Brussels, Brussels Region, Belgium
In the AI era, data has become a commodity, you can generate as much as you want with minimal cost. What hasn't become a commodity is the ability to understand and synthesize complexity. I help develop a shared understanding of the problem, their constraints, the nuances of their domain, and the gaps in current solutions. My role isn't to present answers, it's to ask well-timed questions that expose risk and misalignment, and hone in on a clear project scope and prevent months or even years of rework.
- Developed AI tool for New Product Development, enabling a fully digital, consumer-driven process to launch new scent variants with 48% higher purchase intent and 2.8X uniqueness vs. legacy method. - Lead project launching next generation of fabric enhancer products all over Europe, optimizing fragrance profiles and scent longevity, ensuring competitive superiority and consumer delight. - Led large-scale consumer testing programs and iterative development cycles to align product performance with evolving market needs and support sales process.
Led P&G × Politecnico di Milano research collaboration. We challenged current consumer research models by exploring the hidden power of habits in innovative product adoption, suggesting a paradigm shift in how we understand and influence consumer behavior in habitual markets and leading to tangible strategic impact in UK fabric enhancer business.
- Conducted in-depth qualitative research (interviews, focus groups, in-home visits) to uncover and reframe emotional needs and pain points related to Lenor fabric softener - Designed and executed quantitative consumer studies using various methodologies such as A/B and multivariate testing to select and refine product demo concepts for the Lenor scent booster launch - Leveraged JMP & Python to analyze technical and consumer data, revealing previously unknown relationships between laundry wash conditions and purchase intent - Collaborated with cross-functional teams (marketing, product research, chemists) to translate research findings into actionable decisions for the launch toolkit development
Exceeded sales targets consistently by attentively discerning customer needs and recommending personalized solutions, enhancing user experience and satisfaction
I learnt independence, when you are in the midst of the work you have to solve problems on your own. I learnt patience, when you've been working since 9am and there's that one table that just WON'T LEAVE. I learnt effective communication, when customers become upset it can be hard to reason with them. But mostly, I learnt hard work.
Built a brand to organise events with up to 500 participants and €10000 in revenues. I learnt how to manage all necessary organisational aspects (planning, networking, marketing, financing...). I learnt to think on the go; if you expect 500 people to attend and 1000 (or 100) show up, you need to adjust your plans. I discovered the importance of teamwork, coordinating and motivating people is key in getting things done.