Flemish Region, Belgium
Experienced Pricing Director, worked in FMCG and Automotive industry across Europe. Proven track record of re-shaping the way pricing is done, bringing pricing to the next level. Solid experience in all elements of the pricing function (pricing strategy, price setting, pricing execution, pricing processes, pricing organization, pricing analytics and pricing tools), as well as in revenue management, trade terms management and promotional effectiveness. Key strengths: strong business acumen acquired in various marketing and sales roles, strong problem solving skills and creative thinking. Always taking an efficient, systematic and no-nonsense approach and always reaching out for superior results. Now working as freelance pricing consultant, helping business leaders with their pricing challenges.
Responsibilities: • Design and maintain a consistent pricing strategy for all Goodyear brands in Europe, in line with the long term business strategy and ensure fluent execution of this strategy across all countries and channels. • Design, align and lead the implementation of the annual pricing plans across all European countries. • Lead the team of pricing managers and pricing analysts across the entire EMEA Region (50 FTEs), build pricing capabilities, build a pricing community and ensure full understanding and buy-in of the European pricing strategy. Achievements: • Initiated and completed successfully a long-term change management program to become excellent in Pricing. • Designed and implemented a new pricing strategy for all brands across EMEA, focussing on pricing consistency and stopping price erosion. • Created a positive pricing mindset at senior level in the organization. • Installed a new end-to-end pricing process, including pricing dashboards on internal and external pricing performance, generating key insights for Senior Management, bringing improved decision making. • Designed and introduced one European List Price and a new European Trade Terms Policy across 30 countries. • Adjusted the brand price positioning and improved SKU price setting. • Built a new team: centralized all country pricing teams into one functional department.
Responsibilities • Challenge the business leaders by providing, aligning and implementing Pricing, Trade Terms and Revenue Management initiatives, to improve top and bottom line results. • Build capabilities across the entire organization in Western Europe on Pricing Management, Trade Terms Management and Revenue Management. • Lead a team of pricing & trade terms managers and analysts across Western Europe. • Align volume/price trade-offs during three year planning and annual budget cycle with the business leaders. • Provide, align and lead the implementation of relevant Pricing, Trade Terms and Revenue Management improvement programs, including new Structured Pricing and Trade Terms Frameworks, Value Pricing Strategies, Price Increase Plans, Pack Pricing Optimizations, Commercial Spend improvement programs, International Pricing Management, generating new business drivers insights, Promotional Spend Optimization and Margin Pool Management. Achievements • Built from scratch a central pricing organization in Western Europe, consisting of a team of 28 FTEs across 6 countries. This included: recruitment and training, initiating new targets, setting-up processes, routines and dashboards, embedding capabilities and pricing mindset across the entire commercial organization (Power of Pricing Training). • Consistently delivered Gross Profit improvements in Western Europe from the various Pricing and Revenue Management initiatives, up to 55 million euro per year. • Won ABInBev’s worldwide Commercial Best Practice Award in 2011 with the Program “Promotional Efficiency”, which delivered 30 million USD net incremental profit in the Western European Zone in 2010 by optimizing Promotional Spend and Promo RoI.
Responsibilities: • Lead the design and implementation of new CRM system in Belgium. • Project Management: commercial stream lead during design and implementation of new SAP release in Belgium (ERP). • People Management (team of 17). Achievements: • Successfully implemented a new CRM system in Belgium.
Responsibilities: • Re-design existing Trade Terms Schemes in all countries and channels in Western Europe, to reduce discount drift and to improve top line performance. • Project Management: design, align and lead the design and implementation of new performance based trade terms frameworks across the Western European Zone. Achievements: • Successfully designed and implemented a new Commercial Spend strategy and installed Performance Based Trade Terms Schemes in Off Trade Belgium, On and Off Trade France, On Trade The Netherlands and Off Trade Germany.
Responsibilities: • Full marketing responsibility for Pepsi and 7UP in Belgium, Austria and Switzerland. • Develop and execute the marketing plans of Pepsi in 3 the countries. Achievements: • Delivered strong market share growth, brand equity improvement and distribution gains. • Gained full experience in above-the-line activities (media strategy, media planning and buying for TV, outdoor, radio, cinema, print) and below-the-line activities (celebrity marketing, event marketing, sponsoring, sampling, consumer promotions, PR-activities).
Responsibilities: • Develop and execute the annual brand plans of Joyvalle and Sunkist in Belgium. Achievements: • Launched new product ‘’Joyvalle Kwartvolle melk’’. This project included concept development, concept test, R&D, packaging, price setting, creating sales tools and a new advertising campaign with a new TV-commercial. • Introduced new Tetra Slim Line Packaging with re-close for Joyvalle. • Developed numerous consumer promotions.