Brand today is an operating system.
For decisions, offerings, and trust. Trust isn’t built through storytelling, but through lived reliability — especially when things get expensive, complex or go wrong: clear pricing and value logic, consistent service, low friction across channels. Internally, it shows in priorities that hold, conflicts that get resolved and decisions that don’t have to be renegotiated every week.
My focus sits at the intersection of brand, customer, and organization. Not as a communication task, but as a leadership and operating question: what we offer, what we stand for, what we stop doing, and what must change internally for the outside to work.
With a German-American background and more than 15 years of international experience, most recently in senior agency roles, I build strategies that hold up under both high go-to-market pressure and the realities of German governance and alignment.
I typically step in at turning points: strategic realignments, new offerings, market entry, stalled initiatives. My contribution is clarity teams can run with: priorities, decision rights, a small set of decisive KPIs, and an operating rhythm that enables execution.
My work has touched organizations like Siemens, BYK Chemie, IKEA, Philip Morris, Sandoz and others navigating complex landscapes. I’m most at home in the in-between spaces where strategy needs to prove itself, where legacy rubs up against innovation, where a company quietly decides what’s next.
What I do
Connecting strategy to market reality.
I translate business ambition into positioning, messaging, and go-to-market that cuts through. Along the way I’ve refocused brands for complex markets, positioned scale-ups for their next chapter, and helped established businesses reframe for new challenges and audiences.
Building for diverse stakeholders.
I create clarity across audiences at once, balancing customer acquisition with investor confidence, internal alignment with external perception, and commercial objectives with public credibility. The result is a coherent communications and enablement ecosystem that serves different needs without losing the thread.
Designing integrated experiences.
I create the bridge from planning to doing. I’ve shaped and led marketing and communications functions, managed partnerships, and orchestrated integrated programs across brand, content, digital, experiential- and product marketing/GTM so teams can ship with confidence.
What that might look like
Brand strategy & governance: positioning, portfolio/category framing, narrative, localization, stakeholder management, team enablement
Product marketing & GTM: messaging hierarchy, routes-to-market, commercial storytelling, sales enablement
Customer experience & growth strategy: journeys, lifecycle, value moments, CRM/automation, sales alignment, experimentation; focus on retention & expansion strategy
New offerings & market entry: offer design (value proposition, pricing/packaging), entry thesis, pilot design, roadmaps
How I work
Strategy to execution, by design: I set direction and codify how it runs through clear choices, principles, and the cadence teams use to deliver.
Evidence-led: research, analytics, win/loss, and learning loops to refine strategy as we go.
One team: align Marketing, Comms, Sales & Product around few, decisive KPIs and a shared narrative.
I am the editor and publisher of The Brain Itch, an ongoing newsletter that explores and unpacks themes across strategy, consumer connection, business leadership and growth.