Nicole Srock.Stanley is the founder of the dan pearlman Group, established in 1999 as a group of owner-managed, strategic creative agencies based in Berlin. Within the group, she serves as CEO of dan pearlman Markenarchitektur GmbH, with overall responsibility for brand and corporate strategy, transformation and innovation.
As an expert in retail and leisure as well as urban and destination development, she advises start-ups, SMEs and global corporations. Throughout her career, she has played a key role in the market launches of smart and MINI, developing their brand strategies and, as lead agency architect, overseeing the training of all dealers worldwide for MINI. With dan pearlman, she was responsible for the corporate strategy and brand alignment across the Lufthansa Group, including the training of 65,000 employees through a dedicated Brand Academy developed specifically for Lufthansa.
Most recently, she played a key role in the development of the award-winning bonprix fashion connect store, a future retail concept developed for the Otto Group. She also served as Creative Director for two years, shaping the international positioning of BIKINI BERLIN, the concept shopping mall.
Since June 2021, Nicole Srock.Stanley has served on the Supervisory Board of Mister Spex GmbH, Europe’s leading omnichannel optician. In 2016, the dan pearlman Group had already developed the award-winning store concept for Mister Spex’s first physical retail stores, supporting the company’s successful transformation from an online retailer into a multichannel provider.
Nicole Srock.Stanley has demonstrated her commitment to the creative industries in numerous ways. For many years, she served on the Executive Board of Create Berlin, Berlin’s creative industry network, and was a member of the Creative Industries Committee within the Executive Board of the Berlin Chamber of Industry and Commerce (IHK). She also served on the Board of the Stiftung Berliner Leben, a foundation established by Berlin’s municipal housing company GEWOBAG, and currently chairs its Advisory Board.
Since 2017, she has been a Senior Fellow of the Institute of Place Management at the University of Manchester. Since 2021, she has served as Vice President of the German Council of Design. She is also a member of the jury of ADC Germany and previously served on the jury of D&AD.
Drawing on more than 20 years of experience in the creative industries, Nicole Srock.Stanley regularly shares her expertise through keynote speeches, conferences and expert panels. She is a sought-after speaker at international events, including Shopshift and Singularity University, and participated in the “Round Table Innenstädte” convened by the German Federal Ministry for Economic Affairs under the leadership of Minister Peter Altmaier in 2020/21. As a keynote speaker, she has been recognised among the “50 Most Influential Women in Retail” by Shopshift Las Vegas.
Nicole Srock.Stanley is also deeply committed to climate and biodiversity protection. For many years, she and dan pearlman have supported the Leibniz Institute for Zoo and Wildlife Research (IZW) within the Forschungsverbund Berlin e.V., including communications for the Sabah Rhino Project, an initiative dedicated to species and habitat conservation in Indonesia that was recognised as a project of the UN Decade on Biodiversity. She also supports the Conservation and Research Fund (CRF), dedicated to protecting climate and biodiversity.
In 2016, she founded Climate Education GmbH, which focuses on climate protection and innovative ways of communicating climate-related knowledge through immersive visitor attractions. Since 2022, she has also served on the ESG Committee of the German Council of Shopping Places.
In 2025 and 2026, as the initiator and Creative Lead, she launched the first two exhibitions of Polar Experience, an immersive exhibition format she developed at the intersection of science, research, knowledge transfer and entertainment, with locations in Berlin and Oberhausen.
IN INTERVIEW WITH NICOLE SROCK.STANLEY
