Ivana Nikic is COO at Norisk Group, an online marketing agency from Munich, with 7 years of experience in e-commerce marketing. In this episode, we discuss how successful online marketing works with 100,000+ products, why automation is important, and why the biggest challenges are organizational.

In this conversation you'll learn:

- why creativity needs frameworks and free briefings often fail

- why e-commerce must be data-driven and Excel skills are essential

- how the 80/20 rule works: standards plus individual touch

- why newsletters still outperform all other channels

- how automation with Google Scripts simplifies SEA management

- why silos between marketing, purchasing, and logistics are the biggest success killer

- what Black Friday really delivers and what alternatives exist

- how e-commerce strategies differ by product type

- why persona development often fails and what works instead

Timestamps:

00:00 – Intro & Ivana's path from ProSieben to Norisk
08:08 – Data-driven marketing: Why Excel skills are essential
17:10 – Creativity needs boundaries: Why free briefings fail
22:33 – Automation with Google Scripts: From SEA to multi-country
29:15 – Regional vs. supra-regional: Cultural differences in client management
32:14 – Strategy vs. plan: What makes real strategy
40:45 – Pricing strategies and dynamic pricing in e-commerce
43:25 – CRM and customer retention: From standards to creative highlights
51:07 – Fashion vs. B2B: Different e-commerce requirements
57:02 – Newsletter as champion: Why email marketing dominates
59:57 – Golden rules in e-commerce: SEA mix and profitability
1:05:32 – Black Friday reality check: What really happens