Nina Mohimi

Turning what’s next into action.

Future-driven | Creative | Consumer-led.

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My work is about understanding behaviour, spotting change early and building things that make sense.

 

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A Behaviour-Led Approach to Strategy

For more than 30 years, I have worked on the question of how people make decisions and how organisations can grow by responding to those behaviours in relevant ways. A consistent thread throughout my career has been the ability to identify emerging consumer shifts early and translate them into concrete actions, from products and formats to channels, narratives and business models.

 

I started my career in marketing and communication with a strong analytical focus. Early on, I worked extensively with CRM systems, churn and retention modelling, and predictive campaign design. This taught me how to read data as behaviour, anticipate needs before they are articulated and design interventions that build relevance, loyalty and long-term value.

Alongside this, I was involved in major transformation projects and mergers in the Austrian market. These environments shaped my ability to work in complexity, align stakeholders and turn strategic intent into market-ready outcomes, combining analytical rigour with creative problem-solving.

 

My background includes roles in innovation-driven sectors such as mobile telecommunications and renewable energy. Working in these contexts sharpened my understanding of rapid change, technology adoption and the importance of trust and clarity when introducing new products or narratives. It also strengthened my ability to distinguish lasting shifts from short-lived hype.

 

Consumer Trends and Culinary Innovation

I shifted my focus toward consulting and concept development with a stronger emphasis on consumer behaviour. Rather than thinking in isolated categories, I began working more deeply with motivations, routines and tensions that shape how people choose, consume and engage.

Food and culinary culture became a particularly strong application area for this work, as broader societal and behavioural changes often surface there early. The value lies not in observing trends, but in helping teams decide what to do with them.

I work hands-on with brands and product teams to develop new, consumer-focused ideas. Through innovation workshops and consulting, I help translate consumer behaviour and early trend signals into concrete product concepts that are realistic, relevant and ready for market.

I have supported the development of products now listed in supermarkets and bring deep expertise in non-alcoholic beverages and snacking. These categories often act as early indicators of broader behavioural change. My work combines trend analysis, sensory understanding and consumer motivation with communication narratives and packaging storytelling, always grounded in commercial realities.

 

Editorial, Speaking and Advisory Work

Today, I work at the intersection of business strategy, product development and audience-based innovation. I collaborate with B2C product teams as an innovation consultant, helping turn early signals into clear concepts, roadmaps and decisions.

This work is closely connected to my role as an innovation speaker, where I share trend insights and practical implications through keynotes and talks designed to spark action rather than abstract inspiration.

 

My editorial work is an extension. I write for media publications, corporate blogs and trend reports, and have developed magazines, corporate publishing concepts and digital platforms. Long-form editorial formats allow me to contextualise trends, connect dots across industries and make complex developments accessible and useful.

 

Media Transformation & Product Development

Currently, I am responsible for strategic development and audience-focused innovation at an Austrian publishing house. This role brings together organisational strategy, product evolution, media formats and changing consumer behaviour, with a focus on building relevance beyond legacy models.

In parallel, I am involved in several passion projects with social and charitable goals. They reflect my belief that innovation should not only drive growth, but also contribute positively to communities and culture.

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I LOVED WORKING WITH BRANDS, LIKE

REWE Austria | Barilla DE | Tabasco | Wasa DE | NOAN Olive Oil | Agrana Fruit | Österreich Werbung | Frisch gekocht | GAST Messe | Wiener Zeitung | NÖM |  LinkedIn | Disney Interactive | Pona | Eames Office | Mautner Markhof | Korn/Ferry HQ Los Angeles | Red Bull Media House | Ströck Brot | Greenpeace | A1 Telekom | Drei Austria | Dr. Schär | Spitz | Hofer KG | SIGL Bio | Bad Ischler | Maxima | Frisch gekocht | Landwirtschaftskammer | Dr. Oetker | Gaumen hoch | Popchop Future Food | WIFI Wien | FH Technikum Wien | Honigmayr | Dr. Hauschka | Hartl Haus | Moët Hennessy ... & many more

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PURELY OUT OF PASSION I ALSO DID STUFF LIKE:

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• Co-created and hosted Foodcamp Vie, the largest annual German-speaking food influencer conference, held from 2012 to 2016.

• Co-founded the award-winning non-profit Taste Austria in 2014 - a digital platform highlighting small artisan producers across Austria via an interactive map. The initiative was later transitioned to a female empowerment project in collaboration with an Austrian newspaper.

• Co-initiated Hosten statt Posten in 2015, a refugee support campaign that ultimately led to the founding of the social impact restaurant Habibi & Hawara.

• Co-founded the non-profit initiative vorfreude.kaufen in 2020 - a platform created to support restaurants during the COVID-19 lockdown, which generated approximately EUR 800,000 in voucher sales.

• Currently working on a new heritage project.