Amsterdam, North Holland, Netherlands
I am a senior marketing leader with over 22 years of experience driving growth, transformation, and brand value within leading global organizations, including Unilever, the Heineken Group, and EssilorLuxottica. My career has been shaped by a strong commercial mindset and full P&L ownership across diverse brand portfolios—from global icons to regional and local power brands. At Heineken, I played a key role in shaping global commerce strategy, leading the development of the alcohol-free category and growth frameworks across more than 125 brands, including the flagship Heineken brand. Three years ago, driven by curiosity and a growth mindset, I transitioned into the optical industry by joining EssilorLuxottica. As a member of the Senior Leadership Team in Northern Europe region, I lead a 60-person marketing organization spanning brand, trade marketing, CRM, and digital. I am currently driving a major transformation—integrating two distinct company cultures, redefining ways of working, and building a future-fit organization designed to deliver double-digit growth in a rapidly evolving industry. My expertise spans strategy, innovation, and execution—from brand building and communication to commercial excellence at the point of sale. I thrive at the intersection of creativity and performance. I am a leader who turns vision into action. Guided by the principles of Future, Engage & Deliver, I align teams behind clear strategies and ensure execution that drives measurable results. Having worked extensively in multicultural, matrix environments, I bring a flexible and results-oriented leadership style. I build high-performing teams grounded in trust, openness, and accountability, while fostering individual growth and development. I challenge the status quo when needed, take calculated risks, and believe that progress requires the courage to fail and learn. Core Competencies: P&L Management Portfolio Transformation & Innovation Strategy Pricing & Revenue Growth Management Marketing & Brand Strategy (B2C & B2B) Go-to-Market Strategy (B2C and B2B) Data-Driven Marketing & Analytics 360° Communications & Media Strategy Digital Transformation & CRM Content Production Organizational Design & Operating Models Team Leadership (including remote & cross-functional teams) Capability Building AI tools My personal purpose is to UN-STAGNATE — to spark movement, challenge thinking, and unlock potential in people and organizations. Because standing still is not neutral; it is moving backwards.
In this role, I lead the marketing agenda across Northern Europe, overseeing key markets including the UK & Ireland, Benelux, and the Nordics. I am responsible for an integrated function spanning Marketing, Trade Marketing, and CRM & Digitalization, driving both strategic direction and execution across diverse channels and customer segments. As a member of the Northern Europe Senior Leadership Team, I represent the marketing function while actively co-shaping the regional agenda and transformation priorities alongside my leadership peers. Together, we define the strategic direction for the region, drive organizational transformation, and ensure alignment across commercial, customer, and operational priorities to unlock sustainable growth. Together with my team, I am spearheading the development of EssilorLuxottica’s first fully integrated partnership program for independent customers with a roadmap to scale across Northern Europe. This initiative is redefining how we collaborate with our partners, strengthening long-term value creation and customer-centricity. We are pioneering new segments such as wearable technology, including Meta AI smart glasses and Nuance Audio, positioning the company at the forefront of the convergence between optics, technology, and lifestyle. I lead multiple initiatives aimed at premiumizing the market and accelerating penetration of EssilorLuxottica’s blockbuster lens brands—Varilux, Transitions, and Eyezen—alongside iconic eyewear brands such as Ray-Ban, Oakley, Persol as well as licensed brands such as Chanel, Prada, Burberry, Dolce & Gabbana, Emporio Armani, Michael Kors, Diesel, and others. Within my scope, I hold full responsibility for go-to-market strategies, ensuring strong commercial execution across a complex ecosystem of customers—including independent opticians, key accounts such as Boots, Asda, and Synsam, as well as e-wholesale players and department stores.
