Building a Career in Germany: Identity, Career Growth, and Finding Purpose

Celsa Raymond

Starting a career in Germany means learning more than just a new job. It means navigating a new language, unfamiliar workplace norms, and expectations that aren’t always spoken out loud. For Celsa Raymond, this journey began with a move from Geneva to Hamburg shortly before the pandemic at a moment when everything felt uncertain, both personally and professionally.

With a background in International Business Management, Celsa gradually built her career in brand and project management, working across B2B and retail. Alongside building her professional path, she is also a mother of two, balancing full-time work with family life in a country that was still new to her.

In this interview, Celsa reflects on what it means to grow professionally in Germany as a non-native, how identity shapes decision-making, and why community and visibility matter just as much as strategy. Today, she is intentionally transitioning into the field of international development, driven by a deeper alignment between her work, her values, and the impact she wants to create.

You started your career journey with internships and gradually stepped into brand management roles. Was there ever a moment growing up when you had a clear vision of what you wanted to become or did your career path evolve over time?

I would say it was a mix of both. I always knew I wanted to go into managing projects, but I was also very open to opportunities along the way, especially knowing that I was moving to a new country, with a new language, right at the beginning of my career. I think that openness and flexibility are essential. You have to see what matches your skills and also what the working landscape looks like at that moment.

For me, it was a gradual process of building my skill set. My priority was to first gain work experience in the country, then understand the language, and eventually enter an industry and a company where there were real possibilities to move into a wider scope. And over time, that path naturally unfolded.

You moved from Geneva to Hamburg five years ago. What inspired that move, and how did you experience starting over in a new country?

I did an exchange in Hamburg, and the city really grew on me. Geneva started to feel a bit too small. I am very much a city person, and I was looking for more opportunities that come with a bigger, more dynamic city. I also enjoy discovering new places and taking risks. That move became a real turning point for me, not just settling in Germany, but specifically choosing Hamburg as a place where I could grow both personally and professionally.

How did you experience starting over in a new country?

I had some knowledge of German, but my level wasn’t strong enough at the beginning. You don’t necessarily need to be bilingual, but it helps to understand part of the language and be able to express yourself basically. At first, I was lucky to start in an English-speaking company. Then COVID hit, and suddenly finding a job became very difficult. I decided to see it as an opportunity to focus on learning German and enrolled in an intensive language.

After COVID, I found a job and worked from home. It was challenging, but manageable. Still, as a non-native Black woman with a small kid, it was a difficult environment for me to grow and to clearly see long-term opportunities. At the same time, the post-COVID job market opened up. Companies were actively looking for talent, and there were fewer candidates available. That’s when I landed an assistant marketing role. From there, I worked my way into brand management.

"There comes a moment when you feel that you could bring more to the table and that your skills are not being used to their full potential."

Your career journey combines both a turning point and gradual growth. Can you share a moment when you knew you wanted to make a big shift and how you made it happen?

It is always a balance. At the end of the day, we all have bills to pay, so you have to think rationally. But there comes a moment when you feel that you could bring more to the table and that your skills are not being used to their full potential. That is usually the point when you need to pause and ask yourself whether it is time to move on.

When I did make moves I realized that a role or a field was simply not where I wanted to grow, and that was when I started looking for something else. Still, these decisions were calculated risks. It was never only about passion. But if you feel deeply unhappy and know you have more to offer, and there is no real possibility to fit whether because of culture or timing then it is important to look elsewhere if you can. I have moved quite a lot but there were changing circumstances and also personal growth. At the same time, I don’t believe that fit always means changing companies. You can grow within one role or organization as well. And that is something I still hope for to settle into a role long-term, if the conditions are right.

You also mentioned earlier the role of being a Black woman in a German company. As a Black woman working in brand strategy in Germany, how does your identity inform the way you approach your work and how you are perceived in the professional world?

There are many layers to my identity, and they all play a role. I am Black, I am a woman, and I am not German. I also speak with a French accent and it also marks you as different. These three factors together have been challenging at times. What helped me the most on a personal level was learning to see these differences as a strength. When you come from another country, you learn how to adapt. You have to know your value one hundred percent.

Over time, I realized that being different means bringing a new perspective: one that others may not have. Especially in a fast-moving world where Black women are not only employees but also voices, consumers and decision-makers, particularly with the younger generation coming up. Companies need to keep up with that reality.

There are also external factors that matter. Having spaces like Black Female Business, for example, where you see people who look like you and understand what you are going through, makes a huge difference. It does not matter what job or industry you are in being surrounded by positive, strong and talented people is incredibly inspiring. I don’t say this lightly. And beyond work, there is life: family, friends, mentors from other industries. My job is significant, but my life is very important. That balance, that support system, really helps me stay grounded. Of course, there are negative aspects too, they are obvious. But I have consciously tried to turn my identity into a strength. We are here. So let’s make it vocal.

"Trying to shrink yourself does not change the outcome."

How have you learned to respond to these dynamics?

I am still learning, to be honest. At the beginning, it was hard. I minimized myself and took a lot personally. Over time, I learned to distance myself. I don’t want to waste my energy on certain dynamics at work. I try to stay professional and to protect myself, not by putting on a mask, but by setting boundaries. There are conversations I simply choose not to engage in, because this is not the place. What really helps me cope is having spaces outside of work, like Black Female Business, other groups, mentors, where I can talk openly about these experiences. Protection is key. I am not here to change people’s minds nor justify my humanity. Being a woman adds another layer. But I have learned that staying true to myself matters more. In the end, trying to shrink yourself does not change the outcome anyway.

You have described your identity as a source of strength: adaptability, resilience, and humanity. How do these qualities show up in your daily work and decision-making?

I remember seeing something on social media, where the CEO of an agency, a black woman, said that black women are often better marketers because we know how to adapt. Even when we are not the end target group, we understand what other people need. That really stayed with me. I see this quality in my everyday work. It helps me read people, understand what a company is looking for, analyze the market, and grasp the needs of the end consumer. It works on every level - from the micro to the macro. Being aware that you are often not where people expect you to be sharpens your perception. Sometimes you are not immediately seen as “the obvious value,” which puts you in a position to observe and understand dynamics.

"I genuinely believe that Black women understand societal dynamics very well. We learn how to adapt: to find a job, to find an apartment, to navigate systems that aren’t built for us."

I genuinely believe that Black women understand societal dynamics very well. We learn how to adapt: to find a job, to find an apartment, to navigate systems that aren’t built for us. That awareness has helped me tremendously in my role. It informs how I think, how I decide, and how I position ideas.

And this is also why community matters so much to me. Spaces like Black Female Business are essential because we need alliances. We need places where we don’t have to explain ourselves, where we can recharge, reflect, and support each other. That collective strength makes carrying all of this possible.

So what advice would you give to people who are reading about your career and thinking about moving into branding themselves?

From a technical perspective, branding is incredibly broad. There are so many different strengths involved: strategy, communication, creativity, analytics, quality management. Depending on the industry and the specific role, one of these skills might matter more than another. That’s why it’s important to understand where your strengths are and to go deeper there, instead of trying to do everything at once.

I would say: lean into what you are good at and make it shine. But at the same time, never sell yourself short. I know that’s not always easy. I have been in situations where certain options simply weren’t possible, but knowing your value really matters. Branding looks different depending on the field and the company, it is not one fixed path. Who knows if I will still be pursuing this path in the years to come.

It may sound cliché, but I also believe it’s important to show up for other black women. I find it important that we are here and that we are also in the space. You don’t have to carry anyone or represent everyone, but if you can, if it is possible, be a more vocal. 

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