Audience growth · Editorial SEO · Product & automation
I build for the audience first.
I lead the Growth Lab at Tamedia. We find audience opportunities, test ideas and turn the useful ones into products, workflows and everyday practice. My background is in editorial SEO, community building and e-commerce.
My work sits between editorial, data and product. I look for real audience problems, test useful responses and put what works into daily use.
My route into growth was not conventional. I co-founded Hockey News Schweiz and built a Swiss ice-hockey community on Facebook and Instagram. I later co-founded and ran Ballers, a sports-merchandise e-commerce business. The product was never the starting point. The audience was.
I am based in Switzerland and work in German, English and French. I prefer clear thinking, direct feedback and work that remains useful after the project is over.
Based in
Switzerland
Languages
German · English · French
Working across
Editorial · Data · Product · Search
How I work
Understand · Test · Build · Improve
Work
Selected work
These five projects show what I have built and how I work.
01
Tamedia · Editorial SEO
Editorial SEO across Tamedia
As Head SEO, I built editorial SEO practices from the ground up across Tamedia newsrooms and brands. That included roles, guidelines, workflows, training, dashboards and CMS-integrated tools. I led the eight-week “Reach Offensive” and helped establish the permanent cross-functional Reach Team that followed. More than 600 journalists and producers were trained.
Editorial SEO practices built from the ground up across newsrooms and brands
600+ participants across editorial teams
Permanent Reach Team established after the eight-week initiative
I initiated the SEO Helper and worked with the development team to turn it into a CMS-native editorial product. I designed its 100-point scoring model, defined the checks and feedback, translated SEO standards into product requirements and led validation. It gives editors actionable guidance on keywords, heading structure, links, media, teaser images, author profiles, categories and SEO teaser fields while they work.
Product concept
Editorial workflows
Validation
03
Tamedia · Growth Lab
Building the Growth Lab
In 2026, I became Head of Tamedia's newly created Growth Lab. We work across editorial, content strategy, data and product to find audience opportunities, test ideas and put the useful ones into practice.
Audience growth
Experiments
Product
04
Tamedia · Briefing Kitchen
Briefing Kitchen
I initiated Briefing Kitchen and laid the foundation. My team developed it further, and I remain responsible for it. The AI-assisted Slack briefing is built for the Newsdesk and visible to the wider editorial organisation. It combines Search and Discover performance with NewzDash, Google Trends, Wikipedia, Reddit, YouTube and news-sitemap data. It shows where audience demand is not yet matched by our coverage.
AI workflows
Automation
Slack delivery
05
Entrepreneurship · 2015 to 2025
Hockey News Schweiz and Ballers
I co-founded Hockey News Schweiz and built a Swiss ice-hockey community mainly on Facebook and Instagram. We briefly operated a separate news website, but social media remained the core. I later co-founded Ballers and ran the sports-merchandise e-commerce business from 2019 to 2025. In both cases, the audience came before the product.
Social media
E-commerce
Community
Career
Experience
News media, e-commerce, marketing and entrepreneurship.
Mar 2026 to present
Head of Growth Lab
Tamedia · Zurich
Leading Tamedia's Growth Lab across editorial, data, product and content strategy. The work covers audience research, experiments, products and implementation.
Oct 2024 to Feb 2026
Head SEO
Tamedia · Zurich
Built and led an evolving SEO team while establishing editorial SEO practices from the ground up across Tamedia newsrooms and brands. The work covered Google Discover, training, editorial workflows, CMS tools, reporting, technical SEO and AI-assisted products.
Nov 2023 to Sep 2024
SEO Content Manager
Tamedia · Zurich
Developed editorial SEO strategies and workflows across Tamedia's portfolio and worked directly with newsrooms on search opportunities, planning and performance.
Dec 2019 to Jul 2025
Co-Founder, Ballers
E-commerce · Kloten
Co-founded and operated the sports-merchandise e-commerce venture from its launch in 2019 until 2025, with responsibility for its shop, marketing and operations.
2015 to Jul 2025
Co-Founder, Hockey News Schweiz
Social media · Switzerland
Co-founded and grew a Swiss ice-hockey brand built primarily on Facebook and Instagram, with a news website operated briefly alongside its social channels.
May 2022 to Oct 2023
Online Shop / Marketing Manager
ELCO AG · Brugg
Managed the online shop and digital marketing for a sub-brand of a leading Swiss stationery company.
Earlier experience
2019 to 2021
Commercial Apprenticeship
ELCO AG · Brugg
2017 to 2018
Military Service
Swiss Armed Forces · Dübendorf
Focus
What I work on
01
Audience growth and experimentation
Finding audience problems, turning them into testable ideas and bringing useful results into daily work.
02
Editorial SEO and Google Discover
Content and technical SEO, demand analysis, newsroom workflows, Google Discover and the changing search landscape around AI.
03
Product and automation
Useful tools, briefings, dashboards and AI-assisted workflows for recurring editorial problems.
04
Newsroom workflows and training
Training, workshops and CMS-integrated tools that make specialist knowledge useful in daily newsroom work.
05
Entrepreneurship
Ten years of building and operating a social-media community and an e-commerce business.
Working stack
Tools I use to build working systems
Tools matter when they turn audience signals into decisions and repeatable work. I use this stack across analysis, editorial SEO, product development and AI-assisted automation.
Audience and analytics
Signals, analysis and reporting
Google Trends and Google Sheets are particular strengths. I have taught Google Trends in repeated newsroom workshops.
Google Search Console
Google Analytics 4
Piano Analytics
Parse.ly
NewzDash
Google Trends
Google Sheets
Looker Studio
SEO and publishing
Research, diagnostics and implementation
I use this stack to understand demand, diagnose technical issues and move SEO guidance into publishing workflows.
SISTRIX
Semrush
Ahrefs
Screaming Frog
PageSpeed Insights
Unity CMS
Automation and AI
Workflow building and prototyping
I use AI-assisted coding to prototype Slack apps, integrations and internal tools, including workflows that call APIs and webhooks.
Google Apps Script
n8n
Slack automation
API and webhook integrations
Claude
Claude Code
Codex
Background
Education and credentials
2021 to 2025
BSc Business Administration (International Management)
Specialisation in Business Innovation · FHNW
Final grade 5.3/6.0Bachelor’s thesis 6.0/6.0Swiss grading scale
My thesis examined governance for AI-supported content creation. It contributed to later process reviews, and parts of its operating logic are reflected in live workflows. The framework itself was not implemented wholesale.
Presented “Wie Tamedia die Sichtbarkeit seiner regionalen Online-Angebote ausbaut” and joined the evening expert panel. The talk covered regional SEO, cross-functional Reach teams and AI-supported workflows.