Scope: Lenses, Frames, Instruments Looking after a marketing team of 45 talents (10 direct reports) in 15 markets (setting a marketing organization, design processes, creating the community and culture, capabilities development) Responsible for the B2B & B2B2C marketing strategy development from 330m to 500m & execution for Eye-wear brands like: RayBan, Oakley, Vogue, Persol (in-house brands); Chanel, Prada, Brunello Cucinelli, Ferrari, JimmyChoo, Swarovsky, Coach, Michael Kors, Valentino, Burberry, Tiffany, MiuMiu, Versace, Dolce Gabbana, Ralph, Armani, Arnette (licensed brands) as well as Eye care brands like Varilux (progressive lenses) Transitions (photochromic technology); Stellest (myopia lenses for kids); Eyezen (single vision lenses) Liaison with corporate offices (Paris, Milan)
Key areas of focus in this role: Setting the global strategy for alcohol free beer & beer-mixes to sustain the leadership position. Developing the future-proof pipeline of innovations for alcohol free beer including new technologies roll-out, recipes rejuvenation and improvements, new concepts and products development with the intention to re-imagine the category. Creation the Center of Excellence across all marketing mix elements for alcohol-free beer portfolio. Driving the marketing effectiveness through smart assets development as well as learn-share-re-apply model. Shaping and driving the moderation agenda through the commercial and the corporate affairs initiatives for normalization of the alcohol-free beer products.
Highlights in this role: Development and execution of a long-term strategy and marketing plan to double the size of Desperados brand in Poland. The Desperados campaign was awarded with Silver Effie in 2021. Development & execution of Warka Radler strategy and marketing plan resulted in outstanding business results and brand equity growth. The Warka Radler campaign won Silver Effie award in 2019. Creativeness and unusual use of the celebrities endorsement in this campaign made it a cultural phenomenon in Poland. Leadership of the cross-functional team looking after the Zero Zone - a multi-brand platform with disruptive visibility at the point-of-sales created to pioneer the alcohol free segment development. Zero Zone was rolled-out across 26 markets within the Heineken Group. Transformation of the Innovation (NPD) development process & governance.
Highlights in this role: Successful brand activation for 2018 World Cup resulted in Warka revenue turn around and market shares gained. The World Cup 360 campaign with the national team football coach was awarded with Silver Effie in 2019. Warka brand portfolio set up resulted in the brand profitability improvement: development of alcohol free line up of Warka Radler & Warka Strong re-activation.
Highlights in this role: Partnering with my customers' buyers to deliver a profitable growth for our businesses through the core portfolio promotions as well as multiple new initiatives like Sunlight brand First for New launch, tailor made plan for ice-cream season with portfolio exclusivity & check out/cashier fridges placement or margarine & mixes promo strategy renewal etc. Contract execution through daily interactions with my buyers (successful execution of the price increase). My clients: JMP Biedronka and Netto The categories in my scope: Household care, Laundry, Ice-cream, Margarine & mixes including DOB.
Highlights in this role: Leading a cross-functional tea business team (ca 15 people). Full responsibility for the P&L of the tea category in Poland resulted in the category turnaround after 7 years of decline. Portfolio transformation: from over dependence on a black tea segment to a more future-proofed portfolio that consists of black tea, premium black tea portfolio (Earl-Grey, Taste of London, Ceylon etc.), green tea range and herbal tea range. Development & introduction of a Shelf Program in Traditional Trade cementing the category captaincy. Creating iconic Lipton brand activation: Lipton with the Great Orchestra of Christmas Charity, yellow mugs promotions or Dip & Win activation. Launching the first Lipton Point at the Central Station in Warsaw. Leading Saga (a local jewel brand) re-launch program: product formulation significant improvement, portfolio optimization, new brand communication idea development (BCI) that resulted with Saga stabilization.
Highlights in this role: Leading cross functional Snacks Business Team (ca 15 people). Full responsibility for the P&L of the snacks category (Knorr & Amino brands). Brand intervention plan for Cup a soup (Goracy Kubek) development in an agile way to stop bleeding. Creation & development of brand activation like Ellie Goolding exclusive concert with Knorr noodles or Kasa Romana. Portfolio optimization and rejuvenation.