Brussels Metropolitan Area
I’m a multilingual B2B marketing and sales professional with 15+ years of experience inB2B marketing and sales strategies across Europe. I specialize in bridging commercial objectives with creative, data-driven campaigns that drive measurable growth. From leading Marketing and Comnunication teams in multinationals to co-owning a successful distribution business, I bring a hybrid profile of strategic insight and hands-on execution. I thrive in environments where brand positioning, team alignment and commercial performance go hand-in-hand.
Initiated and supported the integration of REYNERS Tools into SALCO Professional. During this transition period, I was responsible for training and supporting SALCO’s sales team, focusing on exclusive Reyners brands and the hardware market and following up on key accounts to integrate the SALCO portfolio as much as possible. Key Achievements: - Led the seamless transition of the Reyners customer and supplier portfolio into SALCO, maintaining turnover and margins of Reyners Customers and developing sales (+10%) within the SALCO customer portfolio. - Translated customer insights into compelling commercial messaging for a 9 FTE sales team. - Partnered with sales teams and customers to sharpen value propositions and market fit. - Created impactful sales enablement tools, including presentations, product sheets and digital content.
Reyners Tools is an Importer and distributor of professional and industrial tools imported from the US, Germany and France. Our unique/exclusive tools are distributed via a network of professional and industrial resellers within the hardware business in Belgium, Luxemburg and France. Key Achievements over a period of two years: - Drove +10% portfolio adoption across key accounts - Delivered +20% turnover growth while maintaining margins - Led successful collaboration with SALCO to sell Reyners Tools’ goodwill and integrate the business into the SALCO entity The activities of REYNERS Tools were succesfully sold and integrated to SALCO Professional in October 2024.
Aalberts Hydronic Flow Control specializes in optimizing the performance of hydronic systems by providing advanced solutions for heating, cooling, and fluid distribution in residential, commercial, and industrial applications. The Key Commercial Brands of HFC are Comap and Flamco. In this role I led the Marketing Communication of HFC in France, UK and Export countries, driving the digital transition and manage local MarCom activities in line with Marketing and commercial plans of the stock listed Aalberts HFC Group. Member of the Board HFC France (based in Lyon) Leading a team of 4 MarCom experts This role combined strategic oversight with hands-on execution, driving impactful marketing communications across the French, UK and Export Region. (Turnover of + 160 Mio €)
In this role I led all the Marketing Communication of COMAP in Belgium and The Netherlands, driving the digital transition and manage all local MarCom activities in line with Marketing and commercial plans of the stock listed Aalberts HFC Group. Member of the Board COMAP Belgium and The Netherlands (Brussels & Amsterdam) Leading a team of 2 MarCom experts This role combined strategic oversight with hands-on execution, driving impactful marketing communications across Belgium and the Netherlands. (Turnover of + 45 Mio €)
In this role I led all the Marketing Communication of COMAP, VSH and Meibes brands in Belgium, driving both strategic tasks and operational MarCom tasks in line with the Group MarCom guideliness but with a fair sence of entrepreneurship.
Temporary assignment in family-owned business. General business development, sales and MarCom activities, lead generation and follow up. Negotiation and development of new and existing partnerships with suppliers and customers. Key Achievements: - Growth of turnover by 30% with consistent better margins. - Increased number of national Key Accounts active in the hardware and Building Business
Firestone Building Products (now Elevate) is active in the roofworking business. In this role, I led the Marketing Communication Department for the EMEA region, overseeing the development and execution of strategic MarCom programs. I directed a team of two MarCom Specialists and one stockkeeper and collaborated closely with Regional Business Managers, the management team, and cross-functional departments. Key responsibilities included: - Developing tailored digital and print MarCom tools and literature for diverse customer profiles, regions, and product segments. - Managing PR efforts and organizing large-scale international trade shows and events in Paris, Moscow and Frankfurt. - Ensuring consistent adherence to Firestone’s branding guidelines across all materials and communications. - Supporting distributor marketing communication initiatives to strengthen market presence. - Monitoring and evaluating the department's MarCom budget to ensure efficient resource allocation. This role combined strategic oversight with hands-on execution, driving impactful marketing communications across the EMEA region.
BAXI (Now part of Remeha Group) is a leading manufacturer on the renewable HVAC market producing energy efficient Heat Pumps and boilers. In this role I led the Marketing Communication of the BAXI brands in Belgium. Key responsibilities included: - Developing tailored MarCom tools and literature for diverse BtoB customer profiles and product segments. - Managing public relations efforts and organizing trade shows and events. (Batibouw and local distributor Events) - Ensuring consistent adherence to branding guidelines across all materials and communications. - Supporting distributor marketing communication initiatives to strengthen market presence. - Monitoring and evaluating the department's MarCom budget to ensure efficient resource allocation. Managing 1 MarCom expert