What it looks like in practice
Selected outcomes from leading marketing, brands and creative teams.

  • Built and scaled high-performing marketing, brand & creative teams (20+ people)

  • Certified through the Volate Leadership Program, focused on building high-performance teams

  • Led cross-market brand transformations (DACH + EU)

  • Improved campaign ROAS & efficiency through unified strategy + operations

  • Developed award-winning creative platforms

  • Strengthened brand equity through research-backed positioning work

  • Steered integrated campaigns across TV, OOH, digital, social, CRM & retail

  • Created marketing structures that reduced bottlenecks and boosted output quality

Explore selected cases below — or reach out if you’re curious about what I’m working on now.

Zalando — Employer Brand Strategy & Digital Experience

Context
Zalando aimed to position itself as an employer of choice for global tech talent while modernising its digital candidate experience.

Strategic Ownership
As part of the employer brand leadership team, I co-owned the development of Zalando’s EVP and digital employer brand strategy.

Approach

  • Co-developed a global Employer Value Proposition

  • Led the career website relaunch (strategy, UX, copy, tonality)

  • Established a bold, culture-driven employer brand narrative and guidelines

  • Created award-winning video content to attract tech talent

Business Impact

  • Stronger employer brand clarity and consistency

  • Increased engagement from key tech talent segments

  • Supported the hiring of 3,000+ tech roles through employer brand storytelling at scale

  • International recognition through industry awards (Lovie, EBMA)

Key collaborators
Internal sparring partner: Nana Yamazaki (Zalando)
Production: True motion pictures

Watch full series

HelloFresh — Brand Growth & Mid-Funnel Acceleration

Context
HelloFresh needed to move beyond functional messaging and build emotional relevance in the DACH market — while improving consideration and conversion in a highly competitive category.

Strategic Ownership
As Team Lead Brand Communications DACH, I owned brand storytelling at scale, connecting emotional relevance with mid-funnel performance objectives.

Approach

  • Shifted brand communication from functional utility to relatable, emotion-driven storytelling

  • Developed scalable creative platforms (“Tschüss Alltagsstress”, “Einfach besser essen”)

  • Connected brand narratives with mid-funnel conversion logic

  • Established repeatable campaign frameworks used across channels and markets

Business Impact

  • Increased brand relevance and emotional resonance in the DACH market

  • Improved mid-funnel engagement and conversion quality

  • Created long-term brand assets used across DACH marketing

Key Collaborators
Freelance sparring partners: Behave
Production: 27km

DR SMILE — Brandformance at Scale

Context
DR SMILE needed to scale performance across multiple markets while maintaining brand trust, emotional relevance, and consistency in a medically sensitive category.

Strategic Ownership
As Head of Brand & Content, I owned the development of an integrated brandformance system across the full customer funnel.

Approach

  • A brand platform (“Your Smile. Your Superpower.”) balancing emotion, lifestyle, and performance

  • A full-funnel content system combining brand, performance, and educational assets

  • Consistent storytelling across TV, OOH, digital, CRM, and offline touchpoints

  • Strong alignment between brand, performance, medical, and CX teams

Business Impact

  • Improved brand recognition and memorability across markets

  • Higher conversion quality and reduced customer uncertainty

  • A scalable, repeatable brandformance framework used across campaigns

Key Collaborators
Internal sparring partners: Oliver Digel , Lia Pack
Productions: EyeCandy (YSYS), Linda Schaeffler (Black Friday)

Paper & Tea — Marketing Leadership & Brand Transformation

Context
A fast-growing lifestyle brand with strong product and retail DNA, but fragmented campaign execution and limited strategic alignment across markets and teams.

Strategic Ownership
As Head of Marketing, I led a full marketing transformation — redefining brand strategy, campaign architecture, and creative operations while aligning marketing with commercial objectives.

Approach

  • Rebuilding the marketing organisation and internal creative operating model

  • Established a unified campaign framework across digital and retail

  • Introduced insight-driven planning, brand tracking, and market research

  • Strengthened cross-functional collaboration with product, commerce, and retail

Business Impact

  • Increased brand consistency and creative efficiency

  • Improved campaign performance and ROAS across markets

  • Created a scalable marketing foundation for long-term brand and revenue growth

Key Collaborators
Internal sparring partner: René Hermann
Productions: Autumn Sonnichsen, Linda Schaeffler

Campaign overview (PDF)