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Marketing Director

Work Experience

Electrolux Home Products Europe, Brussel (05/2004 – 03/2007)

Brand & Marketing Director AEG-Electrolux Europe: Brand strategy and positioning, advertising & promotion, pricing & channel strategy. Directed focus on high margin kitchen market. Developed new pan-European advertising concept unique to the business; budget of 25 M€, including POS campaigns. Development and implementation of the Marketing Planning Process. Introduced utilisation of new media; on-line investment increased from zero to 7% of the advertising budget. Turnover of 1 billion Euros.

Samsung Electronics, Antwerpen (09/2003 – 04/2004)

Marketing Communications Manager Belgium: advertising, PR en internal communication responsibility. Rollout of international advertising campaigns in Telecom and Brown Goods. Defining media strategy and PR support with each product launch. Create a positive brand and corporate image of an innovator. Interim assignment.

Sabbatical /Development Business Plan (07/2002 – 08/2003)

Development own Business Plan in anti-aging products market. This market includes food supplements (OTC) and cosmetics. Planned sales through Mail order of internationally existing products, not present on the Belgian market and creation of an own label. Cancelled start-up due to lack of capital resources

General Electric Appliances Division, Brussels (European HQ) (06/1998 – 06/2002)

09/2001-06/2002
Commercial Director Benelux: P&L responsibility. Negotiations on key-account level. Leading the Benelux Sales Team of 7 people. Launching a complete new range of American Side-by-Side refrigerators (positioning, pricing, training, promotion & advertising of a high-end niche product). Growth of 6% in volume and 9% in value in a deflationary market. Turnover of 10 million Euros.

09/2000 –08/2001
Operations Manager France & Benelux: responsible for Logistics, PSI, Warehousing, Production and Customer Service, leading 26 people with 4 direct reports, impacting a 25 million Euro business. Consolidated the transportation, warehousing and production facilities from France and centralised in Belgium. Consolidation of the transportation supplier base led through renegotiations to an average cost reduction of 11%. Productivity gain of 33% in the production area (assembly of high value cover kits, from 6.3 to 8.4 units per person per day).
06/1998-08/2000
Product Group Manager, Cooking - Europe, Middle East & Africa (GE Appliances Europe): responsible for the sourcing, marketing and sales of GE’s cooking products across Europe, Middle East and Africa. Redefined the strategic direction of the European product group and consolidated the supplier base. Developed and launched a complete new range of built-in cooking products with 10% growth in turnover in the first year (from 6 to 6.6 million Euros). A new line-up of microwave ovens for the Middle East resulted in doubling the sales in this product group. Manage the relationships and develop strategic alliances with European, Asian and American appliance manufacturers. Negotiated an annual 3% productivity increase and obtained a 14% productivity gain on vitroceramic cooktops.


Adidas Belgium, Zellik (12/1997 – 03/1998)

Marketing Manager - Belgium: responsible for building Belgian marketing department (before done out of the Netherlands) and defining marketing strategy. Leading contacts with major key-accounts in order to develop and safeguard brand identity (shop-in-shop approach). Media & PR budget: 5 million Euros.


Whirlpool Europe, Comerio, ITALY (European HQ) (01/1995 – 11/1997)

03/1997-11/1997
Product Manager Microwave Ovens - Europe: responsible for European product development and marketing of microwave ovens; dotted line with local Trade Marketing Managers. Managing multi-brand portfolio of built-in microwave ovens of Bauknecht and Whirlpool and free-standing microwave ovens of the Ignis, Radiola and Laden brands (106 million Euros). Developed a new built-in Whirlpool and Bauknecht product range. Leading the microwave business in dealing with IKEA in the race for the European contract; negotiated line-up and pricing. Launched a complete new design for the Ignis brand including a special promotional series (40.000 units additional sales in 1 year).

03/1996-02/1997
Product Manager Built-in Ovens Bauknecht - Europe: led European product development and marketing of the Bauknecht built-in ovens (70 million Euros); dotted line with local Trade Marketing Managers. Introduced a new range of Bauknecht ovens tailored for the Kitchen Trade channel, based on the new Bauknecht Brand Manual. Received the International iF Product Design Award. Contacts with major German key-accounts in order to define channel tactics. Rationalised the product portfolio leading to a 0.85 million Euro productivity gain on a yearly basis.

01/1995-02/1996
Brand Development Manager Bauknecht – Europe: brand responsibility: based on extensive European market research, redefining brand positioning respective to the market, the brand’s history, the Bauknecht consumer and Whirlpool’s brand portfolio, leading to the Bauknecht Brand Manual. Defining advertising strategy in line with the brand positioning (media budget 12 million Euro).


United Biscuits, Veurne (10/1988 – 01/1995)

04/1993-01/1995
Senior Product Manager Croky Crisps - Belgium: introduced Croky Country Crisps in the premium segment, obtaining 50% market share in 1 year. Steered further brand identity development by liaising with Clouseau, a very successful youth pop group; advertising and consumer promotions. BTL campaign Red Devils World Cup ’94 linked with customer incentive program.

09/1990-03/1993
Product Manager Croky Crisps - Belgium: masterminded the consolidation of the Samo Crisp brand, with whom we shared number 2 position in the market; market share increase of 8.4 points in a 76 million Euro market. Created the Croky & Co consumer club, with membership card and magazine, in order to obtain brand loyalty in an impulse goods market. Marketing budget responsibility. Led the product development and the marketing communications functions. Gave marketing and product support to the sales force.

04/1989-08/1990
Junior Product Manager Croky Crisps - Belgium: Repositioned the Croky Crisps brand after extensive market research, both quantitative and qualitative, which led to a revolutionary new packaging design, appealing to a broad young & dynamic target group.

10/1988-03/1989
Sales Trainee Croky Crisps - Belgium: regional responsibility for sales and merchandising activities.

Education

EDUCATION

Lic. Communication Sciences (1984-1988), University of Louvain (K.U.L.), Faculty of Social and Political Sciences, Department Communication Sciences. Specialisation in marketing through the Faculty of Economical Sciences, Department Applied Economics.

PROFESSIONAL TRAINING

Ø Leadership in Action; Management Development Centre Electrolux (2006)
Ø Product Management Flow; CIP Dept Electrolux (2005)
Ø AMC Leadership program; GE CLD Europe (2000)
Ø Purchase Development Course; GE CLD Europe (1999)
Ø 6 Sigma Quality, Product Quality Management, Statistical Process Control, Design of Experiments, Applied Statistics
Ø Design For 6 Sigma
Ø Developing Whirlpool Leaders; Whirlpool Leadership Academy (1996)
Ø Marketing Strategies; Irvine Parker International (1994)

Skills

Products: FMCG and durables
Business environments: B2C, B2B, large businesses, smaller high growth businesses, cost driven businesses
International business experience, both from a marketing and a sourcing background
Broad marketing experience: product management, product development and design, brand management, advertising & pr, direct mail, consumer promotions and B2B incentives, market research
People management, operational and sales experience

Languages

Dutch (mother tongue), French and English (fluent: spoken & written), German and Italian (fair notions)

Other

OTHER AREAS OF PROFESSIONAL EXPERIENCE

1991-1992: lectured case studies to marketing students at University of Brussels (V.U.B.), Prof. Kuypers.

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