Berlin, Berlin, Germany
I’m Petra, a community builder and engagement strategist with 7+ years of experience helping organizations build and grow engaged, loyal communities. I believe communities thrive when treated as relationships, not channels: based on trust, designed for belonging, and built to create lasting value. My work focuses on designing community strategies that prioritize engagement, retention, and sustainable growth. Whether you're launching a new community or improving an existing one, I make sure the strategy aligns with business goals and creates value for your members. My approach combines strategic thinking and empathy: understanding what people need, creating spaces where they feel they belong, and continuously improving the experience based on feedback and behavior. While I’m not available for new projects, I’m always open to connecting and exchanging ideas about community building.
In my most recent role as a Community Lead (Contractor) for a project in Web3 industry, my responsibilities included: • Community Management: Led an online community of over 70,000 members, cultivating an inclusive and active environment. • Program Development: Created and launched engagement programs focused on participation, retention, and superfans recognition, including ambassador programs and regional communities development. • Event Organization: Planned and managed events, such as AMAs, partner collaborations, and conference participation, to connect community members with industry leaders and foster direct engagement. • Communication Strategy: Collaborated with executive leadership to develop and implement growth strategies, coordinating communication across multiple platforms like Discord, Telegram, X, Reddit, and LinkedIn.
• Created and implemented a comprehensive strategy for Tezos adoption and growth in Berlin; • Built the community department and its processes from scratch, and managed 3 FTEs; • Co-developed the despace berlin brand and its unique identity, effectively communicating Tezos' values to the target audience; • Designed and led community-focused experiences, including a grant program with a budget of €100,000, a new application of blockchain tech for artists, and an inclusion-driven art program; • Managed various projects in collaboration with multiple partners; • Organised and collaborated with the community advisory board to increase engagement and community satisfaction; • Operated the physical community and event space, including the summer pop-up gallery, organizing over 45 events and 13 exhibitions, and welcoming more than 3,000 attendees; • Created networking and growth opportunities for Tezos users and stakeholders.
• Member of the Executive Leadership Circle, contributed to the overall strategic development of the organization; • Co-created the company’s Playbook - a strategic guidebook for both internal and B2C use cases detailing all key company insights, lessons learned and processes; • Developed a new business model and revenue stream by collaborating with company leadership; Community-as-a-Service; • Managed members' experience at all customer touchpoints; • Increased the efficiency and effectiveness of space usage across two campuses spanning 21k sqm.
• Created the Factory Berlin expansion strategy in collaboration with McKinsey Experience Studio, by taking into consideration different operating and partnership models, expansion scenarios, goals and objectives; • Built and managed the product roadmap for the expansion rollout; • Oversaw the expansion possibilities in Europe and overseas; • Conducted bottom-up market research on business ecosystems; • Created tailored Factory Berlin pitch decks for raising investment rounds.
• Conceptualized, developed and executed strategic community programs for a curated membership base of 4.500+ multidisciplinary and international clients; • Created new membership products (tiers) and led the cross-team implementation; • Developed membership curation and growth strategies through a high-growth period of the membership base from 700 to 4.500 members; • Defined customer journeys, recognized pain points and redesigned experiences; • Co-created the digital membership platform by translating the offline community needs into online features; • Personally interviewed and onboarded more than 2.000 people in two years; • Set up team processes as the team grew from 2 to 7 FTE; • Developed 2 cross-team programs in order to improve the departments’ collaboration; • Represented Factory Berlin at local meetups and events.
PGLF Croatia is a leadership development program that aims to develop leadership skills and cultivate innovative young leaders: • Coordinated team members; • Created business development proposals and other official documentation; • Developed brand strategy; • Set up internal communication processes.