Too many companies jump straight to execution. But without strategy, you're throwing money at problems. I always start with understanding: What are you actually trying to achieve? Who is your customer? What's the competitive reality?
You can't succeed in China by forcing European logic onto the market. Local government incentives, competitive dynamics, consumer behavior — these are all fundamentally different. The companies that succeed are those that understand this difference and build strategy around it.
I'm not someone who advises from the sidelines. I get involved in the actual work — supplier negotiations, team support, campaign management, cross-border coordination. Strategy that doesn't translate to execution is just theory.
I want you to understand China better by working with me. Not to become dependent on me. Too many consultants keep clients dependent. I'd rather build your capability so you eventually need less help. That's sustainable success.
Every company's situation is different. You might need strategy and market research. Or execution support. Or cross-cultural coordination. Or all three. I work the way that makes sense for YOU, not for a predefined service package.
Before 2019 · Shanghai Years (2014–2019): I worked in agencies and brands, seeing how digital marketing actually works in China, how suppliers think, how consumer behavior differs. I worked on luxury brands (Gucci, Chanel, YSL, Cartier, Omega), FMCG (Pepsi, Kinder, Ferrero Rocher), fashion, tech. I saw what works across industries and what's industry-specific.
After 2019 · Germany & China: I've been traveling extensively across multiple countries — observing how businesses operate differently across regions, understanding cultural nuances firsthand. My MBA in International Business in Germany sharpened my writing, logic, and strategic thinking. It gave me a framework to understand how two systems operate and how to explain China in a way European teams can truly understand.
Now: I work independently with European companies on market entry, sourcing, and digital marketing. I maintain networks in China, stay current on market changes, and continuously learn how the business landscape evolves.
Why independent? Because flexibility matters. Companies don't always need a full agency. Sometimes they need strategic advising. Sometimes execution. Sometimes cross-cultural coordination. A lean structure lets me adapt to what you actually need, not force you into a package.
