Meet CELUM at K5 Conference 2026
Meet CELUM at K5 in Berlin and discover everything you need to know about Digital Asset Management for
Next Generation Commerce.
23 & 24 June 2026
ESTREL Berlin, Sonnenallee 225, 12057 Berlin, Germany
The K5 Future Retail Conference is more than just a conference – it is one of the key events for the e-commerce industry.
That is why we will be there together with our partner communicode, helping you get ready for Next Generation Commerce. Visit us during the two event days in Hall 1, Stand 15, and speak with our experts about DAM, Agentic AI, brand consistency and Brand Management.
Right at the start of K5, at 10:00 am on EXPO Stage 3, we will be giving a talk on how global companies can stay visible in the age of Agentic AI – based on a real customer use case.
Meet CELUM at K5 and discover how modern content automation and Digital Asset Management can help take your business to the next level.
Digital presence with impact: how Mondi stays visible, searchable and shoppable in the age of Agentic AI Search Experience
The CELUM fireside chat will take place on
Tuesday, 23 June 2026, at 10:00 am on TAYLA By SCAYLE Stage in Hall 1 (Expo Stage 3).
Mondi shows how digital commerce in B2B now goes far beyond a traditional product website. Content, product finders, self-service platforms and online shops work together to create visibility, guidance, searchability and a clear path to purchase.
With Agentic AI – such as the new Google Search Box – the consideration phase of the customer journey is changing too: customers increasingly choose from pre-filtered results, while AI systems decide in advance which offers even make it onto the shortlist. This makes one thing clear: optimising individual digital touchpoints is no longer enough.
What matters is a holistic approach to the entire digital presence of a product and brand.
How Mondi, a joint customer of otago and CELUM, approaches this with a smart GEO strategy and consistent content management will be discussed by Vildan Gülle from otago and Alexandra Vetrovsky-Brychta from CELUM.
The Experts
Vildan Gülle
Vildan Gülle is Head of Organic Growth at otago Online Consulting. With almost 12 years of experience, she is responsible for the strategic and specialist leadership of the SEO and GEO teams. Vildan is known for her strategic perspective and regularly shares her expertise as a speaker and workshop host at industry events.
Alexandra Vetrovsky-Brychta
Alexandra is Chief Growth Officer at CELUM, where she is responsible for expansion and growth. Previously, she was Business Director at onlyfy by XING, leading the Select&Manage Solution Unit. She has extensive expertise in SaaS business models, go-to-market strategies and data-driven scaling, and has held senior roles at Forum Verlag, Herold, Purpur Media and Bisnode/Dun & Bradstreet, among others. Alexandra has also been actively involved in supporting the data-driven communications industry for many years, including in her role as President of the DMVÖ.
Stand 15 in Hall 1
Meet the CELUM team at our shared stand with communicode
To make the most of your visit to the trade fair, we recommend arranging a meeting with the CELUM team in advance. That way, you can make sure there is enough time to discuss your questions, talk about the topics that matter to you – or simply take a moment away from the buzz of the event for a coffee and a friendly chat.
Simply click “Book a meeting” for the person you would like to meet and choose the time that works best for you.
Michael J. Kräftner
Michael is Founder and CEO of CELUM. Since founding the company in 2004, he has shaped CELUM into a European SaaS provider for Content Supply Chain Management and Digital Asset Management. With his expertise in digital product experiences, New Work and SaaS business models, he knows what it takes to turn content into a real business driver.
Speak to Michael about Agentic AI, digital commerce or the future of content-driven brand experiences and gain a CEO perspective on where content, technology and business value are heading.
Alexandra Vetrovsky-Brychta
Alexandra is Chief Growth Officer at CELUM, where she is responsible for expansion and growth. With her experience in SaaS, go-to-market strategies and data-driven scaling, she knows exactly what it takes to make modern digital marketing successful.
Take the opportunity to speak with Alexandra about AI trends, new growth opportunities or simply how to take your brand and content processes to the next level. An inspiring conversation is guaranteed.
Stefanie Kehrer
Stefanie is responsible for expanding the CELUM partner ecosystem as Partner Acquisition & Enablement Manager. With around ten years of experience in partner sales, she supports partners in developing their portfolio around CELUM. Through open, proactive communication, she ensures that partners are always well informed.
Speak to Stefanie and discover new approaches to successful partnerships and sustainable growth within the CELUM ecosystem.
Hannes Kollross
Hannes has been supporting new projects in the DACH region since 2023 and brings more than ten years of experience in marketing and sales for collaboration software.
He knows what matters when teams need to work together efficiently and make the best possible use of their content.
Jacob Heidel
Jacob is Sales Executive at CELUM and supports companies in organising content efficiently and making it available across channels.
Thanks to his experience in e-commerce logistics, he brings in-depth know-how across operational and digital value chains.
We’re delighted to be joining forces with our long-standing partner communicode this year to offer you comprehensive support around Content Supply Chain and Agentic Commerce – giving you the perfect opportunity to discuss all your questions with us.
Michael Ochtrop
Principal Consultant · communicode: Michael is co-founder of communicode and has been supporting companies in information management and system evaluation for over 20 years. He develops specialist and process concepts for introducing software solutions into organisations. With more than two decades of experience, he has seen almost every scenario in the data management context. In customer projects, his goal is to turn everyone involved into confident users – and, in doing so, help make the company more successful. After all, software only creates real improvement when it works together with people and processes.
Mischa Wolfframm
Director Consulting · communicode: He supports companies in aligning their commerce and process landscapes in a digital and efficient way. His focus is on scalable solutions that noticeably improve sales, logistics and fulfilment processes. Before joining communicode, Mischa gained international experience, including at Triumph in Japan. When he is not working on digital process chains, he talks about B2B commerce strategies, automation and pragmatic solutions that really work in day-to-day business.
Bastian busche
Application Consultant · communicode: With extensive experience in MAM/DAM and content management systems, Bastian supports companies in shaping their digital content strategies. He is known for turning complex topics into clear, practical guidance that audiences can apply straight away.
Join the conference
The K5 Conference is organised by K5 GmbH. Please register exclusively via the official conference page, where you will also find full details on the agenda, programme, and participation fees.
