Driving growth.
Delivering ROI.
Leading transformation.
Global marketing, communications, and transformation leader driving revenue growth and measurable ROI across Fortune 500 industrial and technology organisations. I lead change and transformation, align marketing and sales, and build demand generation, channel, and executive communications programs. APMG certified change practitioner. Over $1B in revenue influenced, with 30%+ ROI lifts and AI-enabled marketing at the core.
Rooted in Authenticity
I lead marketing, communications, and transformation that drive revenue and measurable ROI: demand generation and conversion, marketing and sales alignment, channel and partner marketing, and aftermarket growth. As an APMG certified change practitioner, I also lead change management, transformation, and executive communications, turning strategy into pipeline, adoption, and customer loyalty.
Across leadership roles at Cummins, ABB, Worley, Arrow Energy (Shell/PetroChina JV), and Siemens, I've built demand generation and account-based marketing programs, aligned marketing with sales to accelerate conversion, run co-marketing with OEMs and channel distributors, and directed marketing investment for ROI across Asia Pacific, EMEA, and the Americas.
I'm a German and Australian citizen, tri-lingual (German, English, Spanish), with international experience across four continents. I'm looking for a global marketing leadership role where marketing is a direct driver of revenue, ROI, and commercial growth.
What sets me apart: I connect marketing directly to commercial outcomes and back it with applied AI. I build AI agents and use AI-enabled tools to sharpen audience targeting, content production, and campaign performance, lifting engagement and conversion. I am also a certified change management practitioner, so I can carry the transformation and the people through it while the numbers move.
Built from the Ground Up
Farm kid to Fortune 500. The work ethic stuck: patience, persistence, and actually caring about the people you work with.
Customer-First
Great marketing starts with genuine curiosity about the customer: what they need, how they buy, and what moves them from interest to decision. Insight first, then campaigns that convert.
International Markets
Three languages, four continents, and a lot of different buying cultures. I know how to localise a campaign and a message for each market, and keep the global strategy and ROI intact.
Strength Meets Stillness
Marketing is growth, ROI, and customer trust. Transformation is change, adoption, and resilience. But the fundamentals behind both haven't changed. Trust, honesty, and genuine care for the people you serve still decide which organisations grow and which stall.
“Associate with people who are likely to improve you. Welcome those whom you yourself can improve. The process is mutual; for men learn while they teach.”
Seneca, Letters from a Stoic
Trust
Fides: The Stoic Commitment to Faithfulness
Stakeholders don’t trust spin. Employees don’t follow leaders who overpromise. They trust organisations that deliver what they said they would. Every communication I build is anchored in something the leadership team can actually stand behind.
Honesty
Parrhesia: The Courage to Speak Truthfully
Honest communication isn’t about being blunt. It’s about being clear about what the organisation stands for, where it’s heading, and what it expects of its people. The best executive teams want communication that employees can believe in.
Culture of Care
Philanthropia: The Stoic Duty of Care
When people feel cared for and safe, they embrace change, challenge assumptions, and contribute work that guarded teams never will. High-performing organisations run on care and trust, not pressure.
Built for Marketing, ROI & Growth
Demand generation and conversion, data centre and critical infrastructure marketing, change management and transformation, marketing and sales alignment, executive and corporate communications, channel and partner marketing, and marketing ROI. Backed by APMG change management certification and applied AI.
Demand Generation
Pipeline, conversion & lead scoring
Change & Transformation
Digital, SAP & M&A, APMG certified
Marketing & Sales Alignment
Shared metrics, faster conversion
Marketing ROI
Investment allocated by return
Four continents, eight markets, one commercial thread
Marketing that grows revenue globally and converts locally
Demand Generation & Conversion Marketing
Building demand generation and conversion engines across the customer journey: audience segmentation, lead scoring, closed-loop reporting, and sales-driven metrics that turn marketing spend into pipeline and revenue.
At Cummins, implemented lead scoring that lifted sales conversion by 22%, with budget allocated by customer lifetime value. At ABB, drove demand generation and ABM that accelerated conversion for enterprise software.
Data Centre & Critical Infrastructure Marketing
Positioning power and critical infrastructure solutions to data centre operators, hyperscalers, and colocation providers. Vertical go-to-market, high-intent buyer targeting, and event and account-based marketing for one of the fastest-growing segments in industrial tech.
Led data centre marketing and vertical positioning at Cummins, including the marketing presence at Data Centre World Asia in Singapore, engaging hyperscaler and colocation decision makers, partners, and media.
