Personality, charisma, and the uniqueness of people have always been the focus of Wiebke Küster’s interests.

After studying economics, Wiebke worked in management positions in the areas of finance, technology & innovation, and entertainment. She gained fundamental experience as Head of Marketing and Communications within the Swarovski Group and in Executive Search at the American personnel consultancy Heidrick & Struggles.

As a cultural manager, she has built international careers for artists with her own agency and has overseen projects for stars such as Luciano Pavarotti and Celeste Holm. She has had the privilege of collaborating on screenplays with Italian film producer Alberto Grimaldi (“Last Tango in Paris”) and on opera productions with Franco Zeffirelli.

In New York and Los Angeles, Wiebke has produced YouTube videos with rising stars from the musical scene and established AVbyte as one of the first major channels with more than 1 million subscribers. Until this day, Wiebke benefits from this early online marketing experience for her work at Pedeva.

As a mother of three grown-up children encouraging women on the tightrope walk between a professional career and the mother-role, is something she deeply cares about.