Antwerp, Flemish Region, Belgium
I’m probably as passionate about Marketing as my dad is about Messi. Thanks to my years of experience in brand and trade marketing, I have developed a strong expertise in external communications, content creation, and project management, as well as a high level of adaptability to different industries and contexts. As a Global Brand Manager at Wolf Oil Corporation, I lead the strategy and execution of innovative brand visibility initiatives and campaigns for our lubricant products, reaching diverse markets and audiences worldwide. Currently leading our in-house design team, managing campaigns in collaboration with diverse agencies, and cross-departmental stakeholders allows me to deliver high-standard and consistent brand messaging and identity across all channels. I also facilitate the development of marketing materials, ensuring seamless adaptation and localization for markets all around the world.
Led global brand visibility initiatives together while managing our in-house design team, driving impactful activations tailored to specific market needs. Directed the creation and execution of dynamic campaigns for Wolf Lubricants and Champion Lubricants, ensuring seamless adaptation worldwide. Collaborated with diverse agencies to innovate and execute compelling brand and motorsport partnerships activations. Facilitated cross-departmental collaboration for product collateral development, ensuring consistent brand messaging and identity across all channels.
Develop new brand visual identity for both Trademarks and Private Labels, while integrating them in the development of our new brand & product collaterals. On the creation of these new guidelines, I work closely with main trade marketing stakeholders to ensure localizations are taken into account, from both a visual and translation (+6 main languages) perspective, ensuring consistency throughout all online and offline touchpoints.
- Lead of project to optimize our B2B merchandising offering by sourcing and developing materials that suit the Region’s needs. - Handling of social media content both owned and not owned accounts on Facebook and Instagram including the visual developments from both our in house designers and external agencies. - Lead of budget monitoring for all brand and product activations of both global and regional accounts.
- Coordinate digital content for promotions launched in the different web platforms of Puerto Rico, Spain and Dominican Republic, by gathering the content from sales, editorial and design stakeholders. - Managing the customer journey and back end of the e platform including, but not limited to, the upload of promotional campaigns, content pages and customer facing information.
Planned and managed launch of L&M Fast Forward Purple in Trinidad & Tobago that performed as the 3rd best PMI selling brand within the first month. This was attributed to an activation platform that included: a) B2B event for key business-stakeholders, b) rum bar weekly-activations ran by briefed agency
- Led events for IQOS Launch in Curacao for both Consumers (+250 attendees) and Business Owners (+150 attendees) while generating free-press worth +$25K. - Successfully launched Marlboro Double Fusion in Trinidad & Tobago with a SOM increase within the first 3-months, supported with retailer programs and SRP (suggested retail price) materials, complying with the limited marketing regulations. - Co-led +30 Freelancer model in Trinidad & Tobago for distribution expansion and product trial.
Managed Marlboro 2.5 Launch in 23 Caribbean Markets, which included: - Design revamp with new communication and production for all indoor and outdoor POS material placement - Design and production of tools for FSF such as Trade presenters to educate and introduce new presentation to Retailers - B2B launch events with +50 business attendees in Trinidad & Tobago and Jamaica
- Managed campaigns’ visibility and activations on Off Trade for Premium Core Brands, resulting in SOM increase such as Smirnoff in Summer and Johnnie Walker/ Buchanan’s for Whisky Festival and Father’s Day. - Implemented Bailey's Mother's influencer campaign which generated +1,000 interactions with consumers through social media (Instagram).
Led a project to increase shelf visibility for all 3 categories (Oral, Personal and Home Care) in +30,000 Mom & Pop’s nationwide while monitoring 4 supervisors per area.
Consolidated and provided actionable data for all Categories/ Sub-categories that determined the planograms within Key Accounts and General Trade for both every-day placement as well as seasonal periods.
Managed "Fast Start" promotion in both Modern and General Trade resulting in one of the best-performing promotions of the fiscal year.