Hannes Gläser
Head of Digital, Cx & Data Analytics @RB Leipzig
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WORK HISTORY
Head of Digital, Cx & Data Analytics @RB Leipzig
Lead the Digital, CX, and Data Analytics division at RB Leipzig, building the unit and strategy from the ground up and managing a team of internals and agencies to drive the club’s digital transformation and fan engagement initiatives.Key achievements:• Implemented a digital strategy, driving double-digit growth in digital engagement and 1st party data• Built a digital ecosystem integrating website and app platforms for personalized fan experiences• Introduced data-driven decision-making via advanced analytics and customer insights• Managed multimillion-euro budgets and tech partnerships, ensuring GDPR compliance• Implemented an AI strategy for personalized content and enhanced fan engagement• Defined an innovation roadmap exploring Web3, AR/VR, and advanced personalization
EDUCATION
Karlshochschule International University
Bachelor of Arts (B.A.), International Media and Communication Management
Victoria University
Bachelor of Arts (B.A.), Communication Management
SKILLS
ABOUT HANNES GLÄSER
Hannes is an experienced digital leader with more than 12 years of experience driving transformation, growth, and innovation across sports, media, and entertainment.At RB Leipzig, he built and leads the club’s digital, customer experience, and data analytics functions — creating a connected digital ecosystem that powers fan engagement, personalization, and data-driven decision-making. Under his leadership, RB Leipzig launched AI-based personalization, next-generation digital platforms, and advanced MarTech capabilities, achieving double-digit growth in digital engagement and measurable business impact.Before joining RB Leipzig, Hannes worked at Accenture and Deloitte, advising global brands on digital strategy, customer transformation, and innovation programs across multiple industries. His cross-sector experience combines consulting discipline, technological depth, and creative execution — enabling him to translate complex challenges into tangible results.Core expertise- Digital & AI Strategy- Digital Product Design & Platform Innovation - Transformation Leadership- MarTech, CRM & CDP Architecture- CX Design & Personalization- Data Analytics & Growth Marketing - Leadership of cross-functional teams & multimillion-euro budgetsHannes combines strategic vision with hands-on delivery, focusing on how technology reshapes industries and customer behavior. He is passionate about leading teams through digital change and building exciting digital product experiences that create value for both organizations and their audiences.
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