Growth at all cost is no longer an option. I am working to transform marketing into an ethical practice to help responsible brands achieve their goals through tested best practices in market strategy, sustainable business models, innovation workshops, experimentation sprints and strong digital brand presence.
{01} — Featured projects
Past and current projects
Marketing Fundamentals
Razor-sharp clarity. Where rubber meets the road
Marketing Fundamentals
Razor-sharp clarity. Where rubber meets the road
Marketing Fundamentals
Razor-sharp clarity. Where rubber meets the road
Human-centred Design
To support expanding yet thical growth
Human-centred Design
To support expanding yet thical growth
Human-centred Design
To support expanding yet thical growth
Technology
Power of tools for good
Technology
Power of tools for good
Technology
Power of tools for good
Respect
Commitment
Collaboration
Curiosity
Social Conciousness
Respect
Commitment
Collaboration
Curiosity
Social Conciousness
Respect
Commitment
Collaboration
Curiosity
Social Conciousness
{03} — Process
My Method
Define
/
01
Audit & Alignment
Initial Consultation:
Understand the client’s vision, goals, and target audience.
Research:
Analyse competitors and industry trends to gather insights.
Validate the brief:
Set the project’s objectives, deliverables, and timelines.
/1 week/
Define
/
01
Audit & Alignment
Initial Consultation:
Understand the client’s vision, goals, and target audience.
Research:
Analyse competitors and industry trends to gather insights.
Validate the brief:
Set the project’s objectives, deliverables, and timelines.
/3-5 weeks/
Define
/
01
Audit & Alignment
Initial Consultation:
Understand the client’s vision, goals, and target audience.
Research:
Analyse competitors and industry trends to gather insights.
Validate the brief:
Set the project’s objectives, deliverables, and timelines.
/1 week/
Design
/
02
Improvement Sprints
Take-off Sprint:
Team brainstorm; validation; mocking-up of actions for impact.
Ramp-up Sprints:
On-demande experiments aimed at removing roadblocks.
/1-2 weeks/
Design
/
02
Improvement Sprints
Take-off Sprint:
Team brainstorm; validation; mocking-up of actions for impact.
Ramp-up Sprints:
On-demande experiments aimed at removing roadblocks.
/3-5 weeks/
Design
/
02
Improvement Sprints
Take-off Sprint:
Team brainstorm; validation; mocking-up of actions for impact.
Ramp-up Sprints:
On-demande experiments aimed at removing roadblocks.
/1-2 weeks/
Amplify
/
03
System creation
Combining all elements:
Ensuring smooth long-term implementation.
Integration:
Automation and up-skilling of the team.
/1 -2 months/
Amplify
/
03
System creation
Combining all elements:
Ensuring smooth long-term implementation.
Integration:
Automation and up-skilling of the team.
/3-5 weeks/
Amplify
/
03
System creation
Combining all elements:
Ensuring smooth long-term implementation.
Integration:
Automation and up-skilling of the team.
/1 -2 months/
Evolve
/
04
Management and Integration
Monitoring:
Semi-automated evaluation of success.
Learning:
Applying or improving (Ramp-up Sprints).
/ongoing/
Evolve
/
04
Management and Integration
Monitoring:
Semi-automated evaluation of success.
Learning:
Applying or improving (Ramp-up Sprints).
/3-5 weeks/
Evolve
/
04
Management and Integration
Monitoring:
Semi-automated evaluation of success.
Learning:
Applying or improving (Ramp-up Sprints).
/ongoing/
{04} — Testimonials
About previous collaborations *
* from clever and lovely people
Coming soon..
Vardon Hamdiu, @Sparkable
"Linda was a crucial member of our senior management team and played a significant role in our company's growth and strategic direction."
Maximilian Voss
"Linda's outstanding strengths in empathy and exceptional communication skills have consistently stood out, complementing her profound expertise in the field of Marketing."
Lisa BrandenBerger
Coming soon..
Vardon Hamdiu, @Sparkable
"Linda was a crucial member of our senior management team and played a significant role in our company's growth and strategic direction."
Maximilian Voss
"Linda's outstanding strengths in empathy and exceptional communication skills have consistently stood out, complementing her profound expertise in the field of Marketing."
Lisa BrandenBerger
Coming soon..
Vardon Hamdiu, @Sparkable
"Linda was a crucial member of our senior management team and played a significant role in our company's growth and strategic direction."
Maximilian Voss
"Linda's outstanding strengths in empathy and exceptional communication skills have consistently stood out, complementing her profound expertise in the field of Marketing."
Lisa BrandenBerger
{05} — FAQ
I get asked…
I get asked…
01/
How is ethical marketing different from just marketing we know to exist already?
