Expertise

Areas of work

I work across marketing, artificial intelligence, education, content, sales, analytics and digital communications.

Most requests are not really isolated. A question about a tool, a lecture, a campaign or a content plan usually points to a larger challenge: understanding the situation, building a workable logic, adapting technology to a team’s real processes or turning accumulated expertise into a clear system.

The format therefore depends on the context. It may be a consultation, strategy session, audit, programme design, workshop, corporate learning initiative or longer-term expert support.

Discuss a challenge View selected projects

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Area 01

Marketing and digital consulting

I help clarify the marketing challenge, identify weak points, build a coherent promotion logic and define practical next steps.

This is useful when a project has accumulated ideas, channels, materials and isolated activities, but the overall picture is still unclear.

Typical challenges

clarify a marketing strategy
review current digital communications
strengthen the positioning of a product, educational offer or expert practice
define the role of different promotion channels
build a workable content logic
set realistic priorities
test whether a marketing plan is feasible
connect promotion with the real goals of the business or project

Who it is for

business and project teams
educational organisations
creators of educational products
experts and independent professionals
professional and public-interest projects

Working formats

one-off consultation
strategy session
audit of materials and communications
review of a marketing concept
ongoing expert support

What you gain

Not a generic list of recommendations, but a clearer view of what is happening, where the main constraints and opportunities are, what deserves attention and which actions make sense in your specific context.

Discuss a marketing challenge

Area 02

AI for marketing, sales and communications

I help introduce artificial intelligence where it genuinely improves the work: in marketing, sales, analytics, content, learning and digital communications.

The goal is not to demonstrate another tool, but to understand where the technology is useful, which processes should change and how the team will evaluate the quality of the result.

Typical challenges

identify practical AI use cases
decide which tasks should not be automated
integrate AI into marketing and communication workflows
use AI in content and sales processes
accelerate research and analytical work
develop internal instructions and working scenarios
train a team to work with AI
reduce errors, hallucinations and superficial use of technology
build a reliable system for checking results

Who it is for

marketing and sales teams
business leaders
corporate universities and learning teams
educational organisations
creators of professional programmes
experts and project teams

Working formats

consultation
workflow audit
practical session
workshop
corporate training
methodological materials
team-specific AI scenarios

What you gain

A clear system for using AI: where it helps, which problems it solves, what limitations matter, how to check the output and how to integrate the technology without magical thinking or hope for one perfect button.

Discuss AI implementation

Area 03

Educational programme design

I design educational programmes from the ground up and help rebuild existing ones.

A programme is more than a list of topics divided into hours. It should take participants from a clear starting point to a meaningful outcome, connect theory with practice and make real learning possible.

Typical challenges

design a professional retraining programme
build a course, intensive or educational module
update an outdated programme
define learning outcomes and the sequence of topics
connect content with participants’ professional tasks
develop practical assignments
design formative and final assessment
adapt a programme for different levels of experience
review the methodology of an existing course

Who it is for

universities and business schools
educational organisations
corporate universities and learning teams
continuing professional education centres
creators of professional programmes

Working formats

complete programme design
design of individual modules
methodological audit
editing and restructuring an existing programme
development of practical assignments
final assessment design
participation in an educational team

What you gain

A programme with a clear logic: who it is for, what participants will learn, how the journey is structured, what they will do in practice and how the learning outcome can be recognised.

Discuss an educational programme

Area 04

Workshops and corporate learning

I deliver classes, workshops, intensives and corporate programmes on artificial intelligence, marketing, sales, content, digital communications and analytics.

The material is always adapted to the audience, their level of experience and the professional situations they actually face.

Possible topics

AI in marketing and sales
working with large language models
AI-assisted content creation
quality control and verification of AI output
analytical marketing
advertising campaign planning
marketing communications analytics
content strategy and digital communications
positioning
AI in teaching and educational design

Who it is for

business teams
marketers and sales professionals
managers
lecturers and learning designers
students and participants in professional programmes
corporate universities
conference and educational event organisers

Working formats

lecture
hands-on workshop
intensive
series of sessions
corporate programme
conference talk
training for lecturers and learning designers

How the learning works

Participants should not only watch a polished demonstration, but try the tools on their own tasks.

That is why the programmes include practice, discussion of results, analysis of mistakes and examples of situations where a tool behaved very differently from what was expected.

Those moments often create more understanding than a perfect example prepared for a slide.

What participants gain

A clear framework, relevant examples, practical experience and tools that can be used after the session — without first having to decode what the speaker actually meant.

Discuss training or speaking

Area 05

Content strategy and expert positioning

I help experts, projects and teams turn accumulated knowledge, ideas and experience into a coherent content system and clear positioning.

The expertise often already exists, but may be hidden behind complex wording, random publications, an overly broad list of topics or an industry voice that does not sound human. My role is to help find a clear logic and a distinctive professional voice.

Typical challenges

formulate positioning
define key themes and editorial directions
build a content system
design recurring formats and editorial sections
develop the logic of an expert channel or publication
shape an educational project
structure a website or presentation
bring scattered materials into one concept
balance professional depth with a human voice
remove formulaic expert language
decide what to communicate regularly and why

Who it is for

experts and lecturers
authors
educational projects
professional communities
project and marketing teams
organisations developing expert content

Working formats

consultation
content strategy session
audit of existing materials
content strategy development
editorial structure and recurring formats
launch support
website, channel or expert platform structure

What you gain

A clear system of themes, meanings, formats and messages that supports regular, substantive communication without hiding real expertise behind general statements.

Discuss content and positioning

Area 06

Marketing communications analytics

I help build a practical logic for evaluating the effectiveness of communication channels and formats.

Analytics becomes useful not when a report contains many metrics, but when the team understands which decisions can be made from them.

Typical challenges

define meaningful performance indicators
connect metrics with business or project goals
design an evaluation system for advertising campaigns
compare channels with different roles and mechanics
evaluate digital advertising and media placements
build analytics for CRM activity
assess sales-promotion, partnership and special projects
check existing calculations
work through conflicting data
make reporting understandable for teams and decision-makers

Who it is for

marketing teams
business leaders
business and project teams
educational programmes
professionals working with advertising, CRM and digital
authors and learning designers of professional courses

Working formats

consultation
analytical session
audit of a measurement system
evaluation methodology design
review of a report or project
educational and methodological materials
expert support for the analytical part of a project

What you gain

A measurement system where it is clear what is being evaluated, why a particular indicator is used, what its limitations are and how the data connects to real decisions.

Not analytics for the sake of a report, but analytics that helps determine what to do next.

Discuss communications analytics

Choosing the format

You do not need to know the format in advance

You can come with a clear task, a question, a collection of materials or simply a sense that something is not working as it should.

Sometimes one consultation is enough. Sometimes the useful answer is an audit, a series of sessions, an educational programme or a separate project.

The important thing is not to begin with a familiar label such as “strategy session”, but with the actual situation and the result that is needed.

In the first conversation we clarify

what is happening now
what outcome is needed
who is involved
what constraints matter
what has already been done
which format would be most useful

Start with the context

Understand what is happening first. Choose the tools second.

Write to me about a project, educational programme, marketing challenge, AI initiative or a situation involving communications and analytics that needs a clearer structure.

Contact me