In conversation with Tobias Hein
The online marketing manager at LUMITOS AG has a close on-off relationship with Technology Park Adlershof
The Adlershof spirit is hard to shake off. Just ask Tobias Hein. The 40-year-old biotechnologist has maintained a devoted “on-off relationship” with the Technology Park since 2014. Today he works as online marketing manager at LUMITOS AG, a B2B marketing platform for the chemical, life sciences and food industries.
Adlershof Journal: All roads seem to lead to Adlershof. Where did your personal journey begin?
Tobias Hein: I had an interest in the natural sciences at an early age, taking biology and chemistry as advanced courses during my A-levels. That’s when I discovered a dual study programme in biotechnology, laboratory and process engineering at what was then the Vocational Academy Riesa (today: Duale Hochschule Sachsen). This was on a quarterly basis: three months of theory at the university, followed by three months of practice. That appealed to me. I completed the practical part at the laboratories of BIOTECON Diagnostics GmbH in Potsdam. For my diploma thesis, I developed PCR tests to detect genetically modified maize in food. After that, I was taken on as product manager for their molecular diagnostic products.
What happened next?
A former colleague told me about a position at ifp Institute for Product Quality in 2010, which offered a combination of product management and marketing, and I decided to make the switch. In 2014, we moved from Lankwitz to Adlershof, and I was there during the construction and expansion of the new laboratories on Wagner-Régeny-Strasse and the company’s growth to 400 employees.
But then you briefly left Adlershof?
In late 2018, I joined LUMITOS AG, located by the River Spree near Treptower Park. However, I then went along with yet another company relocation a month later, this time back to Adlershof, to Ernst-Augustin-Strasse. This summer, we celebrated the company’s 25th anniversary here. What began as a university project, offering a central online information platform for the chemical industry, has since evolved into six international specialist portals, attracting more than 17 million visitors a year from science, industry and research.
What tasks do you oversee at LUMITOS?
For one, I’m responsible for the further development of our various specialist portals, including chemie.de (an information platform for the chemical industry), bionity.com (for life sciences and biotech), and yumda.com (for food and beverages). For the most part, though, I help companies in the life sciences and laboratory equipment industries to design and run successful Google advertising campaigns. My client base ranges from SMEs to international corporations. They all have one thing in common: They are leaders in their field, produce state-of-the-art technology, but often lack either the expertise or the capacity to market their products effectively online.
What are important milestones that you can recall?
When the world suddenly came to a standstill in March 2020 during the pandemic, the analytica—the world’s leading trade fair for laboratory technology, analytics and biotechnology, held every two years in Munich—had to be cancelled. In response, we decided, with just six weeks of preparation, to launch a virtual alternative: the Virtual Lab Show. At the time, we had absolutely no experience in hosting such an event, but we jumped in at the deep end—with huge success. More events followed, including for the process and bakery industries, and, since 2023, the Virtual Battery Day—a digital event on battery technology and energy storage that will take place for the third time this November.
How do you get to Adlershof?
Normally, I can get from my home in Köpenick straight to Adlershof in 20 minutes by tram. That is not possible at the moment due to ongoing construction. Since I’m not particularly fond of rail replacement services, I take the longer route with the S3 via Ostkreuz instead. At the moment, I spend about two to three days a week in Adlershof and the rest working from home.
Is there a particular emotion that you connect to the Technology Park?
For me, Adlershof stands for curiosity, creativity and fresh new ideas. I like its international flair and openness, the way it connects the spirit of the university with research and entrepreneurial innovation.
Which spots do you enjoy apart from the LUMITOS office?
A morning latte macchiato from Café Olivo has become a firm part of my routine. Our lunch breaks vary—sometimes we eat at the office, other times we might go to Om Mani or Farmer’s Kitchen. I’m also a big fan of campus events, including the Long Night of the Sciences and the “Battle den Horst” science slam.
Peggy Mory for Adlershof Journal