Mainly by not putting revenue generation as the primary goal and not considering people as resources. It is about setting a sustainable goal and defining a marketing brief that is ethical* and follows a win-win-win principle : where all parties gain - the business, the client and the society. * An ethical action is a choice that aligns with moral principles, norms, and values, aiming to promote good, minimise harm, respect rights, and foster justice (fairness) for all stakeholders involved. Ethical actions are guided by core commitments to human worth, social well-being, and often involve a conscious effort to behave with honesty, fairness, and integrity within a given context. /Source: “A Framework for Thinking Ethically.” ETHICS 1, no. 2 (Winter 1988)/ In short - marketing with integrity.
02/
What does prosocial marketing even mean?
I admit, you might have never heard this term before. Neither had I, so I created it inspired by movements in other domains, like prosocial business practices and ethical tech. It follows a simple 'human-first', instead of revenue-first (the traditional) goal. Marketing with integrity, so me and my gran can be proud of what I do and what it means for the planet.
03/
Have you reinvented marketing, branding, advertising and comms?
Not entirely, but I apply a certain standard to analyse tools and methods based on principles explained in previous questions, and some tools and techniques (called growth hacks) I don't use. I mostly exclude methods and tools that are deceitful or only make sense in the revenue-centred model, like intrusive emailing or coercing people into sales by limiting choice or opting out from offers. There are many more, some basic marketing principles (psychological needs, biases, etc) that are widely used by big tech are fundamental to building advertising tools, tracking tools or data collection.
04/
But if you don't focus on revenue generation for an organisation, how do you measure the impact?
Some would say that marketing is useless unless it contributes to revenue. I would argue that in the era of 'too much' we need to reevaluate what we support putting our skills, time or money into its promotion. Some products/services companies create, solve problems we don't even have. And the revenue-first mindset doesn't encourage companies to build products that would solve a real need. Coming back to ethical business principles referred to in the first question, I do think, all business endeavour needs to be sustainable and if we come back to the question of measuring impact - the main indicator is the user (or client) vote: are they using it, are they promoting it.
05/
What marketing subdomains do you specialise in ?
I have a marketing generalist background which means I have a very strong understanding of the global marketing connection to the rest of the business and the fine line where the product meets the market. I have most impact when I lay the strategic marketing and branding foundations that all channel tactics and executional decisions are then built upon. Systems thinking allows me to see the operational setup (tools, people and processes) needed to succeed at implementing clear plans with tight budgets. I also master content production, CRM/emailing, partnerships, events and brand communications, digital partnerships and digital PR. From here it gets more complicated and I am happy to discuss detailed needs rooted in a specific context. I don't do all aspects of implementation, especially PPC, social distribution, technical SEO, video editing or design, but I provide support in finding expert talent with specific skillset and mindset to complete precise tasks. I consider myself similar to generalist doctor, not a useless one but a holistic one.
06/
I just need some social media posting services, are you available for such one-offs?
It would rather depend on the general state of the brief, but I my experience shows that starting with a social media strategy delays the most important work - clear, aligned and feasible strategic marketing foundations. It is like pulling on a thread and getting to a major tangle - the one rooted in shaky foundations, wrong data or wrong goals.
01/
How is ethical marketing different from just marketing we know to exist already?
Mainly by not putting revenue generation as the primary goal and not considering people as resources. It is about setting a sustainable goal and defining a marketing brief that is ethical* and follows a win-win-win principle : where all parties gain - the business, the client and the society. * An ethical action is a choice that aligns with moral principles, norms, and values, aiming to promote good, minimise harm, respect rights, and foster justice (fairness) for all stakeholders involved. Ethical actions are guided by core commitments to human worth, social well-being, and often involve a conscious effort to behave with honesty, fairness, and integrity within a given context. /Source: “A Framework for Thinking Ethically.” ETHICS 1, no. 2 (Winter 1988)/ In short - marketing with integrity.
02/
What does prosocial marketing even mean?
I admit, you might have never heard this term before. Neither had I, so I created it inspired by movements in other domains, like prosocial business practices and ethical tech. It follows a simple 'human-first', instead of revenue-first (the traditional) goal. Marketing with integrity, so me and my gran can be proud of what I do and what it means for the planet.
03/
Have you reinvented marketing, branding, advertising and comms?
Not entirely, but I apply a certain standard to analyse tools and methods based on principles explained in previous questions, and some tools and techniques (called growth hacks) I don't use. I mostly exclude methods and tools that are deceitful or only make sense in the revenue-centred model, like intrusive emailing or coercing people into sales by limiting choice or opting out from offers. There are many more, some basic marketing principles (psychological needs, biases, etc) that are widely used by big tech are fundamental to building advertising tools, tracking tools or data collection.
04/
But if you don't focus on revenue generation for an organisation, how do you measure the impact?
