My passion for culture, strategy and technology comes from the same interest I have for the dramatic arts - based on empathy and curiosity for human needs and behaviour. My multicultural upbringing and background in drama help me switch perspectives when solving problems. I can think conceptually and see things that are not immediately visible. And while this is an intuitive approach, I also enjoy reading reading about advertising & marketing effectiveness, long-term brand building, and all things behavioural science.
Aldi, Danone, Hochland, Siemens, New Business.
Worked on two global brands, BBC Earth and Top Gear. Highlights: Gained insights into digital content creation and distribution. Worked on influencer and digital partnership projects, analysed community management and engagement practices of big brands and wrote briefs for the internal creative production team and an external consultancy.
Worked on Audi and Tesco. Highlights: Supported the Audi team on its Tottenham Partnership pitch involving a smart tech idea. Contributed with research about the market, strategic deductions and consulted the team on how to innovate the market with a distinctive approach. My work helped them make informed decisions and I received a LinkedIn recommendation for it.
Worked on Amstel, John Lewis, Mars Petcare, Android/Samsung and New Business. Highlights: Conducted a small qualitative study for Samsung/Android. I interviewed users who switched from Apple to Android devices and generated valuable insights around brand enthusiasm and the brand-consumer relationship difference between Apple and Android users. Analysed the market, competitors and trends and was responsible for preparing two chapters of a presentation for a repositioning workshop, which resulted in a new and distinctive premium positioning of the beer brand.
Worked on Vodafone, Opel, Danone, Henkel, Aldi, Intersnack, Zooplus and New Business. Highlights: Went through all the highways and byways of strategic planning, and got my hands dirty on various large projects by supporting strategists (from Junior to Managing Director) and on smaller ones by independently managing them on my own. Helped ALDI develop its chocolate, cheese and fish store brand portfolios. Analysed every own brand and product within the different categories, brought structure and clarity, and restructured the own brands and their products based on existing brand assets and competitor research (best practice).
Advertising. Graduated with Distinction. Worked for clients such as Advertising Week Europe, Museum of Brands London and SlaveFreeTrade on several live briefs. For my final major project, I've created a new workshop format, which employs practices from theatre and improvisation role-play. This helps advertisers to better understand personas, make a creative brief more engaging for creatives and spark creative ideas.
Communication. Erasmus year abroad during my Bachelor studies. • Corporate Communications • Communication Sociology • Cultural Studies • Theatre and Acting
Communications in Social and Economic Contexts. Graduated with 1st Class. For my final major project, I've helped the German cultural magazine MERKUR reach a younger audience. Facing the obstacles of digital transformation as a monthly cultural print magazine with lengthy articles, the task was to drive awareness and usage among a younger audience. Based on a qualitative research study that I’ve orchestrated together with my team, we executed a guerilla campaign that targeted young people in high-attention moments: we designed customised Merkur bookmarks with quotes from Merkur articles and hid them in library books written by the same authors (eg philosophers Adorno, Habermas). Also modernised the social media strategy and launched a new event series for young and old, which is now part of Merkur’s monthly culture.