EXPERIENCES TIMELINE:

Philip Morris Switzerland, Lausanne (CH)

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

I lead the strategy and management of the combustible product portfolio for the Swiss market, with responsibility across brand positioning, product lifecycle decisions (PLM), and national deployments.

My role sits at the convergence of consumer insight, strategic planning, and operational execution, ensuring coherence between brand ambition and market reality.

I work closely with marketing, trade, finance, legal, operations, and agencies to:

• Structure and execute annual brand strategies across a multi-SKU portfolio.

• Guide products from early ideation to go-to-market execution.

• Lead high-volume packaging developments and limited editions within strict legal and industrial frameworks.

• Translate brand strategy into impactful point-of-sale execution.

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

• Management of complex budgets, covering planning, allocation, optimization, governance, and year-end

  closing.

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

I contributed to shaping integrated marketing and consumer experience across digital and physical touchpoints, with a strong focus on helping consumers understand new products and adopt new usage behaviours.

The role aimed to build engagement by translating complex product ecosystems into clear and engaging consumer experiences. From first contact to long-term use.

I worked closely with marketing, CRM, digital, IT, agencies, and field teams to:

• Design and execute omnichannel activation campaigns across CRM, web, and retail.

• Structure end-to-end consumer journeys supporting onboarding, engagement, and retention.

• Translate product and technical complexity into accessible, consumer-centric communication.

• Use consumer insights and performance data to optimise relevance, clarity, and effectiveness.

• Strengthen storytelling, UX logic, and creative alignment across teams and partners.

In parallel, I initiated and led the Spicy Lunch, a recurring personal initiative fostering collaboration, learning, and creative culture.

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

This role provided my first hands-on exposure to brand communication, CRM ecosystems, and creative production workflows within a large international organisation.

I worked closely with agencies and internal teams to support campaign development while building a strong foundation in consumer-centric marketing logic:

• Supported campaign development across digital and CRM channels.

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

• Contributed to performance analysis, data reporting and insights development.

ICL (Integrate Chinese Life), Shanghai (CN)

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 (CH)

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

During my studies, I joined a marketing professor’s creative 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 Collective, Sierre (CH)

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

I co-founded the Nachtfalter Collective, 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.