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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 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, 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, 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 & 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 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