Key achievement – lead successful OneBlade Go to market introduction in 20+ markets, implementing disruptive digital marketing and launch.Strategize & localize Consumer decision Journey and activation ecosystemBuild media plan with focus on audiencesManage a team of specialists: .com, analysts, in house social media strategists, programmatic & SEA activation, campaign managers, CRM Responsible for online marketing and business development, with heavy focus on “OneBlade”, a proposition for millenials: leveraging word of mouth and consumer advocacy, creating a new business model based on blade replacement.

Mission: transforming Philips marketers to become ‘marketing scientists’, for fact based decision making using the right data and analytics: monitoring, measuring, analyzing and optimizing activities (incl.Digital real time optimisation), spends and plans, placing consumer insights at the heart of each decision, thereby driving business impact and continuous improvement.Results: • 78% of Marketers confirm the program increased their ability to make more fact based decisions• Online spend share grew from 20% in 2013 to 26% in 2015.- Initiator and leader of Digital Marketing ROI project, working with Businesses, markets and central teams to bring digital marketing performance capabilities to the next level. This project consisted in pilots to identify gaps, learn and drive real time business impact. Results: US and Germany pilots resulted a.o. in ~20-30% sales increase, ~50-60% reduction in CPA.

In this role, I coached and worked with local marketers, building capability in marketing efficiency and effectiveness. The goal: each and every marketer in the company is a marketing 'scientist', able to take fact based and consumer centric business decisions. We focuses on different areas: from defining the source of business and objectives, understanding the consumer's decision journey, how to engage and move them along the journey, how to allocate the marketing spend in the most efficient and effective way possible, to measuring a and optimising the business impact (e.g ROI).As more senior member of the team, I held responsibility to design and define the program content.Results: • gathered and analysed the full marketing ROI per business (incl. digital, in-store, ATL spend) and used the results to reallocate marketing spend, leading to 20%-40% improved marketing ROI• introduced sustainable marketing ROI processes and capabilities in the Markets in my scope (working closely with all functions product marketing, digital, media, trade as well as their local agencies).

- Developed new positioning and propositions for the Cinema 21:9 range and Brought profit margin back to positive: IPD management, consumer insight development, competitive analysis- responsible for global communications: Developed 2 international through the line campaigns from creation, sharing and coordination with main countries to execution with global agency (Satchi&Satchi)- Responsible for overall TV’s marketing messaging (online, Asset creation, product communication, campaigns…); Achieved: -33% production costs whilst maintaining high quality.- Key Business manager for MEA, Turkey, Russia, EE and Europe

Managed 4 local marketers in 4 regions in order to achieve profitable growth in the Northern Europe region- wake up light introduction: Successfully lead the pilot launch, created the go to market strategy for further roll out of the concept and lead the deployment of Wake up light in Europe (and beyond)Result: sales +52% vs previous year, +38% vs plan.- Lean Six Sigma training. Green belt project completed.- Creation and implementation of the Hair Care navigation tool, supporting consumers in making a choice in a crowded and unclear shelf.

​Brand Management for Schwarzkopf Hair Care and Skin Care ( Diadermine): Responsible for overall Schwarzkopf umbrella communications.Managed successful creation of anti-hairloss segment in NL with the launch of Activ, first anti-hairloss brand in Food channels and relaunch of Schwarzkopf shampoos range.

Through thorough analytics (internal and competition), thought recommendation and implementation of yearly business strategy and cross functional orchestration

Defined and implemented the new Taft styling packaging identity for the range relaunch in France.Redefined product offering for the French market and created successful concepts (e.g Taft power gel extreme, which became number 1 hair gel and best seller).Managed brand sales and MS growth in France as well as P&L.Results: +1,4pt MS in France in 2005

​​​Developed new concept for the Colorants Category together with Carrefour through consumer/shopper analysis, portfolio and category analysis. It resulted in a new shelf organisation (per consumer sub categories rather than brand organisation), new category portfolio, advice tools on shelf to guide consumers in their choice.Results: +8% turnover in the colorant category for Carrefour after implementation / +2,4pts MS gain for Schwarzkopf.