Hilversum, North Holland, Netherlands
Senior marketing and brand leader with 20+ years of international experience transforming consumer brands across premium beverage and FMCG categories. Combines brand strategy, portfolio design and innovation development to deliver growth in complex international portfolios. Experienced in both senior in-house leadership and fractional or project-based engagements, with a track record of being brought in to define direction, lead transformation and build capability at speed. Former global brand leader at Diageo and Global Brand & Portfolio Lead at Koninklijke De Kuyper, with experience across 100+ markets. Available for senior in-house, interim, fractional and project-based roles.
Invited onto a full contract role following the success of an ongoing brand and portfolio strategy engagement. Led a key workstream within a Bain-supported business transformation programme across 100+ markets. • Defined global market archetype framework now used as the company's market planning model. • Led portfolio optimisation including rationalisation of 80 SKUs and margin improvement initiatives. •Led brand positioning and re-design in accordance with new business strategy. • Delivered +40% growth in Ready-to-Serve cocktails in the Netherlands through an integrated campaign.
Independent consultancy delivering senior strategic leadership on a fractional and project basis for consumer and FMCG brands. Key projects: Archers Integration – Koninklijke De Kuyper (2022–2023): Retained to lead the integration of Archers Schnapps following De Kuyper's acquisition of the brand from Diageo. •Developed long-term peach portfolio strategy integrating Archers and Peachtree. •Developed new brand positioning, design, communication and activation. •Defined RTD innovation pipeline resulting in two new product launches. De Kuyper Brand & Portfolio Strategy (2024): Retained to lead brand and portfolio strategy ahead of a major business transformation programme. • Designed global brand architecture and communication strategy aligning five product ranges. • Shaped innovation pipeline and early portfolio rationalisation work. This engagement led to an invitation to join De Kuyper on a full contract basis.
Led global brand strategy and transformation for two iconic Scotch whisky brands within Diageo's international spirits portfolio, operating across 100+ markets. • Returned J&B Scotch Whisky to global growth after nearly a decade of decline, developing the brand positioning and communication platform adopted across all major markets. • Built a multi-year innovation pipeline including new variants and brand extensions, strengthening long-term portfolio relevance. • Consolidated global brand design architecture across international markets, improving consistency and reducing complexity. • Led Bell's brand strategy, stabilising performance and defining a clearer role for the brand within Diageo's Scotch portfolio.
• Turned around Smirnoff performance from -5% decline to +20% growth through repositioning, portfolio rationalisation and integrated commercial activation. • Delivered new product innovation including premium variants and brand extensions across the white spirits and rum portfolio. • Led cross-functional growth initiatives spanning marketing, commercial and supply chain.
This role encompassed the leadership of the full end to end engagement function, from consumer and shopper insight though execution via Media, Digital, Sponsorship and Events, with measurement and evaluation also under my remit.
I was tasked with ensuring that Brandhouse wins ,by creating the conditions and environment within which marketers at Brandhouse are able to deliver the most relevant, impactful and cost effective programmes to our consumers and customers.