My story

At the intersection of behavioural economics, psychology, and the social sciences, I explore how human behaviour and organisational dynamics shape leadership, decision-making, and institutional performance.

Backgroud

My Austrian family roots, combined with the years I spent in New York, have shaped a unique perspective that continues to guide my professional journey. From my teenage years, music and entrepreneurship have been central to my life. At 19, I co-founded a U.S. business venture with friends, which ignited my lifelong interest in blending creativity and enterprise.

Qualification

Originally trained as an opera tenor, I studied music and journalism before transitioning into the social sciences. My artistic development was significantly shaped by private mentorship under Professor Carrelli at the Manhattan School of Music in New York, which profoundly influenced my understanding of leadership and human dynamics in the art sector.

My academic background includes a BA and MA in Communication, an MSc in Economics, and an MA in Sociology, complemented by a postgraduate university diploma in Economic Psychology. This interdisciplinary foundation allows me to analyze the cognitive, emotional, and social dynamics that shape leadership, trust, and decision-making processes. I continue to develop my expertise in psychology and business through executive education programmes at Oxford and in London.

My personal development has been guided by former New York Met solist Gábor Carelli, neurologist Professor László Iván, and the acclaimed behavioural economist Professor Gyula Bakacsi.

Expertise

From Opera Stage to Boardroom

With over three decades of experience in the creative sector and a background in opera, I bring a forward-looking, interdisciplinary perspective to leadership, strategy, and cultural economics. Throughout my career, I have led numerous corporate, stage, and television productions worldwide, consistently delivering high-end projects and building distinctive, enduring brands.

As Managing Partner of Liverpool-based GuliAnd Co., I join forces with prestigious organisations and public institutions, delivering international corporate events and stage productions, tailored business development and personal branding solutions.

Art as a Business Value

My consulting practice evolved organically from building and scaling my own ventures, where I supported fellow founders navigating complex challenges in growth, transformation, and positioning. In 2017, GuliAnd Co. partnered with Plácido Domingo to establish PD Classics Co. in New York, dedicated to developing classical music productions and shaping the brands of the next generation of artists.

Alongside my advisory work, I lecture at Budapest Business University, where I teach Organisational Behaviour. I bridge academic frameworks with executive practice, translating theory into applied leadership capability. I also design and deliver international master workshops in Art Brand Building across multiple countries, supporting cultural institutions, artists, and creative enterprises in developing strategically positioned brands within the global cultural economy.

Strategic Edges

Leadership & Human Insight

Systems Thinking

Organisational Transformation

Global Strategy & Execution

Beyond the professional

Human & Systems Thinking

I am deeply interested in the relationship between human behaviour, the environment, and personal well-being. I place strong importance on physical and mental health, the role of nature in everyday life, and the value of an active lifestyle and sport. During my university years, I explored related fields such as human ethology and environmental economics through elective courses, reflecting a long-standing curiosity about how individuals and systems influence each other.