My primary strength, which has driven me since my studies in Business Administration at WU Vienna, is the perfect marketing of companies as well as their products and services – whether in the B2C world with a focus on perfect emotional alignment with consumers – or in the B2B world with interaction processes that take place more strongly on a rational level.

International business and intercultural influences in marketing and sales have influenced me since I was young – no wonder: my first professional position took me to the Italian family-owned company Ferrero, which grew over the years into a top international corporation, particularly through perfectly coordinated marketing & innovation management.
The way Ferrero understands brand positioning has shaped me over the years. 

Also formative for my professional development were the years at Austria’s most successful branding & advertising agency, Demner, Merlicek & Bergmann.
There, I was trained as an expert in strategic brand management and strategic positioning. The word “positioning,” in particular, is very often misunderstood outside marketing circles, just as the word “brand” is often attributed only to companies operating in B2C markets.

What is often forgotten here is what brands really are:
Brand = decision system: “A strong brand is not a logo, but a decision framework for the entire company.”

And far too often, company managers struggle to explain their positioning briefly and concisely.

Positioning means renunciation: “Positioning does not mean being relevant to everyone – but consciously irrelevant to many.”
and
Simplicity wins: “If a positioning cannot be explained in one sentence, it is : strategically not viable.”

The third professional pillar that significantly shaped my interdisciplinary knowledge was my work as Head of Marketing and Sales for Austria’s largest food brand, the organic brand Ja! Natürlich (a subsidiary of REWE Group Austria).
Having marketing & sales responsibility for more than 1,000 different products—and this in Austria, Italy, as well as in 3 CEE countries—brought with it a challenging high degree of complexity and dynamics. Over the years, Ja! Natürlich created and grew a category – the organic product segment.
Here I learned how retail managers think, analyze, and decide.

Subsequently, for around 20 years now, I have advised medium-sized companies in the Alpine region in the areas of brand management, strategic marketing, sales, and internationalization, and I have held operational division management roles in two medium-sized companies in the food industry.

I got to know and understand the diversity of medium-sized businesses in the Alpine region – as a consultant and as an operational manager - and can therefore draw on extensive experience with owners, managing directors, and division managers in medium-sized companies.

Even today, I often see in SMEs and medium-sized companies how much potential there still is in the understanding of strategic brand management, strategic marketing, and strategic business modeling. 

The same applies to the topic areas of “Organizational Excellence,” “Process Optimization,” and “Knowledge Management & Know-How Transfer.”
As well as to the increasingly important topic of the “world of artificial intelligence.”

In client projects, the values of openness, equal footing, mutual understanding of the other person’s perspective, and trusting cooperation are essential to me. As is a mutual openness to new perspectives & philosophies and “THINK DIFFERENT.”

As Managing Partner in the IQONIC team, I can contribute my many years of expertise in & with medium-sized companies in the Alpine region.
The core target group of my professional work over the past 20 years and the core target group of IQONIC are absolutely identical – a clear win-win for successful collaboration.