Anyone who meets the team at dmr Advertising, the retail media company of DocMorris, notices it immediately: this is a team that loves challenges, supports one another, and is jointly driving a product that hardly exists in Germany in this form.
For our blog, Benedikt and Natalie, both Retail Media Campaign Managers, gave an open insight into their responsibilities, their daily work, and most of all, the unique culture of their team.
The interview begins casually with a simple yet disarmingly honest question: how do you explain your job to someone who isn’t exactly digitally savvy?
Natalie laughs: “It’s not that easy to sum up.” Still, she has an official definition ready: “We connect the reach of online pharmacies and leading publishers with precise data from the health sector.”
Benedikt puts it more pragmatically: “I’d tell my grandma: I do advertising for an online pharmacy.”
What sounds simple is actually a highly complex mix of data-driven marketing strategies, multichannel campaigns, and technological innovation.
And that’s exactly what fascinates both of them.
At dmr Advertising, Retail Media consists of two areas: onsite advertising directly on DocMorris, and offsite campaigns across digital channels.
“We handle everything that’s offsite,” explains Benedikt. “Meta, TikTok, CTV (Connected TV), display, email - an entire bouquet of channels." Natalie adds: “I’m responsible for CTV and display, while Bene mainly works on Meta. That’s how we split it up.”
Why is this so exciting?
Because dmr Advertising is a true first mover in the healthcare market. “We’re working with LiveRamp and are basically the first in the German market to run data-based CTV advertising,” Natalie emphasizes.
“Many publishers aren’t familiar with this yet. We’ve built processes, structures, and partnerships from the ground up. That’s what makes our work so special.”
Their daily work is a mix of demanding operational tasks, close collaboration with Sales and Consulting, and plenty of strategic finesse.
“Campaigns emerge from customer conversations and then land on our desk,” says Benedikt. “Around that, there are a thousand small tasks: audience estimations, reporting, technical clarifications.”
Especially in the CTV space, they’re often breaking new ground. Natalie explains: “We run campaigns across different publishers, like DAZN or RTL+. Because we work with new technologies, technical challenges pop up all the time. They often feel like little side quests that we solve together as a team.”
Tools like Adform, Meta Ads Manager, LiveRamp, or ClickUp help them keep track. “ClickUp is the heart of our collaboration. Sales, Consulting, and we Campaign Managers can see everything in one place,” Natalie says.
Although the team works distributed across locations, their daily routine feels surprisingly close-knit. “We have our daily team update at 10:30,” says Natalie. “And when I message someone, I usually get a reply immediately. Everyone is reachable. If something comes up, we’re on a call within minutes.”
Both emphasize how much they appreciate the freedom of remote work and, at the same time, the importance of their in-person workshops, which take place at least quarterly. “We usually meet in Berlin or Frankfurt. It’s great for the team spirit,” says Benedikt.
Listening to them, one question comes naturally: does dmr Advertising feel like a start-up?
“Yes, absolutely,” says Natalie without hesitation. Benedikt nods: “It definitely does. Many things aren’t set in stone yet. You have to be the type for that. We’re doing many things for the first time because the team hasn’t existed for very long. But that’s exactly how processes are created that will work long-term.”
Anyone working here has to see change as an opportunity. “You need to be open and comfortable doing things that aren’t fully defined yet,” says Benedikt. “If you need step-by-step instructions, this might not be the place for you.”
Curiosity and genuine interest are crucial, Natalie adds: “You need to be excited about the product and the fact that things are constantly changing. You should enjoy exploring.”
When asked about their personal “why,” the answers come quickly.
“It never gets boring,” says Benedikt. “We’re hiring new people, expanding the team, and in six months everything will look different again. That’s exciting.”
Natalie smiles: “I find the product super interesting. We’re first movers in the market. There are basically no limits. We can try anything. Either it works or it doesn’t - but we try.”
The Retail Media team at dmr Advertising is not a classic marketing job. It’s an environment for people who love building new things, developing products further, taking ownership, and working with a team that’s deeply connected despite being remote.
Or, as Natalie puts it beautifully: “I enjoy the freedom of working from home, but at the same time I love that we’re still so close as a team.” And Benedikt adds: “It’s really great that not everything stays the same but keeps evolving.”
Anyone who wants to make a real impact in the healthcare market is in exactly the right place here.
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