My Approach: Holistic Vision & On-Purpose (Why)
Since 2007, I’ve paired up with senior executives of big companies, visionary entrepreneurs, and with creative leaders and helped them increase brand equity, impact, and revenue. It all started when I was 26 and my brand building strategy advisory helped turn Steve Jobs – the icon of on-purpose strategy – into a fan of my first-ever mandate’s product.
From there I went on blending strategically on-purpose brand building tactics and culture with business strategy, sustainability, digital commerce, and technology innovations. I strategized brands, services, new revenue streams, online and offline growth activities, innovation management, and companies. Clients included renown companies such as Canyon, feno, Ford, Kickstarter, Henkel, Berlinale Film Festival, and Pharmos Cosmetics. Some client work has been acknowledged with multiple industry awards (iF Design Award, Red Dot Award, The Next Web Award). And some have paved the way for 7-figure ROIs.
2015/16 marked a turning point in my career. Back then I strategized and launched Germany’s first disruptive IT training company which scaled to four offices and got acquired. Helping ambitious people to create a new career and life felt truly fulfilling. Ultimately in 2017, I decided to add expertise in sustainability-led innovations and impact investing and grew a diverse network across the continents. I additionally started to connect female leaders in Europe, USA and in India with innovations and funding opportunities.
What I focus on today – find out here.
Some Fun Moments Of My Journey
PURPOSE & CULTURE – 2007
My masters in 2007 combined two passions of mine at the intersection of culture and business. One is Cultural & Brand Hacking – a technique that e.g. artist Tom Sachs used (see photo) and that later Virgil Abloh applied to his fashion brand. The other passion is storytelling. So ultimately, I specialized in audio-visual design, innovation management, and strategic marketing at Berlin’s University of the Arts.
VONROSEN – 2007/08
One day in 2011 my best friend called me and asked…
He: “What was the name of that fashion brand that you advised on its brand building strategy?”
Me: “VONROSEN. Why?”
He: “That’s funny. I was just reading Steve Jobs’ memoirs, and here it says that Jobs was wearing a VONROSEN cashmere sweater on his last keynote.”
Me: “Oh really?”
And I thought, wow – that was my first-ever client mandate at age 26…
Brand building strategy, E-com
MAN BUS & TRUCK – 2008
The senior management board of MAN Bus & Trucks agreed within milliseconds to execute on my strategic insights and brand positioning advisory. Hence, among others, I’ve been leading a cross-departmental management team for the execution of a 3D-walk-in and interactive “Future Transport 2020” customer experience for MAN’s most important sales event.
The result: MAN increased its brand equity and customer loyalty by being the first heavy vehicle brand that publicly engaged in sustainable transport and green city living.
Brand Repositioning Strategy, Event Experience Design Strategy, Sustainability
feno – 2010
The son takes over the small company of his father and wants to expand on international markets. Most importantly however, he wants the company’s “raison d’être” and technological leadership to be clearly embodied.
After a complete brand makeover, from leading the brand strategy and guiding the multi-channel experience design, I went on facilitating strategic thought leadership activities alongside the CEO.
Today, feno is a recognized German premium brand and trusted partner to international industry clients and light artists.
Brand Strategy, Naming, Redesign For Internationalization, Strategic Partnerships
KICKSTARTER – 2015
I revised Kickstarter’s German market entry strategy and executed on it. Two of the results:
A partnership with a German brand that additionally expanded the community reach of Kickstarter, a leading international crowdfunding platform, within Europe and the Middle East. Approx. 1 billion additional media reach each year over the course of two years with little to no extra marketing spending.
Market Entry Strategy, Strategic Partnerships
SPICED – 2015/16
I revised the initial business strategy for Germany’s first immersive, short-term IT education company and also have been leading its execution and launch. From strategizing the brand experience, product and online marketing to hiring the team and setting up operations.
The result: Within years SPICED scaled to four offices and has been acquired.
Business & Product Strategy, Brand Marketing & Launch Strategy, Management
BEYONCÉ’s IVY PARK – 2016
I was brought onto the German team of B-REEL, an international creative agency, to help with the campaign for Beyoncé’s IVY PARK European launch via the online marketplace Zalando.
Launch Campaign
SHE FOR SOCIAL IMPACT – 2018-2021
In order to help close the gender wealth gap and to foster sustainability within societies I initiated and lead She For Social Impact from 2018 to 2021. Through internationally-oriented networking events and independent awards female leaders, entrepreneurs and innovators accelerated exposure, partnerships, and seed funding.
Sustainability & Gender Wealth Gap Initiatives
air – 2022
How can the financial industry reach net-zero carbon emission? Me and business partners facilitated multi-stakeholder innovation sprints for internationally operating air to come up with possible solutions.
Sustainability Innovation, Multi-Stakeholder Sprint Facilitation
“Nadine is clearly ahead of the time and an inspiring leader.“
Stefan Groschupf, Serial Tech Entrepreneur