Sandira is a Berlin-based Business Development Partnerships consultant with over 25 years of international experience in the creative and start-up ecosystems in Berlin, London, New York, Providence, and Austin.

She began her career in the beauty industry, working with brands such as Davines, TIGI Linea, Toni&Guy, and Bed Head—an experience that shaped her understanding of brand-building, product ecosystems, and global market dynamics. She later built a strong foundation in partnerships, marketing, and events, then led brand and marketing for global companies, closing high-profile partnership deals and launched successful business accelerator programs.

She most recently served as founding Director of Partnerships at Fotografiska Berlin, The Contemporary Museum of Photography, Art & Culture, where she led strategic partnerships with brands, institutions, and cultural organizations.

She held previous positions as Director of Partnerships at Transmoderna, Head of Global Brand for music tech conglomerate inMusic Brands (Akai Pro & M-Audio), and Director of Partnerships & Creative Innovation at Factory Berlin, Germany’s largest members club for innovators and entrepreneurs and a key player in Berlin’s tech & startup ecosystem. At Factory, she led Partnerships with Mastercard, Miro for Startups, Google for Startups, Beats, Sónar, and SEAT. She also led the Creative Innovation team within the experimental ‘Creators Lab,” an internal platform for developing and testing new ideas at the intersection of art, technology, and business.

She was the curator and initiator of the 2019-2021 Artist In Residence program together with Sónar+D, powered by Beats by Dre, supporting artists in turning ideas into business ventures and scaling them toward European consortium funding. Developed within the Creators Lab and a 6,000-member entrepreneurial campus, the programs artist research and exhibition works have won awards such as the Lumen Prize, ADC Award Gold Cube, S+T+ARTS Prize, and Media Futures.

Projects
Alicia Keys, Young Guru, John Carpenter, Tony Visconti, Rough Trade, Kill Rock Stars, Red Bull Music Studios, Ubisoft, Kickstarter, Keychange, MIT, CTM Festival, Tresor, Sónar, Beats, SoundCloud, Transmoderna, Rockstar Games, Grover, NeXR Technologies x On Point Studios, TikTok, Johnnie Walker, IFA Berlin, Hinge, and CERTIFIED x Wyclef Jean.

Talks
Soho House Berlin, Frankfurt Musikmesse, Brighton Music Conference, MUTEK Montreal, BIME Pro, Iceland Airwaves, Tech Open Air, Ars Electronica, BIMM Institute, C/O Pop, Pop-Kultur, WISE, Reeperbahn Festival, Refuge Worldwide radio, and WePresent.

Recognition
In 2017, she was selected as one of ten innovators in Germany for Keychange, a pioneering European initiative advocating for gender equity and systemic change in the music industry to help shift policies at the European Parliament. Her work has since been recognized by shesaidso ‘Alt-Power 100 Music List’ (2019), which is a response to Billboard’s Power 100 Music List with the aim to challenge conventional music industry standards. She has also served as a juror for initiatives such as the AI Song Contest and the Keychange Talent Leadership Programme. Most recently, she was listed in the Business Punk Magazine ‘101 Minds’ 2025 watchlist, under the New Thinkers category, recognizing individuals redefining modern entrepreneurship, and business.