Michael Berman
Michael Berman
BHG Group
Group Head of Paid Channels
Presented by: Channable
Mastering Multichannel: How BHG Group Manages Paid Channels at Scale Across 50+ Brands and hundreds of markets
Stage: H1
Next-Gen Intuitive E-Commerce
2:30 pm-3:00 pm - 5 March
Go to H1
Add to calendar2026-03-05 14:30:002026-03-05 15:00:00Europe/StockholmMastering Multichannel: How BHG Group Manages Paid Channels at Scale Across 50+ Brands and hundreds of marketsBHG Group - Michael BermanNext-Gen Intuitive E-CommerceSvensk Digital Handelnoreply@dhandel.seevent
Mastering Multichannel: How BHG Group Manages Paid Channels at Scale Across 50+ Brands and hundreds of markets
Join us for an honest 25-minute fireside chat with Michael Berman, who will walk us through the strategic rationale behind BHG Group’s decision to move to a centralized in-house Paid Search team.
Michael will share the genuine challenges they faced in this transition and, crucially, the technology framework that made centralization successful. This is a deep dive into the beauty of automation and organizational efficiency, covering:
- The strategic shift required for a central team to manage diverse brands without losing individual market relevance.
- How they leverage sophisticated automation to master campaign creation, data quality, and optimization across the entire portfolio.
- Specific insights into the importance of a finetuned tech stack used to maximize overall group performance.
This session is hosted and moderated by Thomas Wilson from Channable.
