I help people and ideas move.
I've spent 10+ years writing content. Now I lead the people, strategy, and systems that make it matter.
For everyone who wants to do it differently.
Producing content is easy now. Making it matter is not.
AI has flooded every feed, inbox and landing page with text that says something, but actually says nothing.
What's rare now is knowing what's worth saying. This needs human input, taste, evaluation, and a team that cares.
That’s my job.
What I do:
👩💻 Fractional Head of Content / Content Lead
Senior content leadership for companies without a full-time hire. I set the strategy, build and coach your team of writers, freelancers, or agencies, and take responsibility for the outcome.
💡 Brand positioning
Defining your core story and drafting clear brand directions and roadmaps.
🪄 Creative and strategic direction
Expert leadership and feedback on creative projects, portfolios, content, and campaigns, from someone who has done the work for over a decade.
🚀 Localisation and go-to-market strategy
Adapting your brand for German-speaking audiences with cultural insight, as a transcreation of thinking, not just translation of words.
🤝 Human-led content standards
Editorial guidance for the AI era, knowing what's worth saying, and when AI helps or gets in the way. I lead humans who use AI, not AI that replaces humans.
How I work:
I work with your team directly. Remote-first, across DACH, the Baltics, and Europe. On-site days are possible if needed.
Typical formats: 2-3 days per week, project-based, or a monthly retainer. We adapt the model to your situation, not the other way around.
I work with:
Startups and SMEs building (or fixing) their content function
Scale-ups with writers, freelancers, or agencies but no senior content owner
Sports brands and athletes
Professionals, creators, and independent artists
Markets: DACH • Baltics • Europe
Meet the Founder.
Hi, I’m Katharina! 👋
I’m the founder of Öökull Creative. When I founded the company in 2019, I started with three core values: creating content that matters, telling stories that inspire and making a positive impact. Back then, these were my mission statements. Today, it’s more relevant than ever.
AI made producing content free and easy, and as a result, we’re drowning in it. What's rare these days isn't output, but knowing what's worth saying.
I learned my craft before AI existed. I spent over a decade shaping content for companies like Wise and Pipedrive as a content marketer, content writer, and transcreator. That's long enough to know how to write, edit, and evaluate content without any machine. It's why I can tell when AI is helpful and when it gets in the way. You can't quality-check a tool if you've never learned to outperform it.
Today, I work as a fractional Head of Content and Content Lead. I develop strategies, build and coach content teams, and stay accountable for the outcome. I lead humans who use AI, not AI that replaces humans.
When I'm not leading content, I coach runners through The Running Kick and KULG, because I help people and ideas move. Through stories, creativity, and sport.
I’ve worked with
My clients
