“If I had asked people what they wanted, they would have said faster horses.”
- Henry Ford


Adrian von Mühlenen serves as the Director of Regulatory Chemical and Consumer Products Strategy at Veeva. With over 15 years of industry expertise spanning research and development, business growth, digital innovation, and product stewardship, Adrian brings a blend of technology zeal and organizational advancement to the Veeva team. Before Veeva, Adrian founded and led the digital product passport (DPP) team in Catena-X as a representative of BASF. He built a digital tool to extract and validate material information from Safety Data Sheets (SDSs) in the BASF startup incubator. Adrian holds a Ph.D. in material science and an M.Sc. in Micro Engineering.

Adrian is passionate about identifying and building the bigger picture and patterns to decomplexify challenges. After pinpointing the root causes and key drivers, he enjoys devising and executing strategies that leverage technical and organizational elements to simplify the current state.

Adrian enjoys sharing and debating his ideas and experiences with audiences as a conference speaker or workshop moderator.


“Value is generated through customer interaction in striving for simplification. We at CPG love tackling complexity by accepting it and thinking it through based on our industry expertise and Veeva’s technology and product competency.”


    Product Owner (PO) Digital Product Passport (DPP) Catena-X mandated by BASF SE

    Co-Founder and Business Developer Sustragil at the BASF Startup Accelerator Chemovator GmbH

    Head of Digital Transformation Global R&D and Customer Labs BASF Coatings

    Senior Innovation Manager at the Technology Incubator of BASF

    Senior R&D Engineer at Centre Suisse d’Électronique et Microtechnique (CSEM)


    Digital Transformation

    Digital Product Passport (DPP)

    Innovation Management in Large Corporation

    Chemical Industry


    Empowerment of People and Organizations

    Storytelling and Public Speaking

    Sustainability & Circular Economy

    Being an Engaged Father

    Strategic Board Games

    Raw Milk Cheese


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