Aug 2021 – Present · 4 yrs 8 mos · Remote

• Building a shared design system for 12+ brands across 30+ countries is a governance problem as much as a design problem. That's what made this engagement interesting.
• What started as an e-commerce design system for BSH turned into the shared design infrastructure for the entire portfolio, serving 300M+ annual visitors. The system had to survive brand expansions, market launches, and teams that had never worked from a shared source of truth before.
• Here's what that looks like in practice:
• → Architected a unified token base serving 12+ brands and 300M+ annual visitors from a single system
• → Built and maintained 160+ token-driven components with 99% design-to-code parity
• → Automated the Figma-to-code pipeline with Tokens Studio and CI, cutting cycle time by 30%
• → Redesigned the full e-commerce experience, introducing a new design language across all touchpoints
• → Drove adoption by 100+ designers and engineers through onboarding, contribution frameworks, and governance
• → Structured system documentation for AI-assisted development, enabling LLM-powered code generation from token and component specs

Jan 2020 – Present · 6 yrs 3 mos · Dubai, Vereinigte Arabische Emirate · Hybrid

• Six years of building design systems as an independent consultant. The engagements change, the problem stays the same: how do you make brands, platforms, and teams share a single source of truth?
• → Currently working with BSH Home Appliances Group and GEMA, focusing on design system development, consultation, and AI-ready system documentation
• → Past clients include BMW, Seven.One Entertainment Group, CHG-MERIDIAN, MediaMarktSaturn, MUUVR, SinnerSchrader/Accenture Song, and various startups, specializing in multibrand and multiplatform design systems
• → Expertise in connecting design and development, with a strong emphasis on token architecture, design operations, and visual aesthetics to ensure cohesive and efficient workflows

Jan 2020 – Aug 2023 · 3 yrs 7 mos · Remote

• Seven platforms. Ten brands. ProSieben, SAT.1, Joyn, and more. All running on different stacks, all needing to feel like they belong together. That was the brief.
• → Built a design system spanning 7 platforms and 10+ brands, delivering consistency from a single source of truth
• → Developed a unified token architecture powering 100K+ pages across all properties
• → Designed the modular Seven.One Interaction Ecosystem, transforming linear TV content into interactive, cross-platform experiences
• → Coordinated adoption across multiple design and engineering teams with shared tooling and documentation

Jan 2019 – Mar 2020 · 1 yr 2 mos · Munich

• Two brands, one system challenge. MediaMarkt and Saturn needed design consistency without losing their individual identities.
• → Led the creation of the MediaMarkt and Saturn design systems, establishing cross-brand consistency
• → Built an online governance platform for design guidelines, improving team alignment across regions
• → Optimized key e-commerce journeys from homepage through checkout using user testing and flow analysis

Feb 2017 – Jan 2019 · 1 yr 11 mos · Metropolregion München

• → Designed the Telefonica O2 online shop redesign, covering the full customer journey from browsing to checkout
• → Developed the foundation of the first Telefonica design system
• → Led user testing within an agile, multidisciplinary team and organized design sprints to drive rapid iteration

Jun 2015 – Dec 2016 · 1 yr 6 mos · München

• Digital experiences for Porsche, Mercedes-Benz, Marlboro, and Google at live events.

Jan 2009 – Jan 2017 · 8 yrs

• → Ran a small studio for end-to-end websites for small businesses, from concept and visual design to build and launch
• → Built a 2010 PHP theme customiser so clients could adjust templates via brand inputs (early design system prototype)
• → Delivered 20+ client sites, gaining broad experience across design and front-end