Former Adidas Brand Exec to Lead Creator Strategy and Cultural Partnerships Across Germany, Switzerland, and Austria (GSA) from Berlin Hub
BERLIN, OCTOBER 1 2026 – Warner Music (WM) Central Europe today announced the appointment of Nici Ochmann as its Head of Culture & Creator Marketing, effective immediately. Based out of the company’s Berlin headquarters, Ochmann will lead the creator marketing strategy and cultural initiatives to drive social and streaming performance for artists in GSA.
Ochmann moves to WM Central Europe following a 10-year tenure at Adidas, where she most recently served as Global Culture Marketing Cluster Lead for GSA, working across music, sports, fashion, art, film/TV, streetwear, and subculture. Ochmann’s appointment marks the latest step in Warner Music Central Europe’s ongoing expansion of its creative and strategic footprint in Berlin.
In the newly created role, Ochmann will shape Warner Music Central Europe’s Culture & Creator Marketing strategy in GSA by developing artist and creator-led partnerships and campaigns, authentic cross-industry collaborations, and digital-first cultural narratives. She will build high-impact partnerships with domestic and international artists and creators who are in GSA, leveraging creator channels, strategic consulting and connections across relevant cultural ecosystems.
Nici Ochmann, Head of Culture & Creator Marketing, WM Central Europe, comments, “Niels, Seb, and the team show commitment to reimagining what a modern music company looks like, as music doesn’t exist in a vacuum, it sits at the center of lifestyle, fashion, sports, art and culture. I look forward to building on that vision, empowering our artists to lead conversations across culture and communities, and creating meaningful connections with creators and influential cultural networks.”
Niels Walboomers, President, WM Central Europe, adds, “Nici brings an invaluable perspective from the lifestyle space, where its culture moves at lightning speed. Her ability to bridge brand narrative with creator dynamics makes her the perfect fit for our vision of the company and will play a vital role in ensuring our artists stay at the bleeding edge of fan connection.”
Ochmann’s experience at Adidas has seen her work with a diverse roster of talent, including BHZ, Capital Bra, Caro Daur, Chelo, Emilio Sakraya, Juju, Linkin Park, Marlon Hoffstadt, Nina Chuba, Patrick Mason, RIN, Shirin David, Ski Aggu, Soho Bani, and Zartmann, among others.
