My achievements in short (extract)
Dolby Shines at IAA: Immersive in-car audio experiences and unique innovations
Dolby’s presence at the IAA was crafted to showcase its audio innovation and high-quality standards through a cohesive, immersive experience. A creative concept was developed, focusing on integrating Dolby’s technology into a memorable exhibition, with a captivating presentation area that highlighted Dolby’s latest advancements. The strategic choice of a city location outside the main venue boosted brand visibility, drawing in additional audiences. A dynamic program, including in-car audio experiences and VR elements, allowed visitors to engage with Dolby technology firsthand. The VR experience at Dolby’s IAA showcase offered visitors a unique, multisensory journey, immersing them in cutting-edge audio technology like never before. Detailed design and careful planning ensured a seamless and visually engaging booth, while precise coordination facilitated smooth setup and takedown. The event garnered significant attention and positive feedback, solidifying Dolby's reputation for excellence in audio innovation.
Teufel's Journey to Audio Excellence and Award-Winning Marketing
Lautsprecher Teufel is a German manufacturer of audio products such as speakers, headphones, HiFi, and home theater systems. The company aimed to establish itself as the leading audio brand in the DACH region while expanding into new markets, including the Nordics, Benelux, and the USA. With a focus on online sales and the creation of a luxury audio speaker range, Teufel emphasizes innovation and exclusivity. The primary marketing focus is on brand building and establishing a thought leadership position in the high-end audio sector, through online marketing, content creation, and impactful events. I led global communications agencies, spearheaded the development of successful online campaigns, and created engaging content across various channels. Additionally, I worked as interim marketing manager, contributing to the brand's success, culminating in the Gold Stevie Award 2016 for Marketing Campaign of the Year in the Consumer Electronics category with the campaign "When Customers Become Fans."
Urlaub XXL: Building a Trusted Brand for the Budget-Conscious Traveler
Urlaub XXL was created with the aim of providing affordable yet high-quality travel experiences. The brand's identity and design reflect trust, comfort, and excitement, with the "XXL" in the name symbolizing a wide range of travel options. The company developed a comprehensive travel portfolio including flights, accommodations, car rentals, and activities, ensuring high-quality standards through carefully chosen partners.
The marketing strategy focused on increasing brand awareness, customer acquisition, and loyalty, positioning the brand as a leader in the budget travel segment. A user-friendly website was built, with SEO optimization to boost visibility and attract organic traffic. Social media platforms like Facebook, Instagram, and Twitter were used to engage with customers and promote special offers. Content marketing through travel guides and tips inspired potential customers. Strategic partnerships with airlines, hotel chains, and local providers expanded their offerings and added value.
With a loyalty program and efficient customer service, Urlaub XXL quickly became a major player in the budget travel sector, continually adapting its strategy to meet changing customer needs and drive growth.
Babor's Digital Transformation: How Influencer Marketing Boosted Growth and Brand Reach
A comprehensive online marketing strategy was developed for Babor, focusing on modernizing the online store and optimizing SEO, SEA, retargeting, and other digital marketing tools. A key growth factor was influencer marketing, with Babor collaborating with 180 influencers, 50% of whom were long-term partners. Influencers were selected using analytical tools to assess brand fit, follower quality, and engagement, and were invited to Babor Institutes for treatments to build brand loyalty. Influencers signed semi-annual contracts and received four-figure payments per post. The campaign's success was measured through voucher codes and traffic data. As a result, Babor saw significant growth, with a threefold increase in customers aged 18-24 and a twofold increase in those aged 25-35. The influencer marketing strategy not only boosted brand awareness but also helped reach a younger audience, contributing to the brand's modernization and enhanced online presence. Babor, a family-owned company with 60 years of experience, is known for its high-end skincare products.
Driving Innovation and Brand Leadership: Transforming NETGEAR and Orbi into DACH's Tech Icons
NETGEAR Inc. is a leader in innovative networking products for both consumer and business applications, providing user-friendly solutions that enhance connectivity and optimize experiences. The company is listed on the NASDAQ stock exchange. I led the implementation of a comprehensive Thought Leadership strategy for NETGEAR in the DACH region, leveraging a digital-first approach that utilized LinkedIn for article distribution, a mix of owned, earned, and paid content, case studies, media interviews, and proactive speaking opportunities. The goal was to position NETGEAR as a prominent player in the dynamic tech landscape of the region.
