Zurich, Zurich, Switzerland
Most companies collect a lot of consumer data. Far fewer know what to do with it. I help marketing and insights teams close that gap, translating research into decisions that actually move the business forward and give marketing a seat at the table. My background is unusual for this field. I spent eight years as a behavioral scientist, studying how and why people make decisions. That foundation shapes everything I do: how I design research, how I interpret results, and how I challenge assumptions that the data doesn't support. For the past 3 years at YouGov, I've led 60+ end-to-end insight programs across FMCG, retail, mobility, and energy, covering brand health tracking, U&A studies, campaign effectiveness, and marketing ROI. I work with senior stakeholders making complex findings land clearly and quickly. The problems I'm best at solving: - Is our marketing actually working? I build frameworks that link campaign spend to brand equity and customer share, so the answer isn't a feeling, it's a number. - How do we make our campaigns stronger? I identify what drives creative performance, whether that's distinctiveness, emotional resonance, or branding, and give teams a clear brief for what to change. - Where should we focus first? I pinpoint the specific levers that will have the biggest impact on marketing performance right now, so teams aren't guessing at priorities. I'm based in Zurich and excited in connecting with teams and individuals who want consumer insights to drive strategy, not just report on it.
🔹 Designed and managed 60+ insight programs across FMCG, retail, logistics, mobility, and energy (brand research, campaign effectiveness, U&A, NPS/CSAT) 🔹 Built brand equity and campaign ROI frameworks linking marketing spend to customer share growth 🔹 Identified drivers of creative performance: distinctiveness, CEPs, branding, emotional resonance 🔹 Applied advanced methods including SEM, driver analysis, conjoint, and implicit association testing, A/B testing 🔹 Led multi-country programs across Europe, delivering market-specific strategies for international clients 🔹 Presented findings to senior executives and board members, ensuring insights were activated across functions 🔹 Built a consumer panel from zero to 2,000 members with a sustained 40%+ response rate
Oct/23-Mar/24 - LINK Marketing Services AG
🔹 Designed and executed experimental and survey-based research programs applying behavioral economics frameworks to understand decision-making drivers 🔹 Authored four peer-reviewed articles in leading Economics and Political Science journals 🔹 Presented findings to expert audiences at 20+ international conferences 🔹 Taught quantitative data analysis and experimental methods, achieving a student evaluation score of 3.6/4.0
Mannheimer Zentrum für Europäische Sozialforschung (MZES)
🔹 Designed and managed international mixed-methods research projects across Austria, Germany, China, and Japan 🔹 Published three peer-reviewed articles, three book chapters, and two policy reports 🔹 Awarded Best PhD Thesis Prize 2021 by the Austrian Political Science Association 🔹 Secured research grants from the Universities of Vienna and Cologne
I contributed to a chapter in the Austrian Family Report 2020 - Incentivising beyond family policy measures. IHS research project 19026-20 „6. Österreichischer Familienbericht - LOS 17 ‚Anreizsetzung über familienpolitische Maßnahmen hinaus‘“.