BISSELL 

BISSELL is a family-owned company with a rich 147-year legacy, specialized in Home Care. It’s market leader in the US and rapidly expanding beyond North America.

Spearheaded integrated marketing and e-commerce DTC across key global regions, driving brand expansion and revenue growth. Reporting to the General Manager Intl’.
• Established and led a multifunctional team across brand strategy, campaign and content creation, media, CRM, e-commerce, and digital platforms (20 FTE).
• Transformed the organization's commercial mindset, optimizing performance marketing, analytics, and reporting for maximal return on ad spend (ROAS).
• Integrated specific Amazon advertising and content creation capabilities in team.
• Realized mid double-digit growth (organic, YoY) of Europe’s e-commerce DTC business and expanded digital brand and commerce platforms to new markets.
• Built CRM & SEO capabilities and grew, e.g., up/cross-sell, loyalty, lifetime value.
• Built brand strategy for international markets, based on new consumer segmentation and pet-centric brand purpose, incl. brand visual identity.
• Created regional/local campaigns & content, increased aided brand awareness by 10%-pts in France and 4%-pts in Germany in the first year.
• Developed strategy for (new) social channels, incl. UGC, influencer marketing, and social commerce.

Director Integrated Marketing and E-commerce DTC

Nestlé Nespresso SA

At the global headquarters, held responsibility for developing and implementing the global brand communication strategy. Reporting to the CMO.
• Led a team in strategic brand planning, campaign and content creation, trade marketing, and owned touch points such as CRM, retail, website, editorial content, brand magazine and experiential events (40 FTE).
• Orchestrated the conceptualization, production, and localization of 1 brand big idea, 32 campaigns, 4 magazines and 3 global events, focusing on brand (activation), sustainability and innovation across all paid and owned channels.
• Revitalized the creative agency network, which yielded substantial performance enhancements and cost savings of approximately € 1M in the first year.
• Drove digital marketing innovation, e.g., augmented/virtual reality, blockchain, voice technology.
• Enhanced personalization and hyper-targeting through innovation in transcreation processes, e.g., content factory, production events, artificial intelligence tools.
• Established Nespresso’s first global content partnership, with National Geographic.

AVP, Global Head of Communication

Led the local B2C/B2B marketing strategy and direct sales realization of the Nespresso brand in the Netherlands, significantly contributing to the P&L’s top-line and bottom-line realization. Reporting to the Country General Manager.
• From scratch, built a talented team with capabilities in brand building, e-commerce, CRM, retail and trade marketing, content, (performance) media, social, PR and corporate communication (19 FTE).
• Co-built dedicated Dutch entity (previously Benelux, headquartered in Brussels).
• Pioneered the integration of a specialized e-commerce team, tools and practices, marking the Netherlands as the global launchpad for this approach.
• Played a pivotal role in the turn-around of the business from concern to best performing market, attributed to new local marketing and retail strategies.
• Developed groundbreaking CSV initiative (impacting operations, packaging, activation, communication, and retail), winner of multiple awards and subsequently adopted globally.
• Supported 13 store and 2 travel retail openings, 8 store closures, several pop-up stores, and refurbishments, e.g., with CRM, events, merchandising and activation.
• Increased customer base through new CRM lifecycle programs, e.g., onboarding, passives, and a highly segmented loyalty program.
• For B2B, realized significant increase of awareness, consideration and leads through new marketing strategy (web redesign, targeted media, CRM, trial placements).

Marketing Director Netherlands

Philips

Held global P&L accountability for the end-to-end business development of the VitaLight category, energy-through-light solutions.
• Directed a team of marketeers and engineers, driving product development, market segmentation, and category positioning (3 FTE directly + 25 FTE indirectly).
• Successfully managed 19 markets globally, securing the number one market position worldwide.
• Achieved stakeholder support for a plan to triple business within four years, with DACH, China and North America as key markets.
• Led category roadmap, product development (NPD) and packaging design for VitaLight portfolio, developed Philips’ first connected device in personal care.
• Researched global consumer segmentation and created fresh positioning approach.
• Orchestrated development of global ATL and activation campaigns, incl. strategy to engage KOLs, universities, and medical professionals.

