The communications universe opened up for me at the turn of the millennium, offering me so many roles to slip into. Whether as campaign planner, party promoter, theatre curator or houseboat captain – on behalf of Faktor 3, a PR agency flagship in Hamburg, I faithfully accompanied renowned clients such as BMW Motorrad, Gauloises Blondes, West and Yahoo; passionately met the demands of customers and consumers; substantially shaped brand and corporate values; built and led internal and external teams; created spectacular life experiences; and collected creative awards.

In 2007, a new chapter began when I moved to South China. Hong Kong’s fragrant harbour captured my heart, and so did the Cantonese cuisine. During four years, I cultivated new fields of business and developed a global mindset. As the Executive Chamber Manager, I optimised structures and processes in the Guangzhou office of the German Chamber of Commerce in China; attended to the various demands of the local German business community (from market entry strategies via sales promotion to employer branding); acted as the Lead Editor South China of the chamber magazine; increased the number of member companies by 50 percent; and at the same time indulged in culinary delights. For the digital consultancy Aquarius Asia (today Serviceplan China) in Hong Kong, I worked as Key Account Manager for Bosch Power Tools’ internet roll-out in China as the world’s most dynamic market; and together with my team, I developed and promoted the study “eCommerce in China today”. In addition, I started a postgraduate degree in order to sustainably underpin this intensive hands-on experience with theoretical knowledge.

As a fresh graduate of a Master of Business Administration, I took on the newly created position as Head of Public Relations at the official representation of the Hong Kong Special Administrative Region Government in Berlin. I developed and implemented a communication strategy for eight central and eastern European countries; established a valuable network in media, politics, business, science and culture; led an international team; organised hundreds of events in central and eastern Europe; acted as internal consultant to the Hong Kong-Chinese diplomats; accompanied Hong Kong’s Head of Government to the World Economic Forum in Davos; formed robust cultural bridges; supervised a website relaunch and social media roll-out; established Hong Kong sections at international film festivals in Europe; and emphasised Hong Kong’s role in national campaigns such as “Belt and Road” and “Guangdong-Hong Kong-Macao Greater Bay Area”. Traditional PR, op-eds and ad-hoc crisis management completed my job profile for the Hong Kong Economic and Trade Office during a period of transformation for Hong Kong’s business and society. Since December 2022, I have been responsible for the PR activities of the international audit, tax and advisory firm Forvis Mazars in Germany.

As a politically sensitive and socially vigilant manager with profound business acumen, I am guided by professionalism, quality and style. I also stand for authenticity, integrity, trust and reliability. I have personally experienced the recent digital and medial transformation and – thanks to my innovative-digital attitude – have contributed to it in Europe and in China. I continuously follow digital and geo-political trends to integrate them in my daily work. The roles of sender and recipient are overlapping today, presenting complex strategic and operational challenges for governments and companies. It is getting increasingly difficult to predict market developments and societal sentiments. Sheer reach is no longer sufficient; agile interaction is now required. Based on my unique mix of corporate, government and brand communication skills together with digital and China expertise, my tool kit enables me to enhance your impact and direct it through the right channels. I believe in “earned and shared content”. Messages are not crafted and “placed” but are developed and shared in dialogue with clients, journalists, influencers, politicians, entrepreneurs, scientists and players in the cultural sector – and first and foremost with the public.