Amsterdam Area
I am a global marketing and business leader with more than two decades of experience building and scaling consumer brands across international markets. Currently at Philips in the Grooming & Beauty division, I lead global portfolio strategy for the shaving category, working at the intersection of innovation, marketing, and commercial execution. My work focuses on translating consumer insight and technology into business impact, ensuring alignment between global strategy and market execution across regions. - end-to-end leadership I enjoy operating in complex environments where success requires a 360-degree view of the business: shaping category strategy, building strong innovation pipelines, mobilizing cross-functional teams, and driving disciplined execution in the markets. My leadership approach combines strategic clarity with collaborative execution to turn ideas into tangible growth.
As the Portfolio Marketing Director for the Shave Care category at Philips, I lead global marketing strategies and campaigns that drive brand growth and commercial success. I work closely with regional teams across the globe to tailor marketing initiatives to local markets, ensuring alignment with our global brand vision. My role involves Strategic Leadership, P&L Management, G2M Execution, Overseeing the implementation of multi-channel marketing campaigns and Cross-Regional Collaboration Apart from my shaving respeonsibilities, I work on Gen AI Optimization (GEO) — optimizing how our Grooming & Beauty brands at Philips are understood and surfaced by both humans and AI. I lead a multifuntional team to focus on content, structure, and authority to improve visibility across search, LLMs, and digital channels.
Led 360° Digital Marketing Programs for the Health Ecosystem initiatives for DocMorris Care with focus on chronic diseases like obesity & diabetes, in collaboration with industry leaders like Novo Nordisk and the agencies Jung von Matt (creative), Zenith (Media) . Delivered >1 million visits and 200K conversions in year 1 of the launch, putting patients directly in contact with Health Care Professionals via Teleclinic. My work consisted of defining the Digital Strategy and executing the digital marketing plan across different digital channels: UX/UI design, digital marketing campaigns: Social Media Marketing, Influencer Marketing, Programmatic Display Marketing, Native & Content Advertising, Search Engine Marketing (SEM) Google Ads/ MS Bing, SEO (including SemRush), YouTube video campaigns and Data Management Platforms (ex; Google Data studio, Qlick)
Petitecherie.com: E-commerce site focusing on kids clothing. Full scope ecommerce management from IT to logistics, digital marketing to CRM. Multichannel sales from own site and marketplace. feedback4e.com Feedback for Excellence - F4e made continuous employee Feedback & Recognition possible to enable a motivated and high performing organization. We made the shift away from traditional annual performance reviews into continuous employee conversations. Managed the full B2B marketing campaigns on LinkedIn and Google Search Start-ups Incubated in Euratechnologies Lille
Full P&L ownership of Gillette and Old Spice in the global distributor markets. Launched Gillette Fusion Proglide in 6 distributor markets. Managed Old Spice in total Western Europe. G2M, distribution, pricing/promotion, shopper marketing and 360’ consumer communication and Media Plans. Achieved 3 yrs CAGR 20%, for the total business. Got P&G Gold Award for the outstanding business results. Led a team of 6 people: Got outstanding 360 Manager Feedback.
- Set the marketing strategy for the 5 years Power Oral-B expansion plan across CEEMEA. Launched Power Oral-B business in 5 CEEMEA whitespace markets. (Russia, Turkey, Poland, Saudi Arabia and South Africa.) Tripled the business from 40mm$ to 120mm$ in 5 years. Got P&G Gold Award for the outstanding business results. Designed 360' marketing toolkits : TV copy,Instore point of sales materials, and digital. Worked with Publicis as the ATL agency. - Developed the Dental Professional Marketing toolkit targeting dentists, periodontists, orthodontists and pharmacists. Development of infomercials for dentists focusing on the health aspect and clinical record of power Oral-B brushes. Development of Digital Sales Aids for the sales organization. Participation in dental exhibitions/congresses, fairs and customer events in major cities with full size Oral-B stands, execution of educational events
Launched Febreze Air Care line up in UK & Germany. After initial launch of Febreze Fabric Enhancers in 1998, revitalized the Febreze line-up with complete expansion into other categories (Air Sprays, Plug-ins, Candles) - Achieved market leadership in UK within 12 months of launch. Delivered sales +30mm$ after Y1. Got P&G Gold Award for the outstanding business results. - 360' marketing: Development of holistic launch marketing campaign, including TV copy, Outdoor, PR and Instore Menu. Got outstanding TV Copy scores both in test and after deployment in-market. Worked with GREY developing the advertising campaigns.