Design & Content Strategy Leader
Moritz Kettler
Building organisations that create business value at scale through product design and content strategy.
Berlin, Germany · Open to Toronto, Canada
About
Building at the intersection of design, content, and commerce
I build product design and content strategy organisations that create real business value. Over four years at Zalando, Europe's largest fashion and beauty e-commerce platform, I took a team from zero to 25, launched new product surfaces across feed, video, and live streaming, and worked with the Management Board extensively to shape our 4 year strategy.
I'm at my best where vision meets execution: shaping strategy at Board level, then building the teams and operations to deliver it.
15+
Years in product design and strategy
25
Person team across design, editorial, content, and research
€30M+
Budget managed
F500
Fortune 20/100/500 client portfolio
Experience
15+ years building products and teams
2022 - 2026
Zalando
Europe's largest fashion and beauty e-commerce platform
Director of Product Design
Berlin
- Built and led a 25-person team across product design, editorial, content operations, and user research
- Worked with the Management Board extensively to shape the company's 4 year content and inspiration strategy
- Launched content-commerce platform, feed, boards, video streaming, brand profiles, and live shopping
- Established investment governance for €100M+ content budget, identifying €2.4M in savings in the first session
- Led HighSnobiety post-acquisition integration across culture, operations, and product
2013 - 2021
Code and Theory
Digital-first creative agency
Creative Strategy Director
New York / Berlin
- Led multi-million dollar platform and product builds across NBC News, BBC, National Geographic, Samsung, H&M, and Cartier
- Directed cross-disciplinary teams from strategy through design, production, and delivery
- Webby Award: Best News App (BBC), Best TV Site Experience (National Geographic)
- Digiday nomination: Best Website Redesign (NBC News)
2006 - 2012
Earlier Career
New York / Toronto / Zürich
- MyFleye (New York): Head of Digital Strategy. Built web platform for social sports video startup from concept to beta in six months
- Digital Strategy Consulting (Toronto, Zürich): Partnered with CEOP on projects for Vodafone, HP, and Microsoft. Contributed to Don Tapscott's Macrowikinomics
- Bell Canada (Toronto): Marketing Manager. Three years driving digital marketing and customer engagement
What I Built
Four years of building at Zalando
Stories on Zalando
Content-Commerce Platform
Built a premium editorial proposition from the ground up: customer-facing experience, CMS, editorial workflows, and commercialisation model. Generated revenue through brand partner commercialisation and strategic value through assortment access.
Feed, Boards, Video, Live
Digital Transformation
Led Zalando's shift to a content-led shopping experience. A portfolio of interconnected surfaces including home feed, boards, video stream, brand profiles, and live streaming. Systems-level thinking, not feature shipping.
Supply Pipelines & Creator Network
Content Ecosystem
Built content supply pipelines and a creator ecosystem from scratch. Simultaneously developed analytics, measurement, and cost-per-engagement reporting by content subtype. Supply without measurement is waste. Measurement without supply is academic.
Content Investment Council
Investment Governance
Designed governance for Zalando's €100M+ content budget. Quarterly decision forums connecting design, finance, and applied science. First session identified €2.4M in savings against a €1.5M ask, including eliminating content with unclear ROI and piloting variable creator compensation.
HighSnobiety Acquisition
M&A Integration
Led the post-acquisition integration of HighSnobiety into Zalando's content and product ecosystem. Culture, operations, and product alignment. High-trust, high-ambiguity leadership work, delivered in the first year.
Brand Partner Engagement
Executive Presence
Internal and external face of product innovation. Presented to brand partners at off-sites, spoke at Zalando's annual partner days for media and top brands. Comfortable representing the company to its most important commercial relationships.
Expertise
What I bring
Product Design Leadership
Building and scaling design organisations from zero. Hiring, developing talent, and creating the conditions for teams to do their best work.
Content Strategy at Scale
Content as a business capability, not a support function. Supply pipelines, creator ecosystems, measurement frameworks, and editorial operations.
Team Building & Org Design
Scaling from individual contributors to 25-person cross-functional teams spanning design, editorial, content operations, and user research.
Executive Stakeholder Management
Comfortable at Board level. Shaping strategy with senior leadership and translating vision into actionable roadmaps.
0-to-1 and 1-to-Scale
Equally effective in ambiguity and operations. Building new products from scratch, then developing the governance, processes, and infrastructure to sustain them.
Content-Commerce & Platform Strategy
Where content meets product meets commerce. Building platforms that create both customer value and commercial outcomes.
Education
Academic background
Honors in Business Administration (HBA)
Richard Ivey School of Business, Western University
2004 - 2006
Bachelor of Arts
The University of Western Ontario
2002 - 2006
Contact
Let's connect
Currently exploring Director and VP-level opportunities in product design and content strategy leadership.
© 2026 Moritz Kettler