Strategic leader with 15+ years of experience driving growth and delivering value in industry-leading companies. Expert in blending digital innovation with traditional business models to achieve sustainable impact. Solid reputation in leading multinational teams, developing business strategies, and managing stakeholder relationships. Proven ability to distil complexity, leverage constraints, and deliver high-impact results in fast-paced environments.
Work Experience
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Led Vorwerk’s digital strategy, driving annual revenue growth into the nine-figure range, with substantial contributions from digital leads.
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Oversaw a budget exceeding EUR 15M, achieving cost efficiencies while maintaining high-quality standards.
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Facilitated six-figure sales of Thermomix units through optimised online channels.
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Supported M&A and market expansion, integrating business units using the global design system.
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Directed e-commerce strategy for Vorwerk’s transactional websites, overseeing sales of EUR 100M+.
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Resolved initial resistance and established effective collaboration across seven markets.
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Implemented a demand and prioritisation process, reducing time-to-market by 50%.
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Directed the digital experience strategy for the Cookidoo ecosystem.
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Doubled the Cookidoo user base from 1.5M to 3M subscribers.
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Expanded the design team from 2 to 6 FTEs.
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Built a global UX community of 25+ members.
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Developed and implemented a global design system, enhancing quality and reducing costs.
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Led the team to win several awards for Thermomix-created recipes (Red Dot Design Award, iF Design Award, UX Design Award Public Choice).
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Founded and led NZZ’s digital product development.
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Managed the market.ch project from inception to completion, overseeing strategic development, pricing, branding, and design.
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Developed an intelligent news personalisation service for Google’s Digital News Initiative.
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Managed the native app portfolio for NZZ, leading strategy, design, and execution.
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Directed the redesign of NZZ.ch, introducing a digital-only subscription model.
Education
Certifications
Speaking
Awards
Volunteering
Projects
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.