Marketing Strategy & Content
Hi, I’m Michelle.
Grounded in consumer psychology.
I’m a marketing strategist currently pursuing a PhD in consumer psychology, working on projects where I combine strategy and execution to build brands that connect and grow.
About
Strategic thinker &
creative mind.
I help brands define what to say, how to say it, and how to turn that into marketing that actually works.
I’m a marketing strategist with a background in consumer psychology, combining strategic thinking with hands-on execution.
Alongside my work, I’m currently pursuing a PhD focused on how people think, decide, and behave, insights I translate directly into marketing, positioning, and communication.
My work sits at the intersection of strategy, creativity, and behavioral insight. I help brands define how they position themselves, what they communicate, and how to turn that into clear, effective marketing.
Over the past years, I’ve worked across different projects primarily in a strategic and consulting capacity, shaping direction, refining messaging, and guiding execution.
Today, I focus on a small number of projects where I can combine strategy and execution to create meaningful impact.
I don’t just execute marketing, I bring structure, clarity, and strategy, especially to projects I genuinely connect with and feel excited about.
🧠 Strategy
Defining what to say, how to position your brand, and how to structure your content.
✍️ Content & Execution
Creating content that is structured, engaging, and aligned with your overall strategy.
🔬 Consumer Insight
Using consumer psychology to understand what resonates and why people engage.
🤝 Selective Collaboration
Working with a limited number of projects to ensure focus, quality, and real impact.
My biggest driver is excitement. When I am on fire about an idea, I perform at my best and spark that energy in others.
Case Study
From strategy
to execution.
Kratos Calisthenics
A startup calisthenics gym with a strong brand and product, but no consistent online presence and a clear goal: convert social media into real leads and trial class bookings.
The Situation
Strong concept and product, but inconsistent content and no clear strategy to turn online attention into new clients. The gym needed structure, direction, and a system that would actually work week to week.
What I Did
- Developed a clear content strategy and posting plan
- Defined brand positioning, messaging, and content pillars
- On-site content creation including filming and editing
- 2 to 3 posts per week, consistently
- Designed marketing materials including flyers, posters, and training plan templates
Results
- 400k to 600k profile views per month
- 22%+ monthly follower growth
- Stronger brand identity and consistent content presence
- Increased community engagement
- Increased lead generation for trial classes
Background
Selected
experience.
Ongoing
PhD Researcher in Consumer Psychology
IQS School of Management · Universitat Ramon Llull · Barcelona
Focus on decision-making, identity, and behaviour, insights applied directly to marketing strategy.
Selected Projects
Marketing & Content Strategy
Consulting · Various Clients
Strategy development, content planning, social media growth, and brand positioning.
Dec 2019, Dec 2022
Junior Head of Communication
suparo GmbH · Marketing Agency · Germany
Sep 2020, Jun 2021
Project Manager, IT Business Development
ABOUT YOU GmbH · Germany
Dec 2018, May 2019
Junior Associate, Creative Operations
Publicis Sapient · Germany
Get in touch
Let’s
connect.
If you’re looking for a more strategic approach to your marketing, combining insight and execution, I’d be happy to connect.