I spent more than ten years at adidas working across brand management, marketing planning, campaigns and launches. It taught me something simple: when you are clear on who you are speaking to, what you stand for and why people should care, everything that follows becomes easier.

For over a year, I mentored founders through GrowthMentor and independently. It showed me where I can genuinely add value.

Today, I help consumer brands clarify what they stand for, who they are really for and why people should choose them. Then we turn that into strong positioning and a go-to-market plan they can actually use.

I work particularly well with brands where emotion and trust matter as much as the product. My approach is simple: listen first, ask the right questions, challenge assumptions when needed, and make the complicated easier to understand. I care about understanding the people behind the brand just as much as the strategy itself. Good brand strategy should leave you knowing what matters and what to do next.