15+ years of experience growing global brands in the lifestyle and FMCG sector. I combine commercial rigor with a passion for guiding teams, agencies, and portfolios toward measurable, lasting impact.

I combine boardroom strategy with boots-on-the-ground execution. From running national campaigns to personally serving cocktails, I know what it takes to make brands thrive in real life. I’ve trained sales teams, led field research, and turned insights into flawless on-trade and retail activations.

Deep understanding of the Benelux market, from consumer culture and retail to media and trade. With professional roots in Belgium and the Netherlands and years of experience in the US, I translate global brand strategies into locally resonant results.

Fluent in both corporate (client-side as brand manager) and agency (as account director) languages. My nearly 2 years agency-side taught me to brief clearly, challenge constructively, understand agency profitability models and inspire great work under pressure, turning creative potential into commercial success.

I turn data into direction. Having worked as Consumer Insights Manager for a blue chip global FMCG and commissioned every major type of brand and marketing study, I translate complex research into clear brand action. From Nielsen, IRI and GFK, to concept tests, U&A and brand equity tracking, I use insights to sharpen strategy and inspire creativity that actually converts.

Certified by INSEAD & Product School Silicon Valley, I bridge creativity and structure to solve complex business challenges. I use design thinking to unlock insights, agile marketing and project management methods to accelerate delivery, and product-thinking to guide innovation pipelines, turning bold ideas into executable brand strategies that drive growth.

I run brands with entrepreneurial ownership. Experienced in full P&L responsibility and managing large A&P budgets, I ensure every euro spent builds equity and efficiency. From forecasting to reporting, I balance creativity with commercial discipline — driving profitable, sustainable growth across multi-market and multi-brand portfolios.

Experienced in coordinating complex, multi-country projects and aligning stakeholders across marketing, sales, supply chain, R&D and agencies. I bring structure, diplomacy, and energy ensuring deadlines are met and results delivered without friction.

I grow my team’s talent by getting hands-on. Whether it’s junior brand managers, interns, agency partners, or sales teams, I coach through collaboration and giving them ownership, visibility, and confidence to perform. I believe growth happens in motion, so I challenge people by putting them on stage, involving them in real decisions, and helping them find their voice as future brand leaders.

I integrate Gen AI into every layer of brand- and project management, from concepting and copywriting to design, data, and campaign optimization. Trained in Generative Artificial Intelligence for Business and Digital Leadership (Growth Tribe), I stay ahead of the curve by experimenting with new tools on a daily basis. I’m an avid user of Canva Pro, Jasper, Leonardo AI, and marketing automation applications, leveraging them to cut turnaround time, scale creativity, bounce ideas, organize myself and make insights actionable faster.

I hold an MBA from Rollins College, one of the top business schools in the U.S. and ranked among LinkedIn’s Top 100 globally. I also earned my B.A. there, graduating summa cum laude as the top student in my class. During my studies, I worked on projects for Samsung, KIA, Apple, and Ben & Jerry’s, gaining early experience in marketing strategy and innovation. My years in the U.S. taught me to collaborate across cultures and thrive in dynamic, international environments.