In my role as Innovation Manager at UHasselt, I focus on bridging the gap between groundbreaking academic research from the Business Economics faculty and real-world business applications. My work involves:- Identifying opportunities to valorize research by transforming innovative ideas into societal and economic impact. - Collaborating with researchers to secure funding for projects and align research efforts with market needs. - Developing and strengthening partnerships with industry stakeholders, from local businesses to international players, to co-create solutions that address today’s challenges.- Facilitating knowledge transfer and innovation through tailored strategies, ensuring research outputs contribute to both academic advancement and practical applications.This role allows me to combine my passion for insights, strategy, and innovation to create value for both the university and its partners. I look forward to driving impactful collaborations that make a difference regionally and beyond.

Building on extensive experience in global insights, marketing, and strategy, I partner with companies to refine their consumer understanding and market strategies. Recent clients include Carcave, Areal Technologies, and Royal Crown, where I’ve evaluated consumer insights, identified growth opportunities, and developed actionable learning plans & insights roadmaps.My focus lies in driving strategic decisions across product and brand development, go-to-market strategies, and messaging/positioning by aligning data with actionable recommendations.My main focus is on my role as Innovation Manager at UHasselt currently, but since that is a 80% position, I'm still taking on freelance opportunities. If you’re seeking an experienced insights and strategy consultant to help your organization thrive, let’s connect!

Oversaw consumer insights initiatives, from product development to marketing campaigns. Spearheaded efforts to integrate insights teams, organized impactful consumer immersion events, and drove strategic brand insights. Responsible for 2 US based teams, 11 FTEs in total.

Led marketing insights operations, collaborating with analytics teams to deliver performance reports and develop consumer-centric ad campaigns. Responsible for a team spread across the US, UK & NL.

Coordinated consumer research for European markets. Managed a €2mio annual project portfolio across outsourced partners & vendors. Other notable achievements include insights category lead for home cinema and manager of in-store research programs to optimize retail experiences.

Initially, I started in market research for Bose in 2010, managing all market research for Bose in Europe. In this position I was responsible for setting up research, sharing findings & insight and improving business decisions across all consumer products & markets. As of 2013, this role also included a close collaboration with the marketing analytics team to deliver 360° insights to marketing decision makers. Between September 2015 and October 2016, I was Insight Analyst and A4V Category Lead in a larger global team, specifically geared towards product development and the support of market & product strategies worldwide.

Managed email marketing campaigns across Europe, executing over 50 campaigns annually in multiple languages.

Marketing of email marketing platform & services. Also pioneered expansion into NL & UK. Marketing responsibilities covered areas such as event marketing, employer branding, marketing automation & training.

Marketing & innovation consulting for Belgian start-ups & scale-ups. Bridging role between companies, universities & government agencies. Also ran international trade fair exhibits (Milia Cannes, CeBIT Hannover).