System
Builder
for
Growth
From CMO to roles where impact matters more than titles
From CMO to roles where impact matters more than titles
Tobias Guenter
Tobias Guenter
Tobias Guenter
Tobias Guenter
Ex CMO
M.A.
Digital Strategist
Board Member
15+ years in business
Swiss based in Berlin
Ex CMO
M.A.
Digital Strategist
Board Member
15+ years in business
Swiss based in Berlin
Ex CMO
M.A.
Digital Strategist
Board Member
15+ years in business
Swiss based in Berlin
Why I build systems
Why I build systems
Why I build systems
Why I build systems
I have always been drawn to problems and puzzles. After years of building strategies, teams, campaigns and new initiatives, I realized that many challenges are difficult to understand in isolation because they are part of larger patterns. This is what led me to systems.
To me, system building means improving the conditions for decisions, collaboration and learning. To achieve what works and - most importantly, understand why it keeps working, ensuring systems that last.
Where I Create Impact
Where I Create
Impact
01
Business Development
From Vision to Traction
Many organizations already have smart people, strong intentions and valuable opportunities, but they struggle to turn them into direction or execution. I’m naturally drawn to that transition: how vague potential becomes structure.
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02
Organizational Development
From Leadership to Ownership
Teams often struggle when ownership stays vague, decisions unresolved or collaboration carries friction. I notice these patterns quickly because I naturally move between perspectives, roles and group dynamics.
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03
Marketing
From Strategy to execution
I connect positioning, narratives and execution into marketing systems. My experience helps me to see where a customer journey breaks or where marketing and business strategy drift apart. Driven by a strong interest in entrepreneurship, politics and collective behavior, I pay close attention to how language, positioning and cultural signals shape perception and relevance. Moving naturally between creative, strategic and operational thinking, I help organizations translate these strategic observations into clearer execution and stronger resonance. Integrating AI into content operations, research workflows and campaign development I use diverse LLMs, visual tools and performance environments. Currently exploring prompt libraries, custom GPTs and more integrated AI-supported marketing systems.
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What it's like to work with me
Selected Work
Innovation Strategy · DFL Bundesliga · 2024
Turning Innovation into Organizational Capability
The Bundesliga DFL were looking for a more connected innovation approach around their media product, linking strategic ambition to operational reality across teams, workflows and decision-making.
I designed and facilitated a cross-functional process that connected innovation more directly to recurring organizational practice instead of separated initiatives. My work focused on turning ambiguity into strategic structures and ways of working the team could use across and within organizational contexts. This created stronger cross-team alignment, clearer prioritization and better operational structures around innovation. Parts of the framework later influenced broader organizational strategy, while the process itself continued to be used internally across organizational levels and externally in keynote and communication contexts.
CMO · Civocracy · 2025/26
Structuring Scalable Tech Growth
As CMO at Civocracy, I helped evolve the organization from a collection of projects and services into a coherent growth system. The strategy focused on evolving and externally validating business model hypotheses by continuous testing of how offerings and projects could be adapted to a more scalable and repeatable system. At the same time, internal structures and decision-making were gradually adapted to better support the renewed business model (including organizational alignment, implementation planning and software-related change processes). Together with a clearer marketing positioning, the results were a more scalable business foundation and a stronger internal operational logic fostering future growth.
Consulting · DAVOS Course · 2022-2024
Designing Recom-mendation Systems
The surgical training program Davos Course wanted to attract more participants from Germany. Early research with surgeons showed that participation decisions were strongly shaped by trust, peer recommendations and professional networks rather than other marketing activities.
Based on these insights, a relationship-driven growth system is being built around alumni community structures, recurring outreach and long-term recommendation dynamics. The findings also influenced the further development of the curriculum itself, including mentoring, soft skills, career and networking support structures more closely aligned with the professional realities of surgeons. The result is a sustainable growth model in which product development, recommendations and relationship-building increasingly reinforced each other. Participant acquisition is improving, while the alumni structure creates a retention-oriented growth logic.
Board Member & Organizational Marketing Development SPUNTEN AG · Since 2025
Building a Marketing Operating System
As a board member at a hospitality gruop, I helped restructure fragmented marketing and operational coordination across a complex hospitality setup with multiple profit centers. The organization faced overlapping roles, unclear ownership and little shared steering around marketing strategy and execution.
The work focused on gradually building a more integrated marketing and operational system by clarifying responsibilities, restructuring roles and improving how marketing, positioning, data and decision-making connect across the organization. This included stopping ineffective activities, supporting recruitment and creating the foundation for more KPI- and CRM-driven steering over time. The result is a more coordinated and measurable marketing setup with clearer ownership, stronger alignment and a more structured foundation for growth, operational steering and guest journey development.
Innovation Strategy · DFL Bundesliga · 2024
Turning Innovation into Organizational Capability
The Bundesliga DFL were looking for a more connected innovation approach around their media product, linking strategic ambition to operational reality across teams, workflows and decision-making.
I designed and facilitated a cross-functional process that connected innovation more directly to recurring organizational practice instead of separated initiatives. My work focused on turning ambiguity into strategic structures and ways of working the team could use across and within organizational contexts. This created stronger cross-team alignment, clearer prioritization and better operational structures around innovation. Parts of the framework later influenced broader organizational strategy, while the process itself continued to be used internally across organizational levels and externally in keynote and communication contexts.
