Description

I help premium consumer and lifestyle brands get their positioning sharp, their launches right, and their retail presence working harder.

With 10+ years leading brand and go-to-market strategy across EMEA, I work at the intersection of brand thinking and commercial performance, translating strategic direction into market execution that delivers measurable results.

Projects I typically work on:

brand positioning and messaging strategy
go-to-market planning and product launches
retail marketing strategy and in-store experience
EMEA market activation and campaign planning

Selected results:

+167% first-week sales uplift on launch
+86% retail sales uplift
+53% category volume growth
+500% media coverage on brand repositioning

I work remotely on a project or short retainer basis, and take on a small number of engagements at a time.

Industry field of expertise

Languages

English
Native or bilingual
Dutch
Basic
French
Basic

Workplace preferences

Remote only

Primarily works remotely

KitchenAid EMEA
EMEA Category Merchandising Manager
January 2024 - December 2025 (1 year and 11 months)
Brussels, Belgium
Defined and led product and go-to-market strategy across EMEA, translating global brand direction into product-led go-to-market plans, commercial priorities, and in-market execution.
Defined category-level commercial plans, identifying priority products, key selling moments, and seasonal focus aligned to consumer demand and market performance.
Translated global brand strategy into go-to-market frameworks, aligning category storytelling with commercial priorities across markets.
Delivered EMEA product launches, defining hero products, key selling moments, and product storytelling to drive relevance and conversion.
Acted as a key interface between global brand, sales, and trade teams, aligning merchandising, marketing, and regional teams to deliver consistent execution.
Delivered insight-led recommendations by leveraging sell-in, sell-out, market data (GfK), and consumer insights to guide product prioritisation and commercial decision-making.
Managed product assortment, pricing, and promotional strategies to optimise category performance and profitability across markets.
Go-to-Market Strategy Merchandising Brand strategy Project Management
KitchenAid EMEA
UK & IRE Marketing Manager
October 2022 - February 2024 (1 year and 4 months)
Brussels, Belgium
Oversaw the UK & Ireland marketing function alongside EMEA brand responsibilities, bridging global brand strategy and local execution across retail, PR, digital, and experiential channels.
Directed integrated marketing plans across PR, influencer, retail, and digital, aligning product focus and campaign messaging with commercial priorities.
Delivered premium retail activations, including Harrods Colour of the Year rollout, translating seasonal product focus into high-impact consumer storytelling.
Partnered with trade and e-commerce teams to align campaign messaging, product focus, and conversion strategy, supporting sell-in and sell-out performance.
Project-managed the Currys UK in-store Beacon display project across 145 stores, delivering +86% of sell-through and a +6% market share gain post-installation.
Managed PR and influencer agencies, delivering a +300% uplift in earned media and repositioning the brand as a design leader.
Supported merchandising and retail execution strategies to ensure consistency across retail environments.
Brand strategy Communication 360° Marketing Trade Marketing Event management
KitchenAid EMEA
EMEA Brand Management Analyst
August 2021 - December 2023 (2 years and 4 months)
Brussels, Belgium
Supported development and execution of integrated brand and product strategies across EMEA, aligning global direction with regional market needs.
Assisted with creation and rollout of integrated, full-funnel marketing plans aligned with global product and brand strategy.
Drove cross-functional alignment between global brand, regional marketing, and commercial teams to enable effective execution.
Designed scalable merchandising and retail frameworks enabling consistent in-store storytelling across markets.
Leveraged market insights and performance data to support campaign optimisation and improve marketing efficiency.
Owned the EMEA showroom and office transformation, creating a physical brand environment focused on craftsmanship, heritage, and consumer engagement.
Managed the KitchenAid EMEA Conference 2024, leading an event team of 6 and delivering an immersive brand experience for 200+ stakeholders.
Brand strategy Event management Content marketing Social media Campaign management