Switzerland
Over twenty years. One recurring problem: how do you take an established brand or business and rewire it for the digital and AI era without breaking what makes it work today? I've done it from both sides of the table: ► The Commercial Tech & Digital Ecosystem Leader (Google): As a revenue-owning Director, helping the world's largest consumer brands grow commercially and stay culturally relevant. From creator-led brand building to data-driven commercial strategy and AI-powered precision marketing, scaling a portfolio 5× to >$1B. ► The Marketing, Commercial Growth & AI Executive (Bayer Consumer Health): Crossing to the other side, building the brand and commercial engine from the inside as Global SVP. Reaching #28 on the Global Effie Index (Best Marketing Effectiveness), scaling digital commerce 4× to ~$1B, and delivered ~$100M in incremental value through digital transformation and AI adoption at scale. My career bridges two eras: the classical discipline of building brands that last, owning P&L, and designing go-to-market models, alongside the tech velocity, digital-native agility, and AI scale that define the next commercial model. My energy is in the building: designing the strategy, translating bold ambition into a clear and executable path, and getting into markets to make it land. Four deliberate chapters, each compounding on the previous: ► P&G (Brand building and P&L rigour) ► BCG (Strategic architecture) ► Google (Commercial ownership and technology at scale) ► Bayer (Consumer marketing, digital commerce, and enterprise AI) A player-coach who measures success as much by the talent and capability built as by the growth delivered—building, in every role, an engine designed to outlast the mandate and compound the growth. Drawn to the intersection of consumer experience, commercial ambition, and AI, in businesses at a genuine inflection point.
Dual mandate: marketing & commercial growth (CMO line) and enterprise AI & digital transformation (CEO/ExCo line) — across a $6B business, 150+ brands, $700M+ media, 60+ markets. One integrated transformation: modernising the marketing and commercial engine, redesigning the digital go-to-market model, deploying AI at scale, and building the organisation to sustain it. ► Brand Building & Data-Driven Marketing: Rebuilt Bayer's marketing engine from campaign factory to consumer centric and data driven system — fusing brand craft, data, and AI into one integrated model. Reached #28 on the Global Effie Index — #1 Consumer Health globally, from outside the top 100. +9% awareness · +80% Consideration · ~2× Marketing ROI across 20+ markets. ► Digital Commerce & Full-Funnel Growth: Scaled digital commerce 4× to ~$1B. AI-powered retail media, performance marketing, and omni-channel activation unified into one architecture: ~20% sales lift · ~$100M incremental value. ► Enterprise AI transformation & Digital Health Innovation: Secured €100M Board investment and deployed Digital and AI innovation at scale. Predictive demand forecasting · AI media activation (+6% sales lift) · AI-powered sales engagement (+8% sales) · GenAI content supply chain (~25% cost reduction). Integrated digital health platforms — Digital Symptom Checker (7× conversion) · Virtual Skin Assistant (+200% DTC). $50M+ annual efficiency. ► Organisation Builder & Player-Coach: Built the Digital & AI CoE from scratch — upskilling 3,000+ professionals across 60+ markets and launching Bayer's first global Commercial & Digital talent exchange. Strategic partnership ecosystem (WPP, Google, Meta, Amazon, TikTok) recognised as best-in-class by the WFA (2023).
Business Angels Switzerland, BAS, is an association of private individuals willing to invest time and money in small, newly–founded companies with innovative projects. We help startups to realize their potential!
Revenue-owning Global Director and founding executive of Google's Global Client & Agency Solutions — direct quota accountability across AMS, EMEA, APAC. Promoted 3×. The brief: hold the commercial accountability of a P&L owner and the strategic depth of a business partner in the same seat — building Google's Consumer Goods business from a blank page. ► Commercial Architecture & Portfolio Growth: Grew the global CPG portfolio 5× from ~$200M to >$1B, securing >$500M in cumulative ARR. Pioneered the Global Joint Business Plan — now the industry standard for enterprise technology partnerships — helping the world's largest CPG companies redesign their commercial models for the data and AI era. ► C-Suite Partnership & Thought Leadership: Trusted commercial and strategic peer to the CMOs and CEOs of the world's largest consumer goods companies. Co-developed the BCG/Google Marketing Maturity Framework — the global C-suite standard for digital transformation and AI readiness. Recognised as digital category captain. ► Division Built from Zero · Player-Coach: Founding executive of a team that scaled from ~20 to >500 FTEs — vertical recognised as Google's best-performing. Multiple direct reports promoted to independently lead flagship global accounts.