Marketing & Sales: strategy meets craft.
Good marketing starts with sales. What actually brings revenue, and what only earns applause? With a Swiss federal diploma in sales management and 34 years of practice behind me, I develop marketing and sales strategies: budget, campaign, sales promotion, B2B and B2C, online and offline. And hands-on. I do not only design the thing, I deliver it. In every sales strategy planning meets practice, and for me the two belong together.
From the budget to the campaign
As Head of Marketing at tour operators I built and owned complete marketing budgets for B2B and B2C, and adjusted them all year round. I know how to turn an annual budget into a plan where print, radio, TV, digital and sales promotion actually work together, and how to shift money mid-year when a channel is not delivering. That discipline goes into the strategy: clear goals, clear priorities, clear ownership. And when it is needed I roll up my sleeves, from the campaign setup to the catalogue copy.
Industries I know from the inside
Tourism and travel, media and radio, retail and SMEs, non-profits and associations, technical services — in every one of these sectors I have held operational responsibility for marketing and sales. That shortens any collaboration: I do not have to learn your business first, I recognise the patterns. And wherever digital visibility is required, SEO, Ads and event marketing interlock seamlessly.
B2B and B2C sales: selling learned, not googled
Sales is my original profession. I have built customer bases from zero, managed key accounts, and won advertising partners for one of the biggest Swiss football clubs. That craft sits in everything I do: sales argumentation, offer design, winning new customers. And the one question many marketing concepts never get round to answering: how does a lead actually turn into a deal?
Sales promotion you can experience: B2B events & roadshows
Sales promotion is not just a discount campaign in my book. For international hotel partners I designed and led large events and roadshows across Switzerland, with travel agencies as guests seeing destinations and properties for themselves. Formats like that turn business relationships into partnerships. Anyone who has stayed in a hotel on an info tour will sell it with conviction afterwards. What decides the outcome is the work either side of the event: the promotion beforehand and the follow-up on every contact gained, because that is where the new customers actually are. The same principle applies in any industry where trust closes the deal.
Cross-media experience from my radio years
During my radio years I developed events and promotions that turned listeners into participants. A live event in the town square, or a campaign running on air, at the point of sale and in the local paper at the same time. That cross-media instinct is worth more now than it ever was, because a campaign only works when social media, website, advertising and live experience tell one story rather than four. Those are the campaigns I design.
Leading teams, steering agencies
I have led marketing teams, run projects across departments and steered external agencies, including the uncomfortable conversations when performance and invoice did not quite match up. In practice that means I can slot into existing structures, take over a team on an interim basis, or act as a sparring partner for the management board. Confident at C-level, hands-on in the day-to-day. I do not only delegate, I do the work.
CRM, newsletters & direct mailings
At FTI Touristik I built professional address management and a CRM from the ground up. That became the basis for weekly newsletters, alternating between B2B partners and end customers, and for tightly targeted direct mailings. Turning an address database into a revenue channel takes three things: clean segmentation, compliant upkeep, and content people actually open.
Corporate communication & image campaigns
For the brands of an international tour operator I designed sales and image campaigns across the group and ran all corporate communication: image brochures, product and sales flyers, advertisements, commission documents, point-of-sale material for the travel agencies. Budget and performance control came with it, right down to finding savings and refinancing options nobody had spotted.
Building and consolidating processes — up to DACH level
At Coral Travel I built strategic processes and projects and prepared them for consolidation across the DACH region, structured so they would hold up across national borders. That experience is useful wherever a marketing organisation grows, merges or has to be rebuilt.
Social media & reputation building
At Coral Travel I built and ran every social media channel. In my own agency WebTrendsMedia I grew follower communities for clients the slow way, organically rather than bought. At Business2Web the focus shifted to reputation, online and offline: reviews, directory listings, a presence that makes people trust you. That work is worth double today, because those same reputation signals help decide whether an AI recommends your company.
Content marketing: content that sells
Good content is the raw material of every campaign, and I produce it myself. Copy and visuals for Meta campaigns and Google Ads, sales presentations that get to the point, brochures, catalogues, complete websites. Because message, design and channel come from the same person, the tone stays consistent and the production path stays short, from concept to finished print file or landing page.
Websites & CMS: WordPress, TYPO3, Joomla
I have planned, written and built entire websites, with content management systems like WordPress, TYPO3 and Joomla as well as with fast static pages. Experience tells you fairly quickly when a CMS earns its keep and when it just gets in the way. Editorial processes, maintenance and the SEO fundamentals are set up at the same time, so the website stays alive after launch.