I have never fitted neatly into one professional box.
I am an entrepreneur, marketer and strategist with a strong creative side. My work has always mixed commercial thinking, curiosity about technology, communication and imagination. I tend to notice changes early, enter new fields while their language and conventions are still forming, and learn through direct participation.
Sometimes that starts with a fundamental idea and becomes a concept, an experiment, a product or a venture. At other times, the experience gained at the edge of technology becomes specialist knowledge that an established business can use.
My experience reaches finance, higher education, luxury, manufacturing and industrial businesses. It also includes agency work, advertising, content and content aggregation, marketing automation, projects connected to gaming, Web3, metaverse platforms and virtual reality.
These fields may look unrelated on paper. For me, the connection is clear: understanding how people discover ideas, how organisations communicate, how technology changes behaviour, and how a new possibility can become commercially relevant.
I have worked with entrepreneurs, agencies, specialists, large cross-functional teams and senior leadership. I am comfortable working independently, but I also know how to enter a complex organisation, understand the context and contribute to one specific part of a much larger strategy.
I can take an organisation with very little digital presence and establish the whole public structure around it: positioning, narrative, content architecture, search visibility, channels, advertising, marketing automation, measurement and the practical systems needed to keep it coherent.
I can also work at the opposite end of the scale. A large team may already have people, platforms and processes in place but need a clear perspective on one market, one audience, one technology or one section of its digital strategy. That kind of focused assignment suits me just as well.
The common thread is the ability to see the wider picture without losing the detail of the problem in front of me.
I have watched digital technology develop through several distinct periods: the early commercial web, search and online advertising, social platforms, marketing automation, mobile products, Web3, virtual worlds, virtual reality and now generative AI.
I was not watching from a distance. I took part, experimented, created projects, tested platforms, worked through their limitations and shared what I learned. Some technologies became part of everyday business. Others remained niche, changed direction or disappeared. Each cycle added another layer to how I understand adoption, timing, behaviour and commercial reality.
That history is useful now. New technology often arrives wrapped in excitement, fear and unfamiliar vocabulary. Experience across several cycles makes it easier to recognise the difference between a temporary fascination and a change with deeper consequences.
My education and career have been international from the beginning. I have worked in the UAE, Eastern Europe and Central Europe, and spent a large part of my professional life in Switzerland across both the German-speaking and French-speaking regions.
Working across cultures, languages and markets changes how you read an audience. Ideas do not travel unchanged. Neither do buying habits, expectations, humour, trust or the way people respond to technology. This international background has shaped how I approach marketing, products, communication and collaboration.
I enjoy explaining new technology as much as exploring it. Talking, writing, teaching informally and keeping a community informed have always been part of my work.
I share discoveries because knowledge becomes more useful when other people can question it, adapt it and apply it in their own context. This is also why I value plain language. New fields already contain enough uncertainty without adding unnecessary jargon.
- Entrepreneurship, concepts and early-stage ventures
- Product thinking, digital strategy and market positioning
- Marketing, acquisition, advertising and search visibility
- Content strategy, aggregation and multilingual publishing
- Marketing automation, analytics and connected workflows
- AI, Web3, metaverse platforms and virtual reality
- Creative direction across written, visual and video content
- International markets and cross-cultural communication
- Strategic work with entrepreneurs, agencies, teams and senior leadership
Most of my active repositories are private because they contain product or client work. I keep the contribution graph visible as a trace of the experiments, decisions and iterations behind that work, without publishing private repository names or source code.
I joined GitHub in 2013. It is one of several places where I explore technology directly and turn curiosity into experience.
English, German, Swiss German, French and Russian.