NUMA Group establishes an elite brand advisory board

NUMA Group forms elite brand advisory board
  • NUMA assembles seasoned brand experts to boost brand impact
  • Thecla Schaeffer, James Goode, and Pierre-Laurent Baudey bring a combined 50 years of experience working with global leading brands like Nike, Airbnb, and Tony's Chocolonely
  • Advisory board introduced as part of NUMA's growth strategy

Berlin, 30. April 2024 - The NUMA Group, Europe's leading operator of a fully digitalised hospitality platform, announces the formation of a brand advisory board aimed at accelerating the brand's growth. Comprised of seasoned industry experts including Thecla Schaeffer, Pierre-Laurent Baudey, and James Goode, this board will provide strategic guidance to drive NUMA's expansion initiatives. With a focus on innovation and excellence, NUMA looks forward to leveraging the expertise of this advisory board to further enhance its position as a leader in the hospitality sector. The Board members contribute extensive executive-level experience from pioneering global companies Nike, Airbnb, and G-Star.

NUMA provides innovative design apartments and studios for modern travelers, combining the benefits of traditional hotels with the convenience and flexibility of short-term vacation rentals such as Airbnb and Abritel. In the five years since its launch, NUMA Group has grown rapidly and now operates more than 6,500 rooms across Europe’s trendiest districts.

Thecla Schaeffer is a communications and branding expert who has worked as Chief Marketing Officer across a broad range of industries which includes companies such as the iconic fashion brand, G-Star as well as the 100% exploitation-free chocolate company, Tony's Chocolonely. James Goode is a creative marketing leader who has worked with brands like Google and Heineken and most recently spent six years at Airbnb as Global Head of Creative. At Airbnb, Goode worked in close collaboration with Airbnb Co-Founder and CEO Brian Chesky to develop an industry defining brand and innovative brand experiences. Pierre-Laurent Baudey made his marks at Nike, where he worked for 22 years leading global brand efforts across some of Nike’s major transformations & launches, such as Nike Women, Nike Apparel & Nike Football. As VP Global Member Services, he led the launch of Nike Membership and the rewiring of Nike as a member-centric brand, growing sign-ups by 50% year-over-year to 100+ million total members.

“The formation of our Advisory Board marks the start of an exciting chapter for NUMA as we embark on a journey to elevate our brand and drive our expansion across Europe. Collaborating with visionaries like James Goode, Pierre-Laurent Baudey, and Thecla Schaeffer, whose innovative mindsets have redefined companies, fills us with anticipation for the transformative impact ahead. Their track record of fortifying brand strategy, identity, and communication for industry leaders aligns with our vision to redefine hospitality through bold innovation,” says Christian Gaiser, CEO and co-founder of the NUMA Group.

“There has never been so much competition, or so much sameness, in the hospitality industry. Our goal is to bring NUMA’s unique approach to hospitality to life and make every stay a memorable experience. The brand team is excited to kick off this next phase for the brand and I am convinced that together with the board, we will firmly anchor NUMA in the minds of modern travelers,” explains Pascal Duval, NUMA’s VP of Brand.

“As someone who is deeply passionate about the power of effective communications and branding, I'm honored to bring my diverse experience to NUMA's Brand Advisory Board. Having led brand marketing efforts in industries ranging from fashion at G-Star to ethical chocolate at Tony's Chocolonely, I understand the critical role communication plays in shaping brand identity and perception,” comments Thecla Schaeffer, former CMO of Tony's Chocolonely and G-Star.

"I am thrilled to join NUMA's new Brand Advisory Board at such a pivotal moment in the company's development. With our collective years of experience working with industry-leading brands, this board is poised to bring fresh perspectives to NUMA's evolution. Together with Christian and Pascal’s team we will help craft compelling brand narratives and product experiences that resonate with the modern traveler and solidify NUMA's position as a trailblazer in the hospitality industry," states James Goode, Global Head of Creative at Airbnb.

“I've seen firsthand the transformative impact strong branding can have in accelerating a company’s growth. I look forward to collaborating with Pascal and the other Advisory Board members as we unleash the power of branding to grow NUMA into its full creative potential. I’m also excited to leverage my membership experience to explore how a brand-centric approach to loyalty can help unlock value across the business. I’m very honored to be joining the team.” says Pierre-Laurent Baudey, former Global Brand Marketing Director at Nike.


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About NUMA Group

Berlin-based NUMA Group is the leading European operator of a fully digitized hospitality platform. The company offers modern travelers innovative design apartments and boutique studios. As a reliable partner for investors, owners and developers, NUMA uses proprietary technology-based operator solutions that largely automate operational processes and increase cost efficiencies and revenues. NUMA successfully operates more than 6,500 units in European A-cities, including Berlin, Munich, Rome, Milan, Madrid, Barcelona and Vienna. 

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NUMA Group Europe
Corporate Communications
Joachim M. Guentert
Potsdamer Str. 68A
D - 10785 Berlin
Tel.: +49 (0)30 25555 3846


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Joachim M. Guentert

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