Germany
I build Scalable Social Infrastructure for global FMCG portfolios, installing AI-augmented, dual-track systems that turn platform-native friction into high-ROI performance. The Challenge & Solution I bridge the 'Social Content Gap' through my proprietary Short-Form Scaling Framework, architecting content for Social SEO where Gen Z and Gen Alpha now search: in-platform search bars, not Google. As a dual-track strategist and onsite creator, I ensure every post provides 'Proof of Humanity', the quality signal that beats AI slop. What I Install - Content Systems: Creator-led slates optimized for Social SEO, AEO, and Contextual Discoverability - Talent Governance: Capture-to-deployment frameworks preserving "Proof of Humanity" through advanced community governance - Approval Workflows: AI-augmented processes (Content Center) eliminating administrative friction Performance Loops: Intent-led benchmarking treating social as a first-party data research engine for frictionless commerce - SEO-Driven Workflows: Keyword research and in-platform search optimization integrated into production engines to maximize organic visibility without ad spend dependency My Approach Proven in previous work experiences (Mars, DAZN), I install my Short-Form Scaling Framework: AI-augmented systems shifting brands from broadcasters to creators. This infrastructure merges global equity with Social SEO, ensuring performance through intent-led discovery rather than paid distribution. Track Record - Mars Inc. (Germany): Portfolio-wide systems for Twix, M&Ms, EXTRA, AIRWAVES delivering +42% growth in high-intent signals and retention benchmarks above platform averages - Más+ by Messi (Mark Anthony Brands): Real-time infrastructure achieving 500M+ views and $1.49M EMV through search-optimized storytelling - Global Reach: High-growth systems for DAZN and NBA navigating talent governance across international markets How I Work As Global Social Strategy Lead, I embed into Brand, CMI, or Media teams installing AI-augmented, dual-track systems that eliminate friction while preserving "Proof of Humanity" signals required for audience trust. I transition brands to first-party data strategies, turning social from broadcast channel into search-driven research engine. I work alongside your existing agency and internal teams, building infrastructure that enables faster execution while maintaining brand safety and compliance. German and UK market specialist with global experience, navigating cross-border marketing complexity, legal frameworks, and procurement-ready consulting.
• Architected and installed a proprietary Short-Form Scaling Framework for the Mars FMCG portfolio (Twix, EXTRA, AIRWAVES), transitioning legacy reactive broadcasting into a system of Social SEO and intent-led contextual discoverability. • Spearheaded a dual-track strategist/creator narrative for the EXTRA Refreshers #Kautopia festival tour, engineering an onsite infrastructure that prioritized "Proof of Humanity" signals to achieve high-retention benchmarks significantly above platform averages. • Orchestrated the contextual discoverability engine for the "Ride the Airwaves" OOH activation, integrating creator-led assets and real-time storytelling hooks that converted physical logistics into frictionless conversion signals (saves and shares). • Implemented AI-augmented "weekly format slates" and creative pattern analytics, scaling organic Share of Voice (SoV) and Advanced Community Governance by optimizing for micro-behaviors such as hover-time and rewatches.
• Installed AI-augmented social infrastructure for premium wine positioning, utilizing the Short-Form Scaling Framework to bridge legacy luxury brand equity with Social SEO and Contextual Discoverability across Instagram and TikTok. • Architected AEO-optimized (Answer Engine Optimization) slates and guidelines to ensure narrative depth, leveraging creative pattern analytics to maintain luxury positioning across distributed global teams. • Established intent-led narrative structures that translated lifestyle moments into high-ROI short-form assets, utilizing AI-augmented approval workflows to eliminate administrative friction in multi-stakeholder luxury environments. • Engineered brand governance guardrails for localized execution without sacrificing premium standards, treating luxury content as a structural research engine to drive "Proof of Humanity" signals in an automated market.
* Led cross-agency social campaign operations for Mars Wrigley EXTRA across pre-live, livestream, and post-live phases—owning end-to-end execution from talent comms to final approvals, deliverables, and reporting. * Orchestrated multi-stakeholder alignment (client, production, media, platform partners, and creator managements), ensuring brand-safety, legal compliance, and on-time delivery under live-production constraints. * Owned influencer contracting + procurement workflow (scope confirmations, POs/vendor setup, contract updates, buyouts/exclusivity terms, invoicing coordination), reducing friction and keeping delivery on track despite late-stage changes. * Built rapid approval infrastructure for scripts, captions, and story briefs—centralizing feedback loops and translating client input into creator-ready execution guidance. * Managed TikTok livestream mechanics + risk mitigation (remote guest set-up, restream/mirroring approvals, tech rehearsals), documenting decisions and maintaining an evidence chain for scope protection. * Delivered performance reporting + learnings (paid vs. organic separation constraints, creator KPI consolidation, insights collection), turning campaign outputs into actionable recommendations for future phases. * Supported award/case-study readiness by coordinating usage rights and negotiating talent permissions/costs for external submissions and highlight assets.
• Led the real-time social infrastructure for the global launch in Miami, installing a proprietary Short-Form Scaling Framework that turned tent-pole moments into in-culture, search-optimized assets. Engineered a system that generated 500M+ impressions and $1.49M EMV by aligning creative signals with intent-led discovery rather than traditional interest-based targeting. • Architected capture-to-deployment frameworks for high-stakes talent, acting as a dual-track strategist and onsite creator to minimize the lag between cultural events and content delivery. Prioritized "Proof of Humanity" signals (authenticity and micro-imperfections) to ensure brand content outperformed synthetic "AI slop" and built genuine audience trust. • Developed the "Ankara Messi" narrative and repeatable format slates by leveraging Social SEO and Answer Engine Optimization (AEO) techniques. Utilized creative pattern analytics to optimize pacing and hooks, resulting in a 7%+ engagement rate and viral resonance across search-first platforms like TikTok and Instagram. • Designed AI-augmented approval workflows and a centralized Content Center to eliminate version chaos and reduce approval latency across global stakeholder groups. Managed Advanced Community Governance to facilitate dialogue-driven engagement, turning the comments section into a high-intent revenue and research engine.
• Provided narrative strategy for a 90-second company video aligning brand philosophy with internal and social distribution requirements.