Reference culture, or participate in it. The work lives in the distance.
About
The question that has shaped fifteen years of work is precise: what does it actually take for an organisation to become a genuine participant in culture? It’s never been about referencing culture, or borrowing its vocabulary for a season and handing it back when the campaign ends. The harder, slower version of the work is becoming genuinely known and trusted by the communities that give culture its value. That question has been tested across three very different environments. BEINGHUNTED. was an independent creative studio operating at the edge of what was forming in global fashion and performance culture. adidas asked whether cultural credibility could hold under commercial pressure, at industrial scale. Fotografiska Berlin, the current chapter, is earning a place inside a city that grants nothing automatically — each environment has sharpened the answer a little further.
Across brands, agencies and institutions, I help organisations translate cultural insight into marketing systems, partnerships and long-term audience growth
2023– Director of Community & Culture — Fotografiska Berlin. 2017–22 Executive Director — BEINGHUNTED. 2014–15 Global Trend Marketing Manager — adidas AG. 2010–17 Senior Consultant — haeberlein & mauerer ag.
Brand strategy and positioning. Cultural marketing. Editorial direction. Content systems. Creator and cultural partnerships. Community architecture. Launch communications. Institutional profile building.
Johannes Gutenberg University, Mainz. M.A. Mass Communication. Minors: American Studies, Political Science.
Available to organisations asking serious questions about where they stand in culture. Strategic counsel at leadership level. Cultural positioning. Partnership architecture. Audience development.
