From positioning and websites to team effectiveness and commercial alignment, I help organizations move forward when growth becomes complex.
I’ve spent 15+ years leading marketing teams across Switzerland and Romania, building functions from the ground up, navigating rebrands and organizational change, and helping teams work more effectively as businesses grow.
My approach sits at the intersection of strategy and business understanding, evidence and creativity. I rely on data to understand what’s really happening, customer insight to keep the work grounded, and clear positioning to focus the decisions a business makes.
I’m drawn to ambiguous problems, the ones where the answer is rarely another campaign and usually a sharper question. My first instinct is to understand what’s actually going on before proposing a solution: who the work is for, what decision it needs to support, and what is preventing progress today.
"Everything counts and everything is marketing."
Every interaction shapes a brand. How a company communicates, makes decisions, treats its employees, serves its customers and shows up in the world all contribute to how it is perceived. Marketing is not a department, it is the cumulative experience people have with an organization.
Important decisions should be guided by data, not opinions. Data helps us understand customer behavior, challenge assumptions and focus on what creates value. The best marketing combines human insight, creativity and evidence to build trust and drive growth.
Each case study describes the business context, the challenge, how I worked through it and what changed as a result. Click any card to read the full story.
A complete view of roles, responsibilities and achievements, so you do not need a separate CV to understand the background.
Led digital marketing for a multi-country relocation services group through a corporate rebrand and acquisition. Scope across positioning, website, SEO, measurement and the relationship between marketing and sales.
Built the marketing function from zero at a custom software company. Owned positioning, content, employer brand, events and lead generation.
Marketing operations, research and analyst support for global B2B clients. Early exposure to structured marketing operations at scale, working across markets and time zones.
Early-stage startup environment. Built community, content and partnerships while learning what it takes to validate and grow a young product.
First professional role. Marketing, communications and operational support in a real-estate services business. Foundation for an operator's mindset, working close to processes, clients and day-to-day delivery.
A few of the experiences outside formal marketing roles that shaped how I think, how I lead, and how I work with people.
Leading volunteers taught me how to build commitment without authority.
The hardest part is rarely building the solution. It's understanding the problem worth solving.
Different perspectives often lead to better ideas, better decisions, and stronger teams.
I use AI as a tool to learn faster, work more efficiently, and test ideas more quickly.
I'm particularly interested in how AI can improve customer experience, decision-making, and marketing operations.
If any of these projects resonate with the challenges you're solving, I'd be happy to continue the conversation.