WHO WE ARE

macheete is a Berlin-based boutique agency specializing in strategic brand and communications consulting. For the past 16 years, we have been developing tailored communication strategies from our office in the heart of Berlin that strengthen companies, brands, and individuals while positioning them for long-term success. Our expertise lies in the conception and execution of projects across the fields of brands, products, people, and lifestyle.

We combine creativity with strategic vision. Whether through tailor-made workshops, consulting mandates, or comprehensive campaigns, we work alongside our clients as trusted partners, developing solutions that create impact and inspire.

Our team brings together experienced professionals and digital-native millennials who stand out through fresh perspectives and a deep understanding of contemporary communication. From traditional public relations and social media marketing to content and influencer marketing, we create innovative concepts that engage target audiences and deliver results. In doing so, we rely on clear strategies, strong networks, and the ability to actively shape emerging trends.

Through our work, we create not only visibility but genuine connections. Communication that is relevant, inspiring, and leaves a lasting impression. That is our ambition.

FOUNDER & MANAGING DIRECTOR

Before founding macheete in 2010, Mareen traveled the world, with stops in Spain, Austria, Switzerland, and South Africa. Prior to that, the Mecklenburg native studied Communication and Management in Vienna. Today, she has been living in Berlin for many years and is considered one of the creative minds of the German communications industry.

Alongside her work as an entrepreneur, Mareen is a speaker, mentor, and lecturer. She regularly leads workshops on PR, social media, AI, and personal branding, appears on SAT.1 Breakfast Television as a communications expert, and is actively involved as a member of the Berlin Chamber of Commerce and Industry (IHK Berlin) General Assembly, advocating for entrepreneurship, the creative industries, and the visibility of women in business.

With macheete, Mareen has fulfilled her vision of creative, bold, and modern communication. Together with her team, she develops communication concepts that increase the visibility of brands and individuals, tell compelling stories with emotional impact, and help businesses remain relevant in a constantly evolving world. Mareen is passionate about new ideas, fast-paced communication, and purpose-driven projects—and that passion is reflected in the daily work at macheete.

CONSULTANT | PR & SOCIAL MEDIA

Originally from Cairo, Laila earned her bachelor’s degree in Heidelberg and now independently manages projects across the fields of music, art, and culture. From an early age, she discovered her passion for music and began making music herself. Over time, this evolved into a love for writing, storytelling, and connecting with people who bring unique perspectives to the world.

Today, Laila combines creative storytelling with strategic communication. She is passionate about increasing the visibility of artists, projects, and ideas, exploring new perspectives, and developing communication concepts that are both emotionally engaging and highly relevant. Whether in pop culture, social issues, or cultural communications, Laila brings fresh ideas, a strong instinct for people, and a keen understanding of trends and target audiences to our work.

STRATEGIC ADVISOR & STAKEHOLDER MANAGEMENT

Theresa Hümmer supports macheete as a Strategic Advisor in the areas of stakeholder management, strategic partnerships, and network development. Drawing on her experience in stakeholder engagement, project development, communications, event management, and interdisciplinary collaboration, she supports projects at the intersection of politics, business, society, culture, and sustainability. Her focus is on bringing together relevant stakeholders, developing meaningful collaborations, and providing strategic guidance for complex topics and initiatives.

With a background in organizational development, political communications, brand management, and event management, Theresa contributes a broad range of perspectives to strategic processes. She particularly supports the development of sustainable partnerships, the positioning of projects and initiatives, and the cultivation of relevant networks.

SENIOR CONSULTANT | PR & SOCIAL MEDIA

For many years, Julia has confidently navigated the worlds of brands, media, music, and events, bringing her expertise to a wide range of communications projects—from emotionally driven B2C campaigns to strategic B2B communications. She understands how communities think, how brands are perceived, and how content needs to be created to genuinely connect with audiences

Her focus lies in content creation and performance marketing. Julia develops campaigns with a strategic mindset, creative intuition, and a clear understanding of digital reach, target audiences, and conversion. Whether working on artist communications, social media strategies, or complex B2B topics, she combines creativity with structure to create content that not only captures attention but also delivers meaningful impact.

CREATIVE ASSISTANT | PR & SOCIAL MEDIA

Passionate about visual storytelling, Meklit found her artistic voice through photography. Raised in Munich, she moved to Berlin in 2017, where she established herself as a fashion and commercial photographer. Over the past years, Meklit has collaborated with global brands such as Nike, H&M, Reebok, and Adidas, while showcasing her work at festivals and in renowned publications including Vogue Germany, Zeit Magazin, and i-D Germany.
Her creativity extends beyond photography and is equally reflected in her analytical understanding of social media. Meklit enjoys developing new ideas, diving deep into research, and bringing creative concepts to life. Her attention to detail and pursuit of excellence are evident in every aspect of her work—whether behind the camera or in social media management. She tells stories that inspire and resonate, using her creative work as a tool to promote greater visibility, representation, and social impact.

DUAL STUDENT | MARKETING

And here comes Mariella! As a dual student in marketing, she has been gaining hands-on experience at macheete from day one. Originally from the greater Berlin area, she brings curiosity, enthusiasm, and an open-minded approach to everything she does. Even during her school years, she gained valuable experience through a variety of jobs, developing a strong sense of responsibility and adaptability.Communication is one of her greatest strengths—she enjoys connecting with people, listening carefully, and collaborating as part of a team. Creativity has long been an important part of her life and is reflected in the personal projects she pursues alongside her studies. At macheete, she is excited to further develop these skills while gaining deeper insights into the world of marketing and communications.

PROJECT MANAGER | GRAPHIC DESIGN & WEB TECHNOLOGIES

Norman discovered his passion for design and technology at an early age. Simplifying complex topics and translating them into clear, accessible solutions has always been one of his top priorities. A native Berliner, he completed his training as a media designer in Berlin in 2005 and subsequently worked as a graphic designer for several companies.

His path to macheete led him through his work as an independent designer and programmer. Today, Norman supports our clients as a freelance project manager, advising them on the implementation of creative and technical projects. With his innovative ideas, technical expertise, and creative mindset, he consistently brings fresh perspectives and new impulses to every project he works on.