So, what do I do exactly?
With years of experience across various industries, I’ve found satisfaction in transforming challenges into opportunities. My career began in an agency environment, where I honed my creative skills and gained an understanding of the critical importance of brand strategy. After several years, I made the leap to the brand side to focus my energy on a single, evolving project. This shift has allowed me to take ownership of larger-scale ideas and bring them to life in a way that drives lasting impact.
Currently, I’m a Senior Art Director at AlphaTauri, the premium fashion house under the Red Bull umbrella. I collaborate closely with leadership teams across brand, marketing, design, and sales to shape and push the direction of the brand in bold ways.
Whether it’s refining the brand’s DNA, conceptualizing large-scale campaigns, or developing global experiences, I thrive to ensure every touchpoint aligns with the bigger picture. My role spans not only traditional art and creative direction but also a broad range of responsibilities aimed at problem-solving and driving continuous improvement by challenging the status quo.
In detail this means:
Collaborating closely
with leadership teams across brand, marketing, design, and sales, as well as internal and external stakeholders, partners, and agencies, to shape and evolve the brand’s direction.
Developing a comprehensive 360° brand DNA
to seamlessly communicate the brand’s identity and image across all touchpoints.
Maintaining and evolving the brand’s corporate identity
visual language, and tone of voice to ensure consistency and relevance.
Conceptualizing and directing
all campaigns and seasonal narratives, while overseeing content production to ensure high-quality delivery.
Crafting holistic marketing strategies
and seasonal tactics, including campaigns and content production, to drive brand visibility and engagement.
Managing the content creation process
from briefing through to final delivery, ensuring that all content aligns with brand objectives.
Designing and developing key customer- and business-facing touchpoints
including POS, shop-in-shops, brand activations, and global experiences.
Creating a collaboration framework
to identify strategic brand fits, as well as to select ambassadors and athletes, especially within the Red Bull ecosystem.