As sustainability increasingly becomes a strategic priority for many companies, I chose to focus my master’s thesis on this topic, combining it with my interest in organizational culture. Through a series of interviews, I explored how sustainability-driven change affects employees and shapes their experience of work, revealing that cultural elements such as underlying organizational norms, values, and behaviors play a crucial role in effectively embedding sustainability within organizations.
Through this project, I gained valuable insights across a diverse spectrum of organizations—from small enterprises to large corporations—and by getting to know professionals at various levels, ranging from young employees to C-level executives.

The province of Tyrol assigned us the responsibility to strengthen its attractiveness to international expats. To achieve this, we developed a well-thought-out welcome package that offers specific workshops and team building events, helping expats to successfully integrate into Tyrol's professional and vibrant cultural environments.
If all goes as planned, the welcome package will go live in September this year.

The province of Tyrol assigned us the responsibility to strengthen its attractiveness to international expats. To achieve this, we developed a well-thought-out welcome package that offers specific workshops and team building events, helping expats to successfully integrate into Tyrol's professional and vibrant cultural environments.
If all goes as planned, the welcome package will go live in September this year.

The province of Tyrol assigned us the responsibility to strengthen its attractiveness to international expats. To achieve this, we developed a well-thought-out welcome package that offers specific workshops and team building events, helping expats to successfully integrate into Tyrol's professional and vibrant cultural environments.
If all goes as planned, the welcome package will go live in September this year.

At the SALZ21 Technology and Innovation Forum, we were charged by the Walter Group with the development of business models that advance sustainability in the transportation industry. The aim was to develop a holistic approach including both partners and subsidiaries of the Walter Group.
Thereby, our cross-functional team had to overcome the challenge to achieve a balance between the environmental and economic implications of our initiatives.

We students participated in a project dedicated to brainstorming potential circular economy measures for the somewhat isolated region of East Tyrol, addressing the unique challenges faced by businesses in this area, including rural depopulation, resource scarcity, and restricted access to infrastructure, technology, and markets.
My team was dedicated on creating a circular hotel network equipped with a circular economy toolkit, a sustainability certification, and a collaborative learning network serving as a forum for hoteliers.

Following my extensive research on  organizational culture during my bachelor's thesis,  I discovered a profound interest in this area. Consequently, I decided to pursue this passion and enrolled on the Master's degree program in Strategic Management and Innovation at the University of Innsbruck.
The main focus of this course is the development of strategies and business models,  managing innovations, initiating start-ups, and identify, develop and supervise creative solutions in the world of business.

A friend of mine initiated the startup Cynus with a mission to revolutionize the communication between humans and digital devices. For this purpose, they have designed the prototype Sphere, an ergonomic touch-sensitive 3D mouse that allows controlling applications in an intuitive and smart way, enabling a more efficient way of working.
I assisted the founders team, particularly advising them in the context of developing the Cynus brand and formulating an effective communication strategy.

Following the successful completion of my bachelor's thesis, I transitioned into a temporary role within the IT support department at the University Hospital Freiburg. Together with my colleagues, our responsibilities involve the strategic planning and execution of specific clinic websites, overseeing server management and administration rights, setting up and configuring clinical hardware, and providing hands-on support for technical issues.

Guided by a professor, I was introduced to the field of business ethics, which immediately captured my interest. Eager to explore the topic further, I chose to dedicate my bachelor’s thesis to Boeing and the role of organizational culture in corporate performance. I examined the factors shaping Boeing’s culture, analyzed how compromised corporate values contributed to the 737 MAX crashes, and proposed measures to restore the company’s core principles.
Through this research, I gained valuable insights into the inner workings of organizations, reinforcing my understanding of how culture, leadership, and workplace atmosphere profoundly influence a company’s success.

We students were asked to develop a dynamic social media sales campaign for PUMA's new color release of the Cali Dream shoe. Collaborating with Havas Media, we placed a strong emphasis on comprehending the target audience, selecting the most suitable social media platforms and formats, efficiently managing the budget, and measuring the campaign's performance through KPIs.
I was particularly intrigued by the more strategic aspects of the project, including the optimization of budget allocation through KPI-driven strategies, as well as ensuring that the PUMA brand maintained its premium positioning despite the implementation of a discount-focused sales campaign.

The objective of the briefing was to engage with a younger audience and strategically reposition the MINI brand to be more modern and future-oriented, especially considering the changing mobility landscape in Germany.
In the context of this project, me and my team have learned how crucial it is to conduct a comprehensive analysis of the current status quo in order to develop meaningful and innovative strategies, along with valid recommendations for effective action.

While studying in the Stuttgart region, most of my peers fulfilled their mandatory internships with well-known German car manufacturers. I took a different route, joining ROSE Bikes, a renowned German bicycle brand. This choice reflected both my passion for cycling and my fascination with an industry undergoing dynamic change during the COVID-19 pandemic.
At the time, the bicycle sector was experiencing an unprecedented boom, with ROSE Bikes setting new sales records year after year. Contributing to the company’s marketing and e-commerce teams in such a rapidly growing and evolving environment proved to be an invaluable learning experience.

During the COVID-19 pandemic, I felt the urge to step away from solely screen-based work and engage in more hands-on activities. Consequently, I made the decision to join Sick AG, a reputable B2B enterprise. Throughout my semester break, I participated in the production and assembly of sensors and light grids, designed primarily to ensure the safety of workers operating large machinery.
My experience in this role taught me to recognize the value of hands-on work and its powerful contribution in enhancing the safety of workers across industries worldwide.

The task for us was to create an impactful campaign to specifically raise brand awareness and promote the product within the target audience.
However, understanding the exclusive distribution of Goldwell's beauty products solely through hair salons, and becoming familiar with the target customers was quite challenging.
Overcoming this obstacle made me realize the importance of thoroughly understanding the product and audience in order to create an effective campaign. 

As I advanced in my studies, my interests evolved, and I discovered a genuine passion for marketing and communication. I realized that developing ideas, connecting with people, creating authentic campaigns, and strategically managing a brand aligns closely with my natural strengths in communication and creativity. Empowered by this realization, I decided to shift my academic focus accordingly.

During my bachelor’s, driven by my enjoyment of sharing knowledge and helping others to learn, I worked as a tutor in business analytics. Stepping into a teaching role offered an exciting change of perspective—allowing me to witness my students’ progress while also deepening my own understanding of the subject.

Driven by my ambition to advance in business and finance and my growing interest in computer science, I chose to pursue this program. I selected Pforzheim University for its strong network of practice-oriented collaborations with national companies, providing an authentic real-world learning experience.

I successfully graduated from a vocational high school that offered a business science-oriented curriculum with a specialized focus in financial management.