wondder is a cutting-edge tech company redefining leadership development through immersive VR training, powered by ethical AI. In just a few years, Berlin-based wondder has established itself as an European leader in corporate VR training, working with clients like Airbus, Puma, BMW, and Accenture. When I joined, the company faced a pivotal moment: scaling its marketing efforts to match its growing reputation and ambitious vision.

the TL:DR

Lucas Florian, Marketing LEADERSHIP FOR HIRE

As Interim Head of Marketing & PR, I introduced clear structures for the marketing team, helped launch targeted campaigns, and secured high-profile media coverage.

These results were driven by strategic workshops and the development of the comprehensive 2024-2025 Marketing & PR Strategy, which aligned storytelling, branding, and growth objectives.

THE CHALLENGE

wondder needed to elevate its marketing and PR efforts to match its groundbreaking technology and solidify its position as a leader in VR-driven leadership development. Challenges included:

• A growing portfolio of cutting-edge VR experiences with untapped storytelling potential

• The absence of a cohesive marketing strategy or clear content frameworks

• A talented, junior team that required guidance, specialization and capacity building

• A need to support ongoing fundraising efforts with impactful communication materials, including a key investor film

The Solution

During my tenure, I worked with wondder to execute transformative changes across marketing and PR:

• Strategic Vision:

• Crafted the 2024-2025 marketing strategy, including refined objectives, audience personas, content and channel mapping, KPIs, and a detailed action plan

• Conducted the wondder Website Storytelling Workshop, which blended storytelling expertise with business needs to design a new website framework

• Led a Thought Leadership Workshop to craft the CEO’s narrative for PR, including LinkedIn optimization, content pipelines, and a tailored branding strategy

• Marketing Campaigns: Launched tailored campaigns like email outreach, targeted Google and LinkedIn ads, and new audience segmentation initiatives for the website

• Fundraising Support: Wrote and produced an impactful investor film and PR assets, setting the stage for wondder’s next growth phase

• Media and PR Highlights: Secured a feature on ZDF WISO, one of Germany’s top economic programs, showcasing wondder’s leadership and innovation in VR and AI

• Event Success: At leading industry event UNLEASH World, wondder’s Vision Pro experience drew significant engagement, positioning the company as an early developer at the forefront of HR tech.

• Content Excellence: Developed tailored materials to support the seed round, including an individualized investor film sent to potential investors. This video was crafted to resonate with investor-specific interests, combining wondder’s innovative VR-driven leadership development story with a strong call to action.

• Team Empowerment: Guided and upskilled a talented junior team, introducing processes like sprints, ticketing and collaborative workflows that enhanced output efficiency and clarity

THE OUTCOME

The immediate impact of these efforts:

• Expanded marketing & PR reach through precision campaigns and audience segmentation.

• Streamlined internal processes, empowering the team to take on larger responsibilities confidently.

• Clearer, more compelling messaging for clients and investors alike, anchored by the investor film and a unified content strategy.

• Improved storytelling and positioning, with VR as a Service now a cornerstone of wondder’s growth narrative.

TAKEAWAYS

Workshops Drive Alignment: Combining storytelling expertise with business goals creates actionable strategies and sets the foundation for long-term success (The key idea of Business Narratives™).

Leadership in Marketing Requires Vision: The 2024-2025 Marketing & PR Strategy positioned wondder for scalable growth while addressing immediate priorities.

Empowering Teams Builds Capacity: Clear frameworks and processes enabled a young, talented team to navigate complex marketing challenges.

Speed as a Differentiator: Positioning wondder as an early Apple Vision Pro developer reinforced its agility and disruptive potential, showcasing its innovative edge in HR tech at a leading event for that industry.

Communicating Innovation: Having a cutting-edge product is great, but it makes effective marketing & PR even more important. In the end, good storytelling brought wondder’s VR and ethical AI solutions into the spotlight, positioning them as a leader in corporate training and setting them up for success.