Employer Position/Role Grauhaus Founder of boutique marketing consultancy
Focusing on B2C business helping clients 1) on strategic projects shaping brands,
marketing research, concept development 2) by roviding flexible temporay
Recent Topics: Market entry plan, organization structuring, Media investment
Clients: The Coca-Cola Company (FMCG), Takeda (Pharma), Belgacom (Telecom),.
Current assignment: 6 months project at TCCC
KU Leuven Lecturer at the KUL in Consumer Behaviour and Product Management Doctoral researcher in Marketing
Novartis General Manager Novartis Consumer Health OTC division Benelux
Member of the European Management team, Chairman of the Benelux mgt.team,
Leading one of the 3 divisions of Novartis, in both Belgium (incl. Luxemb) and The Netherlands, two offices (Vilvoorde and Breda), 6 departments (Sales Director B, Country Mgr NL, Regul. Aff. Director BNL, Mktg. Director BNL, Fin.&Ops Director BNL, HR Director NL)+/_80 people, Turnover of 70 Mio EUR, 17 Mio EUR contribution. Achievements: 1. Accelerated top line growth by 11% above target behind focused geograph.
portfolio approach in resources allocation across B and NL experiencing different growth rates in structurally different markets, with focus on excellence in execution.
2. Improved ROS via development of channel profitability mindset
a. rightsizing the Pharma sales team (-25%)with tough decision, with
shift form order taking calls to added value calls
b. pre-emptively outsourcing the full medical team c. improving discount allocation, rationalizing trade investment.
3. Developed readiness of traditional sales environment for the opening of OTC
market by upgrading of Tr. Mktg. and KAM skills and move from selling-in to selling-out approach
4. Integration of the organization with French business unit to create additional
Marketing Director Novartis Consumer Health OTC division Benelux Member of the Benelux management team, Leader of the Benelux marketing team (10 people, 3 direct reports+ assistant). Achieved 6% growth behind 1. Transforming the department in crash timing from a “staff” / trade role
towards a consumer centric and OTC leading edge department that drives the innovation agenda. Creation of cross-functional team (Sales/mktg/ regulatory/finance) to increase speed to market, ahead of global recommendation.
2. Become leading mktg organization in European structure with best practice in
marketing in Europe for Winter magic store activation, lamisil,…)
3. NPD lead with Global Mktg and R&D on Lamisil Spray, Venoruton natural 4. Copy development/production
o Venoruton ( Local - Leo Burnett Brussels – Keystone Network) o Orofar (Lead country - Saatchi Genève – Keystone network)
The Coca-Cola Marketing Manager Coca-Cola brand - Belgium-Luxemburg region
Inverted trend on Coca-Cola Red (from -2% to +3%) brand by giving Coke red an
organizational attention in full obesitas discussion by
1. Gathering local organization (company and bottler) behind single integrated
brand plan to refocus the 5 different brand managers on diverging support platforms to “going for the (integrated) bigger thing - Only Coke could do it.”
2. Excellence in execution on equity building (1) Copy development (2 copies
Cherry Coke, Coca-Cola Halloween. (2) Online community: relaunching website and production of 2 online advergames (3) Own content production and TV deals on 12-19 for JIM /TMF /PLUG (festivals, create your party, find santa claus) (4) Best practice off-trade outlet equity plan (pin-up button, alu bottles)
Marketing Manager Youth Brands (Fanta/Sprite) - Belgium-Luxemburg region Successful re-dynamisation (+8%) of Fanta sales behind strong business analysis combining, , through restructuring the brand from 7 variants into two platforms, that became division wide project (presented model in Africa Region as Best practice) and strategically expanding the footprint from “teens” towards “tweens” segments (primarily female) and focus on higher margin products (the “lights”) 1. NPD of 3 new light products in the range (Fanta Skwizz, Funky Orange, Pink
2. Strategically evolving the successful copy and pack platform on Fanta to meet
3. Production of 2 copies (“HOT 1”, “HOT 2” with Ogilvy Brussels) integrating
McKinsey & Junior Engagement Manager (Brussels office)
Consultant on strategy projects working in Pharmaceuticals, EPNG, Food Service,
Retail Banking, Grocery Retailing in various locations (Belgium, France, Holland and US) on various topics (pricing, purchasing, corporate finance, operations, etc.).
Founder of Start-up in Food Service, Belgium: Development of a project in Home
Meal Replacement, defining concepts, writing the business plan, identifying partners and raising capital with Venture capitalist.
Unilever Group Brand Manager Household Cleaners, Fabrics Cleaners and Fabrics conditioners (Unilever Belgium, Unilever France)
Senior Brand Manager Personal Wash & Skin (Unilever France) Copy development on Dove Testimonial for France
Brand Manager Oral Care + Sunlight, Product Manager Oral Care, Product Manager Rexona (Unilever Belgium)
Assistant Product Manager Deo (Unilever Belgium)
Education 2009 KU Leuven Doctoral student Courses taken: Adv. Econometrics, Survey Methodology, Multivariate analysis, Structural equations modelling Researching in consumer behavior (social psychology inspired) 1994-1995 Vrije Universiteit Brussel, Faculty of Psychology en Pedagogy, Pleinlaan 2, 1050 Brussels degree: Bachelor in Psychology (Courses in Dutch) 1988-1993 Université Libre de Bruxelles, Ecole de Commerce Solvay, 50, Av. Franklin Roosevelt, 1050 Bruxelles (courses in French) degree: Ingénieur Commercial, Option marketing (Business school)
Languages Dutch (mothertongue), French (excellent), English (very good), German (Notions)
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