Experience & Design Strategist (m/w/d), München | Senior Consultant – Senior Manager Level

📍 Job Overview

Job Title: Experience & Design Strategist (m/w/d), München | Senior Consultant – Senior Manager Level

Company: TOWA GmbH

Location: Musterstraße 1, 80333 München, Bayern, Germany

Job Type: Festanstellung (Permanent)

Category: Digital Strategy & Design Operations

Date Posted: 2026-06-23

Experience Level: Senior Consultant – Senior Manager Level (Estimated 5-10 years)

Remote Status: Remote OK (with hybrid office options)

🚀 Role Summary

• Lead the strategic development and execution of integrated experience and design strategies across diverse client projects, ensuring alignment with business objectives and customer needs.

• Drive the end-to-end transformation of complex business models into compelling, user-centric experiences, acting as the central orchestrator of strategy, content, design, and technology workstreams.

• Champion innovative design methodologies and AI-native approaches to foster a culture of continuous improvement and iterative development within client engagements.

• Serve as a key strategic advisor to clients, translating intricate B2B logics and use cases into actionable experience principles and driving decision-making through compelling storytelling and visualization.

📝 Enhancement Note: This role sits at the intersection of strategy and design, requiring a strong understanding of business operations and how customer experience directly impacts business outcomes. The "AI-native" mention suggests a forward-thinking approach to leveraging AI in design and strategy processes. The "Senior Consultant – Senior Manager Level" indicates significant responsibility for project leadership, client management, and potentially team development.

📈 Primary Responsibilities

• Lead the Experience and Design Strategy for consulting projects, encompassing Brand Experience, Brand Identity, Customer Experience (CX), Customer Journeys, Service Design, and Information Architecture.

• Advise clients on a strategic level from a designer's perspective, translating complex business models and use cases into clear experience principles and maintaining the overarching vision throughout projects.

• Ensure seamless integration and consistency across strategy, content, design, and technology workstreams, acting as the critical link that maintains a cohesive customer experience.

• Expertly apply and facilitate methodologies such as Design Thinking, Ideation, Co-Creation Workshops, Jobs-to-be-Done (JTBD), and Service Blueprints to drive project outcomes.

• Make ideas tangible and actionable through effective storytelling, visualization techniques, and prototyping at various fidelity levels to align teams and facilitate client decision-making.

• Uphold high-quality standards while fostering an environment of exploration, iteration, and innovation, challenging clients constructively when necessary for optimal strategic outcomes.

• Cultivate the growth of colleagues through valuable critique, close collaboration, and visible craft leadership within the design team.

• Embrace and integrate AI-native workflows, focusing on defining clear intents to leverage generative tools for option generation and applying critical judgment for quality assurance before deployment.

📝 Enhancement Note: The responsibilities clearly outline a strategic leadership role that bridges business requirements with creative execution. The emphasis on methodologies like Design Thinking and JTBD highlights the need for a structured, human-centered approach to problem-solving. The mention of AI-native workflows is a key differentiator, signaling a requirement for candidates to be proficient in leveraging AI tools within their strategic and design processes.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Design, Business, Human-Computer Interaction, or a related field is typically expected for this level of role.

Experience: A proven track record in Experience and/or Design Strategy, ideally within an agency or consulting environment. For Senior Manager level, extensive experience in leading large-scale engagements and client portfolios is crucial.

Required Skills:

• Extensive experience in Experience and/or Design Strategy, with a strong portfolio showcasing successful client projects.

• Comprehensive understanding of Brand Experience, Brand Identity, Customer Experience (CX), Customer Journeys, Service Design, and Information Architecture.

• Proficiency in core design and strategy methodologies: Design Thinking, Ideation, Co-Creation Workshops, Jobs-to-be-Done (JTBD), and Service Blueprints.

• Ability to translate complex B2B business models, use cases, and stakeholder needs into strategic experience decisions.

• Exceptional storytelling and co-creation skills, with the ability to articulate complex ideas clearly and make them actionable for diverse audiences.

• Demonstrated ability to lead and drive projects forward in ambiguous or uncertain environments, providing clear direction to teams and clients.

• Advanced proficiency in German and English, both written and spoken, for effective client and team communication within the DACH region and internationally.

• Experience in leveraging AI tools and generative AI within design and strategy workflows. Preferred Skills:

• Experience in managing and mentoring junior design and strategy professionals.

• Familiarity with specific technology platforms relevant to digital transformation (e.g., Spryker, Storyblok, Pimcore, Salesforce, HubSpot).

• Experience in developing and presenting business cases for strategic initiatives.

• A strong understanding of user research methodologies and how to integrate insights into strategy.

