.png){kind=logo}
At Otto International, as our people grow, so does our long-term success. By investing in upskilling and nurturing a culture of continuous learning, our teams do not just adapt, they lead change and deliver real impact every day.
In this Life@Oi spotlight, we highlight Annika Drenth, Director Merchandising for several of our key customers. Her career reflects both hands-on experience and a mindset defined by stepping up to new challenges and driving meaningful changes. From playing a key role in the Costing Programme to furthering our digital transformation, Annika has strengthened organisational capabilities and created lasting value, reflecting the spirit of Life@Oi.
Built on Curiosity and Continuous Learning
Annika's journey began during her Textile Engineering studies in the Netherlands, when she joined Otto International as an intern at featuring, our 3D digital competence centre, in Hong Kong. Working with featuring enabled Annika to learn firsthand how the textile industry is developing, and how digital tools streamline Otto International's processes and support sustainable practices. Curiosity drove her from the start, turning every task into an opportunity to learn more about the business.
She continued her learning through her Management Traineeship programme, relocating first to Turkiye and then Vietnam, where she was promoted to Merchandising Manager, gaining in-depth exposure to Quality Assurance and Merchandising work. She highlights how the experience not only improved her technical knowledge, but also sharpened her ability to work across different environments and cultures while adapting within a short timeframe, an invaluable skill she has continued to leverage throughout her career. She did not stop there. Annika has completed a master's degree while at Otto International and is now pursuing a PhD alongside workplace responsibilities, carrying on her professional growth beyond her role.
Most recently, Annika moved to Shanghai as Merchandising Director, her fourth country with the company. Her willingness to take on new challenges reflects a broader commitment to continuous learning, expanding her perspective and deepening her expertise. As she shares: "I'm always interested in a new challenge. When this came to my path, I immediately said yes."
That same proactive mindset also shapes how she encourages others to do the same: "Don't wait for opportunities, work on your own development, even outside work. When offered, say YES."
Where Ownership Begins
For Annika, taking ownership means stepping in where she sees potential to create value. Her involvement in the Costing Programme progressed alongside her merchandising role in Vietnam: "It was a great opportunity to build on what Otto International offers and help take it to the next level, while also challenging myself with something new."
Through Annika's work on the programme, Otto International has strengthened its ability to leverage data, negotiate with confidence, and support customers with more informed decisions. The approach was grounded in her belief that "if you do not have knowledge or facts in hand, you have no feet to stand on." Achieving this required close collaboration across stakeholders. One of the biggest challenges, she notes, was to drive a discussion on the next steps, with much of the work focused on coordinating different components.
As the Costing Programme evolved, so did its scope as it expanded broader organisational capability. "It's more about coordinating a lot of different components and then learning all the details about those new components as well." Within this progression, ownership naturally translated into autonomy: "We onboarded a new digital solution which can better track cost metrics and are now integrating apparel costing experts, with a view to expand to other product groups." Annika demonstrates how capability-building is driven not just by structure, but by individuals taking initiative.
Looking ahead, Annika is focused on building on the foundation she helped create. She sees clear potential to make costing faster and more accurate through AI, while recognising that the challenge is to keep data updated, not to add workload but make it more efficient. She explains that most quick costing will be provided by AI, but the data must be built and improved by experts, showing a clear progression from building capability to using it more intelligently. Her ambition is to improve processes while shaping a future where technology and expertise deliver better results.
Reflecting on her journey through Otto International's programmes, Annika's adaptability enabled her to work across different environments and cultures and develop a global mindset. These experiences defined the way she leads, navigating complex environments, translating change into practical results, and reinforcing the importance of continuous learning in the process. Annika's curiosity and readiness to go beyond her defined role embody the proactive spirit at the heart of Life@Oi, showing how meaningful impact is made by stepping up, embracing growth, and contributing wherever opportunity arises.
Check out our News page and LinkedIn to read more about our culture and Life@Oi.