Ulrike started gathering operational experience in shop fitting and exhibition stand construction during her studies, at the beginning of her professional life. As Head of Corporate Branding & Exhibition in Bayer, she was in charge of the design, strategic planning, steering and implementation of all national and international congress participations, exhibitions and event realizations across all HealthCare brands. Her responsibilities were extended later with corporate branding management to increase visibility/recognition of the corporate Brand in direct association with the product Brands. Since 2017, Ulrike has been leading the Center of Excellence for Bayer`s live communication & experience branding, an integral part of Corporate Branding – from strategy development and implementation to conceptual design and realization of selected live communication and experience branding measures of communicative relevance. The scope includes all areas of branding that share the personal target audience approach.