PROFESSIONAL CAREER
stations. projects. positions.
1982-1987: University of Fribourg, Switzerland
Study of business administration (lic.rer.pol.)
1987–1989: University of Fribourg, Switzerland
Project Manager, Research Center for Association and Cooperative Management
1989: Pro Sport & Leisure AG, Zürich
Sponsorship Project Manager
1989–1997: Union Bank of Switzerland, Zürich
Team Leader, Assistant Director, Sponsorship and Events, Ticketing
Various SBG-internal positions in the areas of marketing & communication
1997–2009: UBS AG, Zürich
Department Head, Global Sponsorship & Events, Managing Director
Management of Global Sponsorship and Event Organization (Teams in Zürich, London, New York, and Hong Kong)
Principal areas of activity: Sponsorship, Events, Hospitality, Ticketing
Various board positions: Board of Directors, Ticketcorner AG and Swiss Access Group; Board of Trustees, UBS Verbier Festival Orchestra, involvement with lecturing and training
UBS AG, Zürich
Representational duties and board positions
Board of Directors on behalf of UBS at ticketing companies Fastbox AG and Ticketcorner AG (merger of Fastbox AG and UBS Ticketcorner)
Board of Directors on behalf of Ticketcorner AG at Swiss Access Group AG (ticketing for Expo.02)
Board of Trustees at Fondation de l’ Orchestre de Verbier (UBS Verbier Festival Youth Orchestra);
Lecturing and training duties, internally and externally
2009–2011: Farner Consulting AG, Zürich
Head of Sponsoring & Events, Member of the Executive Board
Establishment of the sponsoring & events business area
Spring 2011: Founded my own agency
Foundation of the own agency
«Marti Management & Consulting AG»
Advice to companies, rights holders and athletes
With a focus on sponsoring, events and live marketing
From April 2021 to November 2022: active as
«Marti-Spahni Management & Consulting AG»
COMPETENCIES
30 years. 360 degrees.
Seniority is not a question of age, but of experience. And the ability to look at the various facets from different perspectives and to draw the right conclusions for the benefit of the customer.
With over thirty years of experience, I know all facets of contemporary and innovative, digital and analogue marketing and sponsoring. I bring my well-founded knowledge of how sponsoring and event marketing works to your projects, from conception to implementation. In doing so, I take on the perspective of both the sponsor and the sponsorship recipient. At the same time, I take into account the internal structures and processes, the existing human and financial resources.
The key to success lies in the creative conception and the consistent realization, in the seamless transition from strategic thinking to operational action. I bring my 360-degree experience and perspective to your engagements, as well as my experience on an international and national level. The stage is yours. Together we will make the best of it.
TO PERSON
Fascination. Interest. Joy.
For over 30 years I have been fascinated by combining culture, sport and society with the corporate world in marketing terms. I follow the relevant projects and institutions with interest and pleasure - from a distance and often as part of this scene.
Right in the middle, not just there
Marketing in general and sponsoring in particular have fascinated and captivated me ever since I graduated. During my twenty years of work for UBS, most recently as Global Head of Sponsorship & Events, I was at the forefront of actively shaping the rapid development of this marketing tool. While emotional decision-making processes were the main focus at the beginning, the rational and goal-driven sponsoring strategy has become increasingly important - activation, efficiency and impact measurement have only recently become the focus compared to other marketing measures.
At the pulse of development
Today it is known that rational decisions and an emotional implementation form the basis for maximum success in sponsoring. This development is not over, current topics such as the role and effect of socially oriented sponsoring, the interaction of corporate social responsibility and sponsoring or the design of sales-oriented sponsoring concern me just as much as the question of how organizers and organizations manage their commitments in the sponsoring and refinance events.
Individual support
Working with personalities from sports, culture, society as ambassadors, testimonials or influencers is a matter of course for most organizations today. For ten years, I have been a supervisor, companion and confidante of former top athletes, and I have seen the massive changes associated with the advent of online marketing and social media. From this and the experience I benefit from working for UBS in looking after individuals in the areas of sponsoring and marketing.
Changes require adjustments: target groups and their affinities change, so marketing and sponsoring must be continuously checked to ensure they are up-to-date. In sponsorship, for example, the question is no longer what to sponsor, but rather how to sponsor. in the foreground - all resources of the sponsoring teams must be realigned and used. My work as a speaker and lecturer and my interest in the development of these topics enable me to stay on the ball and combine my many years of experience and know-how with current topics and trends.
PRINCIPLE
“You have to stand out from the crowd”
Successful contemporary marketing calls for new, creative and authentic approaches and solutions. It is important to stand out from the crowd, to critically examine the conventional and to reach and inspire the target groups in a smart way. The basic premise applies: quality instead of quantity, focus instead of diversification, great attention to detail, passion and the pursuit of perfection.
SMART COMMITMENT
penetrate the flood of information
Basic branding such as perimeter or start number advertising certainly serves a certain purpose, but today target groups have to be addressed in a much smarter way in order to get through to the recipients in this world flooded with advertising. It is important to gain the interest of consumers and to activate them with authentic and precise messages. This applies to any kind of engagement in the field of marketing.
Content for own and third-party channels is becoming more and more important, but again, only good, creative and inspiring content achieves its goal, especially since today's consumers are very selective about who and what they give their 5-10 seconds of attention.