Munich, Bavaria, Germany
I've spent the last decade building commercial engines, marketing, sales, partnerships, at three very different kinds of companies: a global B2B platform (Alibaba), global Marketplace (Amazon) and a premium consumer hardware brand (SharkNinja), and before that, some smaller bets that taught me the fundamentals. The mandate was always the same: turn commercial scope into revenue, not into headcount or process for its own sake. At Alibaba, I built the DACH and EU business from zero and watched it grow to over 50% of total sales at 150% year on year. At SharkNinja, I've owned a 100M+ EUR budget tied directly to revenue and profit, and closed the strongest Q4 the region has ever had. Different company, different market, same underlying skill: building a system where marketing and sales stop competing for credit and start compounding each other. Somewhere in that decade, AI stopped being a side interest and became part of how I actually think and work. I wouldn't call myself AI-native. I didn't build my career inside an AI company, and I won't pretend. But at Alibaba I was already building custom GPTs into the team's daily workflow, back when that was still an unusual thing to do inside a commercial marketing team. Today, Claude is my primary working tool. I build agentic workflows and connector-based research pipelines for competitive intelligence and reporting, not as a side project, but as part of how the work gets done. I think of AI less as a tool bolted onto the job and more as a working partner, one that lets me and the organization move faster and spend my own time on the decisions that actually need a human.
Ran commercial marketing and go-to-market across DACH, Poland and EMEA as Sr. Director Demand Generation, merging brand, demand and performance into one revenue engine rather than three separate functions competing for budget. Owned a 100M+ EUR budget fully tied to revenue and profit, measured on commercial contribution, not siloed brand KPIs, and delivered consistent 5 to 6x ROAS. Closed the most successful Q4 in the region's history across the full commercial mix. Led 15 direct reports and around 25 indirect, scaling both the team and the operating model as the business grew. Built and scaled influencer, social and virality into a genuine revenue channel alongside paid and earned media, and served as the senior commercial interface to the Global CMO, CEO and CCO, aligning go-to-market with Sales and E-Commerce. On the AI side: ran Claude-based agentic workflows for competitive intelligence and reporting, embedded directly into the team's go-to-market cadence rather than as a side experiment.
Joined as one of the first regional hires and built the DACH and EU business for a global B2B platform from zero, as Head of Marketing, Comms & Partnerships. Marketing drove over 50% of total sales at 150% YoY growth, scaling inbound to 250+ qualified leads per month and lifting conversion from 1% to 5%. Owned new business and sales enablement end to end: built the narratives, coached reps, and co-pitched live in customer meetings rather than handing marketing collateral over the fence. Built the regional partner ecosystem independently, then led the EU-wide launch of Trade Assurance to 50% adoption in 3 months and 75% in 6. Turned events into a genuine growth lever, including a 1,000+ attendee, KOL-led summit, plus 250+ press clippings at 200M+ reach. Held interim leadership of the European marketing team for 12 months as a trusted bridge to headquarters on pricing, positioning and strategy. This is also where I got hands-on with applied AI early: built and deployed custom GPTs for content, competitive intelligence and campaign reporting, doubling team productivity within 12 months, well before "AI-native" became a job description buzzword.
Owned C-level client and agency relationships for global gaming brands including PlayStation and Nintendo as Manager, Advertising Sales & Marketing, leading pitches and new business alongside quota ownership. Carried an individual sales quota and consistently attained 150 to 175% against target. Grew a mid-eight-figure portfolio by around 50% YoY at roughly 7x ROAS by moving clients toward full-funnel media strategies in a genuinely complex performance environment, not just optimizing what already worked. Led a direct team of 4 plus a cross-functional pod, and introduced structured QBRs to keep performance visible and accountable.
Led brand strategy and lifecycle marketing for the Amazon App Store across acquisition, retention and monetization. Delivered around 50 percent YoY user growth and 30 percent YoY revenue growth. Automated lifecycle marketing across email, push and SMS, generating six figure incremental annual revenue. Ran 5 to 10 concurrent campaigns per month, consistently beating internal performance benchmarks.
Consulting in Marketing & CommunicationsDeveloped and executed marketing & PR strategies for clients in automotive, tech, and education, driving brand growth. Led the IAA 2019 strategic revamp, increasing visibility and industry positioning.
Holistic Marketing & Sales Launched a new brand and scaled it to 5% market share in one year, driving strong brand loyalty. Captured high single-digit market share from competitors through dynamic pricing and gamification strategies.
Managed regional sales operations, achieving 10%+ YoY market share growth and securing 90%+ exclusive contracts. Temp. led a team of 10, optimizing business planning and performance through structured OKRs.