• Former Microsoft transformation lead Heide Baumann named Director, Commercial Operations at German operator.
  • Brings experience from BT, Liberty, and Three to Vodafone.

Transformation guru Baumann joins Vodafone Germany

Transformation guru Baumann joins Vodafone Germany

Source: Vodafone Germany

Heide Baumann is to join the Vodafone Germany Executive Committee on 1 April. Most recently Chief Transformation Officer at Microsoft Germany, she is set to lead Commercial Operations at the German OpCo, in a signal that it is looking to revamp the systems and processes underpinning its go-to-market strategy.

Baumann represents new blood to replace Gabriela Straser, who is retiring after 25 years at Vodafone Germany.

She comes with extensive experience in culture and operations transformation. In 2000, as Director of European Business Development at Three, she launched the operator in Austria. Next, during an eleven-year stint at BT, she headed customer operations teams across 17 countries and held titles including Chief Transformation Officer and Chief Operating Officer.

She then moved to Liberty Global as Vice-President, Customer Experience (CX), during which time she supported the Group’s Latin American demerger and oversaw CX transformation. Most recently, at Microsoft Germany, she is credited with “shaping cross-company cultural change”, according to Vodafone. In particular focus was a shift to greater customer centricity.

Baumann’s soon­-to-be predecessor Straser has been on the Executive Committee since she was appointed Director of Commercial Operations in 2019. Prior to that, Straser was Director of Account & Risk Management for 13 years. Hannes Ametsreiter, Chief Executive of Vodafone Germany, highlighted her work on post-merger customer service integrations covering the buyouts of Arcor, Kabel Deutschland, and Unitymedia.

Vodafone Germany Executive Committee, April 2021 *

Notes: * Anticipated, bar any further changes.

Source: Vodafone Germany.

Hannes Ametsreiter


Heide Baumann

Customer Operations

Anna Dimitrova

Finance & Strategy

Michael Jungwirth

Public Affairs, Regulation, External Communications & Sustainability

Bettina Karsch

Human Resources

Andreas Laukenmann


Gerhard Mack


Stefanie Reichel

Legal, Compliance & Corporate Security

Alexander Saul