CELUM at the K5 Conference
CELUM at the Heart of Digital Commerce
24 and 25 June 2025
ESTREL Berlin, Sonnenallee 225, 12057 Berlin, Germany
Berlin is set to host the most impactful e-commerce event of the year on 24–25 June 2025.
As the leading conference for digital commerce, K5 brings together cutting-edge technology, global networking, and hands-on expertise—offering attendees an all-encompassing experience with top industry insights and real business opportunities.
Product Content That Sells:
DERTOUR'S Winning Strategies for the Digital Shelf
MasterClass | 24.06.2025 | 16:15–16:45
DERTOUR – a real-world success story: mastering complexity in tourism retail.
How does an international tourism group create, manage, and distribute product and campaign content efficiently—and, most importantly, profitably?
In this Masterclass, CELUM together with Burcu Özduran, Project Manager Special Websites/Online Projects at DERTOUR Germany, offers exciting practical insights: from the challenges of handling content that must convey emotion and ensure a consistent experience across all booking touchpoints, through the requirements for a scalable solution, to measurable successes.
The core question: how can brands structure their product content to make an impact on the digital shelf? The key lies in consistency, brand alignment, instant availability, and seamless distribution across all channels.
CELUM Founder & CEO Michael Kräftner shares his perspective on the future of digital commerce. What challenges lie ahead for retailers and e-commerce businesses — and how can a strong content supply chain help them stay ahead of the curve?
Burcu Özduran
Burcu Özduran is a Project Manager in the E-Commerce & Marketing division at DERTOUR Deutschland GmbH, where she is responsible for the implementation and ongoing development of website projects. Prior to this role, she held various positions within DERTOUR, including in Production Control.
She brings extensive experience in managing digital projects, requirements management, and the technical implementation of website relaunches.
About the K5
The K5 FUTURE RETAIL CONFERENCE is the ultimate gathering for decision-makers in e-commerce. Across two main stages, multiple expo stages, and nine masterclass rooms, over 500 top industry experts will share insights, strategies, and best practices. From e-commerce and retail media to AI, D2C, and social commerce — this is where the industry’s biggest challenges meet real, actionable solutions.
The expo floor is packed with leading providers showcasing the latest innovations, while dedicated networking sessions — from round tables to speed networking — create space for meaningful, high-level discussions.
#MeetTheBest – this is where the movers and shakers of the industry come together.
Meet CELUM at the K5
Michael J. Kräftner
Michael Johann Kraeftner is the Founder and CEO of CELUM, Europe’s leading innovator in Content Supply Chain Management and Digital Asset Management (DAM). Headquartered in Linz, Austria, CELUM was founded in 2004 and today employs nearly 130 people across several European locations. Michael is a recognised expert in digital product experiences, New Work, and innovative SaaS business models, as well as an active investor in Austria’s startup scene.
Alexandra Vetrovsky-Brychta
Alexandra Vetrovsky-Brychta, Chief Growth Officer at CELUM, drives the company’s expansion and growth strategies. She has extensive expertise in SaaS, go-to-market strategies, and data-driven scaling from leadership roles at onlyfy by XING, Herold, Purpur Media, and Bisnode/Dun & Bradstreet. Alexandra is also President of the Dialog Marketing Association Austria.
CELUM Account Manager
Hannes Kollros and Stefanie Kehrer will also be available to answer your questions at the conference.
To make the most of your time, we recommend scheduling a meeting with your preferred CELUM expert in advance. Simply click on their name to send them an email and arrange a time to discuss all your open questions.
SIGN UP FOR THE CONFERENCE
The K5 FTURE RETAIL CONFERENCE is organised by K5 GmbH. Registration is via the official conference page and NOT via CELUM. All information on the programme and costs can also be found there.
