Tobias Seitz becomes the new Chief Brand Officer at Obi: a breath of fresh air for the brand!

Tobias Seitz becomes the new Chief Brand Officer at Obi: a breath of fresh air for the brand!

From June 1, 2025, Tobias Seitz will work as Chief Brand & Customer Experience Officer at Obi Group Holding SE & Co. KGaA. How Leadersnet reports, Seitz will also take responsibility for global marketing and customer experience for the Obi brand. The aim of his new role will be to manage international brand management and customer experience so that the expanded range of products can be experienced both digitally and stationary. Seitz will be represented on the Extended Board of Obi Group Holding and will report directly to CEO Sebastian Gundel.

CEO Gundel emphasizes the importance of customer-oriented brand management and praises Seitz's abilities. He brings an impressive career to the new position. Before his time at Obi, Seitz was Chief Marketing Officer at Sixt until the end of 2024, where he revised the brand identity and entered into successful partnerships in the sports sector. He also previously worked at the furniture retailer Westwing.

Change in the marketing team

As part of this personnel change, Dr. Christian von Hegel, who has been responsible for marketing at Obi since 2017, left the company at his own request. From June 1, 2025, he will work at Factor Eleven, an innovative software company. Von Hegel was instrumental in founding Obi's Customer Insights and Analytics department and led the company's digital transformation. He became a member of the Extended Board in 2022 and was responsible for the further development of the brand strategy.

Strong brand in German retail

The Obi brand is extremely well-known in Germany and achieves a brand awareness of 94 percent. With over 640 branches in Europe, including 348 in Germany, and 40,000 employees, Obi is one of the most popular brands in the DIY sector. The company's total revenue in the 2024 financial year is an impressive 8.2 billion euros. Obi is part of the Tengelmann Group and offers products and services in the areas of DIY, construction and gardening.

With Tobias Seitz at the head of the marketing team, Obi wants to set the course for a successful future brand and customer experience. The strategic decisions made under his leadership are expected to be crucial in further strengthening the brand identity and customer experience.