Experience

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  Publicis blueprint

  Jan 2000 - Jan 2003

  Project manager (international)
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  Redwood publishing limited

  Apr 2007 - Dec 2013

  International editor

  On both customer magazines, I had a leading role in devising a cross-platform, multi-channel content strategy for Volvo Cars’ – meeting our client’s business needs and building the company’s brand. I planned and produced creative concepts and individual items of smart content planned to be seeded across different channels – both online and offline – correlating to product cycle as well as customer needs according to their position in the purchase funnel. I also devised a mechanism to measure effectiveness and helped define and maintain Volvo’s tone of voice across all channels. For the print magazine, I assembled and commissioned global network of creatives, liaising with clients across the world while overseeing the smooth running of production and deciding on content. Show less

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  Forward publishing

  Jan 2008 - Jan 2008

  Sub-editor barclays
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  Redwood publishing

  Jan 2010 - Jan 2010

  International editor
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  The rio times

  Dec 2013 - May 2014

  Contributing reporter

  Identifying suitable stories for a Brazil-based expat audience, reporting in Portuguese, writing in English.

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  New start language solutions for business

  Dec 2013 - Jun 2014

  English language teacher

  Teacher of English to Brazilian executives.

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  Krueger & sohn ltd

  Jun 2014 - now

  Founder and director

  A London-based branded and digital content expert with 15+ years' experience, I specialise in storytelling across all channels, both in English and in German. My passion is to get to the very heart of a product or brand in order to tell its story – in the right tone of voice and the right format for the audience.

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  Süddeutsche zeitung gmbh

  Jul 2015 - Aug 2021

  Freelance journalist
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  Amv bbdo

  Nov 2015 - Feb 2016

  Editorial director

  We help brands communicate on social media with innovative content that makes a splash and gets the message across.

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  August media

  Sept 2016 - Apr 2017

  Editor

  As Editor of http://hondaengineroom.co.uk – the home of all branded Honda content in the UK – I was responsible for creative planning and content strategy. Heading up a small, agile team, I oversaw the production of digital-first content, from written posts to infographics and videos. I also created a content calendar, liaised with the client and concepted the social extension of a major product launch.In doing so, I found engaging, informative and entertaining stories that brought the brand, its people and its products to life for an audience of customers and brand devotees. Show less

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  Momentum worldwide

  Nov 2017 - Dec 2017

  German speaking digital conceptual copywriter

  Momentum is a branded experience agency that was tasked with devising a digital touch screen table for the Elbphilharmonie, one of Germany's most high profile venues. The client was one of the "Elphi's" primary sponsors – software giant SAP. The brief was simple: to wow the up to 17,000 visitors who flock to Germany's most-visited landmark every day, and tell the story of a true marvel of modern architecture. In my role as German copywriter, I supported the lead creatives and UX designer with local market knowledge and creative input, ensuring that the resulting content took account of the cultural sensibility of the (largely German) audience. Show less

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  Ddb berlin

  Jan 2018 - Jul 2018

  Head of content

  The role of Head of Content at DDB Berlin brought me to Germany. Part of a wider strategic repositioning of this classic advertising agency towards digital content, I apply a journalistic viewpoint and method of working to existing briefs and new pitches, with Volkswagen my primary client. With this brand also repositioning itself as a publisher, my projects have included strategic planning for a new content hub, the ideation of regular social media formats, a content strategy to complement the next major product launch campaign and planning media partnerships as well as influencer campaigns. In addition, I have produced shoots for social, working in an agile and reactive way. For other clients, I have consulted on brand repositioning workshops, overseen the creation of activation ideas and gave creative input into a recent pitch, which DDB Berlin won. Show less

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  Purpose pbc

  Jun 2018 - Oct 2018

  Campaign consultant and copywriter

  Ben & Jerry's are on a mission, and it's not just about ice cream. Improving society is intrinsic to the company's raison d'être. So, in 2018, B&J's hired purpose to develop a campaign centred around the burning social issue of the day: refugees.The campaign ask was simple: to get the audience to click through to a landing site featuring Start with a Friend, a German charity that pairs up refugees with locals. Messaging bespoke to Germany was developed and tested and finally rolled out at scale. The campaign raised awareness of refugees's situation and offered a specific, achievable and hands-on way for the audience to get involved and make a difference. Show less

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  Looping group

  Feb 2021 - now

  Looping Group are a highly innovative, journalist-led agency that turns brands into publishers. As Senior Editorial Strategist, I look after a host of project for BMW Group / TheGame, ranging from corporate comms to brand campaigns.

  • Director Editorial Strategy

    Nov 2022 - now

  • Senior Editorial Strategist

    Feb 2021 - Nov 2022