Change Management & Transformation
Leading organisations through complex change: digital and SAP rollouts, operating model change, restructures, and M&A integration. APMG certified change management practitioner, focused on reducing resistance, accelerating adoption, and keeping people and performance aligned.
Led change and transformation for a large-scale SAP program at Cummins across 5 business units and 3,000+ employees, and drove M&A integration across acquired entities at Worley.
Marketing & Sales Alignment
Aligning marketing and sales around shared metrics, service level agreements, and a single view of the funnel. Customer journey mapping, MarTech, and closed-loop reporting so both teams move the same numbers.
Aligned marketing with sales across an 8-market region at Cummins with closed-loop reporting on sales-driven metrics. At ABB, aligned the marketing funnel with sales to accelerate conversion.
Executive & Corporate Communications
Executive communications, leadership positioning, and corporate messaging that build trust and carry strategy through change. From CEO and leadership communications to internal engagement and change communications across the organisation.
Led executive fireside chats, regional townhalls, and CEO-led transformation updates at Cummins across 8 markets, strengthening leadership trust and alignment through significant change.
Channel & Partner Marketing
Designing co-marketing programs with OEMs and channel distributors, and building partner and distributor marketing that grows reach, share, and revenue through the channel.
Partnered with OEMs and channel distributors on co-marketing programs at Cummins. Activated the Microsoft partnership at ABB to drive joint demand generation.
Aftermarket Growth & ROI Campaigns
Growing aftermarket and recurring revenue through digital customer journeys, channel marketing for distributors, parts penetration campaigns, and account-based marketing for fleet and key accounts.
Led aftermarket growth and ROI-driven campaigns at Cummins: digital customer journeys, distributor channel marketing, and ABM for fleet accounts, with budget allocated by customer lifetime value.
AI-Enabled Marketing
Using applied AI to sharpen targeting, content, and campaign performance. Building AI agents and using AI-enabled tools for dynamic content, audience segmentation, and workflow automation across channels.
Rolled out AI-powered campaigns with dynamic content and audience segmentation at Cummins, lifting engagement by 35%, and built AI agents to automate marketing workflows.
Team Leadership & Capability Building
Building and restructuring high-performing marketing and communications teams across regions. Developing clear structures, agile ways of working, and a culture of care and trust that scales.
Restructured an 8-market team at Cummins with agile marketing frameworks, defining strategy, ROI targets, and regional capability in insights and data-driven marketing.
The Work
Selected Work Samples
Most of the work I do happens behind closed doors. The campaigns that grow pipeline, the marketing and sales alignment that lifts conversion, the channel programs that grow revenue. That work doesn't carry my name. Here are some public-facing projects that give you a sense of the range.
Cummins Asia Pacific Magazine
Published four editions of Cummins' flagship regional customer magazine, a content marketing asset reaching OEM partners, distributors, and end users across Asia Pacific. Positioned clean power innovations, customer success stories, and the technology roadmap to support portfolio positioning and pipeline conversations.
Cummins Team Talk: Employee Magazine
Created and led the internal employee magazine “Team Talk”, an internal marketing platform connecting thousands of employees across APAC through stories of product innovation, customer impact, and regional performance. Used to reinforce strategic priorities and drive engagement across an 8 market matrix.
Cummins at Data Centre World Asia, Singapore
Led data centre marketing and vertical go-to-market for Cummins, positioning power solutions for hyperscalers, colocation providers, and data centre operators, one of the fastest-growing segments in the region. This included the marketing presence and messaging at Data Centre World Asia in Singapore, a premier industry event, engaging high-intent buyers, partners, and media, and connecting event demand generation to the sales pipeline.
Executive Fireside Chats, Townhalls & Leadership Comms
Designed and produced leadership communication programs for Cummins APAC, from executive fireside chats and regional townhalls to CEO-led transformation updates. Built formats that humanised senior leadership, strengthened employee trust, and drove alignment through periods of significant organisational change.
Content Marketing & Brand Storytelling
Content marketing and brand storytelling built and positioned across customer, analyst, and employee audiences. From thought leadership on Cummins' Destination Zero strategy in Global Railway Review to corporate videos bringing the brand story to life across digital, events, and sales enablement channels.
Behind the Curtain
Most of the work I'm proudest of never carried my name. It showed up in the numbers. The campaign that grew pipeline, the marketing and sales alignment that lifted conversion, the channel program that grew revenue. That's how marketing should work: measured by results, not by who gets the credit.
