Brand strategist · Speaker · Co-Founder
Twelve years of brand work on both sides of the table. Client side and agency, from strategy to execution. Seven years from marketing assistant to Chief Client Officer across Berlin and Amsterdam. Today Co-Founder of Alchemy.
- NETFLIX
- AMAZON MUSIC
- COCA-COLA
- META
- EDEKA
- CAMPARI
- AMAZON PRIME VIDEO
- DISNEY
- AUDIBLE
- SPOTIFY
- KLARNA
- BUMBLE
- GEROLSTEINER
- ESSENCE
- SNIPES
I NEGOTIATE FOR BRANDS WHAT THEY CAN'T BUY. AND I KNOW WHAT IT COSTS.
In short
Why would anyone outside marketing talk about your brand?
The answer is rarely in the brief. It's in what a brand has to offer beyond money, and in how early it's willing to negotiate about it.
That holds for Netflix, Coca-Cola, Amazon Music and Deichmann on seven-figure annual budgets just as much as for a pitch. Anyone who can't answer the question wins only on price.
For anything to come of it, an idea isn't enough. It takes someone who leads the teams through delivery, gets brand, agency and production on the same page, and stands behind the numbers at the end. Not just that it turns out well. Also that it adds up.
A selection:
2016
Frangelico — one night, four clubs that normally compete for the same crowd, one ticket.
With Haftbefehl and Xatar, among others.
2017
Skyy Vodka “DIVERSITY” — Vitali Gelwich got full control and shot his own network.
Not a casting. A guest list.
2017
Conrad Electronic x Massiv — a Christmas ad that takes Christmas advertising apart.
Just under five million views.
2018
Coca-Cola “Carbonate” — two years of club touring with Skepta, A$AP Rocky and Apache 207, among others.
The clubs got the award, not the artists.
2020
Edeka — “Eh Dikka” with Luciano.
The rapper turns down the ad deal. In the ad.
2020/21
Amazon Prime Video Concerts — concerts when there were none.
Two seasons, six editions, with Bausa, Loredana, Katja Krasavice, Clueso x Bozza and RIN, among others.
2022
Bumble and Meta Quest — a creator programme instead of a campaign.
Briefed quarterly, run over years.
2024
Meta Quest — artist campaign with Cro and his band.
Not a shoot day. A tour.
2025
Deichmann — Valentine’s campaign with Harald Glööckler.
He plays himself. Or rather, the meme.
2026
ROLLER — “Die Aufmöbler” with Parshad Esmaeili.
Not a campaign. A series.
2026
essence — Team Jelly vs. Team Bouncy. Two products. One battle of camps.
The community fought it. By choice.
Four sentences that decide, for me, whether something holds. Not just whether it works. Whether it can be repeated. I learned them where deals are negotiated, teams are led and numbers are settled. In projects that worked, and in projects that didn't.
- 01
Relevance isn't ownership, it's a tenancy
Access is granted, not bought. And the landlord picks who moves in.
- 02
The idea is negotiable, the contract isn't
What you don't settle at the start, you can't fix later.
- 03
What doesn't add up doesn't happen twice
A second budget only goes to what returned something the first time.
- 04
Responsibility can't be delegated
Teams know immediately whether someone takes the hit or passes it on. The difference shows up in the result.
Office hours
Keynotes, panels, moderation, in-house formats and workshops. German and English. Most recently on two DMEXCO 2025 stages and as a speaker for OMR Education.
For advisory enquiries, speaking, panels, workshops and expert calls. And for brands that want more than a conversation: Alchemy.
