Ghent, Flemish Region, Belgium
- 15 years of experience in customer data activation, segmentation, digital marketing & marketing automation - Designing commercial strategies that put data first and the customer at the center - Translating data insights into data activation & personalization tactics, supported by AI - Enthusiastic team leader - Dove head first into the world of AI - Detail-oriented and hands-on, getting things done Specialties: digital marketing, marketing automation, segmentation, data activation, customer data analysis A big believer of segmentation strategies, attribution modelling and the use of artificial intelligence in commercial strategies.
- Lead global teams (30 FTE's) across Search, Customer Segmentation, Product Experience, Performance & Insights, and New Customer Acquisition - Translate customer data and targeting strategies into impactful marketing and e-commerce experiences - Oversee development of segmentation models, search algorithms, and data solutions embedded in business processes - Align cross-functional initiatives with commercial goals and customer needs - Drive a data-informed culture and measurable growth across digital channels
Freelance Management Consultant, supporting small, medium and large businesses in Digital Transformation projects.
Ad interim marketing manager at Thomas Cook Belgium. Responsible for both performance marketing and creative services. Managing a very motivated team of 14 FTE and reporting directly to the CEO. A temporary challenge I gladly accepted, combining this task with my role of Head of Marketing Performance.
I am responsible for guiding the Customer Data & Performance teams (12 FTE's) on leveraging cutting-edge AI and machine learning technologies to enhance our customer segmentation, gain more customer insights and improve our personalization efforts. Here’s how we innovate: 🎯 Segmentation & Personalization: - Design and implement a customer segmentation strategy using advanced analytics to target customers more effectively based on their behaviors and needs. - Continuously refine customer segments using machine learning, adapting quickly to changing customer dynamics. - Lead the creation and implementation of a personalization strategy, tailoring customer experiences across all touchpoints, fostering deeper connections and enhancing overall customer loyalty. 📊 Ecommerce & Marketing Performance: - Steer a dedicated team in vigilantly monitoring and analyzing the performance metrics of ecommerce and marketing campaigns, ensuring optimal ROI and alignment with business objectives. - Identify trends, challenges, and opportunities, subsequently translating these findings into actionable growth strategies. 🔍 Advanced Analytics & Customer Data Activation: - Guide a talented team of advanced analytics and data science specialists to extract meaningful insights from complex datasets. - Leverage advanced analytics to glean actionable insights into customer behavior and preferences throughout their lifecycle. - Harness the power of AI, machine learning and predictive modeling to anticipate customer actions. Optimizing opportunities for upselling, cross-selling and personalized offers. 📈 Strategic Customer Engagement: - Spearhead data-centric initiatives to install a customer-centric approach in marketing, ecommerce and sales, to offer a frictionless customer experience - Conceived and orchestrated a strategic blueprint for marketing automation, overseeing the global deployment of the Selligent Marketing Cloud platform.
As Head of Digital Marketing at Thomas Cook Belgium my responsibilities included: 1. Mapping out the online marketing strategy for 3 major brands: Thomas Cook, Pegase and Neckermann. 2. Increasing the number of visits and conversion rates of our websites: using e-mail marketing, social media, interactive marketing, SEO, SEA, display marketing, affiliates and mobile marketing 3. Managing the SEO, SEA (Adwords), e-mail, social media, display, content marketing and online branding budget (of all inflow channels) 4. Coaching & managing of the digital marketing team (7 FTE's) Accomplishments: ** Increased direct revenue from e-mail marketing with 40% ** Increased total online revenue with 25% while reducing the costs and lowering the CPA. ** Set-up of the new e-mail and mobile campaign tool Selligent. ** Our social ad strategy was chosen by Facebook as an international success story ** Our "surprise wedding on a plane" project was featured as a case study by Google
I lead the digital marketing, data & performance team responsible for determining the right media mix, target groups, marketing budgets & everything that has to do with online marketing. My main objective? Improving the mROI of all our marketing efforts (online and offline) by mapping out an innovative and high performing marketing media strategy. At the heart of this strategy? Data, data, data! Responsibilities include: 1. Optimising marketing spendings and budgets, with a focus on online advertising: PPC (SEA), display advertising, email marketing, social ads, etc. 2. Mapping out the online marketing media strategy for 2 major brands: Thomas Cook and Neckermann and advise on the offline media plan in order to create synergy between all media. 3. Increasing the number of visits and conversion rates of our websites and retail shops: using e-mail marketing, social media, interactive marketing, SEO, SEA, display marketing, affiliates and mobile marketing as well as offline media channels (TV, radio, OOH,...). 4. Developing a CRM marketing automation strategy focused on using customer data to communicate in a personalised way. Making use of predictive modelling & AI. 5. Coaching & managing of the data & performance team (7 FTE's)
** Traffic Management: Developed and implemented strategies to amplify website visits, fostering partnerships with external websites and ensuring quality content delivery. ** SEO & SEA Initiatives: Formulated and executed comprehensive SEO and SEA strategies. Enhanced site traffic through targeted newsletters, direct mail campaigns, and robust social media engagement. ** Email Marketing: Spearheaded the design, creation, and optimization of digital campaigns, contests, newsletters, and mailings from ideation to execution. Including marketing automation. ** Team Leadership: Mentored and led a team of 4 full-time professionals, fostering a collaborative and productive environment. ** Web Development Contribution: Played a pivotal role in both the conceptual and technical enhancement of company websites. ** Registrations Oversight: Held accountability for the acquisition and superior quality of user registrations.
- coordination of freelance journalists and photographers - editing and proof-reading of the weekly magazine - in charge of planning - writing articles about human resources, careers, work
As a freelancer for small and medium-sized companies, I help with: - generating customer data insights - activating your customer data (retargeting, cross selling,...) - setting up Adwords accounts - advising on Facebook advertising tactics - mapping out online marketing strategies - consulting on how to set up a simple e-commerce site and generate new leads