Sonja Sinterhauf
HR Director @AVIV Group
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WORK HISTORY
HR Director @AVIV Group
Serving as senior business partner to the CTO, CPO and senior leadership in Product, Design, Technology, Data & AI, driving the people strategy to build a future-ready organization. Streamlined the Product & Technology organization, rebuilt the leadership team for increased effectiveness. Realized organizational efficiencies through rightsizing the organization, de-layering, and role reductions. Implemented new leadership behaviours and other cultural change programs. Managed transformation in context of new C-level leaders taking responsibility and shaping the future of the business. Reviewed the talent acquisition practice, built TA capabilities and processes to secure the right partnerships and practices in rapid senior leadership hiring. Initiated talent management programs to identify and retain top talent, increase internal mobility, and drive flexibility of workforce based on skills.
EDUCATION
AKK Akademie für Kommunikation Kassel
Bachelor of communications
Alwart + Team, Hamburg
Advanced Training: Consultant in organizational development (System's thinking)
Artop Institut an der Humboldt Universität, Berlin
Certified Business Coach (System's thinking)
SKILLS
ABOUT SONJA SINTERHAUF
Strategic People & Organization leader with 15+ years of experience shaping scalable, human-centered organizations across technology, e-commerce, and creative industries.Throughout my career — at Miro, Zalando, Blacklane, Airbnb and earlier in music and communications — I’ve led people and culture transformations that helped businesses grow, leaders evolve, and teams thrive. My focus is always on connecting strategy, structure, and humanity to enable sustainable success.I believe effective organizations are built on trust, clarity, and continuous learning. Whether designing new operating models, developing leadership capabilities, or navigating complex change, my approach combines business pragmatism with empathy and systems thinking.Alongside my executive work, I serve as a mentor and coach to business leaders and HR professionals — helping them strengthen their self-awareness, decision-making, and capacity to lead through ambiguity and transformation.I’m particularly drawn to environments in growth or transition — where culture and capability become the decisive levers for impact. I help organizations and people move confidently through evolution.
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