THE MOST VALUABLE ADVICE GIVES US CONFIDENCE TO GROW US FASTER & FURTHER TOWARDS OUR TRUE POTENTIAL.

Who inspires your next level of growth?

As a modern leader, you need a new breed of advisor who can help you make faster, more forward-looking decisions with confidence. Without knowing the challenges and opportunities that wait around the corner, it can be hard to know what tools you need in your toolbox. The right advisor can help you integrate trusted perspectives and thought models into the rhythm of business to keep you nimble, prepared, and always accelerating toward your potential.

As a permanent board advisor, Non-Executive Director, and Investor I am driving sustainable growth with fast-paced ventures and global players across the EU. With a 30-year track record spanning Big-Tech, start-ups and scale-ups I excelled in developing marketing strategy, sales, organizations, and growth culture as a Global CMO, CEO and COO – most recently in 9 years with Meta Platforms. 

My core expertises lies in market entries, turnarounds and hyper-growth, always aiming to create happier employees, clients and shareholders in synergetic alignment. As a best-selling book author, speaker, podcaster and moderator I champion to adopt marketing innovation faster with a strict focus on impact.

As a permanent board advisor, Non-Executive Director, and Investor I am driving sustainable growth with fast-paced ventures and global players across the EU. My 30-year track record as a Global CMO, CEO and COO – spanning Big-Tech, start-ups and scale-ups – will help you excel in marketing strategy, sales, organization, and growth culture.

frequent advisory themes include

  • go-to-market strategy
  • competitive analysis + positioning
  • market insights + structures
  • sales acceleration
  • industry lobbying
  • organizational scalability + workflows
  • performance & talent management
  • diversity hiring + key talent assessment
  • growth culture + modern leadership
  • people resilience
  • growth hacking
  • innovation + adoption

Advisor Engagement Model

Advisorship moves towards a more formalized and a more trusted approach, in order to incorporate the most senior perspectives and expertise, at a level that is not available or not affordable for the companies for full-time hire.

Challenger perspectives formalized for growth

  • Executive Advisory Boards
  • Client Advisory Boards
  • Audience Advisory Boards
  • Diversity Advisory Boards
  • Scientific Advisory
  • Looking for a permanent addition to your venture’s professional advisory line-up?

    Interested in creating your first effective advisory board?

    Curious to understand how advisory boards grow beyond governance boards + angel advice?

    Let’s talk.

    Biography
    • tumbleweed.ventures | BOARD ADVISOR + NON-EXEC. DIRECTOR

      Professional board advisor and non-executive director with fast-paced EU/US tech & marketing grown-ups, scale-ups & start-ups, focused on developing marketing strategy, sales, organization and growth culture.

    • AUTHOR, MODERATOR, SPEAKER, JURY-MEMBER

      Curious thought leader, moderator and “activist” on marketing innovation: ”Brand building on the web” (1999 - 2005). “Performance marketing“ (2006 – 2010). “Programmatic advertising” (2012 – 2016). “Social media & mobile marketing” (2016 – 2020). „Metaverse Marketing“ (2021 – 2022). “Adopting innovation: AI|AR|VR“ (2023+). Jury member “German Marketing Award”, Global-MMA Smarties Screening, Video Award “Die Klappe”.

    My recipe for shaping sustainable growth organizations is to master highest performance in alignment of highest satisfaction for the 4 key-stakeholders: the people, the clients, the venture and its shareholders, in solid synergy. 

    Career track

    • META platforms | COO + GROUP DIRECTOR DACH

      9y growing fast on a global rocket ship, among the first 1.5 % of the global workforce. Grown managed business from tiny to 10-digit. DACH leader ecosystem + industry body relations. Global lead on commercial metaverse narrative. DACH lead “Innovation”. People & Processes. Swiss market-entry. Set global benchmarks for employee commitment + client satisfaction. Central European modern leadership tracks. Recognized sponsor of diversity.

