About me
Branding and product development are my true passions – particularly in the premium food sector. With over 16 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.
Over the past 16 years, I’ve learned that successful brands are more than just great products or sharp strategies – they are built on human connection. Giving a brand a soul and making it resonate with people on a deeper level is what truly sets it apart. Especially in times of AI, when many touchpoints risk becoming more transactional, this human element matters more than ever. It’s a belief that has shaped my work at mymuesli and one that will continue to guide me going forward.
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!