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Marketing and Sales Director

Work Experience

PROFILE
Marketing and Sales director with 20 years experience with leading retailers and world class brands. I have worked both at local and international level in FMCG, Lifestyle Fashion, Sports and Leisure.

Focused, business minded, reliable and creative problem solver, I am turned to action and success.

Strengths include:
• Assess, develop and manage efficient marketing and sales strategies
• Align sales and marketing to create revenues and manage costs
• Develop impactful promotions and marketing campaigns ATL, BTL, on- and off-line
• Optimize marketing spend, reduce cost and improve ROI
• Category management for better performance and customer satisfaction
• Develop new products, concepts and private labels to generate extra turnover and increased margins

Contact me to find out how I can help you grow your business.


EXPERIENCE and ACHIEVEMENTS
VF CORP 2005 – 2012
World’s largest apparel company (The North Face, Wrangler, Timberland, Eastpak, Van’s)

Marketing Director EMEA EASTPAK 2009 - 2012 (Belgium)
In charge of the international marketing strategy for Eastpak, including research, advertising, PR, trade marketing, digital marketing and e-com. Key Account coordinator for Amazon Europe. Managed the HQ team of 10 persons and 5 local marketing managers.
Key Achievements:
• Repositioned Eastpak from a high school backpack brand to an Urban Insider Brand
• Coached the UK to develop and implement a new business plan to grow from 2 to 15 million € by 2015
• Established Eastpak in the digital world (from 60K to 850K Facebook fans, tripled traffic website)
• Implemented Eastpak Artist Studio (artiststudio.eastpak.com), a charity action involving 130 artists worldwide, to generate substantial PR coverage for Eastpak.
• The 2011 Spak campaign won the young directors award in Cannes (Spak Commercial)
• Won the iF communication award for the Eastpak stand at Bread and Butter 2012 tradeshow

Sales and Marketing Director EMEA Mass Brands Jeanswear 2008 - 2009 (Belgium)
Led the Sales and Marketing team of this 40 million € division, selling to hypermarkets, Cash & Carry and lower tier distribution. Managed 12 National Sales Managers (7 direct reports and 5 dotted) and 2 marketing managers.
Key Achievements:
• Opened 95 new customers
• Created the Hero by Wrangler sustainability program, making it the first mass brand to be accredited by the sustainability organization Made-By (made-by.org)
• Dismantled this division as it was not fitting the VF strategy. In adverse conditions I kept my team motivated and generated better than expected results

Marketing Manager Europe Mass Brands Jeanswear 2005 - 2008 (Belgium)
Responsible for the overall mass brands strategy in liaison with the Brand VP. Besides trade marketing and advertising, I worked with the product teams on new concepts. European Key Account coordinator for MGB (Makro, Real, Metro, etc.). Managed 1 marketing coordinator and the local marketing managers.
Key Achievements:
• Repositioned Maverick from an entry price jeans to an authentic American jeans brand: “Go For More”
• Developed and successfully launched the Hero by Wrangler the EasiShape concept (46.000 units in 2008)
• Sold 6 international promotions to MGB (500-800K€ per promotion)
• Optimized and reduced the marketing budget (from 4 mil € to 2.5 mil €)
• Developed and rolled out new SIS concept for Hero by Wrangler and Maverick


DECATHLON 1993 - 2005
3rd largest sport retailer and producer in the world, with 590 stores world wide

International Marketing Manager 2004 - 2005 (France)
In charge of the international roll out of the marketing strategy. In a matrix organization I was managing and training the 11 country marketing managers and was an internal consultant for strategic countries (Germany, USA and China). Created the international promotions (planning, commercial policy, product selection, sales analysis).
Key Achievements:