As a marketing professional with experience in digital media, social media and neuromarketing, I am interested in the impact technological developments have on human behaviour, interpersonal relationships and identity.
In 2012 I started my career with a bachelor’s professional degree in marketing and communication at the IMK Wiesbaden and wrote my final dissertation on Leadership and the tasks, responsibilities and qualities of leaders in global companies. The central aspect of my thesis was to understand and highlight the importance of emotions and personality in a changing digital work environment.
During my studies, I started an internship at the neuromerchandising® group in Frankfurt, Germany where I learned about the importance of emotions in leadership and business environments. The neuromerchandising® methodology is using findings from neuroscience and evolutionary biology to understand how emotions affect the decision-making process of customers (Fringes, 2012). Furthermore, in 2016 I started working as a web developer for next Public Relations GmbH in Frankfurt, Germany where I was in touch with customers and responsible for managing and creating their website projects. This gave me insights into their needs and requirements, the customer journey through a website or eCommerce and a broader understanding of brand communication on social media.
2016 was a year of change, my journey into freelancing started, and I had the opportunity to work with clients across the globe in a variety of industries, including the catering, financial, medical, oil and gas industry.
As a result, I graduated in 2017 with a master’s degree in Digital Media at the London Metropolitan University and wrote my dissertation about the design and construction of player identity in virtual reality games.
Fast forward to 2018, and I am still learning and working on creating meaningful relationships. In addition to my freelance work, I started a PhD in Digital Media to explore its impact on gender identity.