GSF 2019:

Michael Mauerhoff

Head of Marketing Sales D A CH CZ

Global Blue

Michael Mauerhoff is the Head of Marketing Sales at Global Blue for the area Central Europe, consisting of Germany, Austria, Switzerland and Czech Republic since 2011 now. As a digital first thinking manager he is always looking for innovative solutions which combine the strengths of haptic and data driven solution to fulfill the target audience needs.

Starting as a publishing house manager at the Rheinische Post Newspaper in 2004 he switched immediately to the digital business as an online sales manager and moved forward to achieve his first victories in sales and product development. Within the second New Market / Social Media Boom starting from 2008 he founded a social media startup for cubs called and the marketing agency Agentur Beziehungsweise to ensure a 360° communication approach. His main duty for both companies was always the design of new products/solutions, selling them to brands and bringing them to market.  These solution came across digital, sampling, promotion and print.

In early 2011 he sold his shares due to the onboarding at Global Blue and managed a successful handover and exit. The opportunity to work on a data driven company which success is based on the in depth knowledge of the international shopping tourism, was the logical consequence to reach the next level.

With Global Blue Michael Mauerhoff and his teams managed to build/sell/execute products across several countries to increase revenue and instore footfall for European Brands. The latest development in 2016 is related to programmatic mobile marketing based on Tax Free Shopping data to target these valuable high spenders.

Mario Kalsch

Head of Category Management Ancillary Services & Retailing

Lufthansa Group

Jan Hieronimi

Industry Manager, Retail

Google Germany GmbH

For more than nine years, Jan Hieronimi has been using retailers in leveraging the potential of digital for their retail and branding efforts on Google. As Industry Manager for Multichannel Highstreet clients, he works with his clients to find the right answers to the challenges of today's consumer behavior in the omnichannel world. Before working at Google, he worked in print for 8 years as a journalist and co-founder of a special interest magazine.

Lewis Allen

Director of Environments


With a background in branding and design, Lewis has 28 years of experience in roles including company director, brand strategist, creative director and project designer.

Lewis leads projects to define brand strategy, to create customer propositions and to design customer experiences across multiple touchpoints. Lewis crafts brand experiences using a future-ready perspective combined with a customer- centric focus. 

His immersion across many sectors and continents enables Lewis to inspire clients and creative colleagues alike with fresh thinking and enriching insight. His experience delivering complex projects requiring multi-disciplinary skills and strong team collaboration means that Lewis has a robust understanding of how to direct projects from creative exploration through to commercially sustainable reality.

Lewis has worked for a wide range of retail categories including financial, fashion, confectionary, grocery, multi-category, tobacco, liquor, beauty and travel retail as well as food & beverage concepts from fast-casual to fine dining.

Dr. Eli Fel

Managing Director

Travel Blue GmbH

Eli Fel is Partner and Managing Director of Travel Blue Germany in continental Europe. Travel Blue is the world leader travel-accessories brand selling in over 100 countries world-wide. Eli heads the business on the German speaking markets, Eastern-Europe and CIS.

Eli has conducted research and published on retailers' transformations and challenges for over a decade. His research topics vary from Efficient Consumer Response (ECR), to mobile commerce and location based services (LBS). He graduated in Business Administration from the University of Hamburg and was granted his PhD. In Business Administration from the University of Latvia in 2009. Eli is the Founder and Honorary Chairman on the Global Shopping Forum. The forum places the traveler in the center of interest focusing on shopping behavior and the decision-making process online and offline at different stages of the journey.  It is the business-, network- and community platform for Retailers, Shopping Malls, Brands, Duty-Free operators, Tax-Free operators, Travel Agencies, Hotels, IT- & Marketing agencies just to name few of the Retail and Travel Retail Ecosystem.

Lexie Guo

Key Account Manager

Global Smiling

Lexie Guo is the General Manager at Global Smiling, digital marketing agency providing solutions for players in the travel industry. Originally from China, Lexie completed her studies in China, Denmark and Germany majoring in public relations, media communication and globalization. Specializing in Chinese social media and relevant campaigns, together with Global Smiling, she endeavored to bring creative digital solutions on the traveling consumers offering tailor-made social media as well as location-based mobile marketing to a wide range of clients that prioritize the business of traveling and shopping.