About me

I’m a Father, Husband, Marketer, Strategist, Entrepreneur, In-House Consultant, external Advisor, Kickstarter and YOUR Sparring Partner all at once. I love to build, to develop, to spearhead, to identify root causes, to take up complex challenges, as well as to inspire people & businesses to change status quo, try out new routes and continously evolve.

I have lived and worked in Germany, UK and Japan and uniquely blend long-term corporate experiences with consulting and entrepreneurial environments and across different industries and sectors, such as Automotive, Retail, B2B and Tech. These diverse experiences enable me to seamlessly travel between different cultures, departments and disciplines and forming a deeper, contextualised understanding of each and especially, the people, their relationships and the interactions within.

I built the Global Consumer Insights Team for Mazda from scratch throughout my three-year assignment in Japan, launched and scaled the German operations of Avaus, the leading Nordic Digital Consultancy and founded my own venture in the field of sustainable fashion, Sneakers Unplugged, Europe’s first retail concept for sustainable, fair & vegan sneakers, nominated for the German Sustainability Award 2025. Throughout my corporate career, I led the strategic marketing, brand, media & insights functions for over a decade and initiated several pivotal projects from setting up Car Connectivity over Econometric Modelling to applied Behavioural Science and constantly tested and adopted effective new innovations from the field of Marketing.

Alongside the depth and breadth of functional experience, I will always bring a high degree of energy, refreshing honesty, speed, relentless curiousity and decision guts to anything I do.

“I swim fast, even in cold & unknown waters”

“I thrive in situations, where comfort ends, transition unfolds and something new is built” ”

Career Milestones

    • Current Projects in the area of Strategy Development, New Business and Sustainability

  • Founder & Owner

    Cologne / Düsseldorf / ex-Münster

    • Conceptualised and established Europe’s first retail fashion concept for sustainable & fair sneakers with highly acclaimed press coverage

    • Developed the Onlineshop and three physical retail concept stores in central locations

    • Operationally led all business areas from purchasing, inventory & sales planning to Marketing, HR, Finance & Accounting

  • CEO & General Manager DACH

    Munich / Germany

    • Led the successful market entry of a Nordic Digital Transformation Agency and MarTech implementation partner of Adobe and Salesforce

    • Kickstarted the agency incl. office set-up, New Business Development, recruitments, PR & events.

    • Consulted clients across B2B marketing, automation, lead management, as well as change management and modern marketing initiatves

  • 06/2015 - 04/2018 (Leverkusen / Germany)

    Head of Brand, Media & Insights

    • Sparring partner & trusted advisor to the local management teams

    • Re-positioned Mazda’s European Brand direction, established brand governance principles & European media guidelines

    • Initiated media audits and econometric modelling (MMM) with significant effectiveness and efficiency gains

    • Pioneered several advanced Market Research and Consumer Insights initiatives, such as the implementation of System1 Brand Tracking, Neuroscience techniques and business adoption of key Behavioural Economics principles (i.e. website design, sales materials, etc.)

    09/2013 - 05/2015 (Leverkusen / Germany)

    Head of Launch & Car Connectivity

    • Strategic & operational lead of most intense ever launch period with go-to-market of five new models across 12 markets in 6 months

    • Creation of Strategic Marketing function, introduction of relevant Brand KPI’s & Scorecards, Advanced Analytics and milieu-based Segmentation

    09/2020 - 08/2013 (Hiroshima / Japan)

    Manager Global Consumer Insights

    • Dispatched to Global HQ in Japan on a three-year expatriate assignment to successfully set-up and lead a new Global CI Department

    • Introduced all-new Global Knowledge Hub, developed highly motivated and respected Team of 13 and closely guided and inspired global management across key product, brand & business decisions

    09/2007 - 08/2010 (Frankfurt / Germany)

    Team Leader Brand Strategy & Insights

    • Analysis and interpretation of target customer needs, wants & requirements, development of strategic brand directions and recommendations for positioning, pricing, communications and customer service

    • Initiation, development and roll-out of Net Promoter Score (NPS) concept across all European markets

    07/2006 - 08/2007 (Frankfurt / Germany)

    Specialist Consumer Insights

    • Coordination of European market research and consumer insights projects across product, brand & communications and web analytics and presentation of results to senior management leaders

    • Pioneered the first Digital Product Clinic with immense time & cost savings and conducted the first Interior Quality Assessment study (JD Power)

  • Senior Executive Client Service

    Frankfurt / Germany

    • Coordination of international market research projects and client service for large clients across the sectors automotive, beverages and FMCG

    • New Business Development and Winner of Global VW Group Pitch

Functional Competence areas

  • Strategic Marketing & Brand Management

  • Brand Strategy, Positioning & Narratives

  • Research, Consumer & Behavioural Insights

  • Go-to-Market, Business Development & Market Entries

  • New Ventures, Start- & Scale-Ups, Business Transformations

  • Corporate & Business Strategy, Sustainability

Why me?

  • Unique blend of long-term corporate, consulting & founder life

  • Depth & breadth of functional & industrial experiences

  • High degree of intercultural & relationship building competence

  • Strategic mind coupled with entrepreneurial speed, energy & decision guts

  • Ability to master new, unknown & complex topics with very fast turn-around

  • Open, honest & curious Changemaker mindset