Brussels, Brussels Region, Belgium
As a multilingual (FR/NL/ENG) and consumer-obsessed Brand Manager with over a decade of experience in FMCG, I thrive on turning insights into impact. From revitalizing heritage brands to launching innovation pipelines, I bring a strategic yet hands-on approach to brand building. I’m passionate about sustainability, cross-functional collaboration, and creating campaigns that resonate. Currently leading the Essentials portfolio at Danone Benelux, I’m always looking to connect (inter)nationally with like-minded professionals who believe in purposeful growth. "Known for her strategic mindset and creative execution, she has led brand transformations, innovation launches, and sustainability initiatives across iconic brands like Nivea, Clinique, Danone & Activia. Fiona thrives in cross-functional environments and is passionate about building brands that make a difference - both commercially and socially."
As Senior Brand Manager Benelux – Allergy at Danone, I lead the strategic planning and execution for the allergy category across the Benelux. My responsibilities include developing and implementing impactful marketing plans, driving inno, and optimizing patient & customer journeys. I work closely with cross-functional teams - marketing, medical, healthcare solutions, and finance - to deliver growth and strengthen our brands. Passionate about nutrition and health, I thrive in dynamic environments, leveraging insights and best practices to make a positive impact on people’s wellbeing.
Additional role: Sustainability - Member of One Planet, One Health Committee
Additional role: Sustainability - Member of One Planet, One Health Committee
In charge of the Clinique / Darphin / Lab Series Trade Promotion Strategy for the Benelux market (Perfumeries, Department Stores and Pharmacies) as well as the implemention of all Trade Marketing initiatives. Key responsabilities: • Build & pilot a detailed animation & promotional calendar by retailer • Brief & monitor execution of trade activities • Measure performance and strive for continuous optimization • Plan & follow-up the trade budget • Support Key Account Managers in retailer discussions • Drive innovation and continuous improvement on trade topics
- Management of Clinique product portfolio (Benelux): Participation to elaboration + execution of marketing plan in cooperation with the marketing manager. - Coordination between all parties (internal /external) in order to optimize implementation of marketing mix Key responsibilities: Launch Management Product & sample forecasting Product pricing Develop product launch and promotional support plans Present new products to Salesforce Shipping coordination Management of phase out/ phase in/ discontinued products Sales Planning & Analysis Prepare and monitor forecasts vs results Conduct business assessments and recommend corrective actions Analysis: Market & Consumer research Budget Management
• Development and implementation of the marketing strategy - Building of the Marketing Plan based on the Brand strategy, - Execution and follow-up of the action plan,, - ATL and BTL approach in close collaboration with the agencies. • Brand and Market performance analysis - Competitive environment - Trends, structural changes, innovations, new segments,… • Budget Management
Development & implementation of the category management strategy aiming at improving category performance through: • Analyzing and monitoring category market trends, achieving an in-depth knowledge of the market based on shopper insights, customer and market place analysis (Nielsen, GFK,…). • Optimization of assortment and shelf space: - Maximizing shelf assortment and share of shelf at retailers - Ensure execution of the strategy , evaluate performance and adjust when needed. • Use of catman tools (Nielsen, GFK, Apollo, Space Planning,...)
In-house analysis: Confrontation of Brand image and Brand identity.
Communication agency for high-end fashion and lifestyle brands (Mer du Nord, Chine, Natan, Longines, Tissot, Tiffany&Co, Gérard Darel, Bompard, Weston,...)