Carsten Grueber

Observer
DISC Type : ic

CEO & Co-Founder at Aether

New Zealand

Overview

Carsten is the CEO and Co-Founder of Aether, an AI-powered platform that transforms marketing presentations. With over 20 years of experience building commercial teams at tech giants like TikTok, Meta, and Google, he is an expert in digital transformation and scaling new business units. People describe him as goal-oriented and an excellent relationship builder.

Passionate about sharing knowledge, Carsten frequently speaks at industry events about his journey from corporate leadership to founding a startup. He enjoys fostering meaningful conversations and is driven to help organizations solve complex problems like inefficient workflows and loss of institutional knowledge. In interviews, he describes himself as adaptable and drawn to ever-changing environments.

After interviewing hundreds of marketing leaders about their pain points, he co-founded Aether to solve the universal problem of wasted time in creating presentations.

Personality Overview

Curious

Example Seeker

Assertive

They often ask many questions and rely heavily on information and documentation.  They are generally strong communicators and are not easy to convince. They can sound friendly and charming but can quickly change gears to become inquisitive and probing.

Topics They Care About

AI in Marketing
His current venture, Aether, is an AI-powered platform built to solve inefficiency in marketing workflows and eliminate what he calls "the manual copy-paste grind. "
Founder Journey
He has recently transitioned from senior roles at major tech corporations like TikTok to co-founding his own company, Aether, and speaks about the lessons learned.
Knowledge Activation
He believes large companies suffer from "organizational amnesia" and built his company to turn underutilized research and data into living, connected assets for marketing teams.

Media Appearances

Australian SaaS startup Aether bags $3.8m to expand team globally. Featured in Tech in Asia

See Now

Work History

8-2025
CEO & Co-Founder at Aether
9-2022 - 8-2025
General Manager New Zealand - Global Business Solutions at TikTok
1-2021 - 1-2023
Head of Commercial Partnerships: Public Sector, Nonprofits, B2B - DACH & NL at TikTok
8-2020 - 1-2021
Director Agency (interim) at TikTok
1-2019 - 6-2020
Head of Marketing Partnerships - Government / Politics / Advocacy - Central and Northern Europe at Facebook

Education

2004 - 2007
MBA from Steinbeis Hochschule
1999 - 2000
Bachelor's Degree from Utica University

More Information

Social Presence :

Prographics :

Exp : 13 Location : New Zealand Job Level : Leadership Designation : CEO & Co-Founder at Aether
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Insights For Selling To Carsten

During A Call Or A Meeting

DO's

  • Ask them questions to understand their needs better while staying affable
  • Help them understand the risk aspect fully while inspiring confidence
  • Build rapport, it will come handy to handle hard questions later

DONT's

  • Don’t be too objective but make sure to pad your storytelling with data points
  • Don’t brush off any concerns, take all questions seriously
  • Don’t try to rush them into a decision, provide all necessary information first

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Carsten is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from Carsten

  • They are practical yet friendly, don’t expect a clear no very often.

Insights For Deal Planning

    How fast (or slow) will Carsten move?

  • They like to analyze well and then make their decisions.
  • Can Carsten take some risk or not?

  • They systematically evaluate all decisions and are unlikely to take many risks.

You And Carsten

Personality Compatibility


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