We jointly set up the Digital Acceleration program consisting of 9 workstreams to drive the company-wide transformation, of which SparkOptimus co-led 2 and acted as a sparring partner to the PMO. We helped to build stronger relationships with ecommerce pure players to boost online sales of Wella products by, e.g., assortment optimization, better product visibility and findability, and online activations. With the salesforce, we ring-fenced part of the business in Bavaria (South Germany) to enable high-speed testing and scaling of new commercial initiatives, e.g. virtual salon visits. Successful initiatives were scaled to other DACH regions.