Berlin, Berlin, Germany
I work as a creative strategist with a strong editorial sensibility, helping translate vision into practice in cultural and design-led contexts. I’m a collaborative, generalist thinker, comfortable starting with a blank canvas, assembling the right people, and guiding projects from idea to outcome through judgment, dialogue, and trust. My work spans culture, fashion, and creative businesses, with a focus on brand narrative, content, and long-term value. More recently, I have applied my editorial logic within a design-led fashion brand, working closely with the founder, designer, and cross-functional teams to shape direction, clarify priorities, and translate creative ambition into clear brand positioning and studio practice. Earlier in my career, my work centred on journalism and editing, particularly the development and management of corporate and brand-led magazines, where clarity, structure, and judgment were central. It is also informed by hands-on experience as a fashion brand founder and, earlier on, in menswear buying.
Shaping and evolving the brand’s narrative and positioning, translating the founder’s creative vision into coherent strategy, communication, and studio practice. Strategic partner to the founder and design team, editing priorities, clarifying direction, and ensuring consistency across brand touchpoints. Creating the organisational framework and ways of working that enable creative work to scale without losing integrity. Acting as a connective role across creative, brand, and organisational questions, balancing creative ambition with structure and clarity. This role combines brand and editorial strategy with broader operational and commercial responsibilities (COO; Director Marketing & eCommerce).
Worked as a fashion journalist and editor covering fashion, culture, and the business behind it, primarily for industry and trade publications. Reported from fashion weeks, produced designer and brand portraits, and wrote analytical features on manufacturers, production, and industry structures for German and international media. Publications include Textilrevue (NZZ), Interview (Germany), JNC, Sportswear International, WGSN, Berlin Fashion Week Magazine, and Absatzwirtschaft. Worked in German and English.
Brand communication across print and digital channels, from content creation to the conception and editorial management of entire publications. Led editorial projects from concept to delivery: defining narratives and structure, commissioning and editing contributors, and overseeing delivery across formats. Worked with corporate clients across lifestyle, technology, finance, and energy, translating complex brand messages into clear, culturally grounded content. This work marked a shift from journalistic and content-led editorial roles toward broader brand, studio, and organisational strategy. Clients included Deutsche Telekom, Procter & Gamble Prestige International, E.ON, Postbank, Mister Spex, Closed, Street One, and TEDx. Collaborated with agencies including Edenspiekermann, Dan Pearlman, Leo Burnett, Exozet, and Strichpunkt.
Founded and led an independent fashion label, shaping creative direction, brand narrative, and editorial expression from concept to market.
Early career role in menswear buying within the high-end and designer segment. Provided a foundational understanding of brand positioning, product curation, and the commercial context of fashion.