I’m a Brand Strategist & Client Spirit-Guide with a collaborative approach to bringing ideas to life.
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Welcome to my digital place! I’m thrilled you found me. You’re probably here to learn more about me, let me show you around.
If you wanna dive right into my work, click the button below. Otherwise, keep scrolling for more about me.
My Tool-Kit
In this section, you’ll learn about my areas of expertise and the approach I take.
Strategy.
The foundation of any great brand is strategy. My approach is to find the intersection of brand belief, consumer problem, and human truth. With a background in account management, I’m able to dive deep into client challenges and define what success truly looks like.
A strong insight, grounded in the audience’s psychographics, is essential to a great creative brief. To me, strategy isn’t about prescribing solutions, it’s about defining the sandbox. The right constraints give the creative team the space to play, explore, and push boundaries without losing sight of the larger business problem we’re solving. Strategy sets the stage for creative excellence.
Research. Insight. Creative framing. Tactical clarity. Measurable impact.
Accounts.
With experience on both the agency and in-house side, I’ve partnered with a range of brands to help them grow—and grow with them. As an account lead, I see my role as guiding both client and team, ideally evolving together. It’s about knowing when to push and when to protect, when to stretch the team toward growth and when to give them space to breathe.
My proudest moments? When a client gets promoted because of the work we’ve built together. That’s when I know the partnership is real.
True collaboration means active listening, not assumptions. It’s about identifying what clients actually need, not just what we think they do. It’s about tough conversations, wholehearted transparency, and finding glimmers of clarity through the dust. It’s about building a bank of goodwill, day by day. And above all, it’s about treating their business as if it were my own.
My values? Integrity. Healthy teams that create healthy work. Meaningful communication. And creative excellence that matters, internationally and intentionally.
Production.
It’s in my blood. I grew up in theatre and followed the thread of live storytelling all the way to my Master’s thesis on “Live-Streaming Live Events.” Since then, I’ve directed broadcast content for TEDxVancouver and TEDxToronto, and produced brand campaigns across TVC, OOH, social, and digital platforms.
In a world where everyone is fighting for people’s attention, breaking through means doing more than just repeating what worked before. Staying innovative and experimental isn’t a nice-to-have; it’s essential. It’s how we communicate with authenticity, stay relevant, and truly connect with audiences in a constantly shifting landscape.
New perspective is part of my story.
Me in a nutshell.
Born in Bremen, shaped by culture, and driven by purpose.
I’m the daughter of a ballet dancer and a Buddhist monk, so you could say I was raised to move with intention and think with depth. That mix of creativity and curiosity has guided me across countries, disciplines, and boardrooms, always with a clear through-line: meaningful work that connects people and moves ideas forward.
My academic path took me through media theory in Berlin, journalism and TV production in London, and strategic entrepreneurship at Goldsmiths. Later, I added Miami Ad School to the mix to sharpen my skills in cultural insight, audience behavior, and brand strategy. I genuinely love learning, it’s what keeps me energized. For me, growth is everything, personally, professionally, and creatively. It’s something I value deeply in the teams and brands I work with. If we’re not evolving, we’re not really living.
My journey took me to Canada, where I helped launch an international agency team and became TEDxVancouver’s first Live-Stream Lead, eventually joining the board as its youngest and only female member. I continued building communities through storytelling as Broadcast Director for TEDxToronto—working to amplify voices and ideas that often go unheard.
Since then, I’ve worked across agency and in-house roles, leading strategy and creative development for global brands. Whether at nimble shops or large networks, I’ve helped shape positioning, develop partnerships, and guide teams through complexity with clarity and heart.
Now based in Berlin, I lead the HP EMEA account as Business Director, overseeing integrated teams and strategic brand work across multiple markets. I’m passionate about building brands that stand for something, nurturing teams that thrive, and creating space for bold, relevant, and purposeful ideas.
Always curious, always evolving, and always up for meaningful work that makes a difference.