Services
Brand Strategy & Management
I take full responsibility for establishing or realigning the strategic foundation of brands and translating it into clear direction for decision-making and execution.
Brand assessment & strategic diagnosis
Brand identity & positioning
Brand architecture
Brand systems & guidelines
KPI frameworks for brand steering
Marketing & Communication Orchestration
I align strategy and execution across teams, partners, and channels to ensure consistency, relevance, and sustainable impact.
Marketing assessment & priority setting
Communication strategy & narrative
Content and campaign orchestration (360°)
Measurement logic & optimization loops
Agency and partner management
Transformation & Change
I support organizations through periods of instability by restoring alignment across structure, strategy, and decision-making to achieve renewed operational fit.
Change and stakeholder communication
Organizational alignment & process optimization
Team leadership & interdisciplinary alignment
Selected work
Exemplary projects in senior agency leadership roles
Financial Services
Global Player, DACH-Market
Context
Declining brand image metrics
A new global brand strategy required rapid localization and market relevance
Focus
Development of a market-specific brand positioning aligned with the global strategy and translation into brand assets, messaging and campaign steering
Outcome
+32% brand awareness
+27% consideration within 12 months
Timeframe
Strategic setup and campaign preparation within 8 weeks
Public Health
National Prevention Communication
Context
A fragmented landscape of campaigns and sub-brands no longer reflected evolving prevention priorities, requiring consolidation in an institutionally complex environment
Focus
Consolidation of multiple brands and campaigns into a single umbrella brand; definition of brand strategy and phased transition from legacy to new brand; long-term governance of an integrated brand and communication platform (B2C, B2B)
Outcome
Unified umbrella brand and integrated brand and communication platform established. Influencer-led cross-media campaign (26 influencers) delivering measurable impact: +66% awareness, +41% knowledge
Scope
Long-term overarching responsibility for coordination and steering of 140+ communication initiatives per year across stakeholders and channels