Hoeilaart, Flemish Region, Belgium
25 years building marketing organisations that were capable of more. I work at the intersection of brand strategy and commercial execution, connecting the two in ways that deliver measurable, lasting growth. Across Electrolux, JTI and Beiersdorf, I have consistently led the transformation of marketing into a strategic driver of revenue and commercial performance. My specialism is the structural challenge: rebuilding a reactive marketing function, redesigning a go-to-market model, building omnichannel and retail media capability - or elevating an underperforming brand & product portfolio where innovation has stalled. I have built my career in marketing end-to-end: from upstream brand & portfolio strategy, consumer insights and innovation to downstream execution across go-to-market, omnichannel, retail media, e-commerce and integrated marketing activation. All with well-known, leading consumer brands. I lead as a coach. I set direction, hold high standards and invest in the people around me. The teams I have built tend to keep performing long after I have moved on. Actively pursuing a senior commercial or marketing leadership role in Benelux or with a European scope, where there is a real challenge to solve.
Member of the Benelux leadership team. Responsible for trade marketing strategy and execution, retail activation together with customers in BE, NL and LUX. Leading an international team with several disciplines: E-commerce, online marketing, instore marketing, campaign activation, training and CRM.
Leading several assignments and programs in Trade Marketing Management, 360 Marketing Activation & Media Planning, Strategic Brand & Product Portfolio Planning, Brand Management, Marketing Planning & Performance / ROMI, Project lead European fairs (IFA - Berlin / Eurocucina - Milano ), Strategic Alliances FMCG (Reckitt, P&G, Helly Hansen), Heading LEAN & Continuous Improvement program in marketing, Brand licensing Europe
Member of the Benelux executive commitee. Full commercial accountability for brand, product, pricing and marketing investment in a tightly regulated and highly competitive category. Delivered meaningful growth in volume and profitability by portfolio focus, rebuilding commercial discipline, innovative mindset and transforming the intelligence function into a genuine business partner.
International strategic marketing and product portfolio strategy. Product innovation- and activity roadmap. Driver for business development, consumer insights, NPD, innovation process and culture. Global sales, gross margin and budget responsibility. People management.
International business development with in-country marketing & sales teams. Region representation at HQ for product and concept development representing market requirements for success. Change management new organization and synergy creation. Functional leadership.
Key account planning and execution. Customer account profitability. Channelmanagement and International Key Account Management deployment. Direct B2C retail accounts, direct B2B accounts and wholesalers.
Product & brand management. Marketing planning and execution. ATL and BTL campaigns, promotions and trade marketing. Consumer and trade fairs. Annual business planning and execution. Product & portfolio management, rolling 12 months SKU demand planning.