Turning complex growth problems into systems that scale.
I lead the Growth Lab at Tamedia, building teams, products, workflows and experiments where content, data and technology meet. My strongest work makes expertise usable across an organisation instead of trapping it in one specialist function.
My work is grounded in news media, but the underlying problems are not media-specific: finding demand, building useful products, automating workflows, changing behaviour and scaling what works.
I came to growth through an unconventional route. I built a sports community, ran an e-commerce business and worked across content, marketing and search. That range is why I am most useful where strategy has to become something people can actually use.
I am based in Switzerland and work comfortably across German, English and French. I care about clear thinking, direct feedback and outcomes that survive beyond the original project team.
Based in
Switzerland
Languages
German · English · French
Working across
Strategy · Product · Data · AI
Operating principle
Hypothesise · Test · Implement · Scale
Selected impact
Proof before promises.
The work matters more than the title. These are the projects that best show how I approach growth.
01
Tamedia · SEO transformation
Turning SEO from specialist knowledge into newsroom practice
As Head SEO, I led one evolving core team while building SEO capability from scratch in other Tamedia offices and news brands. This covered hiring, role design, rules, concepts and operating models. I also led Tamedia’s eight-week “Reach Offensive”. We then institutionalised it as an ongoing cross-functional Reach Team, which I helped conceptualise and build, including its roles, responsibilities, workflows and shift design. More than 600 journalists and producers were trained and supported with dashboards and CMS-integrated tools.
Cross-office SEO capability built from hiring to operating model
600+ participants across editorial teams
Ongoing Reach Team established beyond the eight-week launch
Expanding from search optimisation to audience growth
In 2026, I took the lead of Tamedia's newly founded Growth Lab. The team combines editorial expertise, content strategy, data and product thinking to identify audience opportunities, formulate hypotheses, test ideas and transfer what works into daily operations.
Strategy
Experimentation
Leadership
03
Tamedia · Briefing Kitchen
Turning fragmented signals into one daily editorial decision layer
Briefing Kitchen began as my idea. I laid its foundation, my team developed it into what it is today, and I remain responsible for it. The AI-assisted Slack briefing serves the Newsdesk and is visible to the wider editorial organisation. It combines Search and Discover performance with NewzDash, Google Trends, Wikipedia, Reddit, YouTube and news-sitemap data, then highlights gaps between audience demand and existing coverage.
AI workflows
Automation
Slack delivery
04
Entrepreneurship · 2015 to 2025
Building communities and commerce outside the newsroom
I co-founded Hockey News Schweiz, a social-first Swiss ice-hockey brand built mainly on Facebook and Instagram. For a short period, it also ran its own news website. I also co-founded and operated Ballers, a sports-merchandise e-commerce venture, from 2019 to 2025.
Community
E-commerce
Brand building
Experience
Built by doing.
A career across editorial growth, e-commerce, content and entrepreneurship.
Mar 2026 to present
Head of Growth Lab
Tamedia · Zurich
Leading a cross-functional audience-growth team across editorial, data, product and content strategy. The work runs from opportunity and hypothesis to experiment and operational handover.
Oct 2024 to Feb 2026
Head SEO
Tamedia · Zurich
Led one core SEO team whose composition and remit evolved over time, while building SEO capability from scratch in other offices and news brands. This covered hiring, role design, rules, concepts and operating models. Google Discover was a core part of the SEO remit. Expanded training, automated workflows, CMS tools, reporting, technical SEO and AI-assisted products.
Nov 2023 to Sep 2024
SEO Content Manager
Tamedia · Zurich
Developed editorial SEO strategies and workflows across Tamedia's portfolio and worked directly with newsrooms on search opportunities, planning and performance.
Dec 2019 to Jul 2025
Co-Founder, Ballers
E-commerce · Kloten
Co-founded and operated the sports-merchandise e-commerce venture from its launch in 2019 until 2025, with responsibility for its shop, marketing and operations.
2015 to Jul 2025
Co-Founder, Hockey News Schweiz
Social media · Switzerland
Co-founded and grew a Swiss ice-hockey brand built primarily on Facebook and Instagram, with a news website operated briefly alongside its social channels.
May 2022 to Oct 2023
Online Shop / Marketing Manager
ELCO AG · Brugg
Managed the online shop and digital marketing for a sub-brand of a leading Swiss stationery company.
Turning recurring problems into useful tools, briefings, dashboards and AI-assisted workflows rather than more manual work.
03
Google Discover and search
Deep expertise in Google Discover alongside technical and content SEO, demand analysis, SERP strategy and the changing discovery landscape around AI.
04
Organisational enablement
Training, workshops, embedded tools and workflows that move specialist knowledge into everyday practice.
05
Cross-functional leadership
Building teams and aligning content, product, data, technology and management around a shared definition of impact.
06
Entrepreneurship
Ten years of practical experience in community building, e-commerce, customer acquisition and operations.
Education
Formal learning, practical application.
2021 to 2025
BSc Business Administration (International Management)
Specialisation in Business Innovation · FHNW
Final grade 5.3/6.0Bachelor’s thesis 6.0/6.0Swiss grading scale
My thesis examined governance for AI-supported content creation. It contributed to later process reviews, and parts of its operating logic are reflected in live workflows. The framework itself was not implemented wholesale.
Presented “Wie Tamedia die Sichtbarkeit seiner regionalen Online-Angebote ausbaut” and joined the evening expert panel. The talk covered regional SEO, cross-functional Reach teams and AI-supported workflows.
