. Consequently, I’m able to plan ahead and support them better, especially during busy times.

It’s motivating to see things changing quickly and that our efforts to grow direct business are having an impact. Where Dyson is going is incredibly exciting and I love being part of it – I can’t wait for all the great things that are yet to come!

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