Independent Marketing Strategy Advisor

Review and development of a coherent brand portfolio architecture across meat- and plant-based products for an upcoming brand identity and packaging refresh (Rügenwalder Mühle 04/2025 - present)

Business strategy development for a future-proof meat-based portfolio pillar (legacy business) (Rügenwalder Mühle 04/2025 - present)

Development of a global brand platform for “Möller’s” (Omega-3 supplementation) to empower growth from portfolio extensions and untapped / underdeveloped geographies (Orkla “Möller’s” 11/2024 - 05/2025)

Translating the global positioning into portfolio architecture and coherent creative (Orkla “Möller’s” 11/2024 - 05/2025)

Developing the cornerstones for a long-term brand rejuvenation that appeals to modern fashion shoppers without alienating legacy customers (ETERNA Mode 08/2024 - 10/2024)

Developing first pathways to simplify a highly complex product range architecture (ETERNA Mode 08/2024 - 10/2024)

Supporting the company owner (Mindful Capital Partners) at evolving and streamlining a compelling corporate story to address prospective distribution partners and investors (KLAPP Skin Care 06/2024 - 07/2024)

Development of a new brand platform for European markets to elevate brand relevance, audience engagement and distinctiveness (Mazda Motor Europe 05/2022 - 01/2024)

Assessment and recalibration of creative agency collaboration for efficient deployment (Mazda Motor Europe 05/2022 - 01/2024)

Numerous projects across risk reduced products and innovations, such as “tobacco heating”, “vaping” and “modern oral” (British American Tobacco 02/2018 - 03/2024)

Development of master playbooks for the CEN region as well as go-to-market approaches and supporting local markets with toolkits for launch (British American Tobacco 02/2018 - 03/2024)

Strategic lead for a campaign development in the context of Shell’s transformation into a net zero integrated energy provider (Shell International 03/2021 - 06/2022)

Development of a change & communications strategy to facilitate all corporate relations messaging in the context of the energy transition into renewables (Shell DE 03/2021 - 06/2022)

Rejuvenating the biggest and most long-standing portfolio brand “Rama” in a challenging and highly competitive market environment (Upfield 07/2021 - 01/2022)

International brand footprint development and translation into creative/packaging guidelines (Upfield 07/2021 - 01/2022)

Facilitation of a brand redesign process inside-out to support the growing global presence in a meaningful and distinctive way (Welthungerhilfe 02/2021 - 11/2021)

Supporting a cross-functional client & agency team (PIA) to redesign the communication organisation and its workflows in line with content requirements (formats and touchpoints) to streamline the creative asset production process and its deployment (Porsche / PIA Group 09/2020 - 12/2020)

Leading the process to carve out UNICEF Germany’s brand footprint for enhanced comprehension and emotional engagement with the private donor base (UNICEF 11/2018 - 07/2020)

Guiding implementation through development of campaigning framework & tools (UNICEF 11/2018 - 07/2020)

Numerous projects with Lidl “Non-Food” international across diverse topics including development of a new campaigning model (asset development), sustainability communications, portfolio architecture, product innovation (Lidl International 01/2018 - 03/2020)

Strategic agency lead for Vodafone Germany covering Brand Strategy & Insights across mobile, broadband, TV etc. (Vodafone 12/2014 - 04/2017)

Strategic agency lead for Mercedes-Benz Greater China on brand campaign development and launch / relaunch of AMG GT, S-Class Maybach, E-Class and SMART (Mercedes Benz China 01/2014 - 12/2014)

Strategic planning lead across car lines and global markets

Evolved the brand equity model, assessed and optimised range architecture; developed 4Matic campaign, GLK-class launch and SL-class “big facelift”

Provided strategic guidance on brand and campaign developments for DWS Investment

Led localisation of a global brand strategy in collaboration with Vodafone and JWT HQ London