Currently
Oetker Digital
Jan. 2020 - Jan. 2026
6 Years
Senior Product Designer
For the past 6 years, I have been working on multiple products and have had the chance to tackle various challenges at Oetker Digital. A few of them are listed below.
Work Experience at Oetker Digital
Oetker Digital partners with brands across the Dr. Oetker Group to shape their digital future, driving transformation through design, technology, and innovation.
Lead Designer - Mobile App for the #1 Beverage Retailer in Germany
- Defined product vision and led end-to-end design of a loyalty app for Germany's largest beverage retailer, from discovery to launch — 8k users, 37% activation rate, and 5.2 min average session within the first 5 days. Now at 58k+ organic downloads on Android alone with zero paid social media campaigns launched to date, validating the in-store App Prices mechanic as the primary growth driver.
- Shaped product strategy through 50-100 in-store customer interviews across 5 Berlin locations and remote user research, validating core mechanics and influencing roadmap priorities before a single screen was designed.
- Identified and proposed App Prices mechanic (inspired by Fnac's member pricing model), turning every shelf label into an app recruitment tool — a strategic initiative that drove downloads without deep discounting.
- Navigated complex dependency environment across 4+ external agencies, making tough prioritisation calls to ship a focused, coherent v1.0.
Lead Designer - AI Recipe & Image Generator
- Identified and defined a new AI opportunity space; as sole designer, owned the full process from market research through workflow design and delivery.
- Designed end-to-end AI workflow and prompting system for recipe and image generation — adopted in 2 active markets, 5+ in pipeline, saving 5-15 hours per recipe vs traditional photoshoot cycles.
- Established scalable quality frameworks for brand-consistent AI output; tool expanded beyond recipes into editorial copywriting and blog content.
UX/UI Design - Multi Brand Design System
- Defined architecture and contributed to a multi-brand design system (web) unifying 6+ brands across the Dr. Oetker group, enabling a single central team to replace multiple agencies — saving 100k+ euros annually.
- Helped establish a flexible system balancing global consistency with brand-level differentiation, built in close collaboration with frontend developers.
Co-Founder & Design Director - Creators' Economy
- Co-founded a platform enabling creators and influencers to launch their own food and beverage brands — owned platform strategy, UX, interface design, brand direction, and landing page development.
Lead Designer - SaaS Ordering System
- Explored a venture concept to digitalise in-restaurant ordering; conducted user interviews and usability testing. Project discontinued following strategic pivot — validating the importance of early competitive landscape analysis.
Lead Designer - Baking Recipe Platform
- Led product design for a cross-platform ecosystem (iOS, Android, web), managing a team of 3 designers.
- Drove 15% increase in user sign-ups through social login (50% web, 70% mobile adoption) and 12% increase in Google Play installs through user research-led feature development.
- Expanded product ecosystem by launching integrated e-commerce experience, improving retention and monetisation. All initiatives grounded in clear OKRs and A/B testing.
Work Experience at Bonial.com
Bonial.com helps retailers drive in-store sales by turning print brochures into digital, location-based ads that connect nearby shoppers with local deals. Their main markets are Germany (KaufDA) and France (Bonial).
Monetisation
May 2017 - Nov. 2018
1.5 Years
Lead Designer - KaufDA / Bonial
- Set design direction for monetisation across key product surfaces; used rigorous A/B testing to validate every decision — designs directly contributed to multi-million euro B2B upsell opportunities.
- Led and mentored a decentralised design team; raised design standards organisation-wide and established best practices adopted across departments.
Web
Sep. 2016 - May 2017
1.5 Years
Lead Designer - Web Platform
- Established UX/UI best practices that became company-wide benchmarks, driving rapid improvements through a test-and-learn approach.
Mobile
June 2014 - Sep. 2016
2 Years
UX / UI Design - Mobile Platforms
- Led redesign of the Android app aligned with Material Design, improving usability and Play Store ranking; expanded to Apple Watch and Android Wear.
Graphic Design
August 2013 - June 2014
10 Months
In-App Content - Marketing Content - Print Assets
- Designed in-app and marketing content across the US, Germany, and France, building foundational skills in product and brand design.
Previous Experience
Freelance
2009 - 2013
4 Years
Photographer and Graphic Designer
- Delivered visual storytelling, branding, and digital/print assets across diverse international clients.
Personal Interests
Beyond Design
Sports
Cycling, Kite Surf, Wakeboard, Ski & Snowboard
Hobbies
Photography, Tattooing, Woodworking