📝 Enhancement Note: The required skills emphasize a blend of strategic thinking, design expertise, methodological rigor, and strong interpersonal and communication abilities. The specific mention of B2B models and AI-native workflows points towards a need for candidates who can navigate complex business environments and embrace emerging technologies.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a minimum of 3-5 significant projects demonstrating leadership in Experience and/or Design Strategy.

• Clearly articulate your role and specific contributions to each project, emphasizing strategic thinking and design execution.

• Include case studies that detail the problem, your strategic approach, the methodologies used (e.g., Design Thinking, JTBD), and the tangible impact or outcomes achieved.

• Demonstrate proficiency in translating complex business requirements into user-centric solutions and visualizing strategic concepts.

• Highlight examples of how you managed cross-functional workstreams (strategy, content, design, technology) to ensure cohesive experiences.

• Include examples of AI-native workflows where applicable, showcasing how AI tools were leveraged to enhance strategy or design processes. Process Documentation:

• Evidence of defining and documenting clear experience principles derived from complex business models and use cases.

• Examples of creating service blueprints, customer journey maps, or information architecture diagrams that guide strategic implementation.

• Documentation of workshop facilitation processes (e.g., Ideation, Co-Creation) and how outcomes were translated into actionable strategies.

• Case studies demonstrating how you used prototyping and visualization to drive decisions and align stakeholders.

📝 Enhancement Note: The portfolio requirements are critical for this role, as they serve as tangible proof of strategic and design capabilities. Emphasis should be placed on demonstrating not just the final output, but the strategic thinking, process, and impact. The inclusion of AI-native workflows in the portfolio is a key expectation.

💵 Compensation & Benefits

Salary Range: €60,000 - €130,000 gross per year (All-in)

Explanation of Range: This salary range is provided by the company and encompasses all components, including potential variable elements or additional benefits. The specific salary within this range will be determined by the candidate's skills, responsibilities, and experience, not by previous salary history. This aligns with EU pay transparency directives. The range reflects the Senior Consultant to Senior Manager level in the German consulting market for specialized strategy roles.

Benefits:

• Team Spirit: Collegial teams with genuine cohesion, mutual support, and a good sense of humor.

• Transparent Structures: Flat hierarchies and an open-door policy, fostering communication at eye level.

• Open Vacation Policy: Statutory vacation days plus additional "Above & Beyond" policy for extra days off.

• Work from Anywhere: Flexibility to work from home or temporarily abroad.

• Flexible Working Hours: Generous flextime with core hours for essential meetings.

• Work Models: Options for full-time or part-time, permanent or fixed-term contracts.

• Exciting Projects: Engaging, innovative, and diverse projects with steep learning curves, contributing to real progress.

• Growth Guaranteed: Individual training budget for workshops, certifications, or coaching.

• Career Paths: Clear structures for professional development despite flat hierarchies.

• Mobility & Events: Up to €467 for public transport/Deutschlandticket, regular team events, and industry conference attendance.

• Loft Offices: Centrally located, modern, creative office spaces with amenities and social areas.

• Rewards: A bonus system recognizing personal and company successes.

Working Hours: 40 hours per week, with flexible working hours and core times for team and client meetings.

📝 Enhancement Note: The salary range is competitive for the German market, particularly for a specialized role at this seniority level. The comprehensive benefits package emphasizes flexibility, professional development, and work-life balance, which are attractive to experienced professionals. The explicit mention of EU pay transparency is a positive indicator of fair compensation practices.

🎯 Team & Company Context

🏢 Company Culture

Industry: Digital Transformation Consulting, Technology Services, Creative & Media, Art & Design. TOWA GmbH partners with B2B Champions, focusing on developing and implementing digital strategies.

Company Size: The description implies a medium to large consultancy with multiple international locations (Bregenz, Vienna, Hamburg, Munich, Dortmund, Krakow, remote). The "Talent Pool" strategy suggests a proactive approach to talent acquisition, indicating growth.

Founded: TOWA GmbH has a history of digital transformation consulting, evidenced by its established presence and partnerships with various technology providers. The company's mission is to drive digital transformation end-to-end, creating measurable progress and real impact.

Team Structure:

• The role is within the "Consulting Cluster" and reports to Julius Wuhnsen.

• The team is characterized by "flat hierarchies" and an "open-door mentality," suggesting a collaborative and accessible environment.

• Cross-functional collaboration is essential, with the Experience & Design Strategist needing to work across strategy, content, design, and technology.

