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There is an intentional or at least instinct-driven motivation throughout my career. Setting up and guiding new brands to develop strong, authentic and customer-centric marketing. A fresh start. Each experience has allowed me to explore different communication touchpoints with an opportunity to engage, earn trust, inspire and build brand loyalty. Each new brand had different complexities and requirements to break into the market and thrive. Here is a quick overview of the highlights.

Brand and marketing strategy for a start-up

  • An accelerated transformation from a successful product into a successful brand.

  • This meant setting up complete Brand strategy and guidelines for AMT PostPro that would be incorporated into all existing and new marketing content and campaigns.

  • Strategy and hands-on content production was completed within six months while working with remote teams in the US, EU and APAC. 

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Newcomer and a trailblazer in an established market

  • New and unique b2b performance fabric, but with a b2c marketing approach towards the sports, fashion and luxury brands.

  • Within the first 2 years, The Dyneema Project captured a double-digit percentage of the PR share of voice, competing with long-established and successful brands. It gathered the highest social media following and engagement within the DSM organization.

  • A great example of creating impact with unique and quality content, instead of large media budget spending.


Rebuilding a brand in a challenging economy

  • Repositioning a cost-driven Reebok brand, into a high-performing, quality offer to rival top two players in the market. 

  • Regional responsibilities managing not only the teams, but all communication initiatives (ATL and BTL), in various languages.

  • Direct support to the Sales teams and key accounts within South-East Europe during the GTM periods.

  • In-depth understanding of planning for retail and wholesale environments.

  • Developing unique content while following Global guidelines.


Growth of a new category within a top global brand

  • Establishing adidas Originals on all digital platforms, while collaborating with all departments to develop a completely new brand identity and tone of voice.

  • Entrepreneurial approach to creating partnerships and products that would be reflected in the creative content led by digital marketing. 

  • Campaign presentations and buy-in from all regional markets.

  • Set up the first online product catalogue, as well as the highest traffic for a global digital campaign.

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