For NETGEAR’s B2C brand, "Orbi," I integrated social media, PR, and influencer marketing to establish it as a technical lifestyle brand. The narrative combined technical innovation with lifestyle aesthetics, resonating across social media, while PR efforts positioned Orbi as more than just a router, highlighting its transformative impact. Influencers helped amplify reach and turn experiences into compelling endorsements, making Orbi a symbol of modern, connected living. My role involved developing and executing online, PR, and content strategies, creating engaging content across multiple platforms, and leading both internal teams and external partners to foster a collaborative, creative environment.
Aquabeads: Sparking Creativity and Fun for Kids – A Strategic Launch in the DACH Market
The Aquabeads project aims to successfully introduce and sustainably position the brand in the DACH region. Aquabeads are craft beads that stick together simply by being sprayed with water, offering a safe and creative way for kids to create without the need for heat or glue. Targeting children aged 4 to 10 and their families, Aquabeads focuses on creativity, safety, and educational benefits. The brand’s USP is its easy handling with water, without the need for heat or glue. The communication strategy includes colorful ads in children’s magazines, IN-stream formats on YouTube and TV, PR campaigns in parenting and DIY publications, and B2B outreach through the toy industry press. Social media campaigns on Instagram, Facebook, and YouTube, along with influencer collaborations and Google Ads, help increase brand awareness. At trade fairs, an engaging booth with live demonstrations and workshops showcases the product, while press releases and follow-up emails ensure continued interest from potential partners. Aquabeads product descriptions emphasize creativity, safety, and fun, building trust with consumers and setting the brand up for long-term success in the German market.
Empowering Global Brand Success in Beauty: Strategic Marketing Leadership with a Digital Edge
As Head of Marketing in the Health and Beauty Group, I was responsible for national and international marketing of the brand's beauty trade shows, focusing on attracting both exhibitors and visitors. I led a comprehensive internationalization strategy to strengthen the global position of flagship brands, particularly BEAUTY FORUM. This involved developing a robust brand management approach tailored to diverse cultural contexts in markets like Italy, Poland, France, China, Russia, and the UAE. I also crafted and implemented a high-impact social media strategy to expand digital reach, alongside designing a cutting-edge digital presence for BEAUTY FORUM.
Throughout my career progression, from Project Consultant to Head of Marketing, I championed digital innovations like print-at-home tickets and an effective online shop, enhancing user experience and event efficiency. Working with the Health and Beauty Group, part of the Cosmoprof Worldwide network, I contributed to establishing a reliable industry partnership with a far-reaching presence across 12 European countries.
Luxury in Motion: The Ultimate Lamborghini Driving Experience for A-List Clients
The Lamborghini Driving Experience Day delivered a truly exhilarating, luxury encounter, crafted meticulously for A-list clients and embodying the thrill and prestige of Lamborghini’s brand. With a concept that captured the brand’s iconic allure, the event was designed to be nothing short of unforgettable, showcasing the power and elegance of Lamborghini vehicles. A breathtaking, versatile location was carefully scouted to create a perfect setting for the experience, offering stunning scenery and adaptable conditions that matched Lamborghini's high standards. Guests enjoyed a seamless, immersive driving program with ample time to feel the rush of Lamborghini performance firsthand. Exclusive access to top models, expert guidance, and thoughtfully planned networking moments enriched the day’s activities, giving clients both the thrill and exclusivity expected from Lamborghini.The experience flowed into an elegant evening program, featuring a sophisticated dinner and entertainment that added a refined close to the action-packed day.
All planned within a budget of €300,000, this Lamborghini Driving Experience Day not only exceeded client expectations but also embodied the brand’s commitment to high-caliber experiences. The overwhelmingly positive feedback confirmed the event’s success in creating an unforgettable connection between Lamborghini and its elite guests.
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