Publications
Value Creation in B2B, White Paper, 2024
Showdown of Brands in Web3, Trend Report, 2022
The New Reality of Communication, Trend Report, 2021
Found in Translation, Trend Report, 2021
The User as Publisher, Article, 2012
The Brand as Publisher, Article, 2012
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Select Brand Work
Growth opportunity discovery for IKEA:
In a business development initiative, I mapped the end-to-end customer experience across all target groups to uncover growth spaces and shape strategic opportunities for future business expansion.
Unifying brand narrative for Sandoz-Novartis:
To reinforce market leadership and align messaging across marketing, sales, and R&D, I crafted a forward-looking narrative rooted in the brand’s legacy while looking forward to the future—designed to guide internal teams and elevate external perception.
Launch of lifestyle brand Neuland for Philip Morris:
As business lead on this innovative, content-driven lifestyle brand platform pilot, I led and shaped its positioning, brand and content strategy, CRM and activation while driving weekly content production, from editorial to film, from the ground up.
Digital brand and CX transformation for BYK Chemie:
As strategic lead, I developed the digital brand ecosystem and service strategy—including a phased business roadmap of the end-to-end customer experience redesign across sales, marketing, and commerce, grounded in qualitative and quantitative research and journey mapping.
Google x Lufthansa launch collaboration for Street View:
As campaign lead, I drove a national cross-channel rollout and activation, bringing the partnership to life through integrated storytelling, gamification, and immersive brand experiences.
Mobile-first digital brand experience for Siemens:
I led the two-year innovation project to develop the global, mobile-first corporate site—aligning UX, digital branding, and information architecture to reflect Siemens’ shift toward a more agile, tech-forward identity.
Digital brand ecosystem strategy for Siemens:
I designed a cohesive, cross-touchpoint and omni-channel brand footprint to build synergies, elevate perception, and reinforce Siemens’ position as an industry leader in digital transformation.
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Creative Projects
Strategy Snacks, Podcast Mini-Series, 2023–2024
The Creative Insider, Co-Founder of the Architecture and Design Podcast, 2019–2023
Faces of Oly, Photo Exhibition, 2014
Neighborhood Stories, Blogazine, 2009–2015