Antwerp Metropolitan Area
No-nonsense professional driven by continuous improvement, customer value and smart execution. I believe in practical solutions, a positive mindset and focusing on opportunities rather than obstacles. Passionate about retail, technology and personal growth, I am always looking for better ways to create value and turn ideas into results. Because good ideas become great when they are executed well. "Efficiency isn't doing more, it's about doing what matters better."
As part of SMART Toys and Games’ mission to create innovative and educational play experiences worldwide, I support the development and execution of the Benelux trade marketing strategy from our global headquarters in Belgium. By combining retail activation, shopper marketing, and cross-functional collaboration, I help strengthen brand visibility, enhance consumer experiences, and drive commercial growth. In my role, I: • Support the development and execution of the Benelux trade marketing strategy, aligning local market needs with sales objectives and global brand priorities. • Lead the implementation and optimization of Point of Sale (POS) materials and retail activations across the Benelux region, developing innovative and tailor-made solutions that maximize visibility and create impactful in-store experiences. • Drive the streamlining and standardization of POS processes and materials, leading cross-market collaboration to improve efficiency and develop scalable retail execution solutions. • Support international markets in the development and execution of trade marketing and POS initiatives, sharing best practices and contributing to consistent global retail execution. • Collaborate closely with the Sales team to identify commercial opportunities and develop initiatives that strengthen retailer partnerships and support sell-out performance. • Coordinate consumer-facing events across the Benelux region, managing activities from preparation and logistics to on-site execution and evaluation. • Support the creation and deployment of local marketing campaigns and social media initiatives aligned with key commercial moments. • Monitor retail and campaign performance, translating insights into actionable recommendations that improve visibility, engagement, and commercial results. • Manage and optimize SMART Toys and Games’ presence on bol.com, including content management, advertising, promotions, and performance optimization.
As part of Merkado’s mission to help brands and retailers succeed on online marketplaces, I support companies in developing and scaling their marketplace presence across Europe. By combining strategic insight, operational execution, and data-driven optimization, I help clients unlock sustainable growth on platforms such as Amazon, bol.com, Kaufland, Cdiscount and other European marketplaces. In my role, I: Support brands and retailers in developing and executing their marketplace strategy, helping them successfully launch, manage, and scale their presence across multiple European platforms. Manage marketplace integrations and product feeds, including setup, optimization, and troubleshooting through tools such as Channable, ensuring accurate and efficient product distribution. Optimize product listings and marketplace content through keyword research, image analysis, and conversion-focused product descriptions to maximize visibility and performance. Monitor marketplace performance and sales data, identifying growth opportunities and providing actionable insights to improve profitability and operational efficiency. Manage and optimize marketplace advertising campaigns (including Sponsored Products and Sponsored Brands), refining bidding strategies and campaign structures to increase return on ad spend. Monitor key metrics such as ACoS and TACoS through search term analysis, keyword harvesting, and bid optimization. Identify operational or technical issues within marketplace ecosystems and coordinate solutions with clients, platforms, and technical partners. Act as a strategic partner for clients, translating marketplace data into clear recommendations and guiding them in scaling their business across new channels and markets. Collaborate closely with internal specialists and external partners to ensure smooth execution of marketplace projects and consistent growth for client accounts.
As part of our ongoing B2B2C transformation, I play an active role in developing and deploying the Digital and Remote Trade Engagement strategy, fully aligned with the Country NL Commercial Strategy. By implementing and expanding B2B digital and remote tools, we enhance efficiency within Indirect Retail — enabling stronger engagement with trade partners and driving operational excellence. In my role, I: Support the Digital & Remote Trade Engagement Lead in developing and improving digital and remote infrastructures and capabilities. Act as a content custodian, ensuring optimal planning and timely upload of fixed and campaign-related materials according to the media plan. Take full responsibility for the Digital Trade Engagement platform across the Dutch market, managing daily operations, technical coordination, and partnerships with external vendors. Oversee UX/UI optimization and address technical issues to ensure a stable, engaging, and effective platform experience. Lead the national email communication and segmentation strategy, delivering targeted, data-driven messaging that supports commercial objectives and maximizes engagement. Manage performance monitoring and reporting across all digital and remote platforms, providing insights and recommendations to enhance user experience and business results. Serve as the first point of contact for the Field Sales team, offering support on our Closed B2B environment and keeping teams informed on retailer performance. Champion digital adoption among Trade and Customer Executives, retailers, and staff, ensuring quality onboarding, sharing best practices, and co-developing new ideas to strengthen results. Collaborate closely with external partners and suppliers, managing deliverables, timelines, and budgets to ensure effective execution and strong partnerships.