Thomas P.J. Feinen

My projects in the marketing@media programme

1. Der Club Bertelsmann, Berlin: I was responsible for various online projects. As well as analysing new target groups, I studied the Paid Content market with a view to developing a concept for online subscription models, to be implemented in collaboration with a publisher.

2. Der Club Bertelsmann, Berlin: I took on an interim position as Relationship Marketing Manager for three months – with operating responsibility for our offline advertising media, such as traditional mailings etc. After my very strategic project work with a strong online focus, this was a completely new experience.

3. BMG Columbia House, New York: Columbia House DVD club. I was working on the question of how the high-definition formats Blu-Ray und HD DVD will change the market, and developing a concept for how Columbia House can successfully merchandise the products in coordination with the hardware producer. The challenge: contacting and cooperating with companies like Sony or Toshiba, i.e. established brand-name producers who are often unable to build as close a relationship with customers as we direct marketing companies can.

My first day on the job

After three months of backpacking in Australia, I had just five days to prepare for my big move to Berlin. On my first day at the Berlin office, I was welcomed by Bernd Schroeder, Member of the Board and my mentor for the time in Berlin. I was then given a comprehensive introduction, including first insights into the secrets and challenges of the club business. One thing became clear to me during our conversation: here, people really work as partners, at eye level. The decentralisation of Bertelsmann allows for flat hierarchies. Not only are we expected to work independently and responsibly, but also to keep critically questioning the current structures and workflows. The Bertelsmann Essentials, entrepreneurship und creativity are clearly not just empty promises, but in fact pervade the daily business.

Tell us an off-the-wall idea that you sometimes think about: what if…

… I hadn’t studied business and gone through ‘classic‘ commercial training in my studies, internships, overseas semesters and PhD degree, perhaps I would have instead chosen a creative degree. Architecture or drama would have been compelling alternatives.

How I made my way to the media world of DirectGroup

1990: Even if people don’t tend to believe me today: at the early age of 13, driven by my fascination with media, I signed up as a member in the RTL Club. Naturally, at the time I didn’t know that the RTL Club was part of DirectGroup.

Summer 1998: Internship in Barcelona at Círculo de Lectores, DirectGroup’s Spanish club operation. The New Economy is about to take off. Amazon in the U.S. had been on the market for just 3 years. I worked on the Spanish team of the BOL project, an online media seller that Bertelsmann sought to establish in 12 countries. The close coordination between the project teams in the various countries meant the project was very international. One of my first actions was to create my first e-mail account with Hotmail. In retrospect, it was a near-historic moment.

October 1998: Just a few days after completing my internship, I began my business studies with a focus on marketing and entrepreneurship at the European Business School in Oestrich-Winkel. But Bertelsmann had given me a taste for internationality: I wanted to go abroad again. And so I escaped the “Rheingau” region whenever I could, with internships in Spain, England and the US, as well as exciting semesters abroad in Buenos Aires und San Diego. If not before, I now knew for certain that I would want to work in an international environment later. Bertelsmann appeared the ideal choice, and so during my studies and subsequent doctoral programme, I stayed in touch with my former colleagues and the HR department.

March 2006: My last interview in the application process. I am to give a presentation to the CEO of DirectGroup, the managing director of the German book club and the Head of HR. What a great opportunity! A few days later, I am offered a slot on the programme, and my decision is quickly made.

November 2006: After my graduation in the summer and three months of backpacking I entered the marketing@media programme and took up my first project in Berlin.