I help brands gain relevance in powerful communities through storytelling and standout creative ideas that cut through digital noise and translate into unique offline experiences.
My approach connects strategy, creativity, and execution in close dialogue with the people
who shape subcultures. I love curating and translating between culture and corporate worlds, creating unique projects through a holistic approach.

My expertise comes from working several POVs between subculture and diverse brands throughout the years:
as a music artist, artist manager, tour manager, music video producer, label manager, writer, brand manager and account director.

That diverse mix from underground rap to automotive brands helps me translate smoothly between corporate goals and cultural codes without losing authenticity. I’m driven by work that creates real value for clients, collaborators, and the cultures involved, always aiming to leave something meaningful behind, not just marketing term bingo. 

Find more about my path right here.

In a world where consumers see through every marketing trick and hold brands to much higher standards, we need to focus more consistently on the real needs of our audiences. At the same time, former social media platforms have become lean-back entertainment, and in targeting, meaning systems are replacing classic demographics. WTF.
So which authentic voices and communities actually make sense for brand communication?
How does a collaboration make sense and how do we tell credible stories to gain the audiences trust?

My built-in bullshit detector pushes me to craft culturally resonant storytelling and authentic brand activations that genuinely connect with cultural pioneers - especially the ones who don’t want brands anywhere near their turf.

By translating corporate to culture (and culture back to corporate), I create synergies and true win-win-win outcomes. I thrive on the valuable dialogue between all kinds of stakeholders, curating the right mix of people and ideas to unlock full potential, build cultural relevance, and drive meaningful image transfer.

We all know what can happen between a first draft idea and final execution. Through consistent, hands-on consulting, I like to fight for the best possible outcome of a project. I believe I strike the right balance between great client service and honest, brand-first advice. Based on my diverse roles and experience I can assess feasibility early in the concept phase and set the right course from the start.

With over 10 years of project management & production experience from content to big events, from music video production to IAA Mobility - I still love being onsite, where the action is - holding everything together.