• The company emphasizes "team spirit," "collegiality," and "mutual support." Methodology:

• Data-Driven Strategy: The company's motto "We drive digital transformation end-to-end - from strategy to execution. Creating measurable progress and real impact for our clients" underscores a focus on tangible results.

• Holistic Thinking: They approach challenges holistically, from strategic consulting to implementation.

• Agile & Iterative: The phrase "Alles ist BETA and genau darin liegt die Chance für Fortschritt" (Everything is BETA, and that's where the chance for progress lies) indicates an embrace of iterative processes and continuous improvement.

• AI Integration: Actively incorporating AI-native workflows into their processes.

Company Website: https://www.towa-digital.com/

📝 Enhancement Note: TOWA presents itself as a modern, forward-thinking consultancy focused on delivering impactful digital transformation. The culture appears to be collaborative, supportive, and driven by a passion for innovation and continuous learning, with a strong emphasis on measurable results and leveraging modern tools like AI.

📈 Career & Growth Analysis

Operations Career Level: This position is defined as Senior Consultant to Senior Manager level, indicating a significant leadership role. It requires a blend of strategic vision, deep design expertise, project management capabilities, and client advisory skills. The role is expected to guide strategy, manage workstreams, and mentor colleagues.

Reporting Structure: The role reports to Julius Wuhnsen, who is presented as a lead with specific expertise. The company structure is described as having flat hierarchies, suggesting direct access to leadership and a degree of autonomy.

Operations Impact: The core impact of this role is to translate complex business models into successful digital experiences that drive measurable progress and real impact for clients. This involves shaping client strategy, ensuring cohesive execution across multiple disciplines, and ultimately contributing to client success and TOWA's reputation for delivering transformative solutions. The role is instrumental in ensuring that design and experience strategies are not just conceptual but are deeply integrated with business goals and technological feasibility.

Growth Opportunities:

• Skill Advancement: Deepen expertise in Experience and Design Strategy, particularly with AI-native applications and advanced methodologies. Opportunity to lead more complex and larger-scale client engagements.

• Leadership Development: Potential to grow into a Senior Manager or Principal role, taking on greater responsibility for client portfolios, team management, and business development. Mentorship opportunities for junior team members.

• Specialization: Develop specialized expertise in areas like Brand Experience, CX, Service Design, or AI-driven design within the consulting context.

• Cross-Functional Mastery: Further hone skills in orchestrating strategy, content, design, and technology, becoming a go-to expert for integrated digital transformation projects.

📝 Enhancement Note: This role offers a clear path for growth within a specialized consulting domain. The emphasis on continuous learning, leadership, and impactful project delivery provides a strong foundation for career progression, particularly for individuals aiming for senior leadership positions in digital strategy and design consulting.

🌐 Work Environment

Office Type: Modern, central loft offices designed to foster creativity, exchange, and collaboration. The company also strongly supports a "Work from anywhere" policy, indicating a hybrid or remote-first approach.

Office Location(s): The primary mentioned location is Munich (Musterstraße 1, 80333 München), but TOWA GmbH also has offices in Bregenz, Vienna, Hamburg, Dortmund, and Krakow, suggesting a distributed team structure with physical hubs.

Workspace Context:

• Collaborative Environment: The loft offices are designed for interaction, with dedicated spaces for discussion and idea generation. The company culture promotes collegiality and mutual support.

• Tools & Technology: While not explicitly listed, the nature of the role and the company's focus on digital transformation implies access to a robust suite of design, collaboration, and project management tools. The mention of "AI-native" workflows suggests the use of advanced AI tools.

• Team Interaction: Opportunities for close collaboration exist both within the Munich office and remotely with colleagues across different locations through digital collaboration platforms.

Work Schedule: Flexible working hours with a substantial flextime frame, balanced by core hours for essential team and client meetings. This allows for personal rhythm while ensuring availability for critical project activities.

📝 Enhancement Note: The work environment at TOWA GmbH is characterized by flexibility, collaboration, and a modern, inspiring office space. The "Work from anywhere" policy, combined with flexible hours, offers a high degree of autonomy, appealing to professionals who value work-life integration and a dynamic work setting.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely involves a review of your CV, salary expectations, and notice period. Emphasis will be on your track record in experience/design strategy.

• Portfolio Presentation: A crucial stage where you will be expected to present selected projects from your portfolio. This will likely involve explaining your strategic approach, methodologies used, creative process, and the impact of your work. Be prepared to discuss your experience with complex B2B models and AI-native workflows.

• Case Study/Challenge: You might be given a hypothetical client scenario to analyze and present strategic recommendations, focusing on experience design principles and actionable solutions. This will test your problem-solving skills and ability to apply methodologies.

