Built from zero.
Scaled with care.
In January 2022, I joined FLEXXI Care as part of the founding team. The title of co-founder was earned two years later, after steering the company toward a discovery that changed everything: up to €3,539 per year in Verhinderungspflege and Kurzzeitpflege budget goes unclaimed by most German families, silently expiring at year-end. Studies show around 70% of eligible people never claim it, overwhelmed by paperwork, unaware of their rights, or simply not knowing that family members can be paid.
That insight led directly to the Sorgen-los-Karte and a clear market position: FLEXXI would help families claim what they were already owed. Before a community existed, before ads ran, SEO came first. Our blog articles began ranking organically, attracting both clients and caregivers searching for answers. Google rewarded clarity. We reached top-7 ranking for Verhinderungspflege, and FLEXXI now appears in Google's AI overviews for this search. Lead generation followed, with Meta Ads campaigns generating qualified calls at €2 per lead on a €45/day budget, confirming a real and systemic problem: complicated forms, confusing Krankenkassen submissions, and families left without support.
Community came third, and deliberately so. We noticed the aging population in Germany is deeply active on Facebook, using it as a marketplace of care and connection. Existing groups existed, but none with a name that combined the two most important words: the topic and the feeling of belonging. Verhinderungspflege Netzwerk was born. It grew to 30,000 members organically in 18 months and became our most trusted distribution channel.
The result: a platform that helped more than 50 families find trusted caregivers at the touch of a button, at short notice, across Germany. Built with care, from zero, in one of the most human industries there is. Before FLEXXI, I built communications and marketing functions at Hewlett-Packard, IBM, MSD, and Oerlikon, each one teaching me something the next one needed.
€3,539 per year available for Verhinderungspflege. Around 70% of eligible families never claim it. FLEXXI was built to change that, one family at a time.
Content ranked before ads ran. Top-7 Google position for Verhinderungspflege, now appearing in Google AI overviews. Organic trust built the foundation.
Verhinderungspflege Netzwerk: a name that coins a topic and a feeling. 30,000 members in 18 months. Built where the aging population already lived: Facebook.
SEO, then lead gen, then community, then HubSpot automation and Zapier workflows. Each layer built on the one before it. All owned end-to-end.
The person behind
the strategy.
Outside of marketing, I read fantasy and science fiction obsessively. I play piano and classical guitar when the mood strikes and the day needs resetting. I spend the rest of my time with Onyx, my dog, who has no interest in go-to-market strategy whatsoever. And I photograph — wildlife, nature, sport — in the quiet, unhurried style of storytelling I admire most.
Inbound coverage.
No PR agency.
The FLEXXI community narrative attracted national press organically, from Germany's newspaper of record to WDR broadcast television.
Community member Thomas Kusterer, featured as a FLEXXI Care partner
Read →VHP Netzwerk moderator and FLEXXI Care partner, national broadcast
Watch →Feature on how FLEXXI's community model creates real support structures
Read →Feature on Dorian Drees, FLEXXI nurse and sales representative
Read →Profile of Thomas Kusterer's family, FLEXXI community member and moderator
Read →10+ years.
One through-line.
From enterprise internal communications at Hewlett-Packard and IBM to growth and marketing leadership at a digital health startup — translating complexity into traction, with care.
Built the full marketing and communications function from zero for a regulated digital health platform. Demand generation, brand, SEO content engine, community-led growth, B2B go-to-market, HubSpot marketing automation, and employer branding across B2C and B2B segments in the German health tech market.
Integrated B2B marketing campaigns across European markets for advanced materials and industrial solutions. LinkedIn and YouTube channel management, growing post views 300%. Adobe Creative Cloud production and Board of Directors executive presentations.
Internal communications strategy in a regulated pharmaceutical environment. Cross-functional messaging across medical, commercial, and corporate stakeholders. SharePoint intranet ownership and organisational change communications.
Brand and communications consultant to IBM country teams across UK, Ireland, and the Nordics. Content marketing strategy across 10+ European markets. Solo Adobe Premiere Pro and After Effects video production delivering 2D animations, motion graphics, and branded video series over 4 years.
Five concurrent internal communications functions in a global enterprise: intranet coordination, newsletter editing, event planning, content production, and media channel coordination. Pioneered Adobe Creative Cloud at Hewlett-Packard. Full All Employee Event ownership end to end.
The full marketing stack,
hands-on.
Every metric built
with care.
Built with care, run on lean budgets, in the German caregiving market. No agency amplification. No inflated vanity figures.
Wondering how this was built?
Every metric above is backed by live screenshots from Google Search Console, YouTube Analytics, Meta Ads Manager, and HubSpot. See how each one was achieved.
The work,
in the wild.
Built from zero to 30,000 members in 18 months. The primary owned channel for community-led growth and content distribution in digital health.
Lead generation campaign running 2022 to 2025 for a regulated health service. High-quality inbound leads at €2 CPL on a €45/day budget. Campaign archived, results verified in HubSpot.
Best-performing page from a 240-article SEO content engine. Top-7 Google ranking, appearing in Google AI overviews, driving 10,356 clicks and 479K impressions.
Top video from a 168-video channel built end to end. Scripting, Adobe Premiere Pro production, publishing. 54K views, 4.5% CTR.
Full website, HubSpot CMS, and conversion architecture. Brand positioning, B2C and B2B landing pages, SEO content, and sales enablement materials built and owned end-to-end.
216 videos, 164K views, 1.9M lifetime impressions, +999% year-on-year growth. Scripted, produced, and published using Adobe Premiere Pro and After Effects.
Two focused profiles built for specific application contexts. Each one tells the same story from a different angle.
Let's talk
with care.
Fluent in English and Romanian. German, professional working proficiency, continuing development.
Care to book a meeting?