I studied Broadcast Journalism and European Studies, with the aim to become EU correspondent for ARD. After a short excurse to WDR Studio Brussels and BILD Hamburg (back then under R-D Krause and T Koch), I realised that I am much more interested in who, what, how and why is consumed. I took up a position at Kantar Media, where I specialised in media analysis for EU Institutions and agencies. A couple of years at the consultancy, I have been offered a position at the European Commission’s DG Communication. At the EU Commission, I was responsible for data analysis and media monitoring. Working closely with the social media team (under D Manescu) and the Spokesperson Service (under M Schinas) I created a daily briefing, The Morning Digest, flagging all important activities, including risks and engagement opportunities, in the social media to the top level communication staff.
From there I transferred to DG COMM’s A3, Media Monitoring and Analysis, where I set-up the social media monitoring and analysis infrastructure. Thus, allowing for in-house reporting and assessment of campaigns and communication. I assumed a similar role at the EPP Group in the European Parliament. Afterwards, I accepted the position of Chief Digital Officer at EURACTIV, leading the IT, Marketing and Communication team.
Just recently I joint Brandwatch as head of Strategy & Insights for EMEA & APAC. My team and I develop new research and reporting methods, helping communication professionals understand their brand, consumers and the industry. Apart from commercial clients, my personal portfolio contains of political stakeholders such as governments, (UK and European Commission et al) as well as NGOs & NPOs.
I am also involved in an academic research project with ZEI (Centre for European Integration Studies, Bonn) writing a book on the Juncker Commission. My personal research focus is the politicisation of the Digital Single Market. In light of Article 13 and copyright discussion on, eg Twitter, a fantastic research project into the EU public sphere.
My work and efforts in communication have not gone unnoticed, in 2018 POLITICO Europe named me one of the Top 20 Women in Brussels.
After years of working exclusively in the EU communication bubble, I adopted a 360-degree approach towards communication, e.g. data-based strategy, marketing, web development (including SMM, SEO, SMO, etc.), which resulted in me having a comprehensive overview of and deep insights into the EU public sphere. There are but few, who have a similarly complete understanding of the who, what, how when in the context of EU digital diplomacy and communication.