Brussels, Brussels Region, Belgium
I specialize in driving brand growth by leveraging a comprehensive understanding of both Product Marketing and Trade Marketing, consistently focused on achieving strong sales impact. My career has provided me with deep insights into the cosmetics, food supplements, and beverages industries, enabling me to develop and implement effective strategies. I am passionate about optimizing the entire marketing funnel, from product conception right through to consumer purchase.
As Trade Marketeer for both On-Trade and Off-Trade channels, I drive the strategy and operational execution for a portfolio of iconic spirits brands (Jack Daniel’s, Diplomático, Gin Mare) across the Belgium and Luxembourg markets. I act as a key liaison between Marketing and Sales teams to ensure excellence at the point of sale and maximize the impact of our brand plans. ✔ Trade Marketing strategy: Contributing to annual On & Off-Trade plans through past performance analysis to optimize ROI, brand equity, and the alignment of KPIs with sales objectives. ✔ Budget management: Monitoring and managing the total annual Trade Marketing budget. ✔ Sales force collaboration: Acting as the field interface to ensure excellence in execution for activations and high-quality visibility/communication across On & Off-Trade channels. ✔ Market synergies: Optimizing processes with France to align brand strategies, reduce execution complexities, and optimize budget spending. ✔Project & activation management: Autonomously leading local activations (from brief to deployment), presenting plans to the sales force, and coordinating agencies to guarantee field excellence. ✔ POSM management: Managing the visibility tool catalog, the ordering interface, and sales force quotas in collaboration with the Procurement department for new tool development. ✔ Sales support & promotional offers: Developing displays and gift packs in synergy with the French market to support the commercial plan and maximize point-of-sale impact. ✔ B2B partnerships & E-commerce: Collaborating with On-Trade wholesalers to boost sales through targeted B2B newsletters, marketing promotions, and digital content optimization.
In charge of Marketing & Product Development for the food supplements category (Beauty, Nutrition & Weight Management) across Europe and South Africa for 3 years. I managed the end-to-end product lifecycle, from conceptualization to 360° commercial execution, driving business growth across 20+ markets. ✔ Product development strategy: Worked closely with R&D and Regulatory departments to design innovative products with strong claims, tailored to the local specificities of 20+ countries. ✔ Brand identity & storytelling: Defined brand positioning and narrative strategies for new product launches, ensuring full alignment with Global guidelines. ✔ Market analysis, pricing & forecasting: Conducted in-depth consumer and competitive research to establish pricing strategies and sales forecasts. ✔ Communication strategy: Developed and deployed marketing communication plans, including art direction for photo shoots to create exclusive brand content. ✔ Packaging management: Supervised the creation and update of packaging materials, ensuring a perfect balance between design and regulatory labelling requirements. ✔ Launch coordination: Orchestrated operational execution in collaboration with Supply Chain, Digital, Sales, and Customer Service to ensure successful market entries. ✔ Performance analysis: Monitored KPIs (sales, margins, customer satisfaction) and implemented corrective actions (margin optimization, cross-selling, portfolio rationalization). ✔ Brand representation & public speaking: Acted as a spokesperson during major events, presenting product innovations on stage to partners and customers.
End-of-study internship in Sales for 2 main retailers of Belgium (Carrefour & Delhaize) for all categories and brands (Oral Care : Colgate, Elmex, Meridol / Body Care : Palmolive, Tahiti, Sanex / Home Care : Ajax, La Croix, Soupline). ✔ Analysis of sales results ✔ Analysis and monitoring of category markets ✔ Recommendations and follow-up of major initiatives and sales forecasts ✔ Study of assortment and implementing promotional plans and innovations ✔ Commercial development and the launch of new products ✔ Monitoring of business plans for the different categories and within the brands ✔ Development and maintenance of an interface facilitating the monitoring of promotions and new products with our customer service ✔ Help with the preparation of meetings with the various buyers ✔ Administrative follow-up of the customer to ensure that sales and marketing strategies are implemented at the central but also in the store