I build AI-first marketing systems for travel.
CMO at Alps2Alps. 15 years in marketing, the last two rebuilding how a marketing team works — replacing headcount with systems and AI that compounds.
What I do
I run marketing for a company that moves hundreds of thousands of passengers through the Alps every year. Strong growth, several seasons in a row. The interesting part: the team is small. We get there with fewer people and more systems — one shared AI context instead of twenty ChatGPT tabs, automated creative and reporting, landing pages built without developers.
I speak about
How a non-technical CMO built a company-wide AI layer
The practical story of building AI automation without an engineering background. What worked, what broke, what I'd do differently.
AI transformation in marketing teams
What actually changes when you rebuild marketing operations around AI. The wins, the uncomfortable decisions, and what nobody talks about.
The real economics of AI in travel marketing
How AI changes the cost structure of marketing in travel. From content production to market intelligence. Honest numbers, honest trade-offs.
Available for keynotes and panels across Europe. Also speaking online.
Recent speeches
Hegai Community Meetup, 2025
How a CMO Vibe-Coded an AI Chief of Staff
Recent articles
All articles →AI Thinking Partner: The System Behind My Decisions
How I use an AI assistant to apply the right decision framework even on my worst days.
There's a Lot More C than M in CMO
Great marketers run campaigns. Great CMOs run growth systems.
Most Candidates Fail My Favorite Interview Question
Not because it's hard. Because they don't think like owners.
The Real Unlock of Personal AI Assistants
The biggest upgrade had nothing to do with AI. It was making the assistant accessible via voice in Telegram.