Driving impactful digital products in the age of AI through creative leadership and strategy.
With over 20 years in the creative and digital industry, I’ve shaped products, built teams, and driven strategy across agencies and various clients. Currently, I lead an international UX & Design team of 15, focusing on user-centric platforms, design systems, AI workflows and KPI-driven product decisions.
My mindset
“Fix the context, not the people.”
I create clarity, remove friction, and enable teams to do their best work.
“Collaboration at eye level.”
Shared mental models, transparent goals, and strong cross-functional pairing.
“Always start with why.”
Every decision ties back to the impact we want for users and the business.
“User centricity is non-negotiable.”
The user is the starting point, from strategy to KPIs and optimization.
What drives me
- Shaping organizational strategy and leading teams
- Bridging business, technology and design
- Exploring the chances of AI in Experience Design Workflows
- Creating experiences that align user and business value
- Continuous learning in interdisciplinary environments
- Spending time with my Family and drinking good Coffee