Description

Senior independent advisor and operator: I take on AI strategy mandates, implementation builds, or both end to end. Swiss and European enterprises bring me in when discoverability, conversion, AI, and operations need to shift from publishing content to delivering outcomes, and the work needs someone who can hold a board conversation in the morning and write production schema in the afternoon.

Recent engagements include implementation support at Coop Group (Switzerland's largest retailer), data & AI strategy at Sonova, Syngenta, and Breitling across multi-market enterprise operations, and two full GEO programmes for a clinically-positioned international skincare brand and a multi-national supplements brand, from anchored strategy development to implementation: multi-LLM visibility baselining across ChatGPT, Perplexity, Claude and Gemini; llms.txt across the estate; JSON-LD schema layering; PMID-cited clinical evidence pages; off-site authority across reviews, expert communities, and tier-one press.

Earlier I scaled the DTC brand I co-founded to $8M across 120 countries and negotiated a $100M P&G licensing deal across 27 markets. Full P&L responsibility. Native Swiss; operating globally in six languages with specific experience in Europe, North America, and APAC.

Strategist in the boardroom, builder in the system.

Industry field of expertise

Languages

English
Native or bilingual
German
Native or bilingual
Spanish
Native or bilingual
Portuguese
Fluent
Swedish
Conversational
Thai
Basic
French
Fluent

Workplace preferences

Can work on-site

Zurich (up to 50km), Basel (up to 50km)

Independent
Senior AI Advisor & Operator
January 2025 - Today (1 year and 5 months)
Senior independent advisor and operator to Swiss- and European-based global enterprises on AI strategy, AI implementation, and Generative Engine Optimisation (GEO)
Engagements range from strategy mandates to implementation builds to fully embedded end-to-end programmes
Sectors include retail, medical devices, agribusiness, luxury, and consumer brands operating under regulated content rules
Decommerce
Strategy, Commercial, AI Implementation & Co-Founder
DIGITAL AND IT
January 2022 - March 2026 (4 years and 2 months)
• Built a brand strategy consulting & platform enabling global consumer brands to drive recurring revenue through owned data, AI strategy, and operational execution
• Cold-acquired and managed enterprise key accounts including Breitling, Nestlé, Mercedes-Benz, Jägermeister, Syngenta, Sonova, Lectra, and Coop (largest Swiss retailer)
• Developed AI, data, commercial, marketing, and e-commerce strategies for companies
• Negotiated strategic partnerships with Salesforce, Shopify, and leading agencies
• Built and led a global team with full people responsibility, including hiring, training, performance management, and necessary role changes and terminations
• Co-led strategic software product development for AI-enabled owned data, customer engagement, and gamification platform
• Owned end-to-end P&L, process optimization, pricing, channel mix, and marketing ROI Global
AI Automation Growth Strategy Commercial strategy IT Strategy Data Strategy
TBô
Commercial Lead & Co-Founder, Non-Exec since
E-COMMERCE
February 2018 - December 2024 (6 years and 10 months)
• Built a DTC-first consumer brand from $0 to $8M+ revenue
• Owned full P&L, pricing, channel mix, team management, and marketing ROI
• Transitioned the company to an AI-driven organization, reducing headcount from 12 to 3 while improving processes, execution quality, and customer ratings
• Scaled 400,000+ direct customers, primarily in the US, through owned and paid media
• Negotiated and secured a nationwide rollout with Macy's, including phased expansion, commercial terms, and retail positioning
• Led offline retail presence in United States and Switzerland (five locations)
• Led new product development (NPD) driven by customer feedback, optimizing quality, pricing, and margins
• Owned product costing and supply chain design, including factory sourcing, supplier negotiations, logistics, and tariff optimization
• Designed and implemented a global, automated supply chain with 4 hubs across 3 continents
• Achieved media coverage across Forbes, Good Morning America, Gear Patrol, WWD, and TEDx
E-commerce AI Automation Customer Journey AI Transformation Commercial strategy