Antwerp, Flemish Region, Belgium
A results-orientated global senior executive, specializing in the consumer goods industry. Strong international experience and leadership skills; with proven track record in planning and leading comprehensive marketing consumer facing strategies to deliver against business objectives (top & bottom line). Recognized for building and leading top-performing cross-functional teams across geographies, developing successful relationships with partners while creating robust strategies to translate vision into measurable business outcomes. I'm always looking to connect with passionate marketing professionals and explore new opportunities to elevate sports brands.
Spearheaded the creation and delivery of 5-years strategic commercial plan for the category portfolio including business planning, merchandising for 1000 retail doors, seasonal go-to-market plans, marketplace management, CX and visual merchandising. SCOPE OF WORK • Orchestrate a cross-functional team to execute commercial, marketing and retail initiatives for the category across Europe, Asia, India and North America. • Manage sales and commercial operations across eCommerce and own retail channels. • Orchestrate business category plans with a strong focus on category elevation in own retail. • Direct eCommerce marketing strategy development and oversee execution in collaboration with eCommerce marketing teams in key markets: China, France, Germany, Spain, and Italy. • Drive the commercial input for the category to Global product creation and marketing team based on market and consumer insights. • Translate consumer insights and KPIs into assortment and product segmentation strategies across own retail, eCommerce and wholesale channels. Define SKU needs, pricing strategy and margins. • Achieve retail excellence by delivering VM and in-store communication tools on time and developing new experiences to elevate the category and attract expert consumers. • Recruited, mentored, and developed a team of 4 category directors, 4 visual merchandisers (footwear, apparel, accessories), 4 commercial directors across geographies (eCommerce, retail and wholesales) and 3 marketing operations managers. • Active member of the Running Senior Leadership Team. ACHIEVEMENTS • Developed and implemented a new organizational structure for the Commercial Team, creating specialized roles in key areas, aligned with company goals and improving business performance. • Delivered net sales budget in 2024, reversing previous trajectory. • Successfully established the "Running Specialist Store" initiative as a European Retail priority program.
Provide strategic leadership and direction as the sole authority for the Key City strategy and execution plan throughout France and Southern Europe. COMEX Member. SCOPE OF WORK • Lead Global Key City strategy & execution to ensure accelerated growth within Greater Paris across channels and Brand. • Lead 2024 Paris Olympic Games strategy and planning with HQ. • Implemented an organizational structure and recruited a dedicated team of 5 Key City members responsible for Olympics, marketplace management, brand activation, and data analysis. • Drive the acceleration of eCommerce in France by implementing localized campaigns, optimizing conversion rates, and enhancing payment methods. • Active member of the France & South Europe Executive Leadership Teams, with responsibility for daily operational and strategic management. KEY ACHIEVEMENTS • Successfully deployed Forum x Lena Situation and Real Madrid campaigns on the France eCommerce homepage, exceeding net sales targets. • Developed & presented for sign off Olympics plan at board level to ensure clear initiatives and investments in Paris.
Leading the Basketball and Specialist Sports (Tennis, Swimming, Cycling) strategic business and marketing plans, delivering profitability, consumer advocacy, growth and market share. SCOPE OF WORK • Manage the category key KPIs (Net Sales, Comp growth, Sell-thru, gross margin, inventory). • Lead the commercial input for Greater China to Global product creation based on market and consumer insights. • Partner with adidas retail Team to create growth acceleration plans, targeting 5 flagship stores and 3500 core stores. • Foster eCommerce marketing strategy development and manage execution in cooperation with eCommerce sales operation: own platform and China online marketplaces Tmall & JD. • Develop a comprehensive annual omni-marketing calendar that supports all sports by strategically leveraging their key moments. • Recruited, mentored, and developed a team of 4 merchandisers and 1 brand activation director. KEY ACHIEVEMENTS • Partnered with the US creation center to design Chinese market-specific Basketball product ranges, working with local design agencies for both standard product lines and special event collections. • Launched Cycling Category in China prioritizing flagship stores and eCommerce channel, supported by comprehensive activation campaign focused on community engagement. • Drove double-digit growth in entry-level Lifestyle Footwear with focus on sports classics (tennis, basketball), flip-flops and sandals trends.
Responsible for maximizing the 2020 Olympic moment across Asia Pacific to drive Brand & commercial impact for consumers, customers & employees. SCOPE OF WORK • Develop channel-specific assortment plans, considering store capacity and consumer profiles across own retail, and eCommerce, to ensure consistent presentation of the Olympics product range. • Develop the Olympics marketing calendar, seasonal GTM plan and activation toolkit for employee engagement. KEY ACHIEVEMENT • 100% range adoption in own retail stores and eCommerce in Asia Pacific.
Develop and lead strategic business and marketing plans, delivering profitability, consumer advocacy, growth and market share in a key market. SCOPE OF WORK • Manage the category P&L and key KPIs (Net Sales, Comp growth, Sell-thru, gross margin, inventory and stock lifetime). • Lead the commercial input for China to Global product creation based on market and consumer insights. • Translate consumer insights and KPIs into assortment, define SKU needs, pricing strategy and margins across footwear, apparel, and accessories. • Implement comprehensive supply chain strategies to support the expansion of 500 stores in China, including securing domestic production for shorter lead times. • Optimize inventory management within the category by creating efficient budgets, accurate demand forecasts and inventory optimization efforts • Develop product training tools for retail doors. • Leverage digital platforms to drive growth by creating tailored product content and exclusive products for big online events. • Recruited, mentored, and developed a team of 5 retail suppliers, 1 visual merchandiser, 3 commercial directors, 2 eCommerce managers and 1 marketing manager. KEY ACHIEVEMENTS • 100% year-on-year sgrowth in net sales for three consecutive years. • Created a localized product range for the Chinese market, focusing on an adapted color palette, enhanced footwear fit, and casual running apparel.
Strategically selecting products ranges, managing demand, and optimizing stock investment to ensure profitable omnicommerce availability across 1000 stores in 26 European countries. • Deliver a supply diagnostic and strategy to support the tactical 2-year business plan. • Build women and kids footwear assortment, define SKU needs, pricing strategy and margins. • Deliver sales and purchase forecasts, and lead the operational S&OP with suppliers. • Ensure product availability and stock level balance by channel/country. • Monitor sales performance and (net sales, margin rate) and corrective action plans to achieve KPIs KEY ACHIEVEMENTS • Drove a consistent double digit growth year-over-year growth in the Women's footwear family for three years through optimized store cluster assortments and a refined retail commercial calendar. • Launched the Kids' footwear family from scratch, achieving a 10% business share in the Business Unit within 2 years. • Implemented improved forecasting and order placement methodologies at footwear factories in Vietnam and China.
Lead the strategic and commercial development of wholesale B2B sales to Marketing departments and agencies in France. SCOPE OF WORK • Build the B2B product range with dedicated products to leverage major sports events (FIFA World Cup, Rugby World Cup, Grand Slam Tennis Opens) and showcase Decathlon's most innovative products. • Be the point of contact for selected key accounts in banking and energy sectors. • Recruited, mentored, and developed a team of 3 key accounts sales managers. KEY ACHIEVEMENTS • Established sport-specific forecasting and order placement protocols with Retail Supplier Teams to guarantee stock availability with minimal lead times. • Developed comprehensive product catalogs and sales enablement tools to effectively communicate B2B service offerings to clients.