The Human Side of Stakeholder Management at Zalando

When I joined Zalando three months ago, I had a clear picture of what to expect: complex processes, fast-moving projects, and ambitious goals. What I didn't expect was how deeply human stakeholder management would be.

In past roles, I was used to a checklist approach: identify, inform, manage expectations. This relational, human approach is what truly sets Zalando apart from my many previous experiences, and it’s a big reason I’ve come to love working here. That subtle shift from transaction to relationship makes all the difference.

Beyond Titles: Understanding the Person Behind the Role

At Zalando, roles are often fluid, with people wearing multiple hats and contributing across different teams. This means that traditional stakeholder maps (like RACI) only go so far. To truly succeed, you have to take the time to understand the person behind the title.

Early in my current project, I found that true alignment came from stepping into my stakeholders' shoes. Instead of focusing on my own project goals, I tried to understand their daily reality: their workload, their team's priorities, and the broader company context they operate in. This empathy was a game-changer. For example, when a key stakeholder seemed hesitant about a proposal, I didn't push for a quick "yes." Instead, I took the time to understand their concerns and the pressures they were under. By acknowledging their perspective, we were able to find a solution that worked for both of us, turning a potential roadblock into a moment of collaboration.

Communication isn't Just Information

I've learned that keeping stakeholders "informed" doesn’t mean overwhelming them with updates. It means creating meaningful touchpoints. A quick ping on Chat, a check-in after a meeting, or looping someone in on a challenging question can go a long way.

Instead of presenting a polished, "finished" solution, I shared a rough draft of a project plan early on with a key stakeholder. They provided excellent feedback and became a vocal supporter of the project. If I had waited until everything was "perfect," I would have missed that crucial opportunity to build alignment and trust.

Empathy Over Efficiency

In a fast-paced environment, it’s tempting to prioritize speed. But effective stakeholder management often requires the opposite: slowing down to listen, building trust, and understanding unspoken concerns.

A colleague once said, "Projects don’t fail because of tools. They fail because people don't talk to each other." This has stuck with me. Taking the time to build strong relationships at Zalando isn't just a "nice to have", it's a critical factor for success.

The Journey Continues

As someone still finding my rhythm at Zalando, I'm learning that stakeholder management is really about partnership. It's about making space for different perspectives, navigating ambiguity together, and creating alignment through trust, not just process.

Whether you're also new to the company or have been here for years, this perspective can serve as a good refresher. I encourage you to reflect on your own approach and ask yourself these questions:

• What does this stakeholder truly care about?
• How do they prefer to engage?
• How can I make them feel like a partner in this journey, not just an audience for the outcome?

Because at the end of the day, project success isn’t just about hitting timelines or KPIs, it's about the people who get you there.