Open to opportunities

Janine Kaselitz

@janinekaselitz

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Brand strategist and researcher blending ethnography, culture, and systems thinking for sport.

Germany

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What I'm looking for

I’m looking for roles where I can build culturally relevant, regenerative brand and research work in sport—grounded in ethnography, systems thinking, and community—helping teams create meaningful pathways, belonging, and social change.

I’m a culturally attuned Researcher and Brand Strategist with 10 years’ experience decoding youth culture, sport, and movements. My work is guided by a belief in creating spaces of belonging, collective growth, and social change—using an ethnographic lens to uncover how young people move and participate in the world.

I blend qualitative & quantitative research, systems thinking, and storytelling to keep brand work culturally resonant and regenerative. I’m currently leading a multi-phase ethnographic community & relationship building project for Spotify, diving into youth muses and guiding Nike’s Street Football Workshop for 14–20-year-olds, and I’ve previously orchestrated integrated brand and e-commerce strategies at Zalando Marketing Services, transforming budgets of up to €2M into youth-focused campaigns across sport, fashion, and streetwear.

Experience

Work history, roles, and key accomplishments

Current

Cultural Strategist & Researcher

Current

Ethnographies & Synthesis

Jan 2024 - Present (2 years 6 months)

Blends qualitative and quantitative research with systems thinking and storytelling to keep brands culturally resonant and regenerative. Currently leading a multi-phase ethnographic research project for Spotify and supporting Nike’s Street Football Workshop positioning for 14–20 year olds.

Qualitative Research Quantitative Research Systems Thinking Storytelling Facilitation Positioning

Senior Brand Strategist

Zalando Marketing Services

Apr 2022 - Oct 2023 (1 year 6 months)

Orchestrated integrated brand and e-commerce strategies and transformed up to €2M budgets into youth-focused campaigns at the intersection of sport, fashion, and streetwear.

Brand Strategy E commerce Strategy Campaign Strategy Intercultural Marketing

Sport & Partnership Strategist

APG London

Jan 2018 - Jan 2019 (1 year)

Led cross-generational discussion groups with athletes, fans, and families to uncover behaviours in sport and wellbeing, informing partnership and vision work for Women in Sport and Sports4Good.

Partnership Strategy Stakeholder Engagement Sports And Wellbeing Strategy Facilitation

Internship in Research & Brand Strategy

Wunderman Thompson

Jul 2016 - Sep 2016 (2 months)

Interned in research and brand strategy, supporting the building of the Adidas GlitchApp.

Internship in Research & Brand Strategy

Adam & Eve DDB

Apr 2016 - Jun 2016 (2 months)

Interned in research and brand strategy, supporting an Xmas campaign for Deutsche Telekom with a focus on anthropology and decolonial studies.

Anthropology Campaign Research

Brand Strategy Residency

Leo Burnett India

May 2015 - Aug 2015 (3 months)

Contributed to India’s first Kindle campaign empowering more kids to read English.

Campaign Development Brand Strategy Marketing

Apprenticeship: Cultural Strategist

Psyma & IHK Nuremberg

Jan 2006 - Jan 2009 (3 years)

Completed an apprenticeship as a Cultural Strategist within Psyma & IHK Nuremberg.

Education

Degrees, certifications, and relevant coursework

Bio Leadership Fellowship

Bio Leadership Fellowship, Bio leadership & regenerative systems design

2024 - 2024

Selected as a Bio-Leadership Fellow in a programme blending nature-led leadership and regenerative systems design. Participated with a global cohort of systems-change leaders.