“Creating analog and digital concepts to design the future”

In 2002, I started as graphic designer taking responsibility for operational and strategical fashion design for 12 category groups besides NOS-articles. Core tasks represented graphic research, preparation of mood boards as well as seasonal color themes development to finalize the artworks and place orders for women and menswear (DOB & HAKA) plus accessories. To continually succeed in the design industry, I worked both, analog within the scope of sketching, creating prints plus pattern concepts, and, digital by acquiring further illustration skills as visualizing interactive uses (UI/UX) applying on Adobe Suite (Creative Cloud) in terms of online market expansion. I consistently demonstrated creative thinking by improving profound analyses within diverse interest topics defining strategical design approaches for standardization that resulted into 33 merchandise groups with explicit role responsibilities and product group POCs.

Graphic & Fashion Designer

“Changing processes and minds is a hard bit of work why a team that imparts and adjusts corporate values is the crucial factor.”

Brand Designer & Marketing Manager

Growing in the fields of fashion design, I accepted the extension of my scope of duties taking responsibility of brand recognition and loyalty considering marketing measurements. In this role, I supported the launch of (then) six private brands collaborating with brand and product marketing teams supervising three product designers to ensure holistic storytelling and uniform brand identity for two private labels for menswear (SMOG & Fishbone). I led the execution of graphic design solutions for a variety of touchpoints focusing POS. I aligned on country-level to separate and extract information from and to accurate stakeholders regarding market and benchmarking studies to determine recommendations for the team to be able to approach particular target groups. In this context, I owned campaign strategy from concept to launch increasing incremental sales by ensuring consumer and brand focus besides my day-to-day design business.

“From simple ideas to extensive portfolios, I reset native design thinking.”

Rising with experience and rank, I motivated and led a team of up to ten product / fashion designers besides mentoring dual students delegating SMART goals considering trainings and recruiting. Together with the team, we continuously improved our work procedures to keep up with fast-paced fashion industry optimizing design launch reaction time. I coordinated and managed creative direction communicating to teams and leaders to ensure long-term brand strategy through design concept implementation taking into account CLTV. In this function, I developed and monitored merchandising collections focusing on the product range for the New Yorker Lions (Record champions in the German Football League). Additionally, I started supervising photo shootings, editorials and post-productions up to two campaigns per year.

ART & CREATIVE DIRECTOR

• Art direction & project management photoshootings for New Yorker Lions & New Yorker Athletics

Growing expertise over 15 years launching approx. 40k styles through PLM in total at NY, culminated in assuming the position as senior product designer in 2017. I was responsible for the coordination of multiple product design processes plus monitoring the 360-program development from sketch to release constantly considering business context plus consumer insights. The key deliverables of this role were the ability to deal with complex issues and high specified stakeholder groups through accurate global communication to be able to realize New Yorker´s interests. Hereby, I supported the launch of 700 stores worldwide within the design corporate sector. I represented the flagship of the NY design team owning comprehensive knowledge of retail trends with regards to thematic and qualitative seasonal product implementation. Additionally, I acted in the field of technical design regarding fit sample processes. I managed tool kits as labelling of all product groups providing feedback through strategical design team according to brand calendar working inclusively and collaboratively in and with diverse working groups. Performing in a central corporate design function, I enjoyed leading and mentoring the design team of up to 15 product/ fashion/ graphic designers besides recruiting new talents. Additionally, I acted as inter-divisional team leader for brand management and creative purchasing plus being part of the dual student program as coach. I took full responsibility to develop the design team and myself whilst growing together and the business motivating the team with own passion and drive. I enhanced transparency through teams whilst adapting priorities to respond rapidly to business needs with a customer-centric mindset. Together with the team, we implemented a dramatic transformation across all business lines reinterpreting the NY-DNA by defining standardization in terms of strategical design approaches and team organization that took NY to the next level going online in 2018.

Senior Product Designer

“Shaping the team to transform the design mainstream”

“Driving dramatic change with the team reinterpreting the NY DNA to go online!”

“Acting as mentor & leader to impart customer-centric mindset”