Brussels, Brussels Region, Belgium
I bring +25 years of experience in Sales & Marketing within the FMCG sector and creative agencies. My expertise lies in managing multiple projects with attention to detail, creative problem-solving, and dedicated follow-through. I have a proven track record of successfully leading and motivating teams to achieve outstanding results. My strengths include exceptional written communication, interpersonal, and organizational skills, which enable me to build strong relationships and deliver effective projects.
Leading and developing the future-back strategy & implementation for current & next generation equipment in Europe (40 countries) that delivers a profitable, sustainable and consumer engaging business for The Coca-Cola System and its customers. A consumer-centric and customer-back approach integrating our company’s beverage portfolio expansion strategy into the development of the next generation sustainable equipment strategy (dispensed/packageless, connected coolers, unmanned retail solutions etc). Leading and developing all Commercial Equipment projects in Europe : 1. Innovation for the Future - next-generation equipment development with focus on new micro-dose technology platforms: * Bonaqua Water Tower : a stand-alone water Dispenser, developed for McDonald's & Paris Olympics 2024 * Flex : first micro-dose enabled dispenser developed for the European market, focus on large-volume On-Premise outlets (QSR, Cinema, Leisure) 2. Managing our European Freestyle Business (3000 dispensers across 15 markets) with 2 direct reports (commercial & operational leads) 3. Commercial Leadership to accelerate FCB (Fanta & Coca-Cola) in Europe, with 3rd party Bottler (Frozen Brothers)
E2E responsible for driving the European Shopper Marketing agenda for Away from Home channels for all CCEP territories (Great Britain, Spain, Portugal, France, Germany, Belgium, Netherlands, Sweden, Norway, Iceland) • Leading the development of the marketing strategy by environment, in collaboration with TCCC Western Europe Commercial Team (organising Environment Growth Days & building Communities of Practise on key Environments) • Leading the commercial Cold Drink Equipment (Coolers, Fountain, Vendors) strategy • Driving multi-market Trade Marketing Materials harmonisation and innovation (creation of POS catalogues to optimise spend) • Upgrading our Shopper Marketing Capability programmes across markets (“How to Convert Shoppers into Buyers”) • Develop a long-term strategic vision on Package-Free solutions (incl innovation pipeline on Dispensed equipment strategy) • Optimising & Implementing a new trade marketing expense management way-of-working (incl development of a business analytics tool)
• Accountable for the development of environment strategy of all Home/Cold channels: determination of what shoppers/consumers need in terms of brands, packs, price, promotions, based on insights of the category and the shopper behaviour in different channels. • Accountable for shopper marketing strategy, programs and activities for the different channels (Home, Horeca/On-The-Go, Leisure, Institutional, WHS) , their Look of Success and the implementation of this look of success in order to realize the correct positioning of the brands in our portfolio (availability, equipment, POS, toolkits …). • Accountable for the shopper marketing (activation) calendar in the channels / subchannels / customers and accountable for the selling stories for implementation. • Accountable for budget & promotion spend (depending on market) and evaluate impact. • Responsible for sales promotion & POS in liaison with other business partners (customers, production, sales, customer service, research and development) to deliver business results, in line with RGM strategic guidelines. • Work collaboratively with the CCEP portfolio development team to guide and ensure that brand programs and new initiatives are developed and optimized for the right environment and key shopping mission within It, meeting the needs of key stakeholders operating within that (customer) environment. • Lead, direct, evaluate and develop a team of 15 marketing professionals to maximize their performance; manage direct reports and indirect management of other functions.
• Establishing and articulating a clear, well-defined vision and direction for Full Service Vending & Institutional (At Work / Health / Tertiary / Operators), in line with the strategic business plans • The operational implementation of strategic business plans within the Field Sales-environment • Aligning with channel colleagues to ensure business objectives and key priorities are agreed and met • Deliver clear performance objectives for self, direct reports and the department (KBI’s) • Follow-up on KBI’s and managing budget, profit and OPEX-targets within set guidelines • Driving the team to set and deliver smart objectives for each customer whilst motivating them to identify and secure profitable new business and retain and develop existing business. • Leading the team to deliver the channel profit and volume targets by successful implementation of the channel plan • Coaching and development of 4 (senior) managers skills and knowledge. Creating a positive and inspiring working environment for the sales team (16 sales reps) • Completing the performance and talent cycle, by monitoring and executing performance appraisals, individual development plans and talent development reviews • Contribute to the development of annual strategic business plans (LRP, ABP)
• Strategic planning : conceptualisation, research and presentation development • Managing, creation and co-ordination of all holistic experience marketing campaigns (one-to-one field marketing) • People management of junior account executives
• Key account management, development and implementation of integrated marketing-communication plans (above-below-online-field) • Sponsoring and managing promobudget and promotionalteams, field activation of Couleur Café Festival sponsors
• Key account management - development and implementation of integrated marketing-communication plans (below-online-sales promotion-packaging)