Sales Embassy

Sembassy is a sales embassy created to assist entry into European markets, offer custom research, business development, and provide temporary sales outsourcing.

The problem we solve

Companies experience the challenges that come with the territory when entering a foreign market, which has its own market dynamic, culture and customer expectations. We help clients to identify and run the necessary tools and initiatives.

  • We use the latest real-time web and social search tactics
  • We run tactics for clients and provide full-service reporting
  • We leverage our existing facilities and professional network
  • We run sales initiatives under our client´s brand identity

Why companies struggle

  • Their expectations are based on home market experience
  • They suffer from time wasted on non-sales related activities
  • They experience complex employment / social costs or liabilities

With Sembassy

  • With Sembassy, companies minimize financial & legal exposure
  • With Sembassy, companies don´t waste time due to non-sales related tasks
  • With Sembassy, companies avoid employment liabilities, e.g. statutory reporting requirements.

Axel Hoehnke

Executive Level Business-Development
/ I help software companies grow.

I am passionate about collaboration, communication and innovation and have worked as a driver of change / intrepreneur within large tech, media and e-commerce businesses.

20+ years of international Sales and Marketing Management.  12+ years with mobile technology leaders like Atlas, MicrosoftElisa GroupSmaatoRadioOpt, and 8 years in traditional industries with global leaders like Mars, Premiere/SkyTV and Thomson Multimedia.


RadioOpt - Managing Director, Strategy & Company Sale


MobileMonday Germany - Co-Founder & Board Member


XING - Industry Ambassador - Mobile & Telecommunications.


Yapital - Interim CPO - Teams in Hamburg, Kiev and Luxemburg


Smaato - VP Strategy & New Business - APAC, Americas, and EMEA


Hiogi, Service Community - Interim CEO, Repositioning, Company Sale


Microsoft, Atlas Suite: Rapt (Yield Management), Screen Tonic (Mobile Advertising) Vibe (Behavioral Targeting) and Massive (In-Game Advertising) technology


Spin3 - Mobile Gaming / Gambling, Go-to-market strategy, Germany.


DigitalEnvoy, IP Intelligence, Go-to-market strategy and execution DACH.


Elisa Group. Finland’s largest Telco and City-Carrier investor in Germany.
Head of Electronic and Mobile-Business Unit Elisa Germany.


THOMSONSales Director Capital Chains, Consumer Electronics, THOMSON, Saba, and Telefunken.


Industry Focus

I have been in "digital" since 1994 and in "mobile" since 1999 and working with targeting specialists since 2002. As co-founder of the MobileMonday network, I have co-hosted or attended 100+ events as a speaker.


100+ endorsements and recommendations from industry leaders on LinkedIn. Among them are top executives from Google, Microsoft, and Blackberry as well as entrepreneurs across the globe.

  • Axel has an amazing ability to link Mobile Innovation, Social Network Dynamics and their impact on international trade and investment. He is able to connect with and energize an audience, no matter how varied the group may be. At a recent conference that I organized he captured a crowd of media, tech, and online professionals with a presentation on Mobile Monday and its importance on driving innovation and cooperation between mobile developers, international technology companies and other relevant stakeholders. Great to see someone actually living the idea of Global Mobile Business Development

    October 15, 2012
    Rainer M. Giersch, Director Business Development Europe Government of British Columbia
  • Axel's company, Sembassy, has worked with Digital Envoy for several years. Axel is very hard working and results driven, and is always focused on providing top notch service to Sembassy's customers. He has proven to be a valuable resource for our company.

    / July 31, 2006
    Rob Friedman, Founder and EVP Digital Element at Digital Envoy
  • Axel is one of those few folks who understands both what the business needs and how the technology needs to support the business. His command of the digital media space, from both technical and business dimensions is truly impressive. And, he's a great human being and a pleasure to work with!


    October 9, 2012
    Harald Neidhardt, Founder & Curator MLOVE – Mentor & Advisor, Serial Entrepreneur
  • Axel is an expert in the German retail business with profound insight and excellent contacts. We appreciated his professionalism and go-getter spirit.

    July 26, 2007
    Andreas Cohen, Chairman I-COM Global
  • "Enterprise Goes Mobile" is an event series reflecting mobile as a resilient, unbreakable component in enterprise business process. It needed a keynote-speaker for its stop in #munichmt. @axelhoehnke combined all requirements for this engagement: mobile leadership, educating decision makers and addressing the mobile developer community. As the event revealed, Axel's keynote-speech was overwhelmingly positive received and trusted among the Central European enterprise mobile community. His long standing experience propels the mobile message to enterprises who then understand that the future of their business cannot circumvent the mobile paradigm. It needed the participation of a thought leader like Axel to make this event successful. I hope my recommendation is as thorough and diligent as Axel's preparation and guidance before the event and his presence at the event.

    May 25, 2013
    Thomas Gronbach, Director Marketing EMEA Keynote Systems
  • As VP Strategy and Business Development at Smaato, Axel was a tireless advocate for new approaches to both mobile business and branding. A compelling combination of energy and ideas, his work used psychology to understand organizational behavior and creativity to change it. I’m happy to recommend Axel; he’s an exciting person to be around. Axel presented to the key participants at some Online & Mobile Conferences in Singapore and obtained good reviews for his expertise in mobile advertising, his level of energy and how he challenged the participants in a positive, thought provoking and innovative manner. The title of the presentation was, "Mobile Innovation is changing Media and Offline Industries"

    October 15, 2012
    Marcus S Tan, Managing Director - APAC Smaato Inc
  • Axel has a very thorough knowledge of the German market. I was very impressed by his lucid and straight forward thinking business approach. great fun to work with !

    August 8, 2006
    Markus Zuern, SVP e-device