Data becomes decisions.
OMG E-Commerce translates data, experience and technology into better decisions — at the intersection of Football Intelligence, AI and digital project management.
Position
Three fields of work, one logic: order the information, state the assumptions, give reasons for the decision. Whether it is a transfer decision, an AI initiative or a digital project — the method stays the same.
Tools and models are a means, not the result. Value is created where someone takes responsibility for turning many signals into a reasoned direction — and for explaining it in a way others can follow.
Fields of work
Football Intelligence for Player Agencies
An independent, data-informed decision framework for situations in which a player’s next step is difficult to assess.
AI & Transformation in Football
Sporting development, availability, talent, experience and technology connected through a shared decision logic.
Digital & Project Management
From digital strategy and AI use cases to the management of concrete projects and processes.
Selected Work
Selected projects and assignments across football, corporate digital, e-commerce and media.
Allianz
Project work on the corporate website, content and multi-channel distribution at the Allianz Content Factory — as the specialist interface between content, UX, SEO, analytics, development and the business units.
In the Allianz AI Marketing Lab: automating content production and quality assurance, and testing GenAI-based assistance and review modules.
The core of the work was translation: business requirements became briefings, work packages, workflows and quality logic — inside a regulated corporate environment.
Goalplay
Content and social media strategy for a digital brand environment close to sport and football.
Campaigns, SEO, brand building and influencer marketing; steering external marketing agencies, video producers and film production companies.
Steering content creation and social media on the subject-matter side, combined with introducing agile ways of working.
Seymoure
Building an eyewear brand out of the start-up, at Eyecommerce GmbH: e-commerce platform, POS logic, product and collection processes, corporate identity and brand building.
Alongside that, business cases, financing concepts, operational processes and digital marketing structures.
Steering agencies, suppliers and stakeholders across product, brand, e-commerce and business development projects.
Voycer
Content for customer communities and digital transformation projects at Voycer AG — with Conrad Electronics and DER Touristik as clients in B2C sales.
Defining workflows for content creation, enrichment and promotion; community management, campaigns, search engine optimisation, quality assurance and content analytics.
Alongside that, steering internal and external content resources, and client training on content creation and digital transformation.
Holtzbrinck Digital
At gutefrage.net the groundwork was laid: SEO, SEA and agile collaboration.
Conception and launch of new video formats including gutefrage.tv and video SEO; steering video producers, writers, copy-editing, design and photography.
Text and video content was produced keyword-driven: a keyword engine governed topic selection and production planning.
Digital & AI Project Manager
Christoph Kropfhäußer works at the intersection of content, data and technology — in corporate settings as much as in start-ups. He started out as a video producer; by way of content strategy, search engine optimisation and analytics he moved into steering digital projects, most recently in regulated corporate environments and in football.
As founder of OMG E-Commerce he combines entrepreneurial experience with years of work in corporate digital projects. His focus is on identifying digital and AI use cases, translating business requirements into workable project structures, and enabling the teams that have to run them.
He read German philology and history at Leipzig; his master’s thesis examined the language of football reporting.
How we work
Project steering in agile setups: Scrum and Kanban, whichever the work supports. Roadmaps, backlogs and briefing structures, prioritisation against limited capacity, steering of internal and external teams and suppliers.
Governance, documentation, playbooks and training belong to it — processes that keep running without the project manager. In practice: requirements become briefings and work packages, quality becomes verifiable, and the business units can work with it on their own afterwards.
AI in practice
Use cases along real bottlenecks rather than along the technology: content production and quality assurance, review and assistance modules, research, structuring and data analysis.
Benefit, effort and risk are assessed before anything is built — particularly in regulated environments, where every automation has to stay auditable.
Tools
Tools are means, not substance. In practice: Adobe Experience Manager and WordPress for content; Adobe Analytics, Google Analytics, Google Search Console and Contentsquare for measurement, search and user behaviour; Sistrix, Semrush and Termlabs for search analysis; Excel for analysis, scoring and modelling; Jira and Confluence for steering and documentation, alongside Notion, Asana and Monday; Miro and Figma for concept work and workshops; ChatGPT, Claude and Copilot in daily work.
Working together
Collaboration usually takes the form of an external mandate — interim or project-based. The experience lies in filling corporate project roles from the outside, working closely with internal teams, business units and stakeholders. An internal role is possible where a project temporarily calls for one.
The next step is a conversation.
The best starting point is a concrete situation: a pending decision, a project, an open question. Enquiries are treated confidentially.