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Work Background
the Blue ArchiveFounder & Creative Director
Jan. 2025Prague, CzechiaThe Blue Archive is a brand experience design studio at the intersection of food, aesthetics, and cultural storytelling. Culinary storytelling turns into strategic differentiation using food as a soft power tool to shape brand narratives. We create sensorial worlds rooted in brand strategy—through curated set design, culinary installations, campaigns, and visual narratives—that help luxury brands express identity and influence through tailored experiences. Our work explores how power is communicated through food, and how branding can move beyond visuals to become immersive, emotional, and memorable.
Porsche Central and Eastern EuropeHead of PR
Oct. 2020 - Nov. 2024Prague, Czechia-> ◾️Strategy & Planning: created regional communication strategy for 27 markets across CEE region, merging sales & marketing targets with key global messages. Steering and revision of KPIs target achievement across the region. -> ◾️Budget & Controlling: adequate planning & investment of regional PR budget, procurement, acquisition, contracting, suppliers steering and controlling regional and market PR budget spending. -> ◾️CEO Communication: top strategic and confidential messaging for CEO and Executive positioning, personal brand image (for internal, for press, for partners & investors) - speech writing, video comms, Linkedin comms, internal events, media interviews. -> ◾️Crisis comms: crafting regional and global message and distribution strategy in key crucial moments - Covid crisis, Ukraine war -> 🔳Events & Campaigns: creation, planning and execution of complex, creative and awarded projects. Turned regional launches and digital campaigns into global benchmarks. Complex adaptation of each project & event to reflect strategy, targets and localization. 🔸BEV communication: Taycan & charging infrastructure - early adaptors, luxury & lifestyle, business & tech communities, out of the box adventure (launched the car in a stone quarry, used IONITY, talked of charging technology, user behaviour changes etc, luxury travel experience) 🔸New luxury & personalization: Exlcusive Manufaktur private access, luxury media (including Vogue, Elle, HB, Forbes, Watched) & top local influencers (up to 1 mio followers) 🔸Diversity campaigns: selected women KOLs across the region (business, artists, design, race drivers, Media & TV personalities), introduced an award category with regional partner (diversity role model of the year award), worked with start-ups and women in tech 🔸New Target Groups: launches in new formats (Macan night drive in Warsaw in partnership with SCOPES youth festival)
Porsche Central and Eastern EuropePublic Relations Specialist
Mar. 2016 - Sep. 2020
Porsche Central and Eastern EuropeInternational PR Assistant
Feb. 2015 - Nov. 2015Prague, Czech Republic
VertifyJunior Inbound Marketer
Oct. 2014 - Feb. 2015Bucharest, Romania
ManpowerContent Marketing Trainee
Oct. 2014 - Jan. 2015Bucharest, Romania
The SpongeCommunication Specialist
Sep. 2014 - Dec. 2014Bucharest, Romania
Art for ChildrenCommunication Assistant
Apr. 2014 - May. 2014Bucharest
Ogilvy & MatherPR Intern
Nov. 2013 - Apr. 2014Bucharest, Romania
Escuela de idiomasGroup Coordinator
Mar. 2013 - Apr. 2013Elx / Elche Area, Spain
Hope and Homes for Children RomaniaVolunteer
Oct. 2011 - Jan. 2021
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