Some would say that marketing is useless unless it contributes to revenue. I would argue that in the era of 'too much' we need to reevaluate what we support putting our skills, time or money into its promotion. Some products/services companies create, solve problems we don't even have. And the revenue-first mindset doesn't encourage companies to build products that would solve a real need. Coming back to ethical business principles referred to in the first question, I do think, all business endeavour needs to be sustainable and if we come back to the question of measuring impact - the main indicator is the user (or client) vote: are they using it, are they promoting it.
05/
What marketing subdomains do you specialise in ?
I have a marketing generalist background which means I have a very strong understanding of the global marketing connection to the rest of the business and the fine line where the product meets the market. I have most impact when I lay the strategic marketing and branding foundations that all channel tactics and executional decisions are then built upon. Systems thinking allows me to see the operational setup (tools, people and processes) needed to succeed at implementing clear plans with tight budgets. I also master content production, CRM/emailing, partnerships, events and brand communications, digital partnerships and digital PR. From here it gets more complicated and I am happy to discuss detailed needs rooted in a specific context. I don't do all aspects of implementation, especially PPC, social distribution, technical SEO, video editing or design, but I provide support in finding expert talent with specific skillset and mindset to complete precise tasks. I consider myself similar to generalist doctor, not a useless one but a holistic one.
06/
I just need some social media posting services, are you available for such one-offs?
It would rather depend on the general state of the brief, but I my experience shows that starting with a social media strategy delays the most important work - clear, aligned and feasible strategic marketing foundations. It is like pulling on a thread and getting to a major tangle - the one rooted in shaky foundations, wrong data or wrong goals.
01/
How is ethical marketing different from just marketing we know to exist already?
Mainly by not putting revenue generation as the primary goal and not considering people as resources. It is about setting a sustainable goal and defining a marketing brief that is ethical* and follows a win-win-win principle : where all parties gain - the business, the client and the society. * An ethical action is a choice that aligns with moral principles, norms, and values, aiming to promote good, minimise harm, respect rights, and foster justice (fairness) for all stakeholders involved. Ethical actions are guided by core commitments to human worth, social well-being, and often involve a conscious effort to behave with honesty, fairness, and integrity within a given context. /Source: “A Framework for Thinking Ethically.” ETHICS 1, no. 2 (Winter 1988)/ In short - marketing with integrity.
02/
What does prosocial marketing even mean?
I admit, you might have never heard this term before. Neither had I, so I created it inspired by movements in other domains, like prosocial business practices and ethical tech. It follows a simple 'human-first', instead of revenue-first (the traditional) goal. Marketing with integrity, so me and my gran can be proud of what I do and what it means for the planet.
03/
Have you reinvented marketing, branding, advertising and comms?
Not entirely, but I apply a certain standard to analyse tools and methods based on principles explained in previous questions, and some tools and techniques (called growth hacks) I don't use. I mostly exclude methods and tools that are deceitful or only make sense in the revenue-centred model, like intrusive emailing or coercing people into sales by limiting choice or opting out from offers. There are many more, some basic marketing principles (psychological needs, biases, etc) that are widely used by big tech are fundamental to building advertising tools, tracking tools or data collection.
04/
But if you don't focus on revenue generation for an organisation, how do you measure the impact?
Some would say that marketing is useless unless it contributes to revenue. I would argue that in the era of 'too much' we need to reevaluate what we support putting our skills, time or money into its promotion. Some products/services companies create, solve problems we don't even have. And the revenue-first mindset doesn't encourage companies to build products that would solve a real need. Coming back to ethical business principles referred to in the first question, I do think, all business endeavour needs to be sustainable and if we come back to the question of measuring impact - the main indicator is the user (or client) vote: are they using it, are they promoting it.
05/
What marketing subdomains do you specialise in ?
I have a marketing generalist background which means I have a very strong understanding of the global marketing connection to the rest of the business and the fine line where the product meets the market. I have most impact when I lay the strategic marketing and branding foundations that all channel tactics and executional decisions are then built upon. Systems thinking allows me to see the operational setup (tools, people and processes) needed to succeed at implementing clear plans with tight budgets. I also master content production, CRM/emailing, partnerships, events and brand communications, digital partnerships and digital PR. From here it gets more complicated and I am happy to discuss detailed needs rooted in a specific context. I don't do all aspects of implementation, especially PPC, social distribution, technical SEO, video editing or design, but I provide support in finding expert talent with specific skillset and mindset to complete precise tasks. I consider myself similar to generalist doctor, not a useless one but a holistic one.
06/
I just need some social media posting services, are you available for such one-offs?
It would rather depend on the general state of the brief, but I my experience shows that starting with a social media strategy delays the most important work - clear, aligned and feasible strategic marketing foundations. It is like pulling on a thread and getting to a major tangle - the one rooted in shaky foundations, wrong data or wrong goals.