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
Désirée’s Brain Itch, Newsletter, since 2018
The User as Publisher, Article, 2012
The Brand as Publisher, Article, 2012
.
Select Work
Customer experience development and growth opportunity discovery for IKEA:
In a business development initiative, I worked with the in-house data analytics team to create insights-driven customer experience journeys across 6 target segments to uncover growth spaces and shape strategic opportunities for future business expansion.
Brand and employee experience for Lufthansa:
To attract and retain talent after a difficult pandemic period, I developed an internal employee experience compass (BX Employee Flywheel) to guide communications and touchpoint use, resulting in a comprehensive transformation project.
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 and strategy lead, I led the go-to-market launch of an innovative, content-driven lifestyle platform pilot, across 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.
.
Creative Projects
Strategy Snacks, Podcast Mini-Series, 2023–2024
The Creative Insider, Architecture & Design Podcast Co-Founder, 2019–2023
Faces of Oly, Photo Exhibition, 2014
Neighborhood Stories, Blogazine, 2009–2015