Career Highlights
Marketing, communications, and transformation leadership across Fortune 500 industrial and technology organisations. From demand generation and channel marketing to change management, executive communications, and digital transformation.
Cummins Inc.
Director, Marketing Communications Asia Pacific
Fortune 200 | ~$34B revenue | 67,000+ employees
- Led marketing across On-Highway (automotive, trucks, electrification) and Off-Highway (mining, marine, defence, rail) segments, positioning value on fuel efficiency, total cost of ownership, and zero emissions
- Built demand generation and conversion marketing with lead scoring that lifted sales conversion by 22%, allocating budget by customer lifetime value
- Led data centre and critical infrastructure marketing to hyperscalers, colocation providers, and data centre operators, positioning power solutions for one of the region’s fastest-growing segments
- Drove aftermarket growth through digital customer journeys, distributor channel marketing, and account-based marketing for fleet accounts
- Partnered with OEMs and channel distributors on co-marketing programs to grow reach and revenue through the channel
- Aligned marketing with sales across 8 markets using customer journey mapping, MarTech, and closed-loop reporting on sales-driven metrics
- Rolled out AI-powered campaigns with dynamic content and audience segmentation, lifting engagement by 35%, and built AI agents to automate marketing workflows
- Managed the regional marketing budget for ROI across demand generation, events, content, and digital channels
- Restructured an 8-market team with agile marketing frameworks, defining strategy, ROI targets, and regional capability
- Led marketing and communications for a large-scale SAP transformation across 5 business units and 3,000+ employees, supporting record regional growth exceeding $1B EBITDA
Arrow Energy (Shell/PetroChina JV)
Corporate Communications Strategy Leader
Shell/PetroChina JV | ~$500M revenue | 650+ employees
- Developed crisis and incident communications protocols for critical infrastructure
- Crafted ESG narratives and stakeholder engagement programs
- Led government relations briefing programs for ministers and regulators
- Maintained social licence to operate during public scrutiny
ABB Ltd.
Marketing Director APAC, Enterprise Software & Grid Automation
Fortune 500 | ~$32B revenue | 112,000 employees
- Led marketing for Industrial IoT and IT/OT convergence software, building segment-specific value propositions and customer journeys
- Built account-based marketing and demand generation programs for utilities, mining, and transportation segments
- Activated the Microsoft partnership for joint demand generation and aligned the marketing funnel with sales to accelerate conversion
Worley
Global Manager Marketing, Communications & Strategy
ASX-listed | ~$12B revenue | 45,000+ employees
- Led multi-brand portfolio consolidation: merged Worley, WorleyParsons, and Evans&Peck into unified Worley Consulting brand architecture
- Designed new value proposition framework and brand governance system for the combined entity
- Led global M&A integration communications, aligning culture, people, and brand across acquired entities
Worley
Manager Strategic Marketing APAC / ANZ
ASX-listed | ~$12B revenue | 45,000+ employees
- Positioned engineering services for power, water, and resources projects across APAC
- Developed crisis communications protocols for major project disruptions
Siemens AG
Global Marketing Manager, Oil & Gas / Industrial Automation
Fortune 500 | €76B revenue | 312,000 employees
- Developed global marketing campaigns across 8+ countries, managing budget allocation and performance tracking for B2B industrial segments
- Built scalable activation programs and coordinated cross-border marketing for critical infrastructure customers
Stoa Advisory
Founded January 2026
Stoa Advisory supports organisations navigating change and transformation, drawing on deep experience in corporate communications, change management, and team leadership.
A Global Perspective
Every market has its own customers, buying behaviour, and cultural context. Fluent in three languages with four continents of experience.
Years in Senior Roles
Continents
Languages
Markets
Europe
Siemens
Shaped by German engineering precision and European industrial heritage. Developing global marketing and communication strategies across 8+ countries. German and Australian citizen, available globally.
Asia Pacific
Cummins, ABB, Arrow Energy, Worley
Leading marketing, demand generation, and channel programs across diverse APAC markets. Driving conversion, aftermarket growth, and integrated campaigns across cultures.
Americas
Cummins (Global HQ)
Partnering with global marketing leadership at Fortune 200 headquarters. Aligning regional marketing strategy and ROI targets with global standards.
Education & Qualifications
Education
MSc International Business
University of Applied Sciences Bremen
BSc Marketing
London Metropolitan University
Key Certifications
Let's Connect
I'm exploring global marketing leadership roles where marketing drives revenue, ROI, and commercial growth. If you're looking for someone who connects marketing to the numbers and backs it with applied AI and transformation experience, I'd welcome a conversation.