Ghent Metropolitan Area
My head is a place where curiosity and creativity meet. Collaborative marketing and creative strategy leader with 10+ years of experience across global brands and leading agencies. I bring together strategic thinking, creative intuition, and teamwork to build meaningful brand stories with real business impact. I thrive in fast-paced, international environments where ideas are shaped collectively, teams are empowered, and clarity and ambition help great work come to life.
Strategic planning & project management on vertical sports cross projects.
I was responsible for the comm strategy of Decathlon Belgium and lead Studio Crea, a team of (social) creatives, designers, editors, copy writers and project managers. Campaigns such as The Breakaway and nolhtaceD were awarded with multiple Cannes Lions GP and Effie awards.
Lead strategist on Pearle Opticiens, Grand Optical, Bellewaerde & Decathlon. Conducted research, built brand positioning exercises, campaign architecture, digital planning, content planning, insight gathering, campaign analysis. I have been a part of Pearle Opticiens’ shift from top down messaging to user insight-based communication. The #datmomentwaarop approach halted a decline in traffic and resulted in a spectacular growth in the market. For Decathlon we moved away from their discounter image and brought inspiration and motivation to sportsmen and women.
Young Dogs is a non profit organisation which gives young creatives the chance to work on real brands, boost their portfolio and position themselves in the creative sector. Together with 5 other passionate young professionals we organised communication briefings, pitches and inspirational gatherings.