Born in 1979 in the Hanseatic city of Gdansk, business graduate Anna is a passionate manager in the public transport sector. Since the beginning of her career she has been developing innovative and sustainable public transport concepts. On the 1st of April 2022, she has been appointed Managing Director of the Hamburger Verkehrsverbund (hvv).
She holds a diploma in business administration and a Master's degree in International Economics.
From 2004 to 2012, Anna held various positions in the areas of Strategy and Marketing at Deutsche Bahn AG (DB). This was followed by stops in Switzerland and Austria, where she most recently worked for the Austrian Federal Railways (ÖBB) Holding, which led Group Strategy and Corporate Development. For a duration of three years she was Managing Director of Austria's largest general cargo forwarder BEXity GmbH in Vienna.
Throughout all her previous appointments, Anna maintained a clear sales and marketing perspective on her projects. She took special interest in the customers' point of view on particular products and the public transort segment in general: What is the smartes way to get new customers into the system and maintain the ones we have? How do we draw attention to public transport services' products and offers? Just to name a few highlights, Anna was involved in the development of the “Probe BahnCard” (DB), the expansion of a travel event-related CRM (DB), the development of the integrated SharingApp “Wegfinder-App” (ÖBB).
For years the public transport sector has primarily been focusing on developing appealing products and offers. Marketing usually came second. In her role as Managing Director of the hvv Anna is now changing this mindset. To her, targeted customer communication, smart retention measures and an attractive branding is just as important as the product itself when it comes to sustainable success in this industry. In that regard, the Covid-19-Pandemic has revealed a major weakness of the public transport segment. Knowing of the strength of Marketing and Customer Relationship Management, Anna is now transforming the hvv from simply offering a public service to become a robust consumer product, just as Coca-Cola or adidas. She is paving the way for a more general acceptance of the importance of Marketing in this particular industry.
Any marketing or sales expert is well aware of the fact that it is much more expensive to attract new customers than to retain existing ones. Whilst the hvv has recognized the importance of customer win-back following the Covid-19-Pandemic, the company is also planning an all-new strategy how to attract new and retain existing customers successfully.