Brussels Metropolitan Area
I've always believed that the best communications don't inform, they orient people. In 15+ years across hospitality, luxury, tech, and corporate communications, from the Ritz-Carlton in Barcelona and Palm Beach, to Samsung Electronics and Rémy Cointreau across the Benelux, to building my own PR agency, I've worked at the intersection of brand, culture, and human experience. That journey taught me one thing consistently: people don't remember what you said. They remember how you made them feel about themselves in relation to your brand. That's the lens I bring to communications strategy. Currently, as Director of operations at ICHEC Alumni in Brussels, I lead communications, partnerships, and community engagement for a network of thousands of business school graduates where brand loyalty isn't bought, it's earned through every interaction, every event, every story told on behalf of a community that chose to stay connected. I write and speak about: → Multicultural brand narrative and what gets lost in translation → The tension between global consistency and local authenticity → Customer experience as a communications discipline → What hospitality culture taught me about corporate communications Trilingual French / Dutch / English - German and Spanish functional. EHL Lausanne Alumni · Ritz-Carlton trained · Brussels since 2010
Lead end-to-end operations for the +17k Alumni association: strategy, partnerships, events pipeline, communications and member experience. Drive weekly executive reporting and KPIs (membership, engagement, revenue) and ensures cross‑team coordination. Flagship events (+15 events/year) & community: (program & go-to-market), workshops, conferences, job fairs, mentoring formats, international development and chapter activations. Acting as moderator during events to boost impact and resonance. Optimisation of communication channels and reach with AI tools: Google Gemini, ChatGPT, Midjourney Podcast Production & Content Launch: ICHEC Alumni Talks — from concept to execution 🎧 Spotify – ICHEC Alumni Talks: https://open.spotify.com/show/2s4MwcmbyREAkrpyXpkp27 📺 YouTube channel ICHEC Alumni: https://www.youtube.com/channel/UCV6quVFA3Qb7Av0UqqwTv5A/videos Member Engagement & Community Building, large-scale Alumni initiatives, chapters, mentoring networks Partnerships: corporate packages & Young Pro sponsorships; institutional relationship management; partner onboarding & follow-up Communications: Launch & coordination of multi-channel campaigns; LinkedIn Events/Ads; social media content calendars, whatsapp, CRM : newsletter & emailing Data & process: CRM hygiene, UTM tracking, NPS post‑event, dashboards; governance & budget follow-up Daily work on campus: coordinating cohesion with ICHEC different departments, Linkedin presentation & trainings to students, helpdesk : mentoring, traineeships, first jobs, business matchmaking & Linkedin helpdesk
Leading a Benelux team (from both Amsterdam & Brussels offices) of seasoned & highly skilled professionals (7 FTE) in charge of our local Corporate communications (Internal, PR, CSR & Sustainability and Crisis Comms) from a cross-product & channel perspective. Budget management for the department (1.2 mio) Drawing up annual PR & CSR/Sustainability strategic plans KPI (number of articles, reach, sentiment, SOV) & data analysis (Power BI, Cision) Monthly results presentation to management, European office (London) & HQ (Seoul) Coordination of our local PR plan in collaboration with external communications agencies in Belgium (TBWA/Oona) and the Netherlands (Edelman/GoSpooky) with the PR managers BE/NL Drafting internal and external communications briefings Regular product launches & presentations, international press trips (14 in 21 months) & events Coordination of our press relations, development of local KOL network & thought leadership initiatives Development of 3 CSR programs for students in the Benelux together with CSR & Sustainability manager Talents of the Future (BE/NL) 100 students Solve for Tomorrow (BE/NL) 40 students Innovation academy (NL) 80 students Regular meetings with our Public Affairs department and EPA office in Brussels to prepare for CSRD implementation Town hall moderator (public speaker/moderator to animate our president internal presentation - 600 pax) Member of our internal Risk Committee to discuss and anticipate all crisis situations and implement local communication strategies in coordination with our EO and HQ A thrilling & passionate journey to have been working, day-in-day-out, on brand reputation, media relations strategies & tactics within the Corporate Marketing division of this world-leading Brand.
Press relations with clients ranging from startups, scale ups, B2B corporations in tech, pharmaceutical, insurance, finance to the European Commission. Strategic corporate communication planning, internal & external Imagine, copyrighting creative storytelling. Spot a news story and establish a pragmatic strategy to get the most coverage. Supported by a network of 20 agencies from Lisbon, Stockholm to Dubaï. Deliver a project in an agile, efficient and engaging way. Implementation of recommendations, Q&A and client training, organizing press conferences & interviews, expert round tables, press trips, writing press releases, dossiers
Educate sales representatives, wine & spirits players, star chefs & culinary master chief, initiate individual clients on what LOUIS XIII cognac is all about and how to appreciate it. Develop LOUIS XIII’s awareness in the Benelux market. +50% in 12 months Working closely with our distribution & trade networks to provide the best quality of service possible. Create bespoke events with a unique client experience approach & sense of ultimate luxury. Building partnerships with luxury brands, business & cigar clubs. Brand management - PR & marketing plan Sales forecast - Budgeting Enlarge our CRM with targeted HNWI contacts & foster their experience & loyalty.
The Waste No More Bxl association was developed during the first month of the pandemic and is a Brussels-based initiative dedicated to collecting and redistributing donations as well as all unsold items from supermarkets and restaurants, such as food & beverage, sleeping bags, blankets and thermos flasks, to help those in need.