Brussels, Brussels Region, Belgium
Global brand leader with 15+ years in premium FMCG across B2C and B2B2C, from local to global roles. I build brands that grow in value, relevance and commercial impact combining strategy, creativity and disciplined execution. Where I create value: • Brand strategy & positioning that sharpen differentiation and choice • Portfolio & innovation leadership (concept → launch, renovation, pipeline) • International GTM and integrated campaigns across channels and markets • Brand experiences that elevate desirability and consistency at every touchpoint • Human leadership in complex matrix environments: clarity, collaboration, high standards Open to permanent roles and consulting missions (project-based or interim).
Scope: Global brand strategy for Callebaut (≈500m CHF brand) within Barry Callebaut Group (≈€8bn) | B2B2C | 60+ markets | Team leadership (5 direct reports). • Defined and executed the global 3-year brand strategy and equity roadmap across 60+ markets, aligning central teams and markets around one growth narrative. • Built and steered innovation + renovation roadmap, incl. NXT Dairy-Free launch driving +18% YoY growth. • Led portfolio architecture & governance (focus, prioritisation, simplification) to strengthen execution discipline and margin mindset. • Delivered a new brand identity system: global brand playbook, packaging redesign and scalable toolkits to ensure consistency across markets. • Orchestrated cross-functional leadership (Marketing, R&D, Sales, Culinary) to translate strategy into best-in-class brand experiences across channels and segments. • Embedded sustainability storytelling into brand narrative and activations (e.g., Cocoa Horizons / Born Original direction) to modernise relevance and desirability. • Developed and empowered a high-performing team in a complex matrix: clarity, trust, high standards, and a “make it happen” culture.
Scope: Cross-market partnership & activation | Central marketing (Western Europe BU) | 15+ EMEA markets. • Directed a large-scale 360° activation rollout of Coca-Cola Zero x Disney/Star Wars across 15+ markets, ensuring brand consistency, flawless execution and local adoption. • Managed complex partner ecosystem (Disney Studio Europe / Lucasfilm), aligning stakeholders, timelines, approvals and assets end-to-end. • Delivered exclusive limited-edition packs with a US artist collaboration to boost cultural relevance and collectability. • Built and deployed shopper + execution toolkits (TVC, cinema, digital, experiential) for consistent market rollout and performance.
Scope: Central marketing lead | North West Europe & Nordics | 15+ markets | Multi-category innovation (tea, juice, dairy, kids, lemonade). • Owned the European HONEST Organic masterbrand strategy: concept, positioning, portfolio roles and rollout priorities. • Led end-to-end delivery across NPD + packaging strategy + design + comms guidance, enabling consistent launch excellence across markets. • Created a shared innovation chassis / ways of working to accelerate speed-to-market and scale synergies across countries. • Drove multi-category innovation funnel as central lead, aligning Insights, R&D, Regulatory and Commercial teams to unlock growth.
Scope: Premium water brand leadership | €23M BeNeLux P&L | End-to-end brand strategy + activation. • Defined long-range brand strategy and growth drivers, delivering performance for a €23M P&L. • Built annual brand plans rooted in consumer + shopper insights, translating strategy into integrated communication and activation. • Led innovation strategy & pipeline and strengthened positioning through renovation and impactful campaigns. • Drove packaging and equity upgrades to reinforce premium cues and brand consistency across touchpoints.
Scope: Global packaging & brand identity | 15+ countries | Key brands incl. Douwe Egberts, Senseo, L’Or Espresso. • Directed global packaging design development and visual identity consistency across 15+ markets, balancing global equity with local needs. • Owned “Aroma Lady” key visual properties and premiumization guidelines to elevate shelf impact and brand coherence. • Led cross-functional collaboration (brand, insights, agencies, markets) to deliver faster approvals, higher quality execution and scalable toolkits.
Scope: Full portfolio & marketing mix | Ambi Pur (Home fragrances), Vapona (insecticides), Biotex (detergents), Kiwi (shoecare) | BeLux. • Owned full marketing mix across a multi-brand household portfolio, driving growth through innovation, communication and retail activation. • Built annual brand plans, managed prioritisation across brands, and led cross-functional execution with Sales/Trade/Agencies. • Strengthened in-store performance via shopper-led programs and disciplined execution standards.
Scope: Global fine fragrance innovation | Multi-segmentation (female/male/youth/nature) | 60+ markets (direct selling B2C). • Led global fragrance innovation strategy and NPD delivery, translating consumer insights into scalable concepts and launches. • Managed a high-velocity pipeline within a global category set-up, ensuring brand fit, profitability and launch readiness across markets.
Scope: Global skincare product strategy & NPD | 60+ markets | Categories incl. anti-ageing, suncare, youth, core ranges. • Owned end-to-end skincare portfolio management: strategy, innovation briefs, claims, pack/development coordination and launch support. • Contributed to a large global innovation engine (cumulative experience on ~300 launches/year across beauty categories).
Scope: Global artwork coordination | Quality + consistency + speed across markets. • Coordinated artwork execution and localisation workflows to ensure brand consistency, compliance and on-time delivery.