Description

I design and lead production of brand activations, events & trade shows, exhibitions & conferences, spatial storytelling and experiential marketing campaigns.

My work is always anchored in human experience while fused with the company's identity, strategy, and KPIs. That's how I turn my clients' activities into momentum, prosperity and organic growth, not just cool photos.

With over 10 years' experience in customer-facing roles in Marketing, Sales, CX, BD, Event Production across corporates and startups, I've found myself operating best between vision and execution, rescuing companies resources and protecting their identity against operational constraints to make them distinctive, and just hard to forget.

Typical work: Event Audit • End-to-End Guest Journey Design • Event Production Lead

My service portfolio is extensive, so let's start with your situation and take it from there!

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Event Project Management • Pop-ups • Run of Show • On-site Leadership • Experience Design • Live Communication • Customer Journey • Vendor Management • Project Management • Moderation • Vision Translation • Brand Strategy • Public Spaces • Product Demos • Workshops • Signature Formats • Engagements Concepts • Outreach Campaigns

Industry field of expertise

Languages

English
Native or bilingual
German
Conversational

Workplace preferences

Can work on-site

Berlin (up to 50km)

SAP SE,
Strategic Ecosystem Experience Designer & Engagement Lead / Innovation Portfolio Lead
TECH
May 2020 - April 2025 (4 years and 11 months)
Berlin, Germany
Designed and led ecosystem experiences and innovation projects that opened new partnerships, shaped SAP’s innovation portfolio, and drove brand perception.

Key responsibilities:

Designed and executed experience strategies to engage local and international ecosystems, fostering new partnerships and deals.
Managed a portfolio of cross-functional innovation projects from vision and prototyping to global go-to-market, helping make SAP’s product portfolio future-ready.
Led co-innovation projects with customers and partners, building joint innovation offerings and thought-leadership content.

Selected projects:

Designed the end-to-end experience map and journey “Hike Towards Intelligent Enterprise” for the SAP Zurich Experience Center (3-floor building) and trained a team of 30+ storytellers to deliver it.
Orchestrated 100+ high-stakes events and ecosystem touchpoints (including SAPPHIRE, WEF Davos, AsiaBerlin Summit, SAP NOW, hub.berlin), ensuring cohesive experience journeys across exhibitions, innovation workshops and campaigns.
Designed and led a first-of-its-kind open-air drive-in hybrid Zoom conference during Covid to launch a new SAP innovation program – replacing a standard Zoom call, boosting sign-ups, word-of-mouth and innovative brand perception.
Innovation Management Customer Experience Strategy Experience Staging Ecosystem Activation Strategy
Multireisen GmbH
Sales & Marketing Manager → Sales & Marketing Director
TRAVEL AND TOURISM
March 2017 - September 2019 (2 years and 6 months)
Berlin, Germany
Led Sales and Marketing to grow revenue, optimise funnels and strengthen brand presence across key trade shows.

Key responsibilities:
Progressed from Sales & Marketing Manager to Director, leading a team of 12+ Sales and Key Account Managers.
Drove marketing activities, product positioning, CRM optimisation and trade show presence to support growth and brand visibility.
Developed and implemented sales strategies, performance management and targeted trainings to increase revenue and expand partnerships.

Selected projects:
Managed end-to-end participation in major exhibitions such as ATM (Dubai) and ITB (Berlin): stand concept and visitor experience, campaigns and sales enablement – resulting in new high-quality leads and profitable partnerships.
Increased sales beyond forecasts through strategic optimisation of sales funnels and CRM, targeted advertising campaigns and the introduction of new closing techniques embedded in team training.
Customer Loyalty/ Retention Sales Strategy Marketing Strategy
TEDxBerlin
Experience Designer
CONSULTING AND AUDITS
April 2025 - May 2025 (1 month)
Berlin, Germany
TEDxBerlin – Experience Audit & Journey Redesign
Conducted a strategic experience audit of the full TEDxBerlin attendee journey, uncovering critical shortcomings and gaps that were preventing the event from fully supporting its strategic goals and desired impact.
Created an Experience Map that outlined the optimal end-to-end experience – from arrival to closing – with concrete recommendations to align content, flow and touchpoints with the event’s intended impact.
Redesigned the breaks by turning them into a discreet but curated networking and reflection experiences using structured interactions and conversation prompts instead of passive “free time”.
Equipped the TEDxBerlin team with a strategic, emotionally grounded blueprint they can reuse and refine for future editions to consistently deliver a more purposeful and memorable audience experience.
Emotional Intelligence Customer Journey User Experience Design Psychology in Business