• Team/Culture Fit: Interviews with potential team members and leadership (including Julius Wuhnsen) to assess your collaboration style, cultural alignment, and leadership potential. Expect questions about how you mentor others and handle challenging situations.

• Final Round: Discussions on career aspirations, role expectations, and final negotiation.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your strongest projects that best showcase your leadership in Experience and Design Strategy, particularly those involving complex B2B contexts or innovative approaches.

• Tell a Story: Structure your case studies with a clear narrative: problem definition, your strategic approach, methodologies applied (mentioning Design Thinking, JTBD, etc.), your specific role, creative process, and quantifiable results or impact.

• Highlight Impact: Emphasize the measurable progress and real impact your strategies and designs have delivered for clients. Use data and specific outcomes whenever possible.

• Showcase Methodology & AI: Clearly explain how you applied specific methodologies and how you integrated AI-native tools into your workflow. Demonstrate your ability to translate complex business models into clear experience principles.

• Visual Appeal: Ensure your portfolio is visually engaging, well-organized, and easy to navigate. Use mockups, prototypes, and visualizations to illustrate your concepts effectively.

Challenge Preparation:

• Understand the Framework: Research common consulting case study structures and practice applying frameworks like SWOT, PESTLE, or customer journey mapping to business problems.

• Focus on Strategy & Experience: Anticipate challenges that require you to define experience strategies, identify customer pain points, and propose innovative solutions rooted in design thinking.

• Articulate AI's Role: Be prepared to discuss how AI could be leveraged to enhance the proposed strategy or experience.

• Practice Presentation: Rehearse presenting your findings clearly and concisely, managing your time effectively, and anticipating potential questions from stakeholders.

📝 Enhancement Note: The application process heavily emphasizes practical demonstration of skills through a portfolio and potential case studies. Candidates should prepare to articulate their strategic thinking, methodological application, and leadership capabilities, with a particular focus on how they deliver tangible business impact and integrate modern tools like AI.

🛠 Tools & Technology Stack

Primary Tools:

• Strategy & Ideation: Tools for Design Thinking, Ideation, Co-Creation Workshops (e.g., Miro, Mural, FigJam).

• Service Design & CX: Software for Service Blueprints, Customer Journey Mapping, User Flow diagrams (e.g., Lucidchart, Visio, specialized CX platforms).

• Prototyping & Visualization: Tools for creating low-to-high fidelity prototypes and visual presentations (e.g., Figma, Sketch, Adobe Creative Suite, Keynote/PowerPoint).

• AI & Generative Tools: Proficiency in leveraging AI platforms for ideation, content generation, and workflow optimization (specific tools not named but implied by "AI-native").

Analytics & Reporting:

• While not explicitly mentioned, an understanding of analytics tools (e.g., Google Analytics, Adobe Analytics, BI tools like Tableau/Power BI) would be beneficial for measuring the impact of strategies and designs. CRM & Automation:

• Familiarity with CRM systems (e.g., Salesforce, HubSpot) and marketing automation platforms could be advantageous, given the company's focus on B2B clients and digital transformation. Project Management & Collaboration:

• Tools for project management and team collaboration are essential (e.g., Jira, Asana, Trello, Slack, Microsoft Teams).

📝 Enhancement Note: The technology stack is inferred based on the role's responsibilities and industry trends. Proficiency in digital collaboration and design tools is a given. The explicit mention of "AI-native" workflows suggests that candidates should be comfortable and proactive in exploring and utilizing emerging AI technologies for design and strategic tasks.

👥 Team Culture & Values

Operations Values:

• Impact & Progress: A core value is driving "measurable progress and real impact" for clients, emphasizing results-oriented work.

• Innovation & Beta Mindset: Embracing "Alles ist BETA" signifies a culture that encourages experimentation, learning from failures, and continuous iteration.

• Holistic Approach: Thinking end-to-end, from strategy to execution, and ensuring all elements (strategy, content, design, technology) work cohesively.

• Client Partnership: Acting as trusted advisors, challenging clients constructively, and building strong collaborative relationships.

• Craftsmanship & Quality: Maintaining high standards in their work, visible through "craft leadership."

• Teamwork & Support: Fostering a collegial environment with genuine cohesion, mutual support, and a positive atmosphere.

Collaboration Style:

• Cross-Functional Integration: The role necessitates close collaboration across strategy, content, design, and technology teams to ensure a unified customer experience.

• Open Communication: Flat hierarchies and an open-door policy encourage open dialogue, feedback exchange, and transparency.

• Mentorship & Development: A culture of shared learning, where experienced team members mentor and develop junior colleagues through critique and collaboration.

