Work
One question, worked on for a decade.
Reported performance tells you the campaign worked. Commercial results tell you whether the business did. Everything below sits somewhere on the distance between those two.
Several of these began as teaching instruments, built because a commercial idea would not land from slides. One of them turned into a product. Underneath all of it are four years spent running research programmes for global brands, which is where the habit of distrusting a clean number came from.
A profitability product for retailers
A tool for retail and e-commerce owners who need a straight answer to a question their reporting does not currently answer: is this marketing earning its place in the business?
It is designed for people who want that answer themselves, quickly, without handing commercial data to anyone and without a consulting engagement to get there. It is bilingual, built for the European market, and being developed with a small number of selected partners.
The product is in closed development and not publicly available. There are no customer results to report yet, and nothing here should be read as claiming otherwise. If you would like to see it, that conversation happens under NDA.
StatusPrivate beta · European market · partner conversations open under NDA
Learning instruments for commercial judgement
Some things cannot be taught from slides. Budget decisions are one of them: a marketer can define every term correctly and still read a live situation badly, because the pressure and the trade-offs are missing from a lecture.
So I built a set of small tools that put people inside the decision instead. Participants work through realistic scenarios, see the consequence of each choice play out, and then argue about it. The arguments are the point. What they leave with is judgement rather than vocabulary, and several have carried the work into interviews.
The tools are used as live lab activities inside the certificate programme below.
Built withJavaScript · installable web apps · offline capable
Digital Marketing Pro Suite, professional certificate programme
A professional certificate programme I designed and delivered at Berlin School of Business & Innovation, then rebuilt twice as the field moved. The first generation ran as an 80 hour certificate across five core modules. The second reworked it into five stackable certificates with AI integrated into each. The third folded automation across the whole stack: analytics, content marketing, search and programmatic, AI enhanced search optimisation, and social.
The structure I built it around is a three phase journey. A short pre experience that surfaces where each participant actually stands, an immersion phase of foundations then hands on labs, and a capstone where teams design and simulate a campaign for a real brief using live platforms. Several participants have used that capstone as interview material.
Designed and delivered in my role at Berlin School of Business & Innovation. The programme, its name, its branding and its teaching materials remain the property of the school and its partner institutions. What is described here is my own design and delivery practice.
Four years of research programmes for global brands
Before performance marketing, I ran end to end B2B research programmes for Novo Nordisk, Bayer, Nissan and Henkel, trained in Kantar methodology. More than 150 in depth interviews and focus groups across FMCG, automotive, telecoms and healthcare, turned into strategic insight reports that advised on market entry, positioning and growth.
This is the part of my background that looks least like analytics on paper and is closest to it in practice. Designing an instrument, controlling for how the question shapes the answer, coding qualitative material into something countable, then defending a recommendation to senior stakeholders who have a commercial reason to disagree. That is analysis. It is also where I learned that a clean number usually means somebody stopped asking questions early.
MethodsQualitative and quantitative research design · in depth interviews · focus groups · SWOT and competitor analysis · market intelligence · stakeholder reporting
Where the tools came from
Built for a room, then for a business.
Every one of these started because an idea would not land from slides. Teaching commercial decision making without putting people inside a decision produces professionals who can define the terms and not read the situation. So the instruments came first, and the product came out of them.
In progress
More is being written up.
Analyses, code and write ups are being published as they are finished, and will appear here and under Writing. If you want to talk about something before it is written up, get in touch. I am happy to walk through any of the work above in detail.