MY BACKGROUND

Over the past years, I’ve worked at the intersection of brand strategy, product development, and customer experience — mainly within a large international company and its local affiliate.

These roles taught me how to navigate complex ecosystems, coordinate with diverse stakeholders, and bring coherence to projects that involve many disciplines and perspectives.

Below is a concise overview of my path and what I’ve learned along the way:

  • Brand & portfolio strategy

  • Product development & launches

  • Consumer-centric thinking

  • Cross-functional collaboration

  • Creative direction with agencies

EXPERIENCES TIMELINE:

Philip Morris Switzerland, Lausanne

Product Portfolio & Brand Lead (Oct. 2023 - Today)

I work on the strategy and management of the combustible product portfolio for the Swiss market.

My role is to align product, brand, and commercial logic through consumer understanding, structured planning, and cross-functional collaboration.

  • Develop and implement annual brand strategies for Marlboro, Chesterfield, and L&M.

  • Guide product management from early ideation to go-to-market execution.

  • Coordinate lifecycle decisions across a 50+ SKU portfolio.

  • Lead packaging development and limited editions with agencies and internal experts.

  • Support environmental impact reduction initiatives through packaging and awareness roadmaps.

  • Facilitate cross-team alignment (marketing, finance, trade, operations).

  • Ensure coherent, responsible, and timely execution of multimillion-unit product releases.

Brand Activation Lead (Oct. 2021 - Oct. 2023)

I contributed to shaping integrated marketing and consumer experience across digital and physical channels, ensuring coherence, relevance, and quality in the way brands connect with people.

  • Designed and executed omnichannel campaigns for IQOS and Marlboro (CRM, web, retail).

  • Built consumer journeys and optimized content personalization using data insights.

  • Contributed to Must-Win Battles as cross-functional expert, supporting innovation-scouting and strategic pilots.

  • Strengthened storytelling, UX logic, and creative alignment across teams.

  • Initiated and led Spicy Lunch, a recurring cultural initiative fostering connection, learning, and creativity internally.

Marketing Communications & eCRM Intern (Jan. 2021 - Oct. 2021)

First exposure to brand communication, CRM logic, and creative production workflows, working closely with agencies and internal teams.

  • Supported campaign development across digital and CRM channels.

  • Contributed to content production, copywriting, and consumer journey mapping.

  • Participated in cross-functional projects and performance tracking.

  • Built foundational understanding of the company’s ecosystem and creative processes.

ICL (Integrate Chinese Life), Shanghai

Public Relations & Program Coordination Intern (Jun. 2019 - Dec. 2019)

As part of my studies, I joined ICL Shanghai to support educational and cultural exchange programs between Switzerland and China.

My role was to accompany groups of Swiss students and apprentices during immersive stays, ensuring a meaningful, well-structured experience.

• Supervised and supported groups participating in 1–2 month professional immersions in Chinese companies.

• Acted as liaison between Swiss institutions, Chinese host companies, and local partners.

• Helped ensure cultural, logistical, and interpersonal stability throughout the programs.

• Gained exposure to innovation ecosystems, international education, and cross-cultural communication.

SSI Marketing, Etoy

Junior Marketing Assistant - 20% (Mar. 2018 - Jun 2019)

Joined a marketing professor’s agency to support client projects across digital communication, website development, and SEO.

This experience introduced me to creative problem-solving and the operational side of marketing.

  • Assisted with website structuring, UX navigation, and content updates.

  • Contributed to SEO research, digital audits, and basic optimization.

  • Helped coordinate small client projects and maintain consistent communication.

Nachtfalter Collectif, Sierre

Co-founder & Marketing/Creative Responsible (Feb. 2019 - Dec. 2024)

Co-founded a music and creative collective promoting inclusivity, underground culture, and community in Valais.

My focus is on brand identity, creative direction, and shaping experiences that bring people together.

  • Developed the collective’s visual and conceptual identity.

  • Curated events with emerging and international artists.

  • Built collaborations and partnerships while maintaining strong cultural values.

WHAT THESE EXPERIENCES TAUGHT ME:

Working across different teams and environments taught me to think in systems rather than isolated tasks.

I learned how to listen, translate needs into clear direction, and bring coherence to projects involving many disciplines and perspectives.

These roles also taught me the importance of collaboration: most of what I contributed to was co-created with specialists, agencies, and cross-functional teams.

My responsibility was often to align people, structure complexity, and help ideas take form with clarity and purpose.

Key capabilities developed:

  • Moving between big-picture strategy and detailed execution

  • Structuring complex or ambiguous problems into clear steps

  • Facilitating cross-functional alignment

  • Bringing human and consumer perspective into decisions

  • Balancing creativity, feasibility, and impact

  • Supporting teams through calm, reliable, and thoughtful contribution

HOW THIS BACKGROUND SUPPORTS FUTURE WORK:

Today, I want to use this background to support organisations and projects that are building something new — especially in early-stage, creative, or innovation-driven contexts.

I can help teams clarify their proposition, understand their ecosystem, and connect product, brand, and narrative into a coherent direction.

My contribution is to bring structure, sensitivity, and strategic clarity to ideas that need grounding, framing, or development.

Where I can add value:

  • Clarifying positioning and value proposition

  • Structuring go-to-market logic and consumer understanding

  • Connecting strategy, story, and design into a coherent whole

  • Acting as a thinking partner for founders, creatives, and small teams

  • Guiding early-stage projects with method, empathy, and intention