Case Study: Scaling Product & Tech at Rameder – From Bottlenecks to Momentum
Client: Rameder – Europe’s leading online retailer for tow bars
Duration: 2 years
Scope: Product leadership, team scaling, hands-on delivery, and process transformation
The Challenge
Rameder, the most prominent player in Europe for tow bars, operates in a highly specialized niche with both B2B and B2C customers. With over 300 employees and an annual revenue in the high eight-figure range, Rameder runs a complex business that includes product sales, installation services, and partnerships with garages across Europe. This dual focus on B2B and B2C made it particularly challenging to create a seamless, target group-optimized user experience in the online shop.
At the start of our engagement, the online shop team operated with a lean setup: one product manager and three external engineers. Design support was not yet embedded, and the team’s focus was largely on day-to-day operations. Limited capacity and time for structured product discovery meant that new initiatives were typically addressed reactively rather than through a strategic roadmap. This environment provided a clear opportunity to strengthen discovery practices, introduce more structured requirements, and create a more goal-driven delivery approach.
Our Role
Value Rebels partnered with Rameder over two years, offering a combination of strategic advisory, operational execution, and interim product management & leadership.
We supported at both the organizational and team levels, embedding product thinking, strengthening the operating model, and scaling capabilities.
Our Actions
Strategic & Organizational Support
Advised the VP of E-Commerce & Marketing on how to scale the product & tech team sustainably
Helped shape the product vision and long-term strategic roadmap
Continuously sharpened the product strategy and improved alignment between product, tech, and marketing
Product Leadership & Hands-on Delivery
Acted as leadership consultant, while also taking ownership of selected hands-on initiatives to demonstrate best practices in discovery and delivery
Provided 1:1 coaching to the Product Manager (later Head of Product) on everything from agile collaboration to stakeholder management and hiring
Led the introduction of Scrum, helping the team structure delivery and prepare for scale
Delivered team-wide training on agile working methods and discovery techniques for the e-commerce and marketing teams
Interim Product Ownership & Operational Impact
Embedded two interim Product Managers who drove key initiatives:
A purchase advisor for the core tow bar product
An improved booking journey for installation appointments
Enhanced customer service tooling, including processes, KPIs, and dashboarding
Building Discovery Habits & Experimentation Culture
Introduced customer interviews as part of regular product discovery
Together with a top-tier analytics freelancer from the German e-commerce scene:
Evaluated and implemented a robust A/B testing tool
Established a habit of hypothesis-driven testing and educated the team on how to run and interpret meaningful experiments
Team Scaling & Talent Acquisition
Co-led the recruiting process with the Head of Product to hire a UX Designer and an additional Product Manager
Supported in scaling the engineering team and onboarding external freelancers
Helped Rameder engage high-caliber experts in online marketing and product analytics
The Result
Over two years, Rameder developed from a stretched delivery team into a more mature, cross-functional product organization led by a Head of Product who grew maturely into his role. We grew the dev team and hired an internal UX Designer.
Product discovery became more structured. Delivery became more predictable. Strategic alignment and stakeholder confidence improved. And with a growing team, enhanced processes, and a culture of experimentation, product and tech became an even more important key enabler for business growth.
One particularly rewarding aspect of this assignment was witnessing the personal and professional growth of the Head of Product. He developed a deep understanding of what it truly means to lead a product team and evolved into a confident, capable leader. It was a pleasure to support and accompany that journey.
💬What the client says…
“Working with Value Rebels was an absolute game-changer for me. I not only learned what it truly means to be a strong product manager – I also grew tremendously as a leader. What impressed me most was how quickly we were able to create real value for our customers through structured discovery and clearer delivery processes.”
— Lars Steinbrügger, Head of Product, Rameder