As Senior Strategist I was responsible for developing and implementing brand and communication strategies for high-profile clients, and supporting new business projects including Sixt, Opel, Yogi, and Intersport. My role involved providing strategic direction and advice on marketing development and campaigning, organisation and implementation of brand positioning and narrative workshop facing clients.

With the integration of VMLY&R Commerce from the WPP Group into Scholz & Friends in Germany, the unit Scholz & Friends Commerce was born. I contributed to BAT Modern New Categories projects for the DACH region.

I worked as a Senior Strategist, leading global strategy projects for BAT (British American Tobacco). My role involved developing comprehensive consumer journeys that spanned digital and offline channels, ensuring a seamless brand experience. I created creative briefings for 360° brand activation campaigns for new product & category launches. I developed brand positioning models and activation strategies to strengthen the brand’s market presence. Generation of global toolkits and overseeing the adaptation of campaigns for regional markets, ensuring consistency and relevance.

During my time at Geometry Global, just right after I moved to Germany, I worked with clients such as Rewe, British American Tobacco and Coca-Cola (Latam) and new Business. I worked on the development of campaigns for the launch of new categories in emerging markets, including a workshop in Lagos, Nigeria for brand repositioning. My role involved definition of strategic target groups and created pen portraits, and shaped regional market portfolio strategies. For Coca Cola Latam, I was responsible for the design strategy in branding and packaging project, and development of visual identity systems.

• Consulting and strategic client support• Development and implementation of content plans for digitalchannels• Creation of guidelines and brand books for brand implementation• Development of loyalty programs and CRM strategies

Blog & Community.https://hazmerca.wordpress.com/

As the Team Liaison Officer (TLO) for the DPR Korea team, I served as the primary point of contact between the team and FIFA, ensuring smooth communication and logistical coordination. My responsibilities included managing the team's schedules, facilitating transportation, overseeing accommodations, and handling any on-the-ground needs, as well as organise press conferences after matches. I worked closely with team management and event organizers to ensure compliance with tournament regulations and provided continuous support to create a seamless experience for the team throughout the event.