Antwerp Metropolitan Area
I work with complex B2B products in multi-market environments, building go-to-market strategies that connect brand positioning to pipeline and revenue. The industries have varied: SaaS, industrial manufacturing, smart buildings, PropTech, gaming, but the work has a consistent shape: learn the product and market deeply, partner with sales and product teams, and make the commercial model work. At Spacewell (Nemetschek Group), a post-acquisition brand merger across five European markets had to be completed in under six months. Working alongside sales, product, and two legacy marketing teams, we delivered it. Demo requests increased by 537% on the NL site through SEO. MRR grew 18.3% in a single quarter. Lead-to-opportunity conversion improved 110%. At TrendMiner (Software AG Group > Proemion), designing and running the account-based marketing programme in close partnership with the sales team landed enterprise accounts including Henkel, Braskem, Sika, and W.R. Grace. The programme exceeded its Year 1 sales-qualified target by 53% and reduced the enterprise sales cycle by 137 days. Earlier, a gaming platform with 4 million users needed to scale. Thirteen months later, it had reached 9 million users and was acquired by SteelSeries. The common thread across these roles is the type of work: complex B2B products, multi-market operations, cross-functional collaboration with sales leadership and C-suite, and a focus on turning marketing strategy into measurable commercial outcomes. I'm most engaged in organisations where the product genuinely matters, technology that improves how people work, how industries operate, or how the environment is protected.
Global smart building SaaS within the Nemetschek Group Recruited to lead the post-acquisition marketing integration across EMEA, merging the Spacewell and Dexma brands, unifying the commercial tech stack (HubSpot, Salesforce), and rebuilding go-to-market for measurable revenue growth. Delivered the complete website and CRM merger in under six months: +24% organic traffic, conversion on the NL site from 0.9% to 11% within 90 days of launch. MRR increased by 18.3%, and lead-to-opportunity conversion improved by 110% in one quarter through process automation and a lead qualification overhaul. Built 22 commercial-intent pages in four languages (EN/NL/FR/ES), now driving 43% of inbound demos. Led regional marketing strategy across five European markets (Benelux, UK & Ireland, Nordics, DACH, Spain), aligning local execution to group direction. Managed a six-person regional team and trained SDRs in AI-assisted prospecting, reducing research time by 50%.
Enterprise SaaS analytics platform for process manufacturing (part of Software AG Group > Proemion: Telematics, designed for OEMs). Serving Nestlé, TotalEnergies, Bayer, and Huntsman across EMEA and North America. Designed and scaled the account-based marketing programme from pilot to full operation, exceeding Year 1 sales-qualified account target by 53%. Secured five enterprise wins (Henkel, W.R. Grace, Sika, Braskem, Ingevity) through personalised, account-specific campaigns and aligned sales plays. Reduced the enterprise sales cycle by 137 days by implementing lead and account engagement scoring and tightening handoffs with Sales. Drove a 27% conversion increase and 128% higher average revenue for ad-influenced deals across EMEA and North America through improved targeting and attribution. Developed partner-channel narratives and co-marketing assets for system integrators and OEM partners. Influenced a cross-functional team of six across Sales and Product in a matrixed environment without direct reporting lines, aligning efforts and optimising channel budgets for campaign ROI.
MarTech SaaS scale-up (Belgium and U.S.), building add-on products for the Salesforce Marketing Cloud ecosystem. Completed rebranding initiative: developed DESelect's identity and brand book for the startup-to-scaleup transition, contributing to a successful $5.5M seed funding round. Developed the revenue growth strategy combining organic traffic acquisition, targeted ABM on LinkedIn, and affiliate marketing for enterprise account acquisition. Led a team of five marketing professionals and planned a three-stage website renovation with a UK agency.
Aim training platform for FPS games, later acquired by SteelSeries. Drove multi-platform user growth from 4M to 9M total users (+80%) and a 30% increase in registered users across web, mobile, and Steam in 13 months. Built and executed the SEO/SEM strategy and gameplay content, improving traffic and engagement while optimising ad spend. Partnered with Product on user onboarding features that increased new-player retention by 23%. Managed a four-person cross-functional team across content, email, and SEO.
. Designed Her Majesty Queen Rania Al Abdullah's Eid Al Fitr greeting . Building the brand from visual and marketing aspects. . Manage local talent across the Arab world from designers, calligraphers and illustrators . Manage major accounts for corporate greetings, to name a few: Zain Jordan, Dubizzle . Design and illustrate a wide range of greeting cards and stationery . Create marketing campaigns to build brand awareness