Deputy Media Director — CIRAS
Martina Hautau is Deputy Media Director at CIRAS and an experienced multi-platform media innovator. She stands for creative media development, strategic storytelling, and bridging the gap between traditional and digital formats.
Professional experience
Her decades of experience as an expert in wellness, health, and life coaching topics ranges from public and private broadcasters to teleshopping, advice TV, and social media.
In teleshopping – including at QVC – she generated millions in sales with innovative presentation and sales strategies. She has also redefined the interplay of information, empathy, and advice in advice TV (Help TV) and webinar training. In addition, she brings with her in-depth experience in distribution, sales, and network building, which underscores her holistic view of media as a communication and business platform.
Since the early days of social networks, she has successfully created communities and continually opened up new digital dialogue spaces through innovative formats.
Format innovations
Her work is known for format innovation: Back in 2018, she created a new kind of primetime concept with the TV.Talk.Event “Erfolge bevorzugt” (Success Preferred) on Hamburg 1. This talk show combined live communication, community dialogue, and social media streaming into a cross-media experience platform. Martina Hautau thus developed the first TV production as a network event that was simultaneously broadcast as a 24/7 livestream on Instagram, Facebook, LinkedIn, YouTube, and X (formerly Twitter) – with tailor-made formats for each platform instead of simply reusing TV content.
Another hallmark of her work is her ability to efficiently implement complex projects: setting up a regional station within just eight months – including a continuous 24/7 live stream program – demonstrates her consistently omnichannel mindset and expertise in cross-marketing.
Topics and vision
In terms of content, Martina Hautau deals with topics such as no aging, longevity, cell regeneration, nutritional supplements, and the development of future skills ( ) ranging from emotional intelligence to modern media literacy – always viewed holistically. Her aim is to define new standards that provide people with guidance and ensure future viability.
Consulting and strategy
As a media and marketing strategist, she advises individuals, executives, and organizations on public presence, storytelling, and strategic media positioning. In doing so, she always looks at the whole picture and strengthens all areas of life, connecting life and work into a unified whole.
Her work combines editorial thinking with brand communication for authentic, consistent, and effective communication across all channels—always implemented as evergreen content. This content is determined in advance using the MEI (Master Everything) method in terms of image, wording, and presentation style in order to make the formats future-proof.
Impact at CIRAS
As Deputy Media Director at CIRAS, she works closely with the Media Director to design and implement innovative formats and a multi-platform strategy that combines classic TV productions with social media livestreaming and omnichannel campaigns.
In this role, she builds bridges between polarizing topics and focuses on translating complex issues into entertaining formats. She ensures that CIRAS’ research-based initiatives and innovation projects are communicated in an understandable way in order to build trust and credibility with political decision-makers, partners, and the public. In doing so, she relies on a holistic and comprehensive presentation of the 12 topic areas.
She advises the CIRAS teams on the positioning of executives and products, defines and trains the teams in media skills and public presence. In doing so, she combines HR and marketing into a powerful unit.
Focus
Her focus areas:
Salestainment & distribution: Development of lifestyle TV formats and salestainment shows to establish cross-marketing partners and market a CIRAS merchandising series.
TV of the future: Format development using structured remote viewing (MEI – Master Everything Intuition) to create profound and transformative content as a cross-marketing strategy and omnichannel presence.
Brandcasting & reputation: Strategic media skills training for research departments and affiliated companies with media, AI, interview, and emotional skills, as well as forward-looking social media strategies.
