Aalst, Flemish Region, Belgium
Senior digital leader with 25+ years of experience designing, building, scaling, and leading digital products, commercial platforms (online e-commerce and offline in store), and digital transformation programs across Europe and EMEA. Currently leading the European digital commercial equipment agenda at The Coca-Cola Company, translating business strategy into digital roadmaps and scalable product capabilities that enhance customer experience, operational efficiency, and growth. Proven ability to bridge business and IT, align complex stakeholder ecosystems, and deliver measurable impact—from strategy through execution. Strong track record in building and scaling platforms across e-commerce, IoT, analytics, and customer-facing solutions. What I bring: End-to-end digital product leadership (strategy → build → scale) Strong stakeholder alignment across business, IT, partners, and customers Expertise in commercial platforms, analytics, and digital ecosystems Ability to simplify complexity and deliver tangible outcomes Passionate about leveraging digital innovation to unlock growth, improve experiences, and drive sustainable business impact.
Currently in the Coca-Cola Company operating as Digital Director for Commercial equipment in Europe, I have successfully build and translated a new digital vision and strategy into actionable plans, leading to the design and launch of 2 new digital fountain models optimizing and digitizing end to end supply chain, production and operations processes, bringing significantly down the operaton cost and increasing incidence.
Leading the digital innovation agenda for various programs: Mission of the team was to explore, find and commercialize innovative solutions and business models that significantly contribute to achieve the sustainability agenda for Europe. Innovations delivered: Most advanced digital enabled dispenser including innovations: payment systems integrations, digital vouchers through QR code, digital loyalty programs through Coca-Cola app, remote pricing updates and real time sales analysis from outlets.
Led the innovation and scale of Customer & Commercial digital platforms in the EMEA region, reporting to the EMEA Group CIO and the global IT Customer & Commercial Leadership Team. Drove the agenda and digital transformation for offline and online business and advanced commercial analytics. My mission focused on driving growth in e-commerce and in physical outlets by deploying innovative solutions and analytics:
Developed and executed the strategic roadmaps for Analytics & Reporting in Europe. Led multiple Analytics programs on a global and Europe scale:
As Director, held end-to-end responsibility for driving demand, identifying opportunities, and delivering programs across Europe for clients including British Petroleum, DSM, AXA, Carlsberg, and the Belgian railways.