Amsterdam, North Holland, Netherlands
Strategic Marketing & Category Leader with 14+ years of experience driving business growth across local, regional, and now global roles. Currently leading the global strategy for the Allergy category at Danone, shaping purpose-led, science-driven solutions that make a real difference in families’ lives. Proven track record in marketing transformation, category development, and unlocking growth in complex, multi-market environments. Passionate about building strategies that connect brand, business, and consumer needs, especially in specialized nutrition and health. Known for navigating matrix organizations, influencing cross-functional stakeholders, and managing high-impact projects across both emerging and developed markets. Deep expertise in digital transformation, data-driven marketing, and regulatory compliance in highly regulated industries. I believe in collaborative leadership, clear accountability, and investing in people and ideas that stretch what’s possible. Currently exploring how GenAI and innovation can enable more agile, insight-led marketing strategies. Insight Discovery profile: Red–Blue–Yellow (Accommodating style)
• Leading global strategy for Danone’s specialized allergy nutrition portfolio • Driving earlier and more accurate diagnosis of cow’s milk allergy (CMA) in infants • Scaling education initiatives for healthcare professionals and parents • Supporting markets to improve CMA category penetration and access to treatment • Aligning scientific, commercial, and digital levers to accelerate sustainable growth
• Strategic Leadership: Orchestrated the marketing strategy for 5+ brands across 40+ markets, focusing on both B2C and B2B channels. Worked closely with distributor partners and healthcare professionals to ensure alignment of brand propositions with market needs. • Customer-Centric Innovation: Championed brand innovations by leveraging collaboration with research and product teams, deeply understanding and anticipating customer needs, leading to successful product launches and marketing campaigns. • Change Management and Process Optimization: Co-led digital transformation initiatives, including the implementation of full-funnel omni-channel customer journeys and transitioning to Adobe Experience Manager for digital asset management. Spearheaded the adoption of centralized dashboarding for data-driven decision-making, streamlined agency support, and content creation automation with AI. Facilitated a cultural transformation towards inclusivity, innovation, and agility. Played a pivotal role in achieving B Corp certification, reinforcing sustainability and ethical business practices. • Culture and Team Development: Fostered a culture of continuous improvement and agile response, encouraging strategic adaptability and talent development. This approach cultivated a high-performing team capable of translating brand visions into impactful customer experiences and communications. • Stakeholder Engagement and Influence: Engaged effectively with stakeholders at all levels, securing buy-in for strategic initiatives and facilitating seamless collaboration across the organization. • Achievements: Contributed to Nutricia Worldwide being the #1 growing Business Unit in the EU region for 2022, 2023 & 2024, double-digit growth during periods of volatility, recession, and high inflation.
• Vicepresident of the employee's representative body for the Salamanca Zoetermeer office location • Protecting and promoting the interests of all the employees • Participating in decision-making processes affecting employees
• Strategic Market Leadership: Directed the development and implementation of a long-term strategy for the Better For You snacks portfolio across EE, identifying and leveraging health trends to enhance brand differentiation and market growth. • Innovative Product Launches: Led cross-functional teams in the introduction of new products and entry into new markets, employing comprehensive market analysis and consumer insights to ensure successful launches and brand expansion. • Digital Marketing Excellence: Pioneered a digital-first communication strategy, transforming brand engagement through innovative content and media strategies, reversing negative sales trends, and driving brand growth. • Stakeholder Collaboration: Collaborated effectively with R&D, sales, and marketing teams to ensure alignment of product development with market needs, enhancing product appeal and consumer satisfaction. • Achievements: Successfully expanded the Better For You snacks portfolio's market presence, achieving significant brand recognition and market share gains through strategic product launches, market entry strategies, and digital marketing innovations.
• Brand Strategy Execution: Crafted and deployed a comprehensive brand strategy for the Youth snacks portfolio, enhancing brand appeal and engagement across Russia & CIS markets. • Digital Engagement Innovation: Revolutionized digital engagement through the creation of playbooks and social media toolkits, guiding local teams to ensure cohesive and impactful online brand presence. • Innovative Campaign Development: Collaborated closely with the management team in the creation and production of two groundbreaking equity and promo communication campaigns for the Hrusteam brand, each centered around a unique creative idea. These campaigns significantly elevated brand engagement and consumer connection. • Portfolio Architecture Optimization: Spearheaded the strategic introduction of a new brand subline, targeting incremental consumer segments. This initiative was a key driver in expanding market share and enhancing the brand's portfolio diversity. • Market Analysis and Insights: Conducted detailed market analysis, identifying pack and price opportunities, and leveraging these insights to inform strategic decisions and campaign directions. • Achievements: Played a pivotal role in redefining the Youth snacks portfolio's market strategy and driving the Hrusteam brand to achieve the No.1 market share position in Russia through innovative campaigns, effective digital engagement strategies, and strategic market analysis.
• Brand Strategy and Market Expansion: Directed brand strategy for the Hair, Bath, MEN portfolio across a cluster of 5 Balkan countries, implementing initiatives that significantly enhanced market penetration and brand loyalty. • Consumer Insights and Product Innovation: Utilized consumer insights to drive product innovation and tailored marketing strategies, resulting in the MEN & Shower segments achieving the No.1 brand position in the Serbian market. • Competitive Analysis and Strategic Response: Conducted competitive analysis to inform dynamic brand strategies, enabling rapid and effective responses to market changes and competitor movements. • Portfolio Optimization: Orchestrated the optimization of the brand portfolio, introducing new products and variants that addressed specific consumer needs and preferences, fostering brand.
• Market Leadership and Strategy Implementation: Led the consumer hair care brand strategy for Serbia and Bulgaria, achieving top market positions (#1 in Bulgaria and #2 in Serbia) by crafting and executing comprehensive marketing plans that resonated with consumer needs and trends. • Product Launches and Brand Growth: Drove the successful introduction of major new products and innovations, bolstering the growth of pillar products through strategic trade promotions and targeted marketing initiatives. • Sales and Marketing Synergy: Enhanced collaboration between the marketing and sales teams, ensuring alignment on promotional strategies and field activities to maximize brand visibility and sales performance. • Budget Management and Media Planning: Managed advertising and promotion budgets efficiently, overseeing the development and implementation of media plans that optimized reach and engagement while ensuring ROI.
• International Brand Development: Supported the global brand development strategy for Schauma, contributing to new product concepts and innovations. Engaged in cross-market communication to ensure brand consistency and alignment across markets. • Market Research and Analysis: Conducted extensive market research and competitive analysis, focusing on the Central and Eastern European (CEE) hair care market. Provided actionable insights that informed future brand positioning and strategy. • Digital Marketing Initiatives: Played a key role in the global relaunch of the Schauma brand’s online presence, enhancing digital engagement and consumer interaction through targeted content strategies.