Following his studies of sports management at University of Bayreuth, German started his business career at Adidas AG in 1995 in different functions in Sportsmarketing and Brand communication football. In 2005 he transferred to BBL club Sellbytel Baskets Nürnberg as Head of Marketing & Sponsoring. In 2010 German started working as Director Brand Management as part of the business development division at VfL Wolfsburg, going on to take over the role of Head of Brand Management at VfL Wolfsburg. As innovation is one of the VfL brand values, the club developed with him projects like an interactive football experience and was the first club in Europe to invest in digital football (e-Sports). Through his career he has always been engaged in building and implementing brands.