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Hans Alexander Luna

Hans Alexander Luna

Digitalisierung, KI und Prozessautomatisierung im Mittelstand

I digitalise mid-sized companies from the inside. Over the past five years I rebuilt a seven-branch German retail group around software we built ourselves, and I was the Geschäftsführer carrying the P&L while we did it.

What I have built Get in touch LinkedIn (opens in a new tab)

München, Germany. German citizen. Sicherheitsüberprüfung VS-NfD (Ü1). Deutsch, English, Español.

Portrait photograph of Hans Alexander Luna in Munich
17
Years in management
7
Locations run (13 opened since 2021)
60
Employees
4
Roles absorbed by automation

What I have built

Intaker: one platform for seven branches

Our own operations system, built in-house and used daily across all locations.

  • Replaced a fragmented tool landscape: CRM, workshop and repair management, inventory, leasing contracts, supplier invoicing and service history in one system
  • Built in-house on React/TypeScript and Supabase with a small development team
  • I owned the product decisions, the roadmap and the rollout across all 7 branches
  • The hard part was adoption, not architecture

AI in production, not in a pilot

Agents that do daily work, not a proof of concept.

  • An AI voice agent answering inbound customer calls, integrated with telephony and CRM
  • Leasing contract processing, previously a full-time role, now handled by an agent
  • Administrative correspondence and social media handled agentically end to end
  • Automated document processing from multiple mailboxes into structured archives
  • Result: four positions, three in administration and one in leasing, were never backfilled after those colleagues left. Nobody was made redundant. The work stopped coming back.

DigiMittel: the same work, for other owners

My consultancy for digital transformation in the German Mittelstand.

  • Digitalisierungsstrategie tied to the P&L, not a maturity model
  • ERP and core system selection, migration and vendor management, from the client's side
  • Prozessautomatisierung and AI deployed into daily use, measured, then handed over
  • Change management as its own workstream

Regulierte und sicherheitskritische Umfelder

Fourteen years at Rohde & Schwarz, a German technology group in test and measurement, secure communications and cybersecurity, with eight of them at headquarters in Munich and four running Government & Defense business in Mexico and Central America. I hold German citizenship and a German security clearance, Sicherheitsüberprüfung VS-NfD (Ü1). Digitalisation in an environment with export controls, classification levels and documentation duties is a different discipline from digitalisation in a normal company. I have worked on both sides of that line.

Track record

  1. 2025 to today

    Geschäftsführer, Digitalisierung & KI

    DigiMittel

    • Digital transformation for owner-managed German companies.

  2. 2021 to today

    Co-Founder & Geschäftsführer

    We Like Bikes GmbH

    • E-bike retail, workshop and leasing group. 7 locations, 60 employees, full P&L responsibility.

  3. 2017 to 2025

    Director Strategic Projects, Sales

    Rohde & Schwarz, Munich

    • Owned CRM end to end and the financial dashboards built on it. Introduced an LLM-driven knowledge base that cut bid preparation time by 30 percent.
    • Commercial and financial management of a 300M EUR programme.

  4. 2017

    Co-Founder & VP Sales / Business Development

    Energía Real, Mexico City

    • Rooftop leasing for shopping malls on 20-year power purchase agreements.
    • From concept to 20M USD of deployed CAPEX in under four months.

  5. 2012 to 2017

    Regional Director, Government & Defense, Mexico & Central America

    Rohde & Schwarz, Mexico and Central America

    • As Regional Director (2016 to 2017): annual order intake from 2M to 80M EUR, team of 7.
    • Earlier roles in regional sales and applications engineering.

  6. 2011 to 2012

    Technical Support Engineer

    Cassidian (Airbus Defence and Space)

  7. 2010 to 2011

    Business Development

    Alstom Grid

Background

Education

  • Executive MBA, IPADE Business School
  • Mechatronics Engineering, Universidad Anáhuac

Certifications

  • Artificial Intelligence: Implications for Business Strategy, MIT Sloan School of Management & MIT CSAIL (2024)
  • Senior Management Program in AI and Digital Transformation, Kellogg School of Management, Northwestern University (in progress)
  • Sicherheitsüberprüfung VS-NfD (Ü1)
  • ISO 27001 Foundation

Let's talk

I am interested in conversations about digital transformation in mid-sized companies, as an operator, an advisor, or a mandate. Executive search consultants are welcome to get in touch directly.

Write an email LinkedIn (opens in a new tab)
Email: hans@hansluna.com