Former eBay Australia executive Brooke Eichhorn has secured a new role with AI ecommerce tech firm Behamics as the head of commercial partnerships, in a bid to grow its Australian arm.
Brooke joins after a 12-year tenure at eBay, where she held key roles including head of fashion, luxury and authentication and head of retail marketing.
She joins renowned behavioural science expert Sonia Friedrich.
“I was drawn to Behamics because of their foundations in reducing returns and fashion waste, aligning with my background in sustainable fashion,” Eichhorn said.
“As I looked more closely at their approach, I discovered a robust scientific platform that addresses a wide range of ecommerce challenges.
“Their use of causal AI – the only technology that can reason and make decisions like humans – makes sense of the complex dynamics behind purchasing behaviour. It’s like having a robot scientist working 24/7 on your site. It prevents cart abandonment, over ordering and the need for costly retargeting.”
Behamics co-founder and CEO Dr. Thilo Pfrang said Eichhorn’s appointment is key to building on the momentum the firm has achieved globally.
“Her ecommerce and marketplace experience, combined with our team of scientists and AI developers, gives Australian retailers an edge as they face growing global competition,” Dr Pfrang said.
Founded in 2019 as a spin-off from the University of St. Gallen, Switzerland, Behamics has expanded globally. The firm aims to enhance online shopping experiences in a bid to avoid pain points such as returns and cart abandonment.
Friedrich said Eichhorn’s new role is pivotal to Behamic’s growth in the Australian market, particularly through its core technology solution called Behamics Nudge, which uses behavioural science to tailor recommendations based on the consumer’s behaviour during a live session.
In addition to Nudge, Behamics offers Diagnostic, which uses causal AI to identify revenue losses due to technical and UX friction, and Organic, which optimises site rankings with causal AI.
Within her role at eBay, Eichhorn was listed at number 10 in Ragtrader’s Tech 20 list for 2024.