GERMANY
Max Philip Backhaus is a seasoned marketing and customer relationship management (CRM) expert, currently serving as the Head of CRM & heyOBI at OBI, one of Europe’s leading home improvement retailers. With a strong background in data-driven strategies, Max has been instrumental in advancing OBI’s customer engagement initiatives, particularly through the expansion of the heyOBI platform. His work focuses on leveraging data to enhance customer experiences and drive business growth. Max’s expertise in digital transformation and innovative CRM solutions makes him a key figure in the evolving DIY retail landscape.