Brussels, Brussels Region, Belgium
Marketing leader with 15+ years of experience in FMCG and e-commerce across EU markets, specializing in building and scaling brands, launching and relaunching products, and managing full marketing mix execution across countries. Led portfolio strategy, and market entry in €100M+ markets, delivering measurable financial impact, including +50% brand growth. I offer strong commercial and P&L focus, with hands-on experience in brand marketing. Analytical and customer-focused, able to turn data into clear business decisions.
Developed and launched new private brand (automotive brand spare parts), re-launched key profit-generating private brand, built Private Brands Portfolio strategy. Led product development of a new brand for automotive repair market professionals. Launched new brand in 4 key countries, achieving visible financial impact in less than a year after launch (within 100+ million euros market). Identified growth opportunities and set the ground for the new private brand launch in the Mainstream segment. Developed a new visual identity for Ridex brand (https://en.ridex.eu/) in a record-short time and with direct communication with the business owner. Developed new pricing strategy. Managed a team of 10 people.
Developed and executed Marketing Strategy in the airports with focus on Trade Marketing and e-commerce execution. Supervised development of an e-commerce platform. Aligned and produced a major communication campaign (brand image campaign, photo-shoot and tailored communication). Introduced ‘retail-tainment’ customer thematic activations to address peak holidays and achieved record-high viral effect in SoMe. Managed Marketing Budget and Annual Marketing Planning. Managed a team of 3 people.
Responsible for the development of the Annual Business Plan and fine-tuning it through the year to meet business targets; exploring and pursuing business opportunities hand-in-hand with the bottling partner, negotiating with potential customers; running joint projects with the Marketing department. Led Revenue Growth (3Y strategic plan) cross-functional project planning and execution. Managed full marketing mix for multiple brands, including portfolio optimization, product innovation, and promotional planning with the bottling partner. Monitored and reported commercial KPIs at the country level. Managed 1 subordinate.
Joined The Coca-Cola Company as Brand Manager for Sparkling portfolio of the Company. Led new communicational platform launch, re-launch of Fanta flavour and initiation of key project for the Company. Re-launched Schweppes brand with +50% sales growth in the first year (project recognized as best practice in Central Eastern Europe region). Launched new Fanta flavors and introduced a new formula to the market. Reached record-high Coca-Cola household penetration with Christmas campaign. The campaign consisted of insights-based ATL (qualitative study based), impactful promo (with adapted promo mechanics to promote certain package sales), and a series of BTL events (in-store, out-of-store).
Developed and executed brand activation plan, consistently reached P&L targets. Achieved 70% trial (vs. 18% market average) in activated outlets. Activated the brand at the biggest techno-music fests (16+ thousand people per day). Developed new POSM for on-trade (night clubs) and modern-trade (supermarkets) with great feedback from the customers and clients. Managed the Licensed Brands portfolio and delivered profit targets despite a declining beer market. Developed and Implemented Channel Strategy for Miller Genuine Draft brand.
Executed more than 100 consumer research projects, starting from negotiation with the client, continuing with the project setup, execution and reporting. Research project types: New Product perception and perspectives (evaluated new product concept and package design, estimated volume impact on the client’s portfolio (including cannibalization analysis); Consumer tracking study (tracked brand perception vs competition); Communication efficiency assessment (defined potential impact of the communication, potential weak points and fine-tuning to solve them).
Coordinated the work of 15 people in the field, assisted in project preparation and budgeting.