Peer Frömbling

About

E-commerce platform expertise and brand management — six years built leading category strategy at Wayfair.

Six years at Wayfair have taken me from individual supplier relationships to end-to-end ownership of a major UK category, and into shaping a brand-partnership strategy adopted beyond it — scope that grew in step with results.

Representing a brand well online has been the constant thread throughout:

• Merchandising that reflects each brand's values and feel — through browsable brand and collection taxonomies, polished brand stores, clean product pages, and intuitive cross-sell and up-sell paths.
• Pricing and profitability decisions grounded in a deep read of the UK e-commerce market, built to hold up in a highly competitive, algorithm-driven, price-follower environment.
• Promotional planning across national calendars that creates value for both customers and brands.
• Marketing and PPC budget allocation — balancing top-of-funnel brand marketing against bottom-of-funnel PPC advertising, and long-term brand awareness against short-term commercial impact.
• Operational backbone that keeps stock healthy — balancing availability against working capital — backed by dropship warehouse operations built for speed to customer.

I lead with a data- and people-first instinct — P&L ownership, evidence-based decisions, trustful relationships.