CEO at MS Direct

Luca Graf

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.

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.

Supporting one of the leading LogTech venture capital funds with logistics and digital innovation expertise.

Advisory Board Member

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.

Head of Digital Innovation

Advising the DTU Centre for Collaborative Autonomous Systems about their roadmap, R&I as well as dissemination initiatives. Supporting the development of the Centre.

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.

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.

Head of Digital Innovation, SVP

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

Senior Director Online Sales Products & Services Lufthansa Group Hub Airlines

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.

Senior Director Online & Direct Sales

Lead of SWISS passenger sales & marketing organisation in Italy and Malta. Chairman of the CSC Italy of Star Alliance.