Case Study: Employee Profiles for Miele X

I’m sure many of you are familiar with German company, Miele. It’s hardly a surprise; the manufacturer of high-end domestic appliances is one of the most recognisable brands in Europe, with over 20,000 employees and an annual revenue in the billions. But I wonder how many of you have heard of Miele X.

Established in 2020, Miele X is Miele’s global digital marketing and sales hub. Headquartered in Amsterdam, its mission is to shape an exciting digital future for the trusted, iconic Miele brand. Shortly after its inception, I was asked to produce a series of compelling employee profiles for the company’s new website.

Miele storefront, Germany
Image courtesy of Tupungato –


At the time, Miele X was going through a rapid expansion, bringing together diverse, innovative and talented teams to deliver data-driven digital experiences for its customers. My brief was to position Miele X as an industry leader and showcase the city of Amsterdam, with a view to attracting Europe’s best and brightest digital talent.

Liaising with senior personnel at Miele X, I researched each of the featured employees in turn and prepared a set of tailored questions. I then interviewed the subjects via Zoom and drafted the outlines for the articles. Once the client signed them off, I wrote up the final pieces.


My articles captured the unique journey of each employee, charting their career path and highlighting their experience, skills and goals. Through their stories, I was able to demonstrate Miele X’s commitment to diversity, inclusivity and innovation, portray Amsterdam as a vibrant, global hub, and showcase the company’s forward-thinking, meritocratic culture.

I completed all work to the satisfaction of the agency, client and subjects, meeting every deadline and hitting every point in tone, style and structure. The finished articles featured prominently on the company’s revamped website, which was subsequently shortlisted for the 2023 RAD awards in the ‘Employer Website’ category.

Today, Miele X is turning over more than $70 million per year, and in the last 12 months alone, it’s increased its employee count by a whopping 102%[i].

Young professional checking mobile


Living and Working in Amsterdam as an Ex-pat
Liubov Kononenko joined Miele X in April this year as a Frontend Architect in our IT department. Originally from Ukraine, Liubov moved to Amsterdam five years ago to further her career in software development. We caught up with her recently to find out a little more about her background, her role at Miele X, and what it’s like living and working in Amsterdam.
Starting Out
Liubov has always had an eye for numbers. At school, her favourite subject was Mathematics, and from an early age, she was determined to pursue a career in technology. After graduating from university, she took a job as a software developer with an outsourcing company in Ukraine. Soon after, she decided to move to Amsterdam.
“There’s a huge variety of tech companies in Amsterdam,” she tells us, “it’s a great place for start-ups and scale-ups – perfect for someone like me with such a technical background.”
After five years with KPM, Liubov decided to make the switch to Miele X. So what was it that first attracted her to the organisation? “I knew Miele was a market-leading company that consistently delivered a premium service and quality products,” she says, “and I was really curious to find out a bit more about their digital hub – Miele X.”

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[i] (2023), Indexing and predicting the fastest growing companies in 2023