Director Digital Unit in Zürich, Switzerland

A passionate and transformational leader with over 15 years of industry experience in digital, innovation and human-centred design. Extensive knowledge of strategic frameworks, discovery and innovation processes, concept development and a proven track record of delivering best-in-class digital products and services.

Deep experience in facilitation, mentoring, group dynamics, enabling high-performance teams and achieving long-term positive relationships with all critical stakeholders in highly complex, uncertain and volatile environments.

Work Experience

2022 — Now
Wollerau, Switzerland

Leading strategic and operational management of digital products and channels, driving growth, innovation, and collaboration with market, sales, experience design, and operations teams. Focused on enabling advisors, delighting customers, and achieving digital sales excellence.

2022 — 2023
Wollerau, Switzerland

Globally accountable for all transactional Vorwerk websites, overseeing a sales volume exceeding 100 million EUR and developing a sustainable and scalable Omnichannel setup to complement existing sales and direct channels, ensuring synergy rather than cannibalisation.

2019 — 2022
Wollerau, Switzerland

Managing Vorwerk's digital experience across customer touchpoints, particularly emphasising the Cookidoo digital ecosystem (Web, App, Device) with a subscriber base of over 4 million. Developing scalable, reusable, and shareable design solutions for diverse products and markets.

2018 — 2019
Zürich, Switzerland

Founded and led the digital product development department, spearheading the conception and realisation of innovative products and services using user-centred methods. Successfully managed multiple cross-functional teams.

2014 — 2017
Zürich, Switzerland

Managed the mobile app portfolio for the Neue Zürcher Zeitung and directed the redesign of

2010 — 2011
2008 — 2010
2007 — 2008
2005 — 2006
2003 — 2005
Niederwangen, Switzerland
2002 — 2003
2001 — 2002
Bümpliz, Switzerland


2017 — 2019
2008 — 2010
Swiss Federal Certificate in Communication Planning at SAWI
Bern, Switzerland
2006 — 2008
Bachelor of Science in Business Information Systems at Berner Fachhochschule
Bern, Switzerland
2003 — 2004
Higher Education in Business and Administration at FEUSI
Bern, Switzerland


Certified SAFe® 5 Agilist from Scaled Agile, Inc.
Scrum Product Owner from aragost ag


Challenges & applications of mobile technologies at University of St. Gallen
St. Gallen, Switzerland
Fachevent #1 mTrends at smama
Zürich, Switzerland


iF Design Award for Cookidoo® Created Recipes - provided by Thermomix® from iF Design
UX Design Award Public Choice for Cookidoo®: Created Recipes from IDZ International Design Center Berlin
Red Dot Design Award for Cookidoo® Created Recipes - provided by Thermomix® from Red Dot Design Award
Best of Swiss Apps Award Silver in Design from Best of Swiss Web
Best of Swiss Apps Award Bronze in User Experience from Best of Swiss Web
Edi.11 Gold from Swissfilm Association


2010 — 2012
2005 — 2010

Side Projects


For 2023 I decided to further work on my feedback and reflection skills. This will also mean spending more time working with my teams at Vorwerk and supporting, mentoring and role-modelling how a healthy feedback culture should look like. I reworked the training material that served me well in the last few years and decided to open-source it.


TeamKit provides a practical solution for teams everywhere to work towards improving team culture and experience. It is a self-facilitated team formation process which encourages teams to use the right tools or methods during team formation. TeamKit enhances effectiveness by focusing on “how“ teams come together and define their journey ahead. Importantly, TeamKit does not require any prior knowledge of team formation.


A simple but essential core set of rules to guide us towards better solutions.