Global Brand Director

Hedgren - (2019-2024)

- Repositioning Hedgren as a leading Belgian lifestyle brand specializing in crossover bags, resulting in a stronger brand identity and increased market share. - Development and implementation of a global marketing strategy that ensured 35% growth. - Optimization of marketing budget for maximum ROI, leading to increased regional profits and large savings in production budget. - Defined, executed and monitored the creative brand vision in collaboration with internal teams and external partners such as media, PR and social media agencies. - Ensure consistent brand standards globally, with attention to local market-specific nuances. - Develop a 360° GTM and brand strategy that improved consumer experience and interaction across all touchpoints and built loyalty. - Develop a cross-functional digital GTM process to better align investments, planning and execution within seasonal campaigns. - Established a funnel media strategy that increased brand consideration and conversion rates on both online and offline channels. - Develop an ambitious three-year e-commerce growth plan, resulting in a 45% increase in online conversion. - Designed and implemented an online marketing strategy to strengthen Hedgren's digital presence. - Streamlined alignment between marketing, product development, sales, digital teams and finance for integrated execution. - Lead marketing team with a focus on innovation, professional development and collaboration, resulting in exceptional performance. - Implement unique VM strategy globally, stores design and ready to sell offerings. - Create sell-in and sell-through tools.

Global Brand Director

The Kube - (2019-2024)

- Repositioning of brands such as Timberland, Freddy, Osaka, A-Stay, Cristal and Bofidi. - Co-creation of Timberland's Boot Co collection. - Development of a Never Out of Stock concept for Italian sports collection Freddy, which led to significant growth in EMEA. - Develop the pants concept for Freddy. - Designed and defined the concept for Maan, a premium children's fashion collection. - Creation of the Kubies Influencer Platform for authentic and impactful collaborations. - Develop innovative on- and offline marketing campaigns, including content marketing, social media, influencer strategies, PR and events. - Successfully launched A-Stay, with an integrated brand strategy that led to increased brand awareness and 95% hotel conversion at 1 year. - Organized high profile events such as Antwerp's largest pop-up store, Green 17. - Conceived and executed Antwerp's first creative co-working space: The Kube. - Actively organized events for the business club the Rooms. - PR and influencer events for A-Stay, Hedgren, KitchenAid. - Responsible for visual consistency and innovation across all brand expressions and touchpoints. - Optimize work processes and seamlessly align with clients, resulting in improved productivity. - Account Management. - Sales and sales follow-up. - Budget management. - Sales account management.