Luca Graf

CEO at MS Direct

Zürich, CH

About

Digital expert and experienced leader with high competence in E-Commerce, digital transformation and innovation. Extensive leadership and general management experience for many years in different countries. Passionate for digital innovations, data driven business models and digital marketing with many best practices from the airline industry. Strong in generating ideas, showing entrepreneurial spirit and finding customer-centric solutions with focus on implementation. Formerly responsible for the revenue wise largest online shop of Switzerland, swiss.com, the digital platform development of three major European airlines Lufthansa, Austrian, SWISS and building digital innovations at Panalpina and DSV. At present leading the eCommerce logistics service provider MS Direct developing its products and organisation and growing the company internationally.

Ask me about

Work experience

May 2022 – present
MS Direct AG
CEO
I run the leading eCommerce logistics provider in Switzerland helping 150+ merchants all over Europe to fulfill their promises. Together with the growing team and key partners we will further innovate and scale our services to become the number one logistics and tech partner in eCommerce operations across Europe.
May 2022 – present
Prequel Ventures
Advisory Board Member
Supporting one of the leading LogTech venture capital funds with logistics and digital innovation expertise.
September 2019 – April 2022
DSV - Global Transport and Logistics
Head of Digital Innovation
Leading the DSV Innovation Hub by developing digital innovations and corporate ventures for global logistics and supply chain management as part of the DSV Panalpina group. Elaborating, prototyping and scaling business improvement opportunities as well as new digital services and business models with a strong focus on the startup ecosystem and emerging technologies such as AI, IoT, robotics and blockchain.
January 2021 – March 2022
DTU Centre for Collaborative Autonomous Systems
Board Member
Advising the DTU Centre for Collaborative Autonomous Systems about their roadmap, R&I as well as dissemination initiatives. Supporting the development of the Centre.
April 2019 – March 2022
Cargo sous terrain (CST)
Board Member
Proud to be a board member of the most innovative and future-oriented transport & logistics project of Switzerland, keen to help with digital innovation.
November 2017 – August 2019
Panalpina
Head of Digital Innovation, SVP
Leading PanalpinaX as a competency center dedicated to digital innovation in the field of forwarding and logistics. Identifying, prototyping and developing concepts into practical business models and revenue streams while increasing efficiencies and customer orientation by making use of new technologies.
July 2016 – October 2017
Lufthansa Group
Senior Director Online Sales Products & Services Lufthansa Group Hub Airlines
Double-head function in the Lufthansa Group being responsible for global E-Commerce at SWISS and the digital platform development (web, mobile, apps) for Lufthansa, Austrian Airlines and SWISS
September 2012 – June 2016
Swiss International Air Lines
Senior Director Online & Direct Sales
Responsible for global E-Commerce including performance marketing, UX & analytics and digital platform development (web, mobile, apps) at SWISS. Buildup of the digital competence center and the digital sales & service platform swiss.com as revenue wise the largest online shop of Switzerland. Lead of the global online travel agent sales and the global service center organization. Foundation of direct distribution capabilities for a future-orientated distribution strategy.
January 2008 – August 2012
Swiss International Air Lines
Regional Manager Italy & Malta
Lead of SWISS passenger sales & marketing organisation in Italy and Malta. Chairman of the CSC Italy of Star Alliance.
April 2006 – December 2007
Swiss International Air Lines
General Manager Market Development Europe
January 2002 – June 2003
Swiss International Air Lines
Manager Route Development Europe
January 2001 – January 2001
Swissair
Network Planning