EXPERIENCE AT:
TRANSFORMATION
New markets, business models, technologies or customer demands require more than a new concept.
I create clarity, prepare decisions, and translate strategic direction into clear priorities, responsibilities and concrete execution.
POSITIONING
Target groups are too broad, the value proposition doesn't land, or management, marketing and sales lack a shared market logic.
I create clarity, prepare decisions, and translate strategic direction into clear priorities, responsibilities and concrete execution.
PROFESSIONALIZATION
Priorities stay unclear, roles and interfaces don't mesh, or execution depends too much on individual people.
I align structures, processes and collaboration so that individual activities become a reliable, manageable system.
TYPICAL APPLICATIONS
Go-to-market · Market entry · Building and developing marketing · Growth initiatives · Reorganization · Strategic pilots
Depending on the initiative, I work in the project, take on temporary responsibility, or act as an experienced sparring partner — always as an experienced person, not an agency team.
01
For strategic questions with a clearly defined outcome. From positioning and go-to-market through to concept design and piloting new structures or ways of working.
3 TO 8 WEEKS
02
Temporary responsibility during phases of build-up, realignment or transformation. With direct involvement in management and the team, and a clear mandate to prepare decisions and drive execution.
SEVERAL MONTHS
03
Independent perspective for leadership teams, executives and teams on strategic questions. Depending on the need, as a sparring partner, in an impulse workshop, or through a talk — to sharpen issues, prepare decisions and surface new options for action.
REGULAR OR AD HOC
PROJECTS
Five selected projects and their impact.
SteelBuy / thyssenkrupp
TRANSFORMATION · POSITIONING · MARKETING BUILD-UP
FROM A DIGITAL MARKETPLACE TO A CLEARLY POSITIONED B2B SOLUTION.
Repositioning of SteelBuy, building the marketing function, and reducing customer acquisition costs by around 20 percent in the first year.
STARTING POINT
SteelBuy had launched as a digital B2B marketplace. Website and communications mainly explained the platform but didn't clearly convey which customer problem SteelBuy solves. A clear positioning and a coordinated marketing setup were missing. For the next growth phase, product, sales and marketing needed a shared strategic direction.
MY CONTRIBUTION
Repositioned SteelBuy with a clear definition of customer value, core messaging and market role. Built a resilient marketing setup with structure, processes, website, content, campaigns, CRM and sales materials. Aligned product, sales, IT and group stakeholders around shared priorities and a consistent go-to-market.
IMPACT
SteelBuy was repositioned as a solution-oriented B2B offering rather than a plain marketplace. The marketing function gained clear structures and a resilient foundation for growth and new markets. At the same time, customer acquisition costs fell by around 20 percent in the first year.
GWM ORA / Great Wall Motor
GO-TO-MARKET · MARKET ENTRY · INTERNATIONAL
POSITIONING AND LAUNCHING A CHINESE ELECTRIC BRAND FOR EUROPE.
Developed the European go-to-market approach for Germany, the UK and the Nordic markets, and managed the market launch together with headquarters in China and local partners.
Mercedes-Benz
BRAND STRATEGY · PILOTING · INTERNATIONAL
DEVELOPING A GLOBAL BRAND STRATEGY AND PILOTING IT IN THREE METROPOLISES.
Developed the key-city approach for Mercedes-Benz, piloted it in Munich, Shanghai and Los Angeles, and turned it into a playbook for further markets.
Telefónica Germany
TRANSFORMATION · ORGANIZATIONAL DEVELOPMENT · EFFICIENCY
CHANGING MEETING CULTURE AND CREATING MEASURABLE TIME FOR IMPORTANT WORK.
Developed and rolled out the MEET meeting framework across Telefónica Germany, cutting meeting time per employee by up to ten percent within three months.
Daimler / DigitalLife
TRANSFORMATION · STRATEGY EXECUTION · POSITIONING
EMBEDDING DIGITAL TRANSFORMATION STRATEGICALLY AND MAKING IT EFFECTIVE ACROSS THE GROUP.
Shaped the strategic direction and communications for DigitalLife, Daimler's digital transformation initiative, and led its international activation, recognized with the Digital Leader Award.
For 15 years I've worked on strategic change across market, marketing, digital business and organization. I've brought brands into new markets, built customer experiences, built marketing functions and delivered transformation projects.
I know the complexity of large organizations as well as the speed of small, growing units. I can structure and represent strategic initiatives at the management level. At the same time, I go deep enough into the organization to align teams, pilot solutions and drive execution forward.
WORKING PRINCIPLES
01
CREATE CLARITY
I reduce complexity until decisions become possible and the next priority is clear.
02
TRANSLATE IN BOTH DIRECTIONS
I distill topics for management and leadership into clear priorities, decisions and concrete work.
03
TAKE OWNERSHIP
I don't stop at the concept. I take ownership until progress becomes visible.