Experience

n.y.n. | not yet normal
• Germany
• Advertising Services
• 1 - 100 Employee
• Freelance Business Strategist

  • Apr 2021 - Present


Miele

• Germany
• Manufacturing
• 700 & Above Employee

• Freelance Brand Strategy Director & Consultant

  • Jul 2021 - Present

  Consulting and Building the sustainability brand positioning of Miele and rolling it out within the organization across various touchpoints with a launch of the sustainability-focused IFA stand in 2022. Consulting and Building the sustainability brand positioning of Miele and rolling it out within the organization across various touchpoints with a launch of the sustainability-focused IFA stand in 2022.



OLIVER Agency

• United Kingdom
• Advertising Services
• 700 & Above Employee

• Freelance Strategy Director & Team Lead

  • Jan 2021 - Jul 2021

  Led the strategy and content management team across the world's largest drink company portfolio helping to make their signature brands more culturally relevant across all social touchpoints.

• Freelance Senior Brand Strategist

  • Sep 2020 - Dec 2020

  Working across the world's largest drink company portfolio on their premium and luxury brands and helping to make their signature brands more culturally relevant across all social touchpoints.



TrendWatching

• Netherlands
• Market Research
• 1 - 100 Employee

• Freelance UX Strategy Director & Marketing Team Lead

  • Jan 2020 - Apr 2020

  I got approached by Trendwatching about a brand repositioning in January 2020. We kicked off the project with a workshop and brand sprint week in London and agreed on a “building the plane while flying” approach in which we applied the idea of a new service brand positioning to several projects to reposition the brand in an active more consumer-focused way. My role was the creation of a holistic brand strategy and leading the marketing team with the implementation and execution of the strategy in several e-commerce projects. During this whole process, I managed my team (based in London & Hong Kong) remotely and virtually. Unfortunately, my project with Trendwatching was cut short due to Covid19 restructurings. Show less



Aruliden

• United States
• Design Services
• 1 - 100 Employee

• Freelance Cultural Researcher & Brand Strategist

  • Nov 2019 - Mar 2020

  Great branding requires thorough (cultural-) research and strategic thinking. During my time at Aruliden, I've worked independently and collaboratively on research and strategic projects. I firmly enjoyed pitching with the team and creating great brand strategies that elevated products to a new height. With my experience in Business Development, I also helped out with prospecting for new markets. Great branding requires thorough (cultural-) research and strategic thinking. During my time at Aruliden, I've worked independently and collaboratively on research and strategic projects. I firmly enjoyed pitching with the team and creating great brand strategies that elevated products to a new height. With my experience in Business Development, I also helped out with prospecting for new markets.



72andSunny

• Advertising Services
• 300 - 400 Employee

• Business Development Manager

  • May 2018 - May 2019

  Managing internal and external relationships within 72andSunny with a focus on positioning the agency as a creativity and diversity leader within the global advertisement ecosystem. - Managing all new relationships - Creator of the first Business Development Newsletter at 72- Research and Strategy- Running Pitches - Representing 72andSunny at conferences- Strategic positioning of the 72andSunny brand in the industry context- Production of Internal Case Study Films - Prospecting - Project Management - Process Building - Administrative Task Show less

• Cultural Researcher & Strategist

  • Sep 2017 - May 2018

  Cultural and competitive analysis of the state of consulting and advertisement in the German market and development of strategic ideas. - Qualitative and Quantitative Research - Market Analysis - Strategic Development



Freelance

• Egypt
• Human Resources
• 1 - 100 Employee

• Millennial & Future of Work Consultant

  • Mar 2013 - May 2018

  In 2012 I wrote my Bachelor thesis about the Millennial Generation under the supervision of sociologist Dirk Baecker at Zeppelin University. The main focus of my thesis was the analysis of a potential generational habitus and the implications of such a habitus for Millennial talent management and organizational cultures. Based on the thesis I began consulting companies like Vitra, Bayer, Volksbank and many more about the future of work, intergenerational change management, and employer branding from a Millennial perspective. I've assisted companies in defining new working environments, understanding the importance of building collaborative workspaces and creating cultures that help to unlock their employees full potential. March 2018 I finished my Master Thesis in Anthropology at Humboldt University Berlin with the title "Metamorphosis of Work - Community Management in Coworking Spaces" in which I've analyzed and mapped out what classic organizations can learn from the management of such collaborative spaces. Show less



Intro Music Magazine

• Music Journalist

  • Jan 2016 - Apr 2018

  Interviewing bands like Bastille, Ry X, Metronomy, Sylvan Esso, Flaming Lips and many more... and writing articles for Germany's biggest independent music magazine. Unfortunately after 27 years Intro closed its doors (pages) in 2018. Interviewing bands like Bastille, Ry X, Metronomy, Sylvan Esso, Flaming Lips and many more... and writing articles for Germany's biggest independent music magazine. Unfortunately after 27 years Intro closed its doors (pages) in 2018.



