Director Digital Unit in Zürich, Switzerland

I am a passionate and transformational leader with over 15 years of experience in digital innovation and human-centred design. I have extensive expertise in strategic frameworks, discovery and innovation processes, concept development, and delivering best-in-class digital products and services. I am skilled in facilitation, mentoring, and enabling high-performance teams while maintaining strong stakeholder relationships in complex environments.

Work Experience

2022 — Now
Wollerau, Switzerland

Leading Vorwerk's digital products and channels, driving growth and innovation. Empowered advisors, improved customer satisfaction, and achieved digital sales excellence. Successfully positioned e-business as a sustainable channel, facilitating the sale of over 100,000 Thermomix units through digital channels. Harmonised the experience across over ten web platforms and improved overall front-end quality. Implemented cost-saving measures, resulting in a significant reduction in spending while improving delivery speed and quality.

2022 — 2023
Wollerau, Switzerland

Globally accountable for Vorwerk's transactional websites, managing sales exceeding €100M. Successfully onboarded seven markets within nine months, enhancing collaboration and market satisfaction. Implemented a new demand and prioritisation process in six months, halving time-to-market efficiency and elevating quality standards.

2019 — 2022
Wollerau, Switzerland

Led Vorwerk's digital experience strategy, specialising in the Cookidoo ecosystem (web, app, device) and serving over 4 million subscribers. Achieved 100% user growth in one year, expanding from 1.5 million to 3 million subscribers. Grew the design team from two to six members and formed a global UX community of 25+ members. Implemented a comprehensive global design system and developed scalable, reusable design solutions. Strengthened UX research capabilities and enhanced customer validation processes.

2018 — 2019
Zürich, Switzerland

Established and led the digital product development department at NZZ, driving innovative products and services through user-centred methodologies. Successfully managed cross-functional teams, reducing feature development cycles from 9 to 3 months. Achievements include designing and implementing NZZ audio, the pioneering text-to-speech service; leading from business case validation to product launch; revolutionising NZZ group's digital product development approach; and developing the first intelligent news personalisation service for the Google Digital News Initiative. Redesigned and relaunched the ecosystem with a new business model and introduced company-wide OKRs for performance tracking.

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.