I dreamed of becoming a ballerina, but it quickly became clear that wasn’t my path. I then wanted to follow in my father’s footsteps and be an engineer. Eventually, I studied economics, mostly because I hadn’t yet decided on a clearer direction.

During my studies, I discovered a strong interest in marketing. I’m fascinated by how brands connect with people, understanding consumer behaviour, creating meaningful engagement and influencing decision-making. To this day, I still feel a real thrill when a campaign or activation we plan comes to life successfully.

I never had a rigid career plan, but I always knew I wanted to work in marketing. Early on, I chose a strategic starting point in sales within the fashion industry, believing that understanding how to sell was essential for becoming a strong marketer. My first real marketing role took me to the food and beverage industry, where I learned the fundamentals. One of my proudest achievements was launching a new product I strongly believed in, despite much internal resistance. That product is still on the market today!

From there, I transitioned into the chocolate industry, which – just like mechanical luxury watches – forms part of Switzerland’s national heritage. Eventually, I took on a CEO role in the fashion industry, which had long been a personal ambition. For the past decade, I’ve been the chief marketing officer at IWC Schaffhausen.

During my time as CEO for a fashion company, I lived through a particularly difficult period. The business was in a fragile position, and I had to make tough, often unpopular decisions, including letting many talented people go. It was undoubtedly the biggest challenge of my entire career. While I knew these decisions were necessary, the human impact made them very tough. However, living that experience has also shaped the way I lead today, making me more reflective, empathetic and human as a manager.

There’s no such thing as an average day for me, and that’s exactly what I love about my job. While there’s always an agenda packed with meetings, the topics are constantly evolving as we work in a fast-paced and dynamic environment. Creativity is central to how we work, so no two days feel the same.

One small ritual I have is to wear something in blush or pink for a challenging meeting. In my experience it helps people to relax, and I feel that it makes the conversations flow better and easier.

The hardest part of my job is the lack of time. There are always more great ideas and concepts than there is room to execute them. That can be frustrating, but it’s also proof of our healthy, creative work environment. The best part is being surrounded by so many talented and imaginative professionals across different disciplines. Working with such creative minds is incredibly inspiring and something I truly enjoy every day.

Leading our collaboration with F1 The Movie, the major 2025 Hollywood blockbuster from filmmakers Joseph Kosinski and Jerry Bruckheimer. In the movie, IWC Schaffhausen appeared as a sponsor of the fictional APX GP team, with our timepieces featured on some of the film’s main characters and our branding appearing on the team’s race car. The project was extremely complex to execute because the movie’s release date was fixed, and every element – from product availability to branding and activations in multiple markets – had to align perfectly. Seeing the watch collection launch on time, witnessing how the premiere events played out globally and feeling the enthusiasm from colleagues and partners made it one of the finest examples of creative and strategic work in our industry.

Switching off from work isn’t easy for me. I have actually never really been able to do it. Over time, I stopped trying to achieve a traditional work-life balance and instead accepted the fact that work is an integral part of my life. Embracing that mindset has actually made things easier. To reset, I love jogging alone, usually in the afternoon. Being out in nature gives me space to think, relax and often sparks my best ideas. My dog and my family also provide the grounding and perspective I need outside of work.

One of the most influential women I have met during my career is someone I crossed paths with early on in my time in the beverage industry. I was in my mid-twenties, and despite her seniority and many commitments, she always made time for me whenever I needed advice and support. She was incredibly generous with her insight and deeply inspiring in how she supported others. Her example shaped how I lead today and made me promise myself to always make time for people, just as she did for me.

A good leader needs a clear vision and the ability to communicate it in a way people can understand and rally behind. Equally important is empathy. You have to support and value your employees and your teams, because success is never achieved alone. Leadership isn’t about having better ideas than everyone else; it’s about empowering others and bringing out the best in them, and also about embracing different perspectives.

I’ve never felt held back because I’m a woman. The most significant challenge has been balancing my professional ambition with being a mother. For many women, striking the right balance between these two equally strong commitments is not easy. I am involved with a charitable organisation called Femella, which supports young women at the start of their careers, offering them the guidance and advice I wish I’d had earlier.

To dream big and believe in those dreams. If you can truly envision yourself somewhere, you can get there. However, it takes a consistent and enduring effort. Talent and skills matter, but hard work matters even more. Never stop dreaming; I still have clear goals for myself, and I know I’ll reach them.