Mit Vergnügen

• Germany
• Media Production
• 1 - 100 Employee

• Pop Culture Journalist

  • Aug 2014 - Dec 2017

  Writing articles thought pieces and paid content advertorials to position Mit Vergnuegen as the most regarded hip and local magazine in Berlin. - Articles about life in Berlin - Berlinale film festival coverage - Berlin food scene articles - Opinion pieces about pop culture Writing articles thought pieces and paid content advertorials to position Mit Vergnuegen as the most regarded hip and local magazine in Berlin. - Articles about life in Berlin - Berlinale film festival coverage - Berlin food scene articles - Opinion pieces about pop culture



unu GmbH

• Brand Strategist & Copywriter

  • Sep 2016 - Jun 2017

  At unu motors, I started as a freelancer but liked the electric scooters and company atmosphere so much that I became part of the team as a copywriter. During my time I was responsible for the German and Englisch copy and content for the Website, Instagram, Facebook, and Newsletters. As a member of the marketing team, I was also involved in brand strategic decisions and campaign building. I also worked on the set up of the unu motors blog in Englisch and German, writing content plans and supervising content written by other people. - Copywriting for all social media channels - Newsletter Marketing (Strategy + Execution) - Content strategy development - Presentation building for conferences - Opinion pieces on electric mobility - PR strategy consulting - Creative and strategic campaign development Show less



Horizn Studios

• Germany
• Technology, Information and Internet
• 1 - 100 Employee

• Freelance Brand Strategist and Copywriter

  • 2015 - 2015

  I worked for the Berlin luggage and travel company Horizn on redefining the brand language, writing product descriptions and the development of a whole content plan for the travel guide of the section. The goal was to keep the language clean and classy while still adding an adventurous note for the cosmopolitan traveler. In the daily business I texted Newsletters, Instagram captions and Facebook posts. I worked for the Berlin luggage and travel company Horizn on redefining the brand language, writing product descriptions and the development of a whole content plan for the travel guide of the section. The goal was to keep the language clean and classy while still adding an adventurous note for the cosmopolitan traveler. In the daily business I texted Newsletters, Instagram captions and Facebook posts.



Crispy Content

• Freelance Copywriter

  • Nov 2013 - Aug 2014

  - Writing paid content articles for MTV and RedBull - Writing paid content articles for MTV and RedBull



Startup Guide

• IT Services and IT Consulting

• Creative Copywriter

  • 2014 - 2014

  As a creative copywriter, I've defined the brand tonality of the first edition of the startup guide Berlin setting the foundation for the global-spanning series of guides. As a creative copywriter, I've defined the brand tonality of the first edition of the startup guide Berlin setting the foundation for the global-spanning series of guides.



Musikexpress

• Germany
• 1 - 100 Employee

• Music Journalist

  • Jan 2013 - Sep 2013

  Musikexpress (owned by Axel Springer) is the second largest music magazine in Germany. As a music journalist, I was responsible for daily news coverage for the Rolling Stone Website and writing longer editorial pieces. The job also included festival reporting and video production, editing supervision and creative positioning of the Rolling Stone Brand in the context of the produced content. - Responsibility for daily online coverage - Festival coverage for (Hurricane, Rock im Park, Melt! Appletree Garden, Haldern) - Video Interviews with bands like HAIM, Bastille, Bear's Den and many more Show less



Kulturradio WDR3

• Editorial Internship Culture Desk

  • Jul 2012 - Sep 2012

  As an intern in the culture department, I learned how to produce long-form features as well as working on news and articles for the website gaining a broad knowledge about the production of a cohesive daily program in one of the biggest public radio stations in Germany. - Research - Creating creative strategic outlines for features - Editing in Adobe Audition - Participation in daily conferences - Pre-Production of Content elements As an intern in the culture department, I learned how to produce long-form features as well as working on news and articles for the website gaining a broad knowledge about the production of a cohesive daily program in one of the biggest public radio stations in Germany. - Research - Creating creative strategic outlines for features - Editing in Adobe Audition - Participation in daily conferences - Pre-Production of Content elements



Welle20

• Online Media

• Radio Show Host & Music Journalist

  • Sep 2010 - Aug 2012

  Welle20 is the student radio station of Zeppelin University. I've hosted the Tuesday night show with a focus on music journalisms and pop cultural trends. Part of this job was the production of content pieces to advertise the college radion within the university. - Tuesday nights - Pop culture and music-focused - live on air interviews - playlist curation Welle20 is the student radio station of Zeppelin University. I've hosted the Tuesday night show with a focus on music journalisms and pop cultural trends. Part of this job was the production of content pieces to advertise the college radion within the university. - Tuesday nights - Pop culture and music-focused - live on air interviews - playlist curation



East Village Radio

• United States
• Musicians
• 1 - 100 Employee

• Internship Music Journalism

  • Jun 2011 - Sep 2011

  Learning the ways of radio production in New York and covering music events in the city. Learning the ways of radio production in New York and covering music events in the city.



WAZ Media Group

• Freelance Editor for Westfälische Rundschau Hagen

  • Mar 2006 - Jul 2009

  I've started my journalistic career as a local journalist at the Westfälische Rundschau Newspaper working after school. I've quickly advanced to focus on cultural content covering concerts, movies, and events in the city learning about the daily life of local journalism and the importance of producing high-quality content for the community. I've started my journalistic career as a local journalist at the Westfälische Rundschau Newspaper working after school. I've quickly advanced to focus on cultural content covering concerts, movies, and events in the city learning about the daily life of local journalism and the importance of producing high-quality content for the community.