Development and execution of corporate PR strategies to enhance Toyota’s brand image across Europe. Manage communications for Toyota’s global partnership with the Olympic and Paralympic Games, overseeing PR campaigns and media relations to boost international visibility.Coordinate media events, ensuring alignment with Toyota’s corporate key messagesDevelop and maintain relationships with key media outlets, influencers, and industry stakeholders to secure high-profile coverage.Oversee the creation of corporate messaging, press releases, and external communications, ensuring consistency across all platforms.Collaborate with cross-functional teams, including marketing, sustainability, and product development, to ensure integrated communication strategies.Monitor media trends and public perception, adjusting communication tactics to address reputational risks and capitalize on opportunities.Manage crisis communication efforts, working closely with senior leadership to mitigate risks and maintain brand trust.

Global PR & Content Partnerships Manager for skincare brands Remescar and Satin Naturel and nutrition brands Nutravita and Alpha Foods.Develop and implement PR and media strategy in key markets (NL, UK, DE, FR, Nordics, ES, IT) to engage customers and people around brandsSet up successful international and local PR events and activations that engage, surprise and inspire press and influencersSet up and manage closely coordinated partnerships with micro, macro and UGC content creatorsCreate content for press releases and byline articlesEvaluate opportunities for partnerships, sponsorships and paid advertisingAnalyze campaign performance, identify & implement new strategies and optimize ROI

Planning, developing and implementing PR strategies Steering PR agencies in Germany, Netherlands, France, Belgium, ...Managing enquiries from media, individuals and other organisations Researching, writing and distributing press releases to targeted media Planning publicity strategies and campaigns Organizing press and influencer events Analyzing media coverage Distributing information about new promotional opportunities and current PR campaigns progress Speaking publicly at interviews, press conferences and presentationsI had many successes in this role, such as the huge international PR coverage on PrimaDonna's collaboration with art photographer Charlotte Abramow, the PR wave on the occasion of Van de Velde's 100th anniversary, numerous celebrity collaborations, etc.

Developing marketing strategies for 48 stores and 2 online shops across the Netherlands, Germany and Denmark, branding and storytelling for retail brands, in-store visual merchandising, window display campaigns, influencer marketing and PR.

I led the sports marketing and communication dept. Together with my team, I was responsible for sports marketing communication, organising sports events, facilitating sports events from key stakeholders, PR, etc.

I headed the marketing department of Visit Ghent, responsible for marketing strategy, international positioning, content creation and promotion of Ghent as a touristic destination.

Strategy and installation of a centralised support system for event organisation.

Rollout of a city marketing plan for Ghent, with the City Marketing Fund as a lever for developing and supporting image-defining events and activations. The successful light festival remains a beautiful outcome of that, not to forget various other events, movies and tv productions, ...

I headed the office of the first alderman, collaborated on drafting and implementing the policy plan with various stakeholders. Communication regarding the policy and key topics was also part of my responsibilities.

Development and implementation of the city marketing strategy and positioning. My role included organising events and activations to build and communicate the brand image and reputation effectively.

I started my career as Press Officer at the Corporate Communications and Public Affairs Department, where I coordinated all PR activities for Philips consumers electronics. I also supported my manager in his role as spokesperson for corporate communication, e.g. on the Belgian plants and R&D projects.