    • MediaMath | CEO DACH

      Market entry for US MediaMath + CH Publigroupe as joint venture agency “Spree7”. Co-Founder & president of iab’s Programmatic Advertising Board. Zero to profitable market leader within 12 months. Exit to MediaMath. Narrative lead on programmatic advertising in DACH. Published the globally still most sold book on Programmatic Advertising, activating 45 thought leaders from 3 continents.

    • Parship | GLOBAL CMO + REGIONAL MANAGER DE/NL

      Global Sales & Marketing responsibility for 14 countries. Regional General Manager for Germany + the Netherlands. High 8-digit P&L responsibility. Restructured product team. In-housed online marketing disciplines. Rebuilt agency org. Turn-around in Germany and Netherland with solid YOY growth, halved cost of acquisition. Repositioned brand pivoted user base to essential elite audience.

    • ad pepper media N.V. | MANAGING DIRECTOR DACH

      General Management of Top5 AGOF ad sales house. Repositioned product divisions: Premium Display, Performance, CRM, Affiliate, Search. Benchmark for sustainable turn-around. Introduction of yield management (eCpM +250%). Successful M&A integrations. Launch Affiliate Marketing Network.

    • AutoScout24 | MARKETING DIRECTOR

      Pioneered cross-media marketing for B2C & B2B (dealer, OEMs + media agencies) during the rise of the internet. Organizational development quadrupled marketing team output + internal client satisfaction. Innovative portal strategy cut costs to zero, redefined reach & launched OEM product. Bullish bartering approach safeguarded demand during the dotcom crisis.

    • BBDO Consulting | MANAGEMENT CONSULTANT

      From strategic planner to management consultant in consultancy’s launch phase. Go-To-market strategy on emerging internet brand building projects to blue chip clients. Project Manager Formula1 launch Allianz x BMW.Williams. Highest publication rate across BBDO Group DACH.

    Boards
    • MAWAVE Marketing

      Mawave is Europe‘s leading social media agency for measured results that drive growth for most renown brands + most promising challengers in commerce. The advisory board supports Mawave’s extraordinary founder team with decades of leadership experiences in sales, finance, organizational development, communications + strategy.
      Explore www.mawave.de

    • C-Wire

      One of the most rapidly expanding pan-European scale-ups in Programmatic AI Advertising: their cutting-edge buy- & sell-side system surpasses traditional value creation by integrating machine learning and programmatic advertising with advanced contextual content analysis. This transformative approach unlocks 100% of the audiences for brands and media, in an era prioritizing privacy.
      Explore www.cwire.com

    • Tomorrow University

      This transformative state-recognized online university is dedicated and at the core designed for impact: as a remote-first University of Applied Sciences the ToU allows learners to build 21st-century skills needed in sustainability, entrepreneurship, and technology, through their revolutionary approach to technology-empowered education.
      Explore www.tomorrow.university

    • CollectID

      Leading Fashion brands and Sport Clubs rely on CollectID to bridge physical branded products with the digital dimensions of their brands: proven product authenticity, value adding contents and a direct connection between manufacturer and the end consumer builds on a smart combination of blockchain, NFC, and NFT technology.
      Explore www.collectid.io

    • ADZINE Conference

      For more than a decade ADZINE succeeds to set the professional bar with its ad trader conference. Once a year it assembles the most renowned programmatic advertising specialists across the data-driven marketing ecosystem from across DACH and the EU/UK, both in the audience and on stage, for networking, state-of-the-art know-how exchange and directional consultations.
      Explore www.adzine.de/adtrader-conference/

    • Possible Conference & Expo

      Brimming with content dedicated to future-thinking marketers combined with innovation and emerging technologies, POSSIBLE, Miami is a global tentpole conference for the highest level executives in marketing and media to network with industry peers, share ideas, present visions and discuss mutual challenges.
      Explore www.possibleevent.com

