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• 15+ years of experience in Marketing Strategy, digital and content marketing. • go-to-market, brand positioning, value proposition and business model design for innovative businesses and purpose-driven, meaningful brands. both in b2c and business" >B2B. • lead teams in various sectors developing both brand and business. • my drive is developing new consumer insights, innovating customer experiences and creating an inspiring workplace.


Past Experience

  • Head of Marketing

    January 2013 --- February 2016


    • responsible for go to market (b2c, business" rel="nofollow">B2B), brand comms, Marketing intelligence and online cx. • Coach 8 people. part of group projects on Marketing Databases and digital transformation. • lead brand comms (atl, btl), digital and content Marketing through a wide range of agencies.


    • introduced brand positioning and brand Planning based on segment needs (b2c, business" rel="nofollow">B2B). • re-designed the online cx based on ux and customer journey mapping, increasing conversion rate by 21.5%. • launched content Marketing and customer conversation Strategy and organisation (b2c & business" rel="nofollow">B2B) with >5% fb interaction, building a 12k fb base in 2 years, e-newsletter 45% avg opening rates, and a nps of 36. • growing acquisition by 8.5% in 2015 in a declining market, and growing business" rel="nofollow">B2B leads in focus sectors. • re-inforced values driven Marketing (inside out) with customer insights (outside in) and brand Strategy.

  • Country Marketing Manager

    January 2005 --- June 2012

    accountabilities :

    • end responsible for Brand Management in all categories. demand creation budget control. • Coaching 7 people. drive marketing Planning and creative processes. • lead brand communications and pr executions thru wide range of agencies. • deep understanding of marketing new technologies, Digital Marketing and Social Media conversation management. • co-lead with Country Manager yearly strategic reviews

    achievements :

    • introduced digital sports (nike+), innovating customer experience beyond sports products through digital services. • defined 3-y strategic plan for football and achieving nr.1 position, surpassing adi after 40 years. • premium Partner program doubling specialists’ biz. rolled out across northern europe. • irreverent brand experiences for nike+ (run the city), beijing 2008 (racekim), world/european championships 2006-12 (eden hazard the chance activation, vincent kompany nsw story, joga3 event, facebook activation). • 2nd coolest brand award 2006-2011 (1.coke/3. apple), taking over from adi & puma in 2005.

  • Director

    July 2004 --- December 2004

    • define 5-year business plan, and map out strategic options for succession of family business

    • manage Purchasing Budgets, review brand portfolio and sell-thru analyses.

  • Change Management project manager

    January 2002 --- July 2004

    accountabilities :

    • define Business Strategy, value chain & brand positioning in new target segment upon re-branding to base. • create consumer proposition, including Pricing, within financial constraints, and differentiate from competition • brief product requirements for development by it and co. • build and defend the business case in front of the board. manage a project team of 4 people.

    achievements :

    • unlimited bundle offers highly rated in consumer panels, and finetuned for go-to-market. • radically new market approach successfully introduced into the market in 2005. • business case with positive ebitda within 12 months.

  • Market Manager

    January 1999 --- January 2002

    accountabilities :

    • define brand and product Strategy for my talk, and lead brand actions to achieve financial & commercial targets. • monitor kpi’s, improve consumer experience and improve commercial processes. • Coach 2 market mgrs. responsible for subscriber acquisition cost Budgets.

    achievements :

    • acquisition of 250.000 customers generating 45% of the company revenues in by 2002. • successful launch of 1st ever bundle product in the market, and introduction of new features • introduce innovative concepts like gsm buy-back, f1 distribution, handset packs.

  • Retail marketing co-ordinator

    January 1998 --- January 1999

    • co-ordinate Communication and promotion projects in collab with other functional departments. • develop and roll-out shop standards and processes

    achievements :

    • drive traffic to the chain, representing 30% of mobistar 1999 revenues • introduce chain guidelines for Sales processes, shop mgt and visual merchandising

  • Marketing Analyst

    January 1994 --- January 1998
    • develop and manage kpi reporting (including full p&l) for 11 benelux companies • introduce segment and customer profitability analyses. • pilote Segmentation Analysis in benelux, and assist roll-out in france


Self Assessment :
Analytical thinkingAuthenticityCreative thinkingIndependenceInterest in knowledgeOptimismResult OrientedStrategic thinking


LinkedIn Assessment :
Marketing ManagementDigital MarketingIntegrated MarketingBrand ManagementMarketingStrategyRetailStrategic PlanningMarketing CommunicationsBusiness PlanningmanagementProduct managementPublic RelationsBusiness StrategySocial Media MarketingMarketing StrategyRetail brand marketing.CoachingChange ManagementOperational Marketing management.Brand communications.Product developmentProduct MarketingBrand & Business strategic planning.Business casing.Brand management.Engineering Change ManagementProcess guidanceChange process management.Value Proposition design.Customer Journey MappingBusiness Model Canvas.

Skills and Expertise

Self Assessment :
Analytical skills Use content management systemsAdvise on strategyDesign marketing advertismentsDevelop marketing strategiesLead teamsManage vendor budgetsPeople management


  • Master in Cultural Studies from KU Leuven in 1993
  • Master-Doctorandus in Applied Economic Sciences from KU Leuven in 1992
  • Master in Applied Economics from KU Leuven in 1991
  • Humaniora in Latin-Greek from Sint-Lodewijkscollege in 1987

Training and Certification

  • From personal leadership to context builder (Kessels Smit, Living Systems Coaching) in 2010 Training
  • Digital Transformation Masterclass (Jo Caudron) in 2016 Certification
  • Business Model Canvas (Osterwalder) in 2015 Certification
  • Creatief Schrijven (Erik Vanhee) in 2014 Certification
  • Lateral Thinking (de Bono) in 2001 Certification


BrightOwl Assessment:
Self Assessment:
Full Proficiency
Professional Proficiency
Elementary Proficiency

Work Preferences

  • Positions I am interested in:
    Marketing Manager
  • Positions I am NOT interested in:
    Sales Manager
  • Locations I am interested in:
    Antwerp, Belgium Brussels, Belgium Ghent, Belgium
  • Work From Home:
    Yes, 0 to 1 days per week
  • Work Regime:
    Permanent position :    60% FTE
    BrightOwl freelancer :    24 Hours per week :    100 Free Per Month(in coming months)
  • International:

Area / Region

Waasmunster, Belgium


Driving License
  • Yes

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