How I work

Work references

I have worked for brands of all shapes and sizes. From fashion start-ups with 5 people to DAX companies. B2B and B2C. Highlights include campaigns for BMW Motorsport, corporate design for REWE Group and TÜV Süd as well as AI projects for Henkel, Bacardi, kleinanzeigen, HALEON and many more, which I was responsible for in my last role as “Director AI” at Mutabor.

Human

Despite all the talk of AI, people are still at the heart of every strategy. My approach combines systematic methodology with a genuine understanding of the target group.

Business orientation

Creative work should serve your business success. At the beginning, we define goals and success criteria so that the evaluation of measures is not based on gut feeling.

Actively advising

I work as an extension of your branding, marketing or sales department: proactive, solution-oriented and as a source of inspiration from the outside. I don’t wait for briefings, I like to help write them. Regular updates and agreements ensure that we make decisions quickly and in a spirit of partnership.

Lean, agile setup

I can’t do everything myself, but I put together the right team from my network of experts and service providers. In this way, I ensure that high quality is maintained with a lean and budget-friendly setup.

Technology-agnostic

We select tools based on their added value, not on hype. In the incredibly fast-moving world of AI, it makes sense to create modular systems and be open to innovations in order to avoid a so-called “technology lock-in”.