Case
Role: Omnichannel Sales / B2C Director. Responsibility for the MedTech chain’s B2C P&L through the integration of retail, e-commerce, CRM, call center, customer service, and marketplaces.
Updated: August 2026
The ORTEKA case shows the shift from managing e-commerce as a storefront or performance channel to managing an omnichannel P&L system: a unified customer flow, connected channels, AI tools, attribution, CJM, MedTech, and disciplined gross-profit management.
The focus was on redesigning the management model rather than optimizing the website in isolation.
The AI tool was integrated into knowledge and advisory workflows to speed up work with product, service, and medical information.
AI personalization and marketing automation improved communication efficiency and reduced cost to serve.
Connecting the site, app, retail, call center, and 1C made it possible to see digital’s real contribution to revenue and profit beyond advertising metrics.
Last-click logic was replaced with a management approach that reveals how channels and touchpoints contribute to customer economics.
The product page became a place for selecting a comprehensive solution around a customer need, not merely an SKU description.
Product content, structure, selection scenarios, and commercial modules were redesigned around conversion, trust, and clarity.
The customer journey was digitized through checkpoints, while the site’s medical section and doctor-booking form became part of a manageable service model.
For a CEO, board of directors, or executive search team, this case demonstrates a role in which digital products and data work as an operating mechanism for B2C profit growth.
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Roles with responsibility for P&L, growth, commercial strategy, operations and transformation.