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Interim manager

Interim manager

Work Experience

USG People Belgium NV, Antwerp, Belgium • 2009-Present
€675M national specialized employment services provider

Group Marketing Director
Determine, create and contintually update the positioning and marketing strategy to reach both B2C and B2B market segments in Belgium for the 9 brands of USG People in Belgium. Implement the marketing strategy in the market to reach the commercial goals within the budget, whilst capitalising on the company’s assets. Definition, coordination and permanent monitoring of the product strategy. Development of a product strategy for each specialised division. Responsible for competitive monitoring and market research. Direct external and internal communications, including marcom, PR, sponsorships, online presence, events, brand activation etc. Administer a budget of €6,5M for Belgium. Supervise 11 direct reports and 2 indirect reports. Member of the Management Team for USG People Belgium.


KAREL DE GROTE COLLEGE, Antwerp, Belgium • 2008-Present
Educational institution for Higher Education

Lecturer ‘Sports Marketing’ and ‘Event Marketing’
Teaching 'Sports Marketing' in the 2nd year and ‘Event Marketing’ in the graduation year of the 3 year Bachelor’s Training ‘Business Management’ – Main Subject ‘Marketing’.


TRUVO, Antwerp, Belgium • 2005-2009
€250M national provider of business and residential telephone directory services

Head of Marketing Communication & Research and International Group Marcom Lead
Create and continually update marketing and communications strategy to reach both B2C and B2B market segments in Belgium and throughout Europe. Define brand and visual guidelines to drive messaging and corporate image. Direct corporate and marketing communications including marcom, PR, internal communication, sponsorships, online presence, and brand activation. Implemented the rebranding for the Truvo Group throughout 7 countries. Led the international media agency pitch and selection process. Responsible for all market research activities. Acting spokesperson towards all external stakeholders (press, etc.). Administer a budget of €6M for communications in Belgium and €10M for communications internationally. Supervise 4 direct and 6 indirect international reports. Member of the Truvo Key Management Group.

• Generated dramatic increases in brand awareness in 2007 despite 5 consecutive years of decline from 2001 to 2006, and increased brand likeability 50% among 18- to 34-year-olds
• Grew overall brand usage an average of more than 3% after 6 solid years of decrease
• Introduced a 360 degree marcom implementation focusing on 1 core creative concept, earning numerous awards and nominations in 2006-2008 for marketing effectiveness and creativity
• Honored with the 2005 IAB Belgium Best SEA Integrated Online Campaign, 2007 Benelux Event Award, 2007 Conga Award Nomination, 2007 CCB Award Mention, 2007 Magazine Print Award for “Best Use of Media, a Gold 2008 Best of Activation Award and a 2008 EADP European Award for Quality and Excellence in Directory Publishing “Business to Consumer – Online”


SN BRUSSELS AIRLINES, Zaventem, Belgium • 2002-2005
€500M international airline focusing on the EMEA region

Channel Sales & Marketing Manager EMEA FlySNPro.com • 2004-2005
Shepherded the creation of an online sales channel targeting corporations, small and medium enterprises, and non-IATA licensed travel agencies. Designed and implemented new business and communications processes. Developed and managed the range of product offerings to build business in new markets. Signed commercial contracts and service level agreements. Administered a budget of €1M and supervised 4 direct reports.
• Grew the business to €1M in 9 months
• Penetrated a new market segment to attract 250 new B2B customers in less than 9 months
• Designed and launched an online CRM booking system with client recognition to profile and target the client experience in less than 3 months

Customer Communication Manager • 2002-2004
Developed and implemented a comprehensive global marketing and communication strategy for the airline at large and its frequent flyer program. Supervised 4 direct and 27 indirect international reports. Cultivated partnerships and “official carrier” relationships. Oversaw media strategy. Led market research.
Drove above-/below-the-line, direct, online, B2B, and trade marketing and communication for all markets in all regions, including briefing, planning, implementation, and post-campaign analysis. Managed a €7.5M budget. Administered daily budgets and forecasts.
• Increased total brand awareness from 0% to 99%, spontaneous brand awareness from 0% to 82%, and top of mind (TOM) awareness from 0% to 65% in 24 months
• Surpassed all other Belgian airlines in brand likeability in less than 2 years
• Streamlined customer relationship management with a centralized approach that grew the frequent flyer program to 500K active members
• Honored with a CBB Award in 2003 and 2004 and a Freddie Award in 2004
• Launched 2 key campaigns, including a viral campaign that attracted 1M visitors to a personalized website in 2 months


WANADOO BELGIUM, Brussels, Belgium • 2001-2002
National B2B and B2C Internet service provider.

Commercial Communication Specialist
Developed and coordinated all communications projects with 2 direct reports. Implemented media planning and buying, negotiations, and media strategy development. Planned, implemented, and analyzed campaigns to maximize return on investment. Directed channel marketing. Led branding efforts and ensured consistent messaging across all customer communications, including the targeted customer retention program. Supervised sponsorship acquisition and management. Managed a €5M budget.
• Improved brand awareness position from #10 to #3 in only 16 months
• Piloted commercial development of the company’s portal website and product websites
• Earned the 2001 CCB Award for Best Radio Commercial


ADDITIONAL POSITIONS (full details available on request)

PUNTA LINEA COMMUNICATIONS, Antwerp, Belgium • 1997-2001
Key Account & Project Manager – Delivered high-performance promotional campaigns for Coca-Cola Services Belgium and Procter & Gamble Benelux. Earned the 2000 Best of Activation Award.

RAATS COMMUNICATIONS, Antwerp, Belgium • 1995-1996
Account Executive – Developed media and production planning and purchasing. Planned campaigns for Boën Parkett Belgium, SieMatic Belgium, Swissflex Europe, and Vimmo. Earned the 1996 SPCA Award and the 1997 the ESPC Award.


Education

Postgraduate Degree – Marketing Management • Instima-EHSAL, Brussels, 2003-2004
Bachelor’s Degree – Modern Languages • Karel de Grote Hogeschool, Antwerp, 1993-1995
Bachelor’s Degree – Interpreter, French & Spanish • Lessius Hogeschool, Antwerp, 1991-1993

Languages

Dutch, English, French, Spanish, German, Italian

Other

Member of the Advisory Board of the Antwerp Diamond Giants professional basketball team
Member of the Executive Committee of the World Festival of Schoten
Guest lecturer in a number of universities and colleges
Guest speaker on a number of congresses and seminars

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