About me
Branding and product development are my true passions – particularly in the premium food sector. With over 15 years of experience, I have built and shaped brands that consumers don’t just buy, but genuinely love. My expertise lies in blending strategic brand leadership with innovative product development, always with a focus on defining and leading the category in which a brand operates.
My journey began in 2010 at mymuesli, where I played a pivotal role in shaping the brand across various leadership positions:
- Marketing Manager (2010–2011): Gained early experience in strategic and operational marketing for an emerging D2C brand.
- Head of Stores (2012–2017): Led the expansion of our offline presence from the first store to nearly 50 locations across Germany, Austria, and Switzerland. Managed a team of up to 400 employees and developed a scalable store concept which also served as a crucial brand touchpoint.
- Senior Head of Brand & Products (2017–2022): Oversaw branding, product development, and category management, launching over 500 products, including new brands such as Tree of Tea (premium organic tea), Nilk (plant-based dairy alternatives) and Imagine (premium vegan chocolate).
- Director Brand & Products (2022–present): Responsible for overall brand strategy, large-scale rebranding initiatives (including mymuesli’s comprehensive 2023 rebrand), international brand campaigns, and high-profile partnerships with Disney, the German Football Association (DFB), Oatly, and Pantone.
Since 2022, I have also been working as a Brand & Product Consultant, advising startups on brand strategy, product innovation, and market entry.
I am driven by the challenge of building brands that do more than stand out – they shape the category they compete in. Whether through pioneering product development, strategic storytelling, or impactful brand partnerships, I believe that true brand success lies in creating real consumer relevance.
Curious to see how we could collaborate? Let’s talk!