Experience — Then
Three holding groups, one AdTech company, two markets — and since 2025 an independent practice. Below is selected work and the path that connects it: facts from the record, not a résumé.
Chapter 01 · 2008–2015
Digital planning at Omnicom, integrated strategy at Publicis, and a digital media planning unit built from the start. Düsseldorf and Essen.
Executive Digital Planning
Planned and optimised digital campaigns and developed data-driven media concepts for performance. Responsible for campaign steering and continuous efficiency gains.
Mentored junior team members in digital media.
Group Head Planning & Strategy
Developed integrated media strategies and steered strategic planning and cross-channel campaigns. Worked with the clients at senior level on the development of their brand communication.
Led an eight-person account team.
Director Digital
Built a digital media planning unit for the client Constantin Film. Data-driven digital strategies and their execution — planning, steering and optimising the campaigns.
Led a team of three.
Chapter 02 · 2015–2020
The move to Zürich and to the largest accounts: national and international key clients, every relevant channel, budgets above CHF 30m.
Group Manager Communication Planning
Lead responsibility for national and international key accounts: Credit Suisse, PSA Groupe, adidas, Danone and Coca-Cola.
Cross-channel strategies along the customer journey — TV, digital, programmatic and out-of-home — and the steering of integrated campaign setups across all of them. Led and developed an eight-person cross-media account team, and contributed to the Digital Campus and DigiMix training and innovation initiatives.
Media budgets steered, including allocation, performance and audit.
Chapter 03 · 2020–2024
International accounts at Hearts & Science in Düsseldorf, then back to Zürich to lead ALDI Suisse and build a content hub at Wavemaker.
Account Lead
Strategic lead on international accounts including Delivery Hero / Foodpanda. Advising Sanofi, HUK24 and Johnson Fitness on data-driven marketing and growth strategy.
Cross-channel communication and media strategies along the customer journey. Steered interdisciplinary teams across media, creative and analytics, aligned with international stakeholders.
Campaign ROI, through optimised budget allocation and targeting.
Account Director & Director Content & Strategy
Lead responsibility for ALDI Suisse — a budget above CHF 15m — with commercial steering and strategic advice at C-level.
Re-planned the TV schedule — the allocation across channels and dayparts — and adapted the tactical out-of-home communication. Led the cross-functional team responsible for media strategy, investment allocation and audit across omnichannel campaigns.
Higher media performance than the previous year — on a reduced budget.
Director Content & Strategy
A new content and innovation hub for Wavemaker in Switzerland.
Built and scaled [m]Studio. Developed individual content and media strategies, and brought innovative ad formats and media cooperations to clients.
Chapter 04 · 2024
Crossing the table: strategy and sales for an AdTech company, after sixteen years on the agency side.
Director Strategy & Sales
Developing YOC’s strategic direction and growth approach for the Swiss AdTech market.
Built and led the local sales team, including hiring and setup. Developed strategic client and agency partnerships, working closely with the international teams and bringing AdTech and marketplace logic into integrated marketing and media strategies.
Chapter 05 · 2025 — now
GT Digital: advisory for companies and agencies — and a lab for what comes next.
Strategic advisory for media, growth and AI-enabled transformation
Advice on media, marketing and growth strategy for selected companies and agencies — with data-driven approaches and the use of AdTech, automation and AI in marketing.
Close collaboration with Tournesol.ai, a specialist AI and automation company, to derive relevant use cases and carry automation and AI approaches into marketing and business processes where they create efficiency and scale.
Index
Career experience at the agencies named — not represented as GT Digital client work.
Leadership
Contact
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