Basel Metropolitan Area
International brand, communications, and creative leader shaping global narratives in high-visibility environments. I create ecosystems that connect business priorities with clear, compelling storytelling, strengthening reputation, supporting growth, and aligning stakeholders across regions. I build and lead high-performing international teams, translating executive vision into impactful communication and projects across all audiences. I partner with senior leadership to drive alignment and sharpen organizational direction. Multilingual and culturally fluent, I ensure messaging is consistent and effective across global markets. I combine strategic thinking with hands-on execution to deliver measurable impact on perception, engagement, and value.
21 Words is a strategic brand, marketing and communications studio helping companies shape narrative, strengthen positioning, and bring ideas to market across content, campaigns and experiences. Current work includes strategic advisory and project-based support across brand development, communications, creative direction and international marketing. Recent engagements include: - European marketing support for Global Aviator Corp (San Diego, USA) across regional marketing initiatives, communications and brand development. - Brand and content strategy for clients across lifestyle, aviation, travel and sport - Creative and marketing advisory spanning positioning, storytelling, digital presence and campaign development I work closely with founders, leadership teams and international brands to connect strategy, creative execution and commercial relevance. 21-words.com
- Lead global Brand & Creative for a $1.5B+ brand, setting narrative, visual system, and campaign roadmap across regions and channels. - Orchestrate integrated launches (paid/owned/earned/retail), aligning HQ creative with local market realities; drive consistent assets, toolkits, and implementation support. - Manage a multi-agency model (creative, experiential, communications, media, ...); reallocate scope to the best-performing partners. - Lead global activation calendar and hero moments, ensuring retail, communications, and digital strands ladder into one cohesive story. - Lead and coach a high-performance team of eight(creative, brand, content), instilling velocity without trading off craft.
- Led the global brand campaign strategy across multiple markets, uniting advertising, digital, PR, and experiential channels under one platform. - Drove +22% avg year-over-year brand growth through integrated storytelling and data-led campaign planning. - Managed a €15M+ annual brand budget, optimizing allocation across TV, digital, influencers, sponsorships, and content to maximize ROI. - Launched the company’s first multi-market brand campaign, generating over 40M impressions and a measurable uplift in awareness and engagement. - Coordinated a network of agency partners and a team of in-house specialists to deliver campaign assets, social activations, and media planning. - Defined brand tone, look & feel, and messaging frameworks, repositioning Gaming1 from a tech operator to an entertainment lifestyle brand. - Reported directly to executive leadership, presenting monthly and quarterly results and optimization plans to CMO and CEO.
Side Business: Communications & translation agency for the Action Sports & Lifestyle industries. - Founded and managed a specialized communication and translation studio serving global lifestyle, and specialized sports brands. - Delivered marketing and communication strategies, copywriting, tone-of-voice adaptation, and localization for campaigns, websites, press releases, and product storytelling. - Partnered with brands including The North Face, New Balance, Red Bull, Canal+, Vans, Quiksilver, Stance, Arc’teryx, O’Neill, and more ... - Oversaw a network of freelance translators, communication specialists, and creatives to ensure consistent brand language across markets. - Built long-term B2B relationships by combining cultural insight with brand and industry fluency.
- Directed global communications and strategy across 40+ markets. - Oversaw 10+ global agencies (communications, creative, media, and experiential) ensuring consistent storytelling from HQ to local activations. - Managed global product launches, collaborations, and PR campaigns (Raf Simons, Maison Margiela, Vivienne Westwood, and many more...) driving double-digit brand growth. - Managed Corporate Crisis Communications - Produced flagship events and pop-ups amplifying the “Built to Resist” narrative - Developed a central content hub, reducing duplication and time-to-market by 30%. - Led storytelling initiatives around inclusion and sustainability, enhancing relevance among Gen Z and creative communities. - Partnered closely with merchandising, design, and retail teams to ensure seamless integration of brand storytelling across touchpoints. - Reported to the Global Marketing Director; presented comms, collaboration, and event performance and brand KPIs to VF EMEA leadership quarterly.
- Supported the roll-out of global communication plans - Coordinated multi-channel campaigns combining PR, digital, and retail, to drive awareness and conversion. - Built and supported local brand teams in key markets (US, UK, France, Germany, Spain, Benelux, emerging markets), implementing toolkits and brand training. - Led Corporate & Crisis Communications for the Brand - Co-led collaborations with fashion and music partners, - Delivered campaign performance reports to global stakeholders, helping shape future campaign direction and investment priorities.