Observed Signal · Jul 28, 2026 · Hiring · Source: Meedia · Impact: 2/5 · Sentiment: Positive
PrimeUp hires Friderike Tabea Schwanecke as Head of Media
Hamburg-based agency PrimeUp has appointed Friderike Tabea Schwanecke as Head of Media & Strategy to expand from marketplace-focused services into a holistic media partner offering. The roughly 30-person agency, known for Amazon and other marketplace marketing, says the hire is aimed at addressing market dynamics driven by CTV and the growth of Retail Media (including Amazon DSP). Schwanecke will lead cross-channel media initiatives across streaming (Prime/Fire TV, Netflix), Spotify, DOOH, podcasts and linear TV, combining DSP/technical expertise with brand management. PrimeUp is part of the Grow Digital Group, which itself is owned by the NOZ/mh:n Medien group. The article notes Schwanecke’s prior campaign work for clients such as the DFL (Bundesliga), BMW, The Walt Disney Company, Meta and Henkel.
Personnel hire signals a small agency's strategic shift into CTV and Retail Media — relevant to marketplace and streaming advertising trends but limited in scale and industry impact.
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Key Takeaways & Evidence Grounding
- PrimeUp appointed Friderike Tabea Schwanecke as Head of Media & Strategy.
- PrimeUp is a Hamburg agency of roughly 30 employees specialized in media and marketplace (Amazon) marketing.
- PrimeUp plans to broaden from marketplace services to holistic media offerings emphasizing CTV, Retail Media, DSP, DOOH, podcasts and linear TV.
- PrimeUp belongs to the Grow Digital Group, which in turn is part of the NOZ/mh:n Medien Unternehmensgruppe.
- Schwanecke has worked on digital campaigns for clients including the DFL (Bundesliga), BMW, The Walt Disney Company, Meta and Henkel.
Connected Companies & Entities
9 Entities mapped“According to her LinkedIn profile, Schwanecke worked until 2028 at Wavemaker and afterwards as a freelancer, among other things for Servicep...”
“In her career as a consultant and project manager Schwanecke was responsible for digital campaigns for clients such as the DFL (Bundesliga),...”
“In her career as a consultant and project manager Schwanecke was responsible for digital campaigns for clients such as the DFL (Bundesliga),...”
“In her new role Schwanecke is to operationally lead media approaches across the full marketing funnel: from Prime, Netflix and Spotify, via ...”
“PrimeUp designs and manages marketing activities for brands and manufacturers on Amazon platforms and more than 40 other marketplaces; the a...”
“In her new role Schwanecke is to operationally lead media approaches across the full marketing funnel: from Prime, Netflix and Spotify, via ...”
“In her career as a consultant and project manager Schwanecke was responsible for digital campaigns for clients such as the DFL (Bundesliga),...”
“In her career as a consultant and project manager Schwanecke was responsible for digital campaigns for clients such as the DFL (Bundesliga),...”
Ontology Mapping & Concepts
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