Director Global Consumer Marketing

As part of the official Philips incubator (start-up), held global responsibility for new business development in high-tech skin care, an emerging category inspired by dermatological treatments.
• Led and developed a 3-person team directly, 16 people indirectly plus 28 in market.
• Secured stakeholder buy-in and orchestrated a paradigm shift in organizational mindset to embrace business opportunity, esp. of Board and country CEOs.
• Launched in 28 markets globally and achieved nr. 1 market position worldwide.
• Devised category positioning strategy, incl. segmentation and brand book.
• Owned global go-to-market strategy: market roll-out, pricing, distribution, media.
• Oversaw realisation of distribution at pivotal trade partners in cosmetics of which many new to Philips, e.g., Sephora, Douglas, Boots.
• Crafted global ATL and activation campaigns, incl. CRM and social media.
• Built network of KOLs, incl. medical endorsement and speaking opportunities.
• Pioneered the implementation of influencer campaigns and web listening structure.

Director Global Marketing

Served as an online ambassador for the Business Group, tasked with cultivating a digital mindset across the organisation in a 'double hat' role.
• Led cross-functional teams.
• Formulated online marketing (communication) and sales (e-commerce) strategies for the Business Group and categories, incorporating pioneering online approaches.
• Spearheaded initiatives for online knowledge sharing and competency building.

Director Online Marketing & Sales

Within the Chief Marketing Office of DAP, held responsibility for fostering marketing excellence.
• Improved and implemented (new) marketing tools, theories, and training.
• Ensured the sharing of best practices through a global award program.

Director Marketing Excellence

L'Oréal Nederland B.V.

Held responsibility for the marketing of the brand Garnier in the Netherlands.
• Led and developed a 8-10 person-team.
• Crafted comprehensive 3-year strategic roadmap.
• Formulated and executed local activation plan, aligned with both global brand strategy and local insights.
• Created and piloted local communication strategies for Nutrisse and Fructis.
• Developed local brand strategy for acquired Delial brand.
• Orchestrated and executed professional and celebrity endorsement.

Marketing Manager

Held responsibility for the media procurement & investments of the L’Oréal Group.
• Negotiated & managed annual media contracts for the Group, in buying combination with Nestlé.
• Acted as the primary contact for all media parties regarding business development inquiries.
• Conducted a media buying agency pitch.

Media Manager

Held responsibility for the marketing of L’Oréal Paris Skin Care in the Netherlands.
• Led and developed a 3-4 person-team.
• Formulated short and mid-term strategies.
• Created and executed a tailored local activation plan.
• Repositioned the brand within Face Care.
• Achieved entry in new categories, Body Care and Sun Care.
• Developed and installed permanent POP materials and shop-in-shop projects.
• Executed meticulous annual and monthly sales planning.

Sr. Product Manager / Product Group Manager

Results-Driven Marketeer  |  Brand Strategist  |  Retail & E-commerce Expert 
	
Award-winning, commercially driven marketing leader with a track record of driving business growth and innovation across renowned global brands and across industries, spanning FMCG to consumer durables and retail. B2C and B2B.

With a proven ability to craft and execute integrated marketing strategies, I excel in building high-performing, purpose-driven teams, fostering digital transformation and achieving robust business results. My diverse expertise covers brand and customer lifecycle management, creative storytelling and innovative communication approaches, incl. influencers, creators, and AI. My commercial acumen is derived from hands-on management of omnichannel strategies (retail, e-commerce, trade), and having led e-commerce businesses with full P&L responsibility, overseeing e.g., commercial strategy, portfolio management, market expansion, and operational efficiency.

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