WHAT'S YOUR STORY? HERE'S MINE.
20+ years of communication experience
Instead of listing the communications activities that I could handle for you, I thought it would be more meaningful to briefly highlight my past roles and the focus of my activities. After all, after 20 years of communications planning and implementation, I too have a story to tell. In for a ten minute read? If you’re short on time, just scan the headlines.
With more than 20 years in various public relations positions, you would likely describe me as an expert in corporate, brand and product communications, as well as network coordination. My resume would show you a strong background in automotive, logistics, aviation and professional services but you would also see that I have gained considerable experience with lifestyle, biotech/biochemistry, and lately, to some extent also fintech brands.
PR agency • law firms • media relations • positioning • IPOs • financial communications
I started my professional communications career as a trainee at Edelman PR’s German head office in Frankfurt a.M.. My first clients were law firms (Jones Day, Clifford Chance, CMS and Hengeler Müller) whom I positioned against competing law firms in Germany’s leading national business media. At times, this was really challenging, since already back then media relations were about stories, which law firms only reluctantly like to tell. I also participated in financial communications for the agency’s many IPO clients. The job was cool and Frankfurt a hot place for a young PR professional.
PR agency • PR manager • automotive • corporate communications • brand positioning in Germany and Europe • product communications • content • network coordination • customer relations • speaker • overseas communications
After a year and a half, I joined the agency’s corporate communications team, which had a very interesting client portfolio. I worked on projects for Hyundai and Standox, edited Arthur D. Little Automotive customer newsletters and wrote the non-financial part of Hannover Airport’s annual report, before being appointed account director of the Kia Motors European account that we had recently won. This was a brand positioning, PR planning (test drives and motor show activities), content development and network coordination role and I enjoyed every moment, despite the challenge of aligning the differing brand positioning concepts of Kia’s European importers.
I took on a similar role as Hyundai Motor Europe account director at Hyundai’s pan-European agency about two years later, where I also had the pleasure of developing the concept and most of the content for Hyundai Europe’s corporate website. Moving forward, I became part of Hyundai’s in-house European PR team. Here, I served as media spokesperson / PR manager for Europe, focusing on positioning Hyundai as a global brand with European engineering and design. My main tasks: central messaging, one voice communications across fifteen countries, new model launches, auto show presentations and media test drives, among others fuel cell electric vehicle road tests. And Hyundai’s sponsorship of the 2006 Soccer World Cup.
My most recent automotive work was with Stuttgart-based Sino-German automotive startup Borgward Group AG and Slovakian e-mobility company Voltia. Working for both the global PR and the European sales department, my job at Borgward was to coordinate overseas PR with a global head office view, content development, as well as customer communications in German speaking countries. That meant switching between speaking at auto events in Asia and Middle East, writing PR/marketing texts, setting up CRM structures, and organizing and carrying out customer test drives at Borgward’s European brand center. I am grateful for this experience, as it is not really common for PR professionals to engage in sales talks with prospects, while it is actually very helpful to get direct feedback. Voltia is a leading e-mobility company that re-designs mass-model e-LCVs for industry-specific solutions to support manufacturers with increasing their customer base. I am advising on communication in the German-speaking markets.
Global media spokesperson • PR manager • logistics • aviation • corporate communications • global brand positioning • content • media relations • global network coordination • PR for operational units • internal communications • crisis communications
Further studying my resume, you would find that my logistics know-how results from six years at DHL Express. During my four-year term as DHL Express’ global media spokesperson I was instrumental in successfully communicating corporate change, as the company implemented its global re-organization plan. Naturally, in the initial phase emphasis was placed on crisis communications and alignment with internal communications provisions. The situation called for a very careful approach to pro-active media relations, which was to be found in delivering, through familiarization tours and workshops with operational management, proof for the efficiency of DHL Express‘ global network. During this time, I was also responsible for positioning DHL Express’ evolving global air network, which symbolized the brand’s shifting focus, from full-range express to time-sensitive international deliveries. I later joined one of DHL Express’ freight airlines as communications manager, where I gained experience in internal communications and PR at the operational level. One of the many highlights was planning and supervising the DHL part in the global launch of the 2013 model of the Mercedes S-Class. It involved night photo shootings at DHL’s European air hub in Leipzig and flying the new S-Class from Stuttgart to the global launch site at the Airbus plant at Hamburg XFW airport, where the show car was unloaded as part of the launch show.
Wide range of experience • large companies and SMEs • startups • positioning • soft launch • content • websites
You might notice that I have a wide range of experience and knowledge, with an emphasis on positioning, content development, media relations, and, since a few years, online communications, in particular website content creation. I have advised large companies and SMEs, as PR manager or as agency-based or independent external consultant. In recent years I have also developed a strong interest in positioning startups (biotech, fintech, lifestyle). One of my favorite clients is Biotensidon AG: As an industry first, the Swiss-German biotech startup developed the capability for cost-effective mass-production of rhamnolipids (bio surfactants), which will be instrumental in improving the health and eco characteristics of many products in several industry sectors. I had the honor of planning and implementing their initial media soft launch in 2016/2017, which resulted in reporting in relevant biotech/biochemistry publications in Germany, UK, Sweden and the U.S.. In 2018, I wrote the original content for their website.
Political science • foreign and security policy • think tank • German • English • Norwegian
One question remains: If you were me, what would you do prior to your PR career? That’s right, you would master in political science and enter your professional life as foreign and security policy consultant at German think tank Stiftung Wissenschaft und Politik (SWP). And yes, due to many years living abroad during childhood and youth, you would be fluent in German, English and Norwegian.