“Over time, I’ve learned that true success isn’t being the biggest – it’s being the most trusted”: 10 lessons from Claire Midwood, CMO at Jack Wolfskin

The E-commerce Berlin Expo celebrated its 10th anniversary in 2026. To mark this milestone, we interviewed some of the world’s most influential leaders about the future of online retail, asking them to share their 10 valuable lessons in e-commerce. Their insights were featured in our special album, showcasing the most powerful voices in online retail, which we decided to share with you on E-commerce Germany News.

This time, we’re featuring an exclusive interview with Claire Midwood, Chief Marketing Officer at Jack Wolfskin. Learn insightful lessons from her below!

The power of trust

What first drew you to this industry?

CLAIRE: After two decades in the sports industry, the outdoor world felt like a natural and inspiring next step – especially as more people seek nature for mental clarity, connection, and a break from our always-on lives. I’ve always been energised by communities built around shared passions, and the outdoor space embodies that spirit more authentically than almost any other category. Jack Wolfskin, with its leadership in the DACH region and its transformational moment, presented the exact kind of challenge that motivates me: understanding the “why,” building a strategy for change, and executing it with precision. Watching a brand evolve and seeing the consumer respond – that’s what drives me every morning.

Quote / Claire Midwood, Chief Marketing Officer at Jack Wolfskin

Vision & strategy sets the direction, but clarity unlocks the execution. In the end, disciplined focus outperforms unfocused ambition every time.

Which early failure taught you something that still guides you today?

CLAIRE: Gosh, too many to mention! Early in my career, I made the mistake of trying to solve a major issue behind closed doors, assuming that protecting the team from bad news was the “responsible” choice. It backfired – people lost trust because I withheld information they needed to navigate the challenge with me. That experience taught me a lifelong lesson: transparency isn’t a risk, it’s a strategy. Today, I lead with openness because truth builds alignment, and alignment builds unstoppable teams.

When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?

CLAIRE: I miss the raw ambition of the early years – the feeling that we were rewriting the rules in real time. But I’m glad we’ve left behind the chaos of growth-at-any-cost, where speed mattered more than substance. Today, we’re building smarter, stronger, and with far more intention. We have learnt that brand building and community matter.

What is the single most important business lesson you have learned throughout your career?

CLAIRE: The most important lesson I’ve learned is that clarity creates momentum. When your team knows exactly what matters – and what doesn’t – they move with a confidence and speed that no playbook can teach. Vision & strategy sets the direction, but clarity unlocks the execution. In the end, disciplined focus outperforms unfocused ambition every time.

How would you define success in e-commerce today, and how has your view of it changed over time?

CLAIRE: Success today is measured not just in scale, but in the depth of the relationships you build with your customers. It’s about loyalty, purpose, and the courage to operate with discipline. Over time, I’ve learned that true success isn’t being the biggest – it’s being the most trusted.

Quote / Claire Midwood, Chief Marketing Officer at Jack Wolfskin

In a world obsessed with instant decisions and constant shipping, we carve out deliberate time to think deeply, question assumptions, and design with intention. It’s unconventional, but it allows us to make fewer, bigger, smarter bets – and those bets compound into real competitive advantage.

Fusion of technology and human insight

What do you see as the biggest opportunity in e-commerce today?

CLAIRE: The biggest opportunity is to create experiences so seamless and intuitive that the customer feels understood before they even ask. AI and data are finally powerful enough to make that vision real. The brands that lean in now will set the standard for the next decade.

What’s the most counterintuitive or unconventional thing your company does today that actually works?

CLAIRE: We slow down to move faster. In a world obsessed with instant decisions and constant shipping, we carve out deliberate time to think deeply, question assumptions, and design with intention. It’s unconventional, but it allows us to make fewer, bigger, smarter bets – and those bets compound into real competitive advantage.

What guiding principle do you personally refuse to compromise on, no matter the trend or pressure?

CLAIRE: I never compromise on building with integrity. Trends come and go, and pressure is inevitable, but trust is the one asset you can’t rebuild once it’s broken. Every decision – big or small – must be able to stand the test of time. If it doesn’t align with our values, we don’t do it.

Looking ahead, what will define the next decade of e-commerce, and how does thinking about the future make you feel – optimistic, excited, concerned, or something else?

I think the next decade will be defined by intelligent systems, borderless commerce, and experiences that fuse technology with human insight. It makes me feel incredibly optimistic – because the companies willing to think boldly will unlock growth we’ve only imagined. This is the moment for decisive, future-forward leadership.

If you could leave a message for future e-commerce leaders, what would it be?

Build with courage, lead with clarity, and never trade long-term trust for short-term wins. The world doesn’t need more noise – it needs visionaries who execute with integrity. If you stay obsessed with serving people, the industry will keep opening doors for you. 

CLAIRE MIDWOOD’S BIO:

Transformational C-suite and senior executive with 30+ years of global leadership experience across consumer, retail, and technology sectors. Proven track record of scaling businesses, leading M&A processes, and driving profitable growth across Europe, Asia, and North America. Recognized for reimagining brands, building high-performance cultures, and delivering strategic turnarounds. Experienced in board advisory, investor relations, M&A preparation and execution and developing, building and scaling globally consistent consumer experiences.

Subscribe to our newsletter for more e-commerce news!