Driving global expansion for the Biscoff portfolio (Spread, Ice Cream, Chocolate). Developing and executing marketing strategies to increase household penetration through heightened brand awareness and a distinctive brand world. Overseeing product innovation, brand storytelling, and trade toolkits. Successfully launched a new Biscoff brand campaign after a three-year hiatus.

Driving global brand growth for Biscoff Spread through the development and execution of comprehensive marketing strategies. Overseeing all aspects of the brand, from pioneering product innovation to crafting compelling consumer experiences and building strong trade toolkits.

Responsible for the visibility and activation of our full brand portfolio in the trade channels in Belgium, France, Netherlands and Luxembourg.

As head of a multi disciplinary team, we developed our Non-Beer Business in the Belgian, Dutch, French and Luxembourgish market by building strong distribution partnerships with non-ABI brands and introducing new non-beer ABI brands to the market via our on trade, off trade and direct-to-consumer channels. With this we are transforming ABInBev from a beer company to a full beverage company.

As head of a multi disciplinary team, we developed our Non-Beer Business in the Belgian, German, and Luxembourgish market by building strong distribution partnerships with non-ABI brands and introducing new non-beer ABI brands to the market via our on trade, off trade and direct-to-consumer channels. With this we are transforming ABInBev from a beer company to a full beverage company.

Responsible of launching non-beer brands on the Belgian, Luxembourgish & German market. By using the agile methodology we disrupted the wine, spirits and soft drinks category by launching BABE, HiBall, Mike's Hard Seltzer, Rumbillion, Bathtub Gin, ... by doing this we are transforming ABInBev from a beer-company to a full service beverage-company.

Responsible for the re-positioning of Stella Artois on the Belgian market towards a premium lager positioning. In this role we developed - together with our creative agency - a new campaign, which will hit the Belgian market in HY1 2020, coinciding with the transition from brown bottle to the iconic green bottle.

Responsible for the innovation initiatives for the biggest beer brand in Belgium (Jupiler). In this role we launched the first low cal beer on the Belgian market (Pure Blonde by Jupiler), an new can design that keeps your beer cold longer, and implemented our tank beer concept on the Belgian market.

Responsible for the insights gathering for our main brands in BENELUX. In this role we tested and further developed different initiatives (BELGIAN WorldCup Campaign / Jupiler 0,0% / Hertog Jan Bastaard / Leffe Equity / Pure Blonde by Jupiler)

As research director I was responsible for a team of 6 research consultants, which ran full service research projects for a broad list of clients. (ABInBev, Barry Callebaut, Telenet, ...)

Responsible for qualitative research at GfK Belgium as co-founder of the qualitative service center (QSC).This means I have three main objectives: developing business, implementing innovations and project work.