Ymke also started her career at Rituals as digital marketing trainee. Over the past 5.5 years, Ymke has grown into the role of SEA specialist. As Rituals continued to grow as an omni-channel brand, so did the scope of paid search across online and offline touchpoints. Today, Ymke focuses on optimising SEA performance within a global, omni-channel setup, contributing to efficient growth across e-commerce and retail-driven search strategies.