7+ years building brands from scratch. From identity and strategy to digital growth, turning science-backed products into stories that stick.
Brand, content, and digital work built at Escentina. Click any piece to learn more.
When I joined Escentina, there was no brand identity, no protected company name, and no marketing function. Over 3 years I built all of it: trademark registration in 40+ countries, new brand identity, B2B digital ecosystem, social presence from zero, within a CHF 100K budget. Today the brand is internationally recognised, published in specialist media, and driving business development across 5+ markets.
The marketing work I find most interesting sits where technology meets the physical world. Complex science that needs to become a brand people trust, follow, and buy into. That's the kind of problem I want to keep solving.
The best playbook I've read on positioning technology products. Changed how I think about framing: it's not about what you make, it's about the category you create.
Read more ↗Category design as a marketing discipline. The argument: the best companies don't compete in categories, they create them. Relevant to anyone building something genuinely new.
Read more ↗Practical framework on how AI is reshaping marketing operations: content, personalization, analytics. Not hype, just a useful map of where things are actually going.
Read more ↗Why logic alone never sells anything, and why the irrational is often the most powerful lever. Really useful when you're trying to translate something technical into something people actually want.
Read more ↗Stories are how ideas (and markets) spread. Shiller's framework for how narratives drive economic behaviour is surprisingly useful for thinking about brand-building.
Read more ↗Brand experiences are built from peaks, not averages. This changed how I think about events, onboarding, and any moment where a company gets to make a first impression.
Read more ↗Software AI (ChatGPT, Midjourney) markets itself: you try it, you get it. Physical AI (weather models, robotics, sensors) doesn't have that luxury. The product is invisible until it works. That makes brand and narrative more important, not less. I find this problem genuinely interesting.
Most deep-tech companies try to win existing categories. The smarter move is to design a new one: own the vocabulary, the comparison set, the success metrics. At Escentina we did this instinctively. We didn't position against fragrance houses; we created the 'natural B2B fragrance' category.
For a small marketing team, AI isn't about doing less. It's about multiplying what you can produce. I'm building fluency in prompt engineering, AI-assisted design (Midjourney, Adobe Firefly), automated video (CapCut AI), and content repurposing pipelines. Not as a side interest; as a core skill.
Being the first marketing hire is structurally different from any other role. No playbook, no brand guidelines, no approved audiences. You're the strategist, the copywriter, the analyst, and the agency briefer all at once. I've done it once. I want to do it again, somewhere the mission actually matters.
Most B2B content is either too technical to get attention or too generic to build trust. The sweet spot is content that makes a potential buyer think 'these people get our problem' before any sales conversation even starts. That's what I focused on at Escentina, and it's what I want to keep doing.
Where practitioners (not theorists) share what's actually working in AI-driven content, campaign ops, and brand strategy. On my radar for 2026.
Explore ↗Europe's largest tech conference. I go to watch how ambitious startups position themselves to press, investors, and customers at the same time, in 3 days. A case study in compressed brand-building.
Explore ↗The B2B SaaS world's most concentrated gathering of GTM, growth, and marketing thinking. I follow this not for SaaS specifically, but because the most rigorous marketing frameworks are being built here, and they transfer.
Explore ↗Their writing on brand, go-to-market, and the 'why now' of deep tech is consistently good. Especially the series on climate tech positioning and marketing to enterprise buyers.
Explore ↗Practitioner-level thinking on product, growth, and go-to-market. I read every issue. The frameworks on retention, positioning, and channel fit have genuinely shaped how I plan campaigns.
Subscribe ↗Currently preparing Escentina's debut stand at the world's leading B2B beauty ingredients show. Handling the full communication campaign: invite, booth concept, press, post-event content. First major international trade show as lead.
See event ↗Based in Zurich, Switzerland. Open to full-time roles. Not afraid of ambitious timelines or ambiguous briefs; that's where I do my best work.