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About me

My coffee journey started as a coffee trader in Switzerland. I moved shortly after to Kenya and Tanzania and spent most of my time on coffee farms, in cupping rooms and in drymills. After my time at origin, I worked for several coffee roasters in marketing across Europe.

The last years have been especially exciting: once I entered the specialty coffee world, I founded a coffee academy, launched a specialty coffee range, competed and judged in barista competitions and also deepened my coffee science knowledge during a collaboration with the Zurich University of Applied Sciences.

Recently I published my book “INSPIRE and GET INSPIRED” to share his passion for specialty coffee. I am currently waiting to move to Melbourne to continue my coffee adventure as the new General Manager for Victoria Arduino in Australia.

Teaching experience

Masterclasses in Espresso Extraction & Grinding SCA AST in Barista, Brewing and Sensory Skills

Foundation - Intermediate - Professional

MasterClasse in Espresso Extraction A Scientific Approach to Espresso Extraction MasterClasse in Sustainability Towards a More Sustainable Coffee Shop Business MasterClass in Grinding A Scientific Approach to Grinding

Upcoming courses I am training

Professional experience

Director New Business Planning Europe

@ UCC Europe

Key responsibilities Lead consumer-focused innovations, incl potential M&A and JV Conduct market, competitor, customer and consumer research Work virtually with engineering, manufacturing and R&D

Marketing Director DACH

@ UCC Coffee Switzerland AG

Successfully brought the Simonelli Youth Academy to Switzerland In only five weeks, the social media activities reached more than two million coffee drinkers in Switzerland and outperformed the world’s biggest coffee companies Furthermore, the Youth Academy created a platform for new talents 1st place Swiss AeroPress and 2nd place at Swiss Brewers Cup Championship 2020 Ultimately the Youth Academy activities generated a substantial amount in machine sales in 2019

Marketing Director Switzerland

@ UCC Coffee Switzerland AG

Development and execution of the strategic business plan, company positioning develop & implement UCC umbrella brand in Switzerland, Swiss brand & marketing strategy, develop & manage all elements of marketing mix (ATL & BTL for consumers & B2B-clients), European NPD, CRM for national and international key customers

General Manager Victoria Arduino Australia

@ Suntory Coffee Australia

Create awareness for the Victoria Arduino brand in Australia and connect with the Australian coffee community Build a professional distributor and technical network across the country


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Completed Courses

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Technical expertise

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Coffee interests and passions

Green coffee

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Coffee Knowledge Hub

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