    Books & Publications

    Marketing innovation and smarter adoption, with a radical focus on scale and impact, is my common thread for 25 years as a renowned book editor, author, speaker, podcaster, and moderator.​

    Books

    PROGRAMMATIC ADVERTISING
    The first and still most sold global compendium on programmatic advertising explains in detail how automated, data-driven advertising works in practice and how adoption leads to competitive advantage. The bestseller combines cutting-edge expertises from 45 renowned experts from all around the globe.
    read @Amazon

    REALTIME ADVERTISING
    The German reference book on real-time-bidding (RTB/RTA) unites the perspectives from buy- and sell-side, as well as data-, creative + legal aspects. All is explained with hands-on examples by the ecosystem’s leading protagonists. Print copy with interactive eBook.
    read @Amazon

    REALTIME ADVERTISING KOMPASS
    BVDW, the German representative of the interactive advertising bureau iab, established its cross-industry programmatic board in early 2014. The compass became an annually published reference point for the state of the programmatic industry, edited by me as the boards’ co-founder and vice president.
    read @Dropbox

    HANDBOOK CORPORATE COMMUNIKCATION “Brand building in the digital age”
    One of the first fundamental articles - written back in 2000 - on successful cross-media brand building.
    read @Dropbox

    …more publications

    Podcasts

    THE LEADERSHIP PODCAST
    #37 Make your Advisory Board your Powerhouse (German) How to be doomed for failure or set up for success, based on 5 factors: Purpose. People. Charter. Formats.
    listen @Spotify

    121WATT School for Digital Marketing & Innovation
    #103 Marketing innovation: recognizing and successfully implementing trends (German)
    Focusing limited ressources on the right development
    listen @YouTube

    OMR PODSTARS: The Marketing Transformation Podcast
    “#160 Erik Siekmann X Oliver Busch” (German)
    The state of AI, Programmatic, the Metaverse, + the impact of Apple's Vision Pro.
    listen @Spotify

    DMEXCO PODCAST
    “#78 How the Metaverse is going to influence our Future” (German)
    How brands advance on XR and Web3 towards the 3-dimensional internet.
    listen @DEMEXCO

    THE NEW COMMERCE PODCAST
    “#7 On the Metaverse in the Metaverse” (German)
    A conversation from within virtually reality about virtual + augmented reality.
    listen @Spotify

    SASSERATH NOW PODCAST
    “#43 New perspectives on Meta” (German)
    Pivoting brand architecture + brand strategy of a Global Player.
    listen @Spotify

    THINK. SPEAK. TRANSFORM.
    “Journey to the Future”
    Separating hype from trend leads long-term thinking + short-term action.
    listen @YouTube

    …more podcasts

    Stages

    PLAY VIDEO SUMMIT
    "Neither Fish Nor Fowl: How to create Predictability for Advertisers’ fast growing CTV spend?“
    watch @noz.video

    NEW COMMERCE SUMMIT
    „E-Commerce under Disruption“

    DMEXCO 2023
    "Growing success, growing challenges? Quo vadis, DOOH?“
    watch @dmexco

    ADTRADER CONFERENCE
    “The State of Programmatic CMO Agenda 2023+” (German)
    watch @noz.video

    D3CON CONFERENCE
    “d3con Innovation Award 2023” (German)
    watch @YouTube

    GERMAN MARKETING DAY
    “Keynote: The Metaverse. The Future of the web” (German)
    watch @Facebook

    PILOT @ OMR
    “Metaverse live”
    watch @Dropbox

    OLIVER BUSCH X MATTHEW BALL
    “CEO perspectives: Web3, AR, VR and the Metaverse”
    watch @Dropbox

    …more speakings

    tum·ble·weed {ˈtʌmbəlˌwid}
    Among the most resilient organisms on the planet, born in a fierce competitive situation, dedicated to go all-in for growth by delivering its seeds to fertile grounds and succeed even under harshest conditions, creatively utilizing the wind as a resource to build opportunity.

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