CMO · Civocracy · 2025/26
Structuring Scalable Tech Growth
As CMO at Civocracy, I helped evolve the organization from a collection of projects and services into a coherent growth system. The strategy focused on evolving and externally validating business model hypotheses by continuous testing of how offerings and projects could be adapted to a more scalable and repeatable system. At the same time, internal structures and decision-making were gradually adapted to better support the renewed business model (including organizational alignment, implementation planning and software-related change processes). Together with a clearer marketing positioning, the results were a more scalable business foundation and a stronger internal operational logic fostering future growth.
Consulting · DAVOS Course · 2022-2024
Designing Recom-mendation Systems
The surgical training program Davos Course wanted to attract more participants from Germany. Early research with surgeons showed that participation decisions were strongly shaped by trust, peer recommendations and professional networks rather than other marketing activities.
Based on these insights, a relationship-driven growth system is being built around alumni community structures, recurring outreach and long-term recommendation dynamics. The findings also influenced the further development of the curriculum itself, including mentoring, soft skills, career and networking support structures more closely aligned with the professional realities of surgeons. The result is a sustainable growth model in which product development, recommendations and relationship-building increasingly reinforced each other. Participant acquisition is improving, while the alumni structure creates a retention-oriented growth logic.
Board Member & Organizational Marketing Development SPUNTEN AG · Since 2025
Building a Marketing Operating System
As a board member at a hospitality gruop, I helped restructure fragmented marketing and operational coordination across a complex hospitality setup with multiple profit centers. The organization faced overlapping roles, unclear ownership and little shared steering around marketing strategy and execution.
The work focused on gradually building a more integrated marketing and operational system by clarifying responsibilities, restructuring roles and improving how marketing, positioning, data and decision-making connect across the organization. This included stopping ineffective activities, supporting recruitment and creating the foundation for more KPI- and CRM-driven steering over time. The result is a more coordinated and measurable marketing setup with clearer ownership, stronger alignment and a more structured foundation for growth, operational steering and guest journey development.
Innovation Strategy · DFL Bundesliga · 2024
Turning Innovation into Organizational Capability
The Bundesliga DFL were looking for a more connected innovation approach around their media product, linking strategic ambition to operational reality across teams, workflows and decision-making.
I designed and facilitated a cross-functional process that connected innovation more directly to recurring organizational practice instead of separated initiatives. My work focused on turning ambiguity into strategic structures and ways of working the team could use across and within organizational contexts. This created stronger cross-team alignment, clearer prioritization and better operational structures around innovation. Parts of the framework later influenced broader organizational strategy, while the process itself continued to be used internally across organizational levels and externally in keynote and communication contexts.
READ MORE
CMO · Civocracy · 2025/26
Structuring Scalable Agency Growth
As CMO at Civocracy, I helped evolve the organization from a collection of projects and services into a coherent growth system. The strategy focused on evolving and externally validating business model hypotheses by continuous testing of how offerings and projects could be adapted to a more scalable and repeatable system. At the same time, internal structures and decision-making were gradually adapted to better support the renewed business model (including organizational alignment, implementation planning and software-related change processes). Together with a clearer marketing positioning, the results were a more scalable business foundation and a stronger internal operational logic fostering future growth.
READ MORE
CMO · DAVOS · 2025/26
Designing Recom-mendation Systems
The surgical training program Davos Courses wanted to attract more participants from Germany. Early research with surgeons showed that participation decisions were strongly shaped by trust, peer recommendations and professional networks rather than other marketing activities.
Based on these insights, a relationship-driven growth system is being built around alumni community structures, recurring outreach and long-term recommendation dynamics. The findings also influenced the further development of the curriculum itself, including mentoring, soft skills, career and networking support structures more closely aligned with the professional realities of surgeons. The result is a sustainable growth model in which product development, recommendations and relationship-building increasingly reinforced each other. Participant acquisition is improving, while the alumni structure creates a retention-oriented growth logic.
READ MORE
Board Member & Organizational Marketing Development SPUNTEN AG · 2025/26
Building a Marketing Operating System
As a board member at Spunten AG, I helped restructure fragmented marketing and operational coordination across a complex hospitality setup with multiple profit centers. The organization faced overlapping roles, unclear ownership and little shared steering around marketing strategy and execution.
The work focused on gradually building a more integrated marketing and operational system by clarifying responsibilities, restructuring roles and improving how marketing, positioning, data and decision-making connect across the organization. This included stopping ineffective activities, supporting recruitment and creating the foundation for more KPI- and CRM-driven steering over time. The result is a more coordinated and measurable marketing setup with clearer ownership, stronger alignment and a more structured foundation for growth, operational steering and guest journey development.
READ MORE
Selected Clients
:)
Open for the right next thing.
I'm currently exploring roles and collaborations where strategy, growth, learning and organizational development intersect.
Especially interested in:
mission-driven organizations, education,
media, future-of-work, civic innovation
and teams building long-term capabilities.
Berlin · Zurich · Remote
Selected Experience
Education
M.A. Political Science, Economic History & Socioeconomics
University of Zurich, 2010
2025-2026
Chief Marketing Officer — Civocracy (Civic Tech)
Positioning, growth architecture and organizational marketing systems
2025–present
Board Member — Spunten AG (Hospitality)
Marketing strategy, digital transformation and operational steering
2024–present
Founder — Ideentraining (Education)
Creative learning formats around future skills and collaboration
2018–2024
Freelance Digital Strategist
Strategy, growth, collaboration and operational transformation
2015–2017
Team Lead Creation — TLGG Berlin (Digital Business Agency)
Digital campaigns, innovation projects and communication systems
2012–2015
Senior Digital Strategist — Feinheit Zurich (Agency)
Digital strategy, UX and political communication