Strategy & Sustainability
The Business Case
for Doing It Better.
I help companies and commercial leaders turn sustainability into a genuine growth argument — not another overhead line they have to defend.
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Started on the sales floor.
Never really left.
My central conviction: when sustainability makes a product better, more desirable, or life of customers easier, it doesn't need a moral argument. It sells itself.
I started face to face with customers — selling B2C products on the floor, learning what actually drives a buying decision. That foundation never left me. It became the lens through which I worked on scaling sustainable impact — now driving the sustainability agenda in global shipping.
Commercial Instinct
Fifteen years of serving the niche of business and sustainability — understanding what makes the customer say yes.
Sustainability Depth
Merging science (PhD) and impactful work on the ground gives the depth most advisors can't match.
Impact Orientation
Impact is everything. I measure sustainability success in what it does for business, people, and planet.
People-First Leadership
Whether aligning a board or leading a team, I empower people and drive high-performing team success.
Don't sell sustainability as sustainability.
Sell the value of the product.
Sustainability that shows up
on the P&L.
My career follows a deliberate arc: learn what actually moves customers (internally and externally), understand why organisations resist change, then apply both at scale. Each chapter added a layer — sales, academic depth, corporate-wide transformation, growth leadership.
BCG
Consultant
Corporate pricing and commercial strategy for the gas and chemicals sector. Restructuring of a B2C retail company with focus on top-line growth and profit performance.
Tchibo
Head of CR Strategy, Innovation & Communication
Led the Sustainability Strategy, Innovation & Communication department — including new business development: grown Germany's first mainstream sharing economy service and delivered a full sustainability communication rollout across 700+ stores, online, and shop-in-shops.
CAMM Solutions
VP Business Development & Sustainability
Scaling plastic-free packaging products across Europe. Responsible for sustainability strategy and business development — with end-to-end ownership of BD strategy and customer acquisition.
Hapag-Lloyd
Director Sustainability Projects
Driving the sustainability transformation of a global shipping company — serving as corporate development lead and internal sustainability business centre.
The rigour
behind the practice.
My academic work focuses on one question: why do managers fail to implement sustainability even when the business case is strong? Four publications examine this through a cognitive lens.
Climate Inaction and Managerial Sensemaking: The Case of Renewable Energy
Corporate Social Responsibility and Environmental Management
With a Little Help of Stranger: The Impact of External Change Agents on Corporate Sustainability Investments
Business Strategy and the Environment
An Energy Management Framework Tailor-Made for SMEs
Journal of Cleaner Production
Not My Business: How Cognitive Frames and Role Identities Influence Corporate Sustainability
AoM Best Paper 2017Academy of Management Proceedings + Organization and the Environment
Earned in the field
Textile factories in Ethiopia, retail shop floors, logistics centers, production...
Ready to make sustainability
your growth argument?
If you're a commercial or sustainability leader who suspects your sustainability programme should be driving more business value — or you're struggling with the internal transformation — this is the conversation to have. I work with organisations that are serious about turning sustainability into a genuine competitive advantage.