Collaborating with Sony Music and Sue & The Alchemists, CrowdBeatz focuses on leveraging behavioral psychology to build stronger, lasting connections between artists and fans. I contribute to the team with strategic insights to help artists optimize fan engagement, increase ticket sales, and test new concepts to drive growth and long-term career stability. Empowering the team by fostering streamlined workflows and effective structures.

As CEO and Founder of Loff Design, I lead the brand’s mission to provide affordable, stylish interior solutions to both B2B and consumer markets.

Rebellenclub is a B2C omnichannel furniture brand. As CEO, I drive brand building, commercial strategy, product collection, and strategic partnerships, with a focus on team development.www.rebellenclub.com

Transformed KARWEI’s brand presence by combining audience-driven strategy with seamless execution. Led 360-degree activations across broadcast, digital, and experiential channels, strengthening market position and brand resonance.

Spearheaded the rebranding of KARWEI using consumer insights and audience segmentation. Directed private label strategy, brand activation, and media and sales promotions, earning KARWEI the 2011 Retail Award for Best DIY Chain. Led high-impact marketing initiatives across national radio, TV, and media buying, along with strategic joint promotions with major partners like Disney, Q-Music, Stage Entertainment, Studio 100 and De Efteling.

Developed and executed marketing plans, managed print and broadcast media buys, and led financial planning for projects supporting both local and international artists, as well as comedy acts. Oversaw project-level coordination across sales, promotions, and product departments, while serving as the primary contact for management teams, artists, media, and retail partners.

Served as Product Manager in Strategic Marketing and International divisions for Zomba, BMG, and Sony BMG. Led marketing for renowned artists and projects including Anastacia, Il Divo, Eros Ramazzotti, Maria Mena, Elvis, Live, Within Temptation, and Armin van Buuren, as well as multi-artist compilations like Jetix Hits, Hitzone, and 538 Dance Smash Hits. Managed cross-functional teams in sales, promotion, and product on a release level, overseeing print and broadcast media buys. Developed creative concepts, campaigns, and commercials, compiled multi-artist albums, guided artist relations, organized showcases, and established retail and media partnerships.