He studied business administration at Goethe University in Frankfurt/Main with 2 semesters abroad at Charles University in Prague. Consequently, he decided to start his professional career abroad. At Kraft Foods CZ/SK he worked on brands and products from all coffee segments and contributed to the Kraft Foods CZ/SK business turnaround. In 2006, he relocated to Bremen and currently works at Kraft Foods Germany as Brand Manager Soluble Mixes for the DACH region. His main project has been the launch of Jacobs 3in1/2in1 in Germany. Since 2006, the Jacobs 3in1/2in1 market share grows rapidly from month to month, driven by an innovative 360° communications and support campaign. Mobile Sampling has been a critical success factor for this program and Mobile Marketing in general has become synonym for the Jacobs 3in1/2in1 success in Germany. The campaign has been awarded the second prize in Neptun Crossmedia Award 2008.