Publications

Value Creation in B2B→, White Paper, 2024

The Evolution of Strategic Storytelling, Interview, Future Strategies, 2023

The Brand Showdown 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

Leveraging Social Media as a Small Business, Thrive, Lacey Chamber of Commerce, 2014

The User as Publisher, Article, 2012

The Brand as Publisher, Article, 2012

Select Work

Ultra-rare disease go-to-market launch strategy for Johnson&Johnson

To launch a groundbreaking therapy for an ultra-rare disease — targeting fewer than 150 doctors, a select group of hospitals, and under 500 patients across Germany — I developed a data-driven, end-to-end marketing strategy spanning pre- and post-launch phases. This included a tailored HCP education and KOL engagement program, as well as bespoke materials designed for each stage of the HCP journey. The challenge of reaching such a niche audience required innovative outreach and a deep understanding of the unique needs of this ultra-rare disease community.

Customer experience development and growth opportunity discovery for IKEA

As part of a high-impact business development initiative, I partnered with the in-house data analytics team and design agency to create insights-driven customer experience journeys tailored to six distinct target segments. By leveraging analytics, behavioral data, and customer feedback, we mapped out end-to-end journeys that revealed critical pain points, unmet needs, and untapped growth opportunities. This work not only informed strategic decision-making but also shaped a roadmap for future business expansion, identifying high-potential areas for innovation, personalization, and market differentiation. The outcome was a data-backed blueprint that positioned the business to capitalize on emerging opportunities and drive sustainable growth.

Brand and employee experience for Lufthansa

To attract and retain top talent in the post-pandemic landscape, I created the BX Employee Flywheel, an internal experience compass designed to guide communications and optimize touchpoints across the employee journey. This initiative became the foundation for a comprehensive transformation project, fostering a more engaged, aligned, and resilient workforce.

Unifying brand narrative for Sandoz-Novartis

To solidify market leadership and ensure consistency across marketing, sales, and R&D, I developed a cohesive brand narrative that bridges the brand’s rich legacy with its forward-looking vision. This narrative served as a strategic compass, aligning internal teams around a shared purpose while elevating the brand’s external perception. By weaving this story into all communications, we strengthened brand identity, fostered stakeholder alignment, and reinforced our position as an industry innovator.

Go-to-market launch of experiential brand platform Neuland for Philip Morris

As business and strategy lead, I spearheaded the go-to-market launch of a groundbreaking experiential lifestyle platform, blending immersive storytelling, dynamic consumer engagement, and collaborative creativity. By inviting audiences to participate in both live events and interactive digital experiences, we cultivated a deeper, more meaningful connection to the brand. I led a cross-functional team of 18+ professionals across content strategy, CRM, platform development, and campaign activation. Together, we built and executed a robust 6-month content pipeline from scratch — delivering high-quality editorial content on a weekly basis and orchestrating international film productions with top influencers.

Digital brand and CX transformation for BYK Chemie

As the strategic project lead, I led the digital brand ecosystem and customer experience strategy, creating a phased roadmap to redesign the end-to-end customer journey across sales, marketing, and commerce. This transformation was grounded in rigorous qualitative and quantitative research, including customer journey mapping and stakeholder interviews. The result was a seamless, customer-centric experience that enhanced engagement, streamlined interactions, and positioned the brand as a leader in digital innovation.

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 and user experience for Siemens

I spearheaded a two-year innovation initiative to develop a global, mobile-first corporate website, aligning user experience, digital branding, and information architecture. This project reflected the brand’s evolution toward a more agile, tech-forward identity, ensuring that every touchpoint on the website was intuitive, visually compelling, and optimized for modern user behaviors. The result was a scalable platform that enhanced accessibility, engagement, and brand perception worldwide, and was the first of many innovation projects to spearhead Siemens’ leadership.

Digital brand ecosystem strategy for Siemens

To combat the growing complexity of customer journeys, fueled by the rapid expansion of digital and social channels, I led a team to develop a unified, omni-channel brand strategy that seamlessly integrated every customer touchpoint, from digital platforms to in-person experiences. This approach was designed to break down silos, amplify brand consistency, and position the company as a leader in digital transformation. By leveraging data-driven insights, innovative design, and a deep understanding of customer behavior, we crafted a cohesive brand experience that not only resonated with audiences but also delivered tangible business results—enhancing engagement, loyalty, and market differentiation.

Creative Projects

NVMM Production, Head of Business Operations, 2025 onwards

Strategy Snacks, Podcast Mini-Series, 2023–2024

The Creative Insider, Co-Founder, Architecture & Design Podcast, 2019–2023

Faces of Oly→, Photo Exhibition, 2014

Neighborhood Stories, Blogazine, 2009–2015