I creatively make brands grow

I creatively and strategically build, direct and manage brands and amplify their growth

I have done communications for brands for more than 20 years — now I love to build them and take care of the full circle of the brand experience as a Creative Brand Strategist. I shape brands, I unblur brands, I give brands an edge. I help to build, to grow and to keep brands relevant.

I’m creatively involved into digital branding, social media analytics, affiliate marketing, content creation and community management

I believe brands must cater to the human need for belonging. This sense of belonging is created by shared values and beliefs. Only brands that have values and beliefs and deliver them in an authentic way will survive.

I believe in Simon Sinek‘s famous quote: “People don’t buy what you do, people buy why you do it. Profit is not a why, it’s a result.”*

What I do

I am holistically responsible for the AlphaTauri brand experience, working in an executional, interdisciplinary and cross-functional manner with all departments, stakeholders and partners. I report directly to the CEO.

AlphaTauri is a stand-alone fashion brand founded out of Red Bull that offers innovative fashion technologies integrated with high-quality and uniquely designed styles. The brand combines textile innovations, purposeful design and premium materials to add value to both body and mind.

What I do in detail

6 years of building a premium fashion brand in an existing corporate environment
Working closely together with CEO, marketing, design, product and sales departments, internal and external stakeholders, partners and agencies
Analyzing brand marketing research, translating it into actions
Ideating and building brand presentations for internal and external stakeholders
Developing and implementing vision & mission statement and persona as part of core team
Defining and implementing corporate design and identity (visual language, design principles, tone of voice, photography guidelines)
Identifying and putting up internal and external corporate identity guard rails, briefing agencies, partners
Overseeing still and moving image productions (campaigns, e-com and candid shoots, special technology projects, influencer and athletes shoots)
Overseeing AlphaTauri website and online store design, Instagram, Facebook and TikTok communication design
Briefing and overseeing development, design and realization of branded spaces: 800qm HQ showroom, flagship stores London and Vienna, stores Salzburg and Graz, showrooms Düsseldorf, Paris and Milan, international pop-up spaces (Italy, Turkey, Japan) and trade fair stands (Germany, Switzerland, Italy)
Overseeing design and realization of special projects as the AlphaTauri Mobile Innovation Lab MIL and Digital Sales Assistant DSA-01
Overseeing, developing and designing special events as Scuderia AlphaTauri car launches and the accompanying AlphaTauri fashion shows
Putting out bushfires as a one-man-army