Creating value and qualified reach together with editorial, data & product.
Since March 2026, I am leading the newly founded Growth Lab at Tamedia Publikationen Deutschschweiz AG, where my team works cross-functionally with editorial, data, product and more to grow and find new audiences across publications like Tages-Anzeiger, Basler Zeitung, Berner Zeitung, and 24 Heures.
Before stepping into this role, I have built up the SEO team at Tamedia from the ground up. After inheriting a one-man-show from my predecessor, together with product, AI and data, we have established automated workflows, training programs, dashboards, and a workshop culture that embedded SEO thinking across the newsroom.
On the side, I co-founded Hockey News Schweiz in 2015, at one point Switzerland's most-followed hockey media account, and Ballers GmbH, an online shop for international sports merchandise.
Where I've worked.
Present
Head of Growth Lab
Leading a cross-functional team focused on growing reach and audiences across Tamedia's portfolio of news brands through SEO, content strategy, data-driven experimentation, and new traffic acquisition channels. From idea to hypothesis formulation, testing and hand-over to editorial teams.
CurrentFeb 2026
Head SEO
Oversaw technical SEO and performance across all brands. Established automated newsroom workflows, co-creation of CMS-integrated SEO tools, built reporting systems and dashboards, introduced new tracking tools and performance frameworks, and created a workshop culture embedding SEO across Editorial, Data, and Product. Expanded reach strategy into Google Discover and AIO/GEO/LLMO.
Head SEO a.i.
Interim leadership of the SEO team during organizational transition.
Oct 2024
SEO Content Manager
Developed SEO content strategies and workflows for Tamedia's portfolio of news publications.
Jul 2025
Co-Founder
Co-founded and operated an e-commerce shop selling international sports merchandise (NHL, MLB, Premier League). Managed the online shop, marketing, and operations.
EntrepreneurshipJul 2025
Co-Founder
Built one of Switzerland's most-followed ice hockey media accounts on social media over a 10-year run. Content creation, community building, and audience growth in the Swiss hockey space.
EntrepreneurshipOct 2023
Online Shop / Marketing Manager
Managed the online shop and digital marketing for a sub-brand of a leading Swiss stationery company.
Jul 2021
KV Apprenticeship
Completed a commercial apprenticeship (KV) while working across various business functions.
Apr 2018
Military Service
Durchdiener, Fl Ber Kp 104, Flugplatz Dübendorf (Gefreiter).
What I am good at.
SEO & Search Strategy
Technical SEO, editorial SEO, Google Discover, SERP optimization, and emerging channels like AIO/GEO/LLMO.
Growth & Experimentation
Data-driven experimentation, audience growth strategies, traffic acquisition, performance frameworks, and cross-functional collaboration.
Content Strategy
Content architecture, pillar/cluster strategies, taxonomy design, editorial workflow optimization, and content lifecycle management.
Data & Analytics
Google Analytics, Google Search Console, Parsely, SISTRIX, Semrush, ahrefs, Xovi, Newzdash, automated dashboards and reporting via Google Apps Script and n8n.
Team Leadership
Building and leading cross-functional teams, stakeholder management, workshop facilitation, and organizational change.
E-Commerce & Entrepreneurship
Online shop management, digital marketing, brand building, and 10+ years of founding and running side businesses.
Selected work.
Tamedia Growth Lab
Designed and operationalized a cross-functional growth team spanning SEO, content strategy, data, and editorial, shifting from a pure SEO function to a broader reach and audience growth unit.
SEO Newsroom Integration
Built Tamedia's SEO strategy from scratch: automated briefings, dashboards, reporting systems, content strategies and numerous workshop programs designed for the newsroom operations.
Hockey News Schweiz
Co-founded and grew one of Switzerland's largest ice hockey media accounts over 10 years, a passion project that became a recognized brand in the Swiss hockey community.
Ballers GmbH
Co-founded an e-commerce company selling international sports merchandise to the Swiss market. Handled shop operations, marketing, and customer acquisition.
Where I studied.
FHNW
BASc Business Administration (International Management), specialization in Business Innovation
zB. Zentrum Bildung
KV (Commercial Apprenticeship)
University of Zurich
Communication and Media Studies, discontinued
Neue Kantonsschule Aarau
Matura
Revelstoke RSS, Canada
International Student Exchange