Proven at scale, applied to your decision
Selected cases from more than 15 years of platform leadership. Each case starts with the problem, not the employer, and says when the same approach is relevant for you.
Current mandate
AI search strategy for a Swiss company. Client details stay confidential.
Scope in figures
- Annual visits, local.ch
- ~350 Mio
- Affiliates under one digital directive
- ~270
- Channels in one group-wide registry
- ~1,600
- German Award for Online Communication 2016
- Gold
The figures describe the scope of the platforms and organisations I was responsible for or worked across. They are not revenue attributed to me personally.
Selected cases
One digital standard across ~270 affiliates of a regulated group
Roche, 2015–2017. Chair, Digital Governance Network
What I did
- Chaired the cross-functional committee behind the group's Digital Directive: brand, content, compliance and regulatory standards.
- Built a group-wide digital registry of around 1,600 channels.
- Rolled the directive out with training across the affiliate network, in Pharma and Diagnostics.
Relevant for you when
several business units or country organisations publish digitally without a common standard.
A global corporate website relaunch without losing multi-market control
Roche, 2015–2017. Global Head Web Strategy & External Communications
What I did
- Led the relaunch of roche.com across business units on a unified enterprise CMS.
- Introduced a new navigation and a standardised presence for affiliates.
- Led the team and the agency Virtual Identity on the digital annual report, which won Gold at the German Award for Online Communication 2016.
Relevant for you when
a corporate website or CMS relaunch has to serve several markets, brands or units at once.
Audience growth for two national search platforms through algorithm shifts
Swisscom Directories AG, 2017–2021. Head of Audience and Business Owner, local.ch and search.ch
What I did
- Overall responsibility for content, search engine marketing, UX, social media and data analytics.
- Chaired the Audience Advisory Board for cross-channel coordination.
- Scope: around 350 million visits a year on local.ch.
Relevant for you when
revenue depends on being found, in classic search or in AI-generated answers.
A national municipal platform from strategy to execution
Swisscom Directories AG, 2022–2024. Head of Localcities, Strategy & Execution
What I did
- Go-to-market, content strategy and UX for the Localcities progressive web app and its print guides.
- Data operations and multi-tenant content workflows for municipal data.
- Scope: around 2,000 municipalities and around 50,000 sports clubs.
Relevant for you when
one platform has to work for many independent organisations, each with its own data.
An independent view on digital assets before an investment decision
Swisscom Directories AG, 2022–2024. Commercial Due Diligence
What I did
- Assessed digital assets: traffic acquisition channels, audience metrics, UX maturity and technical debt.
- Structured the findings as input for management decisions.
Relevant for you when
an acquisition, a partnership or a major platform investment needs an independent assessment.
Retail e-commerce and mobile web at national scale
Migros-Genossenschafts-Bund, 2011–2014. Roles up to Head of migros.ch
What I did
- Strategy, planning and coordination of the mobile web for the migros.ch relaunch.
- Platform strategy, customer and web intelligence, and mobile UX.
- An omnichannel pilot linking a social-commerce campaign to store infrastructure (melectronics).
Relevant for you when
online and physical channels have to work as one system rather than as two projects.
Before 2011: editorial and platform roles, including editor-in-chief of news.ch. Awards, talks and press coverage are on the media page.
Facing a similar decision?
Let's discuss it in a no-obligation initial conversation. I will tell you candidly whether you need a mandate, a second opinion, or neither.
Arrange an initial conversationOutreach & Distribution
Selected Campaigns
Performance-driven acquisition budgets, AI-powered outreach pipelines, global pharma activations, and cross-channel digital rollouts.
Localcities (Swisscom Directories)
Full operational ownership and end-to-end market entry of Localcities.ch for roughly 2,000 Swiss municipalities. Management of a dedicated acquisition budget of approx. CHF 1M per year for targeted Google Ads and app-install campaigns (iOS & Android), optimized against strict install, activation, and retention KPIs[cite: 2].
Roche ASCO (Chicago)
Pharma CampaignGlobal social media campaign for Roche around the ASCO congress featuring a live conversation leaderboard on Twitter/X in accordance with group-wide Digital Directive standards across approximately 270 subsidiaries.
Lancashire Digital (2025–2026)
AI CampaignsAI-driven campaigns utilizing a HeyGen video pipeline (reducing production time by approx. 80%) alongside Make-based agentic outreach processes combined with GEO/AEO optimization.
Migros (MGB)
OmnichannelDigital activation and rollout campaigns for the launch of the new Migros.ch platform and mobile web ecosystem across cooperative boundaries.