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Malt Strategy
Bram PeetersBP

Bram Peeters

xVP Global Strategy_Luxury_Beauty

€3,500/day
Zurich, CH
15+ years
Portfolio strategy
Brand strategy
Growth strategy
Brand positioning
Global strategy

Average response time: 1 hour

About Bram

Bram Peeters has 15 years of international experience in beauty, luxury, and consumer goods. He spent seven years at The Estée Lauder Companies in New York and Zürich, most recently as Vice President Global Strategy and Transformation, where he led the Group’s long-term strategy, major transformation programs, and market entry initiatives. Prior to that, he built his consulting career at Kearney, advising global beauty and luxury CEOs on growth, brand positioning, post-merger integration, and distribution strategies. In parallel, he teaches “The Art of Strategy in Luxury and Beauty” at IE University in Madrid, combining academic thought leadership with first-hand industry expertise.
Fashion and Cosmetics
Luxury Goods
Food and Beverage
Arts and Crafts
Consulting and Audits

  • English

    Native or bilingual

  • Dutch

    Native or bilingual

  • French

    Fluent

  • German

    Conversational

Can work on-site
Zurich (up to 50km)

Experience

  • The Estée Lauder Companies
    Vice President Global Strategy and Transformation
    FASHION AND COSMETICS
    January 2022 - January 2025 (3 years)
    New York, United States
    • Responsible to develop and deliver the Company's Global Strategy, including:
    ◦ Development of the Group's 10 Year Strategy (overall direction),
    ◦ Development of the 3 Year Strategy (specific choices), and deployment to the organization globally,
    ◦ Orchestration and coordination of the Brand-Region-Function strategy process (~35 Business Unit Strategies annually).
    • Delivered a $500 M transforma@on program to drive improved "Valorization" (critical pilar in the Company's 2-year Profit Recovery Program):
    ◦ What = (1) Design and implement enhanced pricing decisions and capabilities (process, talent, tools), (2) Drive global and regional programs to improve gross to-net margin through discount and promotion optimization, (3) Innovation process redesign to drive "accretive" innovation and rebalance investments between newness and commercial activation, (4) Re-design outlet and off-price channel valorization strategy, expansion plan and restructuring / store closures.
    ◦ Results = Delivered majority of benefits in less than 12 months. Strong recognition of Investors in improved Gross Margin, despite volume loss.
    • Responsible for key strategic initiatives, examples include:
    ◦ Emerging Markets Acceleration Strategy (2023-Current): Prioritization of key markets/cities by Brand to drive accelerated market growth profitably.
    Brand strategy Brand positioning Growth strategy Portfolio strategy Pricing strategy
  • Estée Lauder Companies
    Executive Director Strategy and Transformation Initiatives
    FASHION AND COSMETICS
    January 2019 - January 2022 (3 years)
    Zurich, Switzerland
    • Responsible to drive CEO-level strategic initiatives (from design to implementation), e.g.:
    ◦ Design and implement a global program to step-change Brands "scientific" brand positioning and communication strategy
    ◦ Online pharmacy channel entry strategy
    ◦ Global and regional sustainability strategy
    ◦ Brand's retail and online business model integration, business model innovation
    Distribution strategy retail strategy Scientific repositioning Organization transformation Brand strategy
  • A.T. Kearney GmbH
    Management Consulting
    CONSULTING AND AUDITS
    January 2012 - January 2019 (7 years)
    Zurich, Switzerland
    Top-performing management consultant with deep expertise in consumer goods, beauty, and luxury sectors. Focused on CEO-level agendas for global clients, with core strengths in brand positioning, post-merger integration, distribution excellence, and new business model innovation. Trusted advisor for top 5 beauty and luxury players worldwide.
    Post merger integration Corporate venturing Business model innovation Organization transformation Growth strategy

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Education

  • Execu@ve Educa@on Program
    Wharton Business School
    2022
    Execu@ve Educa@on Program
  • Master in Financial Management
    Vlerick Business School
    2012
    Master in Financial Management
Check out Bram's education

Skill set

Pricing strategy
Distribution strategy
retail strategy
Scientific repositioning
Organization transformation
Post merger integration
Corporate venturing
Business model innovation

Categories