Following Klaus Hermle, our “Meet the WSM Management Team” series continues with the next generation. This time, the spotlight is on Marcel Hermle, Commercial Director at WSM. His responsibilities lie wherever people, numbers, sales and strategy come together. In addition to traditional commercial management, his focus includes HR, investments, business development and new sales opportunities.
In this interview, Marcel explains why entrepreneurship has played an important role in his life from an early age, what he finds particularly exciting about his current role and where he sees the greatest opportunities for WSM in the years ahead.
Was it always clear to you that you wanted to join the family business?
Yes, actually from quite an early age. My grandfather sparked my interest in entrepreneurship when I was still a child. At the time, of course, I did not fully understand what it meant, but I quickly knew that I wanted to take on responsibility and become an entrepreneur myself one day. I later aligned my academic and professional path accordingly. I studied International Business with a focus on Finance & Accounting, followed by a Master’s degree in International Management with a focus on Strategy and Finance. I also gained practical experience through various positions and during my time in consulting. The combination of academic knowledge and hands-on experience has strongly shaped the way I look at companies, structures and business performance.
How would you describe your role at WSM today?
In short: “People, Numbers, Sales.” Alongside the traditional commercial areas, I am heavily involved in sales, HR, investments and strategy. At the same time, day-to-day business often brings up unexpected topics as well. Especially at our Reutlingen site, I am therefore a bit of an all-rounder. That variety is exactly what I find so appealing. It is not just about keeping an eye on the numbers, but also about identifying developments early on, making decisions and working with the team to continuously move WSM forward as an organisation.
What do you find particularly appealing about your work?
The fact that it never gets boring. I like the combination of strategic work and operational day-to-day business. On the one hand, new challenges arise every day and often require quick decisions. On the other hand, the role is also about driving long-term developments, planning investments and turning strategic decisions into real implementation. For me, that transition from idea to execution is particularly exciting. A strategy has little value if it does not reach the organisation and lead to tangible change.
Which part of your day-to-day work do you enjoy most?
Definitely sales. I get a lot of energy from meeting new people, talking directly to customers and prospects and identifying the potential that can develop from those conversations. Understanding needs, spotting opportunities and turning them into concrete projects is something I genuinely enjoy. At the same time, I do not see sales as something separate from the rest of the company. Strong customer relationships only work in the long term when strategy, engineering, manufacturing and commercial processes all work together.
Where do you see the greatest opportunities for WSM in the coming years?
In the fact that we are already very well positioned in many areas and can continue to build on that foundation. A high level of digitalisation, targeted investments and the consistent development of our organisation are, in my view, key levers for keeping WSM modern and future-ready in the long term. For me, change should never be an end in itself. The key is to develop structures and processes where they make us more efficient and create real value for both employees and customers.
How would you describe WSM?
Modern, dynamic, solution-oriented and future-focused. That combination is a big part of what makes WSM special to me. We have short decision-making paths, can react quickly and, at the same time, take a long-term approach to important topics. We also have a team that is willing to take responsibility and find solutions.
And how would you describe yourself in three words?
Analytical. Energetic. Sales-driven.
His personal motto sums it up rather well: “Just do it!”
