Marketing, to me, isn’t only execution. It’s observation. It’s learning to read what’s happening beneath the surface, how context shapes behavior, how structure influences choice, how small details create meaning.

Moving to Switzerland made that even more visible.
Because when something isn’t your “normal,” you start questioning everything. You notice how systems guide behavior, how design reduces friction, how brands show up in ways that feel intentional rather than loud.

I come from a family of marketers, three of us, all working in Zurich. We don’t sit around discussing conversion rates or campaign metrics, but there’s a shared way of looking at the world. A constant curiosity. A tendency to analyze what others simply accept. This space is an extension of that.

A place to document what catches my attention, whether it comes from everyday moments, from something I encounter in the city, or from ideas sparked in my MBA classes. It’s where I connect theory with reality, and where I try to articulate what often goes unnoticed.

Because the most interesting things about marketing and about places like Switzerland are rarely the most obvious ones.