Key Insights‍

Creativity alone is not enough. True success in branded content requires strategic stakeholder management and the sensitivity to navigate complex internal structures. As an internal service partner, you operate within multiple dependencies — which makes alignment, trust, and clarity just as important as creative excellence.At the same time, service should never mean subordination. I strongly believe that internal creative teams need to act with confidence, clear positioning, and a strong sense of value. The most impactful branded content is created when creativity meets strategic thinking, strong partnerships, and self-assured leadership.

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Signature Work Achievements

In 2024, I led my team to be named Brand Studio of the Year, marking a key milestone in our strategic development. I drove the implementation and long-term integration of Native Advertising within Media Impact, establishing it as a core pillar of our commercial strategy. In addition, I led two major transformations — strengthening our creative capabilities and accelerating our digital focus to future-proof the business.Under my leadership, our Brand Studios received multiple industry awards for excellence in Native Advertising and have grown into a significant and sustainable revenue stream for Axel Springer’s sales organisation.

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Career Lessons

Build teams with complementary strengths. You don’t have to be great at everything — surround yourself with people who excel where you don’t. That’s how real excellence and momentum are created.Bring both heart and mind to work. Strategic thinking and empathy are not opposites - together, they are a powerful leadership combination.And finally: never underestimate the power of humor. It builds bridges, diffuses tension, and keeps perspective — especially in fast-paced, high-stakes environments.