Logistics Background
-Twenty-plus years of senior logistics and ocean freight leadership across Europe, Asia and the Americas — the operational and commercial foundation everything above is built on. Full track record below.
+Executive Profile
+An international logistics leader with more than two decades of experience, combining operational perspective with a hands-on curiosity for AI. Through Hoppe.home, I explore how good judgement, practical discipline and new technology can reinforce one another.
Key Achievements
+Perspective
Turned a loss-making ocean freight business around to sustained EBIT profitability within 12 months (CEVA Germany, 2021–2022).
-People led across P&L portfolios up to USD 130M, spanning Germany and Greater China.
-Pioneering AI-enabled transformation in ocean carrier & yield management at DHL Global Forwarding — from manual reporting to AI-assisted market intelligence and decision support.
-An international perspective shaped by years of logistics leadership.
A preference for useful ideas, clear thinking and meaningful results.
A continuing exploration of how AI can augment human capability.
Core Strengths
+What I Care About
AI & Digital Transformation
+Leadership
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- AI adoption in day-to-day logistics workflows -
- Automation of reporting & market intelligence -
- Microsoft 365 Copilot & productivity use cases -
- Data-driven decision support -
- Knowledge management & workflow design +
- Clear direction
- Thoughtful collaboration
- Real-world perspective
Logistics Leadership
+AI & Digital Craft
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- Ocean freight product leadership -
- Carrier, capacity & yield management -
- P&L ownership and business turnaround -
- Customer implementation & SOP design -
- Procurement, tender & pricing governance +
- Human-centred AI
- Practical innovation
- Meaningful experiences
Entrepreneurial Profile
+Hoppe.home
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- Practical innovation mindset -
- End-to-end supply chain perspective -
- Human-centric change enablement -
- Bridges business and technology -
- Strong global network across freight forwarding & carriers +
- Independent thinking
- People and AI, together
- A long-term outlook
Professional Experience
+Background
+My professional path is rooted in international logistics. It informs a simple belief: the most exciting technology is the kind that helps people make better connections and better decisions.
+Senior Manager Global Ocean Carrier & Yield Management
-DHL Global Forwarding · Bremen, Germany
-May 2024 – Present
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- Lead carrier and yield-related activities, translating market intelligence and carrier developments into commercial guidance for leadership decision-making. -
- Drive AI-assisted ways of working — from automated reporting and market intelligence to Copilot-based collaboration — to improve speed, consistency and decision quality. -
- Champion responsible AI adoption with realistic business cases, strong governance, data quality and user acceptance. -
AI & Ecosystem — Hoppe.home
+Alongside my professional career, I founded Hoppe.home: an independent AI power house and think tank for human-centred innovation, digital craft and thoughtful experimentation.
+ +Technology that starts with the people it is meant to help.
+Curiosity translated into useful, approachable experiences.
+Careful work, designed to be clear and enduring.
+People and AI collaborators working towards shared possibilities.
+Director Ocean Product Services — Germany, Austria, Switzerland & Eastern Europe
-Crane Worldwide Germany GmbH · Hamburg, Germany
-Apr 2023 – May 2024
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- Led a 20-person ocean organization with shared P&L responsibility, including planning, execution and business reviews with country management. -
- Built a standalone ocean pricing and procurement setup, including a structured rate repository and improved sales communication. -
- Established back-office support in India and standardized onboarding and process training for ocean staff. -
- Drove customer implementations, tender management and business development through customer-facing ocean capability presentations. -
Where I'm focused
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- Practical AI for people and organisations. +
- Creative technology with a clear purpose. +
- Responsible innovation shaped by real-world experience. +
Head of Ocean DACH — Germany, Austria & Switzerland
-CEVA Logistics · Hong Kong & Bremen, Germany
-Dec 2020 – Feb 2023
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- Led an 80-person ocean organization with full P&L ownership (~USD 130M), including budget, execution and monthly European management reviews. -
- Turned around a loss-making ocean business to sustained EBIT profitability in 2021–2022. -
- Reorganized export and import departments and stood up service centers for invoicing, file creation and customer reporting. -
- Served on the European Ocean Management Team as executive sponsor for productivity, cost and centralization initiatives. -
Director Global Ocean Allocation & Operations Management
-CEVA Logistics · Hong Kong
-Apr 2017 – Mar 2021
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- Governed global ocean operations processes, work instructions and country performance reviews. -
- Designed CEVA's ocean allocation management process and led a team of allocation managers across FEWB, TPEB, ANZ and LATAM trades. -
- Contributed to shared service center development, offshoring and major ocean IT implementations, including myCEVA's online quotation and booking capability. -
Earlier Career Highlights
- -General Manager Ocean Operations Management, Greater China
-CEVA Logistics · Hong Kong · 2015 – 2017
-Led approximately 500 ocean export and import operators across China, Hong Kong and Taiwan; shared P&L responsibility above USD 35M; improved productivity in key stations and strengthened governance, training and shared-service structures.
-Manager Global Business Process Ocean
-CEVA Logistics · Hong Kong · 2014 – 2015
-Governed global standard ocean operations processes and supported development, testing, training and deployment of global process and system tools, including EDI, allocation, reporting and compliance-related solutions.
-Business SME / Project Manager / Process Specialist
-CEVA Logistics · Bremen & Hong Kong · 2011 – 2014
-Led international process transformation and rollout projects across regions, translating business requirements into operational tools, training and standardized workflows.
-Ocean Export, Pricing & Development Leadership Roles
-Eagle Global Logistics / CEVA Logistics / Group7 · Bremen, Germany · 2003 – 2011
-Progressed through operational, pricing, customer service, sales support and supervisory roles covering ocean and air freight, contract management, tender support, customer implementations and apprentice training.
-Apprenticeship
-Circle International · Bremen, Germany · 2000 – 2003
-Completed commercial freight forwarding training across airfreight, ocean freight, road freight, warehousing and finance.
-Streaming & MCP-first
+Hoppe.home is built around connected, responsive AI experiences: streaming context and MCP-first collaboration that lets people, agents and tools work together naturally. Joanna is the public face of that team. Meet Joanna →