• Co-Creation: Actively involving clients and internal teams in workshops and ideation processes.

📝 Enhancement Note: TOWA GmbH cultivates a dynamic and supportive culture that values innovation, collaboration, and client success. The emphasis on a "beta mindset" and continuous improvement suggests an environment where learning and adaptation are encouraged. The strong focus on teamwork and mentorship is a key aspect of their operational ethos.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating Complexity: Translating highly complex B2B business models and technical requirements into simple, effective customer experiences requires strong analytical and synthesis skills.

• Balancing Strategy & Execution: Ensuring that strategic visions are effectively translated into tangible design and technological outputs, maintaining quality and consistency throughout.

• Client Management: Effectively managing client expectations, driving consensus, and challenging conventional thinking while maintaining strong relationships.

• Rapid Technological Evolution: Staying abreast of emerging technologies, especially AI, and integrating them effectively into client strategies and workflows.

• Cross-Disciplinary Orchestration: Harmonizing the efforts of diverse teams (strategy, creative, technical) to achieve a unified outcome.

Learning & Development Opportunities:

• Advanced Methodologies: Deepen expertise in cutting-edge design and strategy frameworks, including those enhanced by AI.

• Client Strategy Leadership: Gain experience leading high-impact digital transformation projects for prominent B2B clients.

• AI Integration Mastery: Become a leader in applying AI-native approaches within consulting projects, shaping future industry practices.

• Mentorship & Team Leadership: Develop leadership skills by mentoring junior strategists and designers, and potentially leading project teams.

• Industry Exposure: Work with a variety of clients and industries, broadening your understanding of different business challenges and digital solutions.

📝 Enhancement Note: The role presents significant challenges that are directly tied to opportunities for professional growth. The company's commitment to learning and development, coupled with the nature of complex digital transformation projects, provides a fertile ground for skill enhancement and career advancement.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you translated a complex business model into a clear customer experience strategy. What methodologies did you use, and what was the outcome?"

• "How do you ensure consistency across strategy, content, design, and technology workstreams in a client project? Can you provide an example?"

• "Walk me through your process for leading a Design Thinking or Co-Creation workshop. How do you ensure actionable outcomes?"

• "How do you approach integrating AI-native tools into your strategic or design process? What are the benefits and potential drawbacks?"

• "Describe a situation where you had to challenge a client's established approach. How did you present your alternative strategy, and what was the result?" Company & Culture Questions:

• "What interests you about TOWA GmbH and our approach to digital transformation?"

• "How do you embody a 'beta mindset' in your work?"

• "Describe your ideal team environment and how you contribute to a positive and collaborative culture."

• "How do you approach mentoring or developing junior colleagues?"

• "What are your thoughts on 'Work from anywhere' and flexible working arrangements?" Portfolio Presentation Strategy:

• Structure Your Narrative: For each selected project, clearly define the client's challenge, your role and strategic approach, the specific methodologies employed (mentioning JTBD, Service Design etc.), your creative process, and the tangible business impact.

• Quantify Impact: Use data and metrics wherever possible to demonstrate the success of your strategies and designs.

• Highlight AI Integration: If applicable, clearly articulate how you used AI tools in your workflow and the benefits it brought.

• Showcase Leadership: Emphasize your ability to lead workstreams, manage stakeholders, and drive projects forward, especially in complex B2B contexts.

• Be Prepared for Questions: Anticipate questions about your decision-making process, how you handle ambiguity, and your approach to quality assurance.

📝 Enhancement Note: Interview preparation should focus on demonstrating strategic thinking, methodological expertise, client advisory skills, and an understanding of how to deliver tangible business impact. Highlighting experience with complex B2B scenarios and AI-native workflows will be crucial.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided link on the TOWA GmbH careers page.

• Tailor your CV: Ensure your CV clearly highlights your experience in Experience & Design Strategy, relevant methodologies (Design Thinking, JTBD, Service Design), and your achievements in leading strategic initiatives, especially within consulting or agency environments.

• Prepare your Portfolio: Select 3-5 of your strongest projects that demonstrate your ability to translate complex business models into compelling customer experiences. Focus on projects that showcase your strategic thinking, process, and measurable impact. Be ready to discuss your experience with AI-native workflows.

• Articulate Salary Expectations: Be prepared to state your desired gross annual salary (All-in) in EUR, considering the provided range of €60,000 - €130,000.

• Identify Notice Period/Start Date: Clearly indicate your current notice period or earliest possible start date.

• Research TOWA GmbH: Understand their mission, values, client base (B2B Champions), and their approach to digital transformation. This will help you tailor your responses and demonstrate genuine interest.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.