My primary driving force, which has motivated me since my studies in business administration at the Vienna University of Economics and Business, 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 running more on a rational level.

International business and intercultural influences in marketing and sales have influenced me since my early years – no wonder: my first professional stop led me to the Italian family business Ferrero, which grew into a top international group over the years, in particular 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 brand & advertising agency, Demner, Merlicek & Bergmann.
Here, I was trained as an expert in strategic brand management and strategic positioning. Particularly the word "positioning" is very often misunderstood in non-marketer circles, just as the word "brand" is often only attributed to companies operating in B2C markets.

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

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

Positioning is 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 unsustainable."

The third professional pillar that significantly shaped my interdisciplinary knowledge was my role as Marketing and Sales Director of Austria's largest food brand, the organic brand Ja! Natürlich (subsidiary of Rewe Group Austria).
Marketing & sales responsibility for over 1,000 different products - and this in Austria, Italy, as well as in 3 CEE countries, involved a challenging high level of complexity and dynamics. Ja! Natürlich created and grew a category over the years – the organic product segment.
Here I learned how retail managers think, analyze, and make decisions.

In the following - for about 20 years - I have advised medium-sized companies in the Alpine region in the areas of brand management, strategic marketing, sales, and internationalization, and have been responsible for operational division management functions in two medium-sized companies in the food industry.

I got to know and understand medium-sized businesses in the Alpine region in all their diversity – as a consultant and as an operational manager - and can therefore draw from extensive experience with owners, managing directors, and department heads in medium-sized enterprises.

Even today, I frequently experience in SMEs and medium-sized companies how improvable the understanding of strategic brand management, strategic marketing, and strategic business modeling is. 

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

In customer projects, the values of openness, equal footing, mutual understanding of each other's perspectives, and trust-based cooperation are essential to me. As well as a mutual openness to new perspectives & philosophies and "THINK DIFFERENT".

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