ONE OF THE TOUGHEST CHALLENGES for any organization is to communicate its uniqueness. Understanding relative strengths in a competitive environment is part of the solution. So too is finding the appropriate tone of voice.

From 1995 to 2000 I was European Marketing Communications Manager for SAS Institute, one of the world's leading software companies, helping them to shape marketing strategy, global branding and corporate guidelines.

Since then I have helped many new and established IT, financial services, telecommunications, marketing services, events and public sector organizations to get started or to reposition themselves.

Since 2004 I have worked with trade show organizer easyFairs to develop communications strategy and implement it through corporate advertising, knowledge management, pricing, launch of new services, visitor promotion, thought leadership, email marketing campaigns, sales incentive programmes and internal newsletters.

Since 2007, I have worked as strategic counsel to SAP’s Global Communications department in Walldorf, Germany, assisting with planning and operations.