Publications & Thought Leadership

Value Creation in B2B [White Paper, 2024]

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

Positioning in Brand Comms Operations [Speaker, GWPR Members-Only Roundtable, 2022]

The Brand Showdown in Web3 [Article, Trend Report, 2022]

The New Reality of Communication [Article, Trend Report, 2021]

Found in Translation [Article, Trend Report, 2021]

The Brain Itch [Newsletter, 2018 onwards]

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

The User as Publisher [Article, Virtual Identity Blog, 2012]

The Brand as Publisher [Article, Virtual Identity Blog, 2012]

Select Work / Case Snapshots

Messaging architecture for blockchain scale-up authentic.network

To support rapid growth and high-stakes investor engagement, I designed a clear and scalable messaging architecture for a blockchain scale-up. Grounded in deep insights from diverse stakeholders and customer groups, this framework translated complex technology into compelling, audience-specific narratives. It streamlined communication across investor rounds while harmonizing brand messaging across channels, ensuring consistency, clarity, and credibility at every touchpoint.

Ultra-rare disease go-to-market 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 collaborated with the in-house data analytics team and a design agency to develop insights-driven customer experience journeys across six distinct target segments. By integrating analytics, behavioral data, and customer feedback, we mapped end-to-end journeys that surfaced critical pain points, unmet needs, and high-value growth opportunities. These insights directly informed strategic decision-making and shaped a forward-looking expansion roadmap — highlighting priority areas for innovation, personalization, and market differentiation. The result was a data-backed blueprint to support sustainable, scalable growth.

International positioning and strategic partnerships for fischerAppelt

To expand international presence and enable scalable collaboration, I led cross-market coordination initiatives across the US and Europe. This work established strategic partnership frameworks and aligned positioning across internal stakeholders. By implementing a new service offering, a unified service structure and team, and public-facing thought leadership, I ensured consistent communication and set the foundation for long-term 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.

Global market alignment and experience-led 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 go-to-market partnership for Street View in Germany

As campaign lead, I led the national go-to-market rollout for Google and Lufthansa’s Street View collaboration, translating a strategic partnership into a compelling, cross-channel brand campaign. Through integrated storytelling, gamification, and immersive activations, I brought the collaboration to life in-market — driving awareness, engagement, and a clear connection between product innovation and brand value.

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 and governance 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.

Extracurricular 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