Shaping brands.
Driving transformation.
Building trust.
Proven track record leading corporate communications and brand strategy through transformation, M&A integration, and growth at Fortune 500 industrial and technology organisations. German and Australian citizen, international experience.
Rooted in Authenticity
I lead brand portfolio strategy, value proposition design, and commercial activation through complex transformation: post-merger integrations, leadership transitions, digital rollouts, and organisational change. My work spans corporate communication, public affairs, crisis communications, and reputation management, always at the intersection of brand, growth, and business impact.
Across multiple leadership roles at Cummins, ABB, Worley, Arrow Energy (Shell/PetroChina JV), and Siemens, I've built multi-brand architectures, designed value propositions for diverse customer segments, led marketing investment strategies, managed crisis communications and public affairs programs, and driven stakeholder engagement 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 leadership role where brand strategy and commercial activation are direct drivers of measurable growth, differentiation, and customer loyalty.
What sets me apart: I combine strategic communications expertise, including public affairs, crisis communications, and reputation management, with hands-on change management capability. I am a certified change management practitioner and an accredited mediator, trained to resolve workplace conflict and facilitate alignment between teams, cross-functionally, and cross-culturally.
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.
Stakeholder-First
Whether the audience is a customer, a government stakeholder, an employee, or the public, great communication starts with genuine curiosity about the people you need to reach.
International Markets
Three languages, four continents, and a lot of different stakeholder landscapes. I know how to localise a brand and a narrative, and keep the global strategy intact.
Strength Meets Stillness
Corporate communication is brand, reputation, and stakeholder trust. Transformation is change, adoption, and organisational resilience. But the fundamentals behind both haven't changed. Trust, honesty, and genuine care for the people you serve still decide which organisations thrive.
“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.
Psychological Safety
Philanthropia: The Stoic Duty of Care
When people feel safe, they embrace change, challenge assumptions, and contribute work that guarded teams never will. High-performing organisations run on psychological safety, not pressure.
Built for Brand Strategy & Growth
Global brand portfolio strategy, value proposition design, commercial activation, public affairs, crisis communications, and reputation management. Driving measurable growth, differentiation, and stakeholder trust.
Brand Portfolio Strategy
Multi-brand systems & value propositions
Commercial Activation
Scalable programs with measurable KPIs
Customer Insights & ROI
Data-driven segmentation & performance
Global Team Leadership
Building capability across regions
Four continents, eight markets, one strategic thread
Building brands that resonate globally and perform locally
Corporate Communication & Public Affairs
Developing and executing global communication strategies that align internal and external messaging, drive consistency across all channels, and position the organisation as a trusted voice. Includes public affairs, government relations, and issues management to protect and advance organisational interests.
Led corporate communication strategy for Cummins’ large-scale SAP transformation. Directed public affairs and government relations programs at Arrow Energy, engaging ministers, regulators, and community stakeholders.
Brand Portfolio Strategy & Value Proposition Design
Building coherent, scalable multi-brand systems with clear value proposition architecture for each audience segment. From brand positioning and messaging frameworks to visual identity governance, ensuring consistency across markets and business units.
Led complete rebrand at Worley, merging three brands into unified Worley Consulting. At Cummins, defined value propositions across product lines for OEM, distributor, and end-user audiences.
Change & Transformation Communication
Leading communication through complex transformation: M&A integration, operating model changes, digital rollouts, SAP enterprise programs, and leadership transitions. Focused on reducing resistance and accelerating adoption.
Led strategic communications for Cummins’ large-scale SAP transformation across 5 business units and 3,000+ employees.
Team Leadership & Capability Building
Building high-performing, insight-driven teams and strengthening brand strategy capabilities across regions. Developing clear structures, global collaboration models, and a culture of psychological safety that scales.
Restructured an 8-market team at Cummins into an integrated corporate communication and brand function. Built regional capability in customer insights, segmentation, and data-driven marketing.
Crisis Communications & Reputation Management
Protecting and strengthening organisational reputation through proactive issues management, crisis preparedness, and rapid response protocols. From CEO positioning and media strategy to stakeholder engagement during high-stakes situations and public scrutiny.
Led crisis communications and reputation management for Arrow Energy’s Surat Gas Project, maintaining social licence during sustained public scrutiny.
Marketing Investment & Commercial Activation
Directing marketing investment allocation and designing scalable commercial activation programs with clear KPIs. From demand generation and digital campaigns to customer journey optimisation and ROI-driven performance tracking across channels.
Managed marketing budget at Cummins APAC, driving demand generation campaigns and digital activation programs that directly supported pipeline growth during record $1B+ EBITDA performance.
The Work
Selected Work Samples
Most of the work I do happens behind closed doors. The brand strategy that reshapes perception, the change communication that carries a transformation, the stakeholder program that builds lasting trust. 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 the marketing presence and messaging for Cummins at Data Centre World Asia in Singapore, one of the region's premier data centre events. Positioned Cummins' power solutions for critical infrastructure to a high intent buyer audience, engaging directly with industry decision makers, partners, and media.
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 carried the brand's. The transformation narrative that built employee confidence, the stakeholder program that earned trust, the brand strategy that repositioned an organisation. That's how corporate communication should work: invisible when it's good, and obvious in the results.
Career Highlights
Corporate communications and brand leadership across Fortune 500 industrial and technology organisations. From global rebrands and M&A integration to digital transformation and executive positioning.
Cummins Inc.
Director, Marketing Communications Asia Pacific
Fortune 200 | ~$34B revenue | 67,000+ employees
- Led strategic communications for SAP enterprise transformation across 5 business units and 3,000+ employees
- Developed leadership communication programs across 8 countries, including executive fireside chats, regional townhalls, and CEO-led transformation updates
- Implemented internal communications processes and systems that measurably increased employee engagement and alignment across the region
- Defined brand portfolio strategy and value propositions across product lines for OEM, distributor, and end-user customer segments
- Managed marketing budget, allocating investment across demand generation, events, content, and digital channels to maximise ROI
- Restructured 8-market team into integrated brand and marketing function, building regional capability in customer insights and segmentation
- Directed commercial activation programs during 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
- Designed customer journey mapping and segment-specific value propositions for enterprise software solutions
- Built account-based marketing programs with targeted content for utilities, mining, and transportation segments
- Drove demand generation through digital channels, CXO engagement, and Microsoft partnership activations
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 stakeholder landscape, media environment, 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 brand and communication strategies across 8+ countries. German and Australian citizen, available globally.
Asia Pacific
Cummins, ABB, Arrow Energy, Worley
Leading corporate communication, brand strategy, and stakeholder engagement across diverse APAC markets. Driving transformation, brand consistency, and integrated campaigns across cultures.
Americas
Cummins (Global HQ)
Partnering with corporate communication and brand leadership at Fortune 200 headquarters. Aligning regional strategy with global standards and transformation narratives.
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 executive opportunities in corporate communications and brand leadership. If you're looking for someone who combines strategic communications with hands-on transformation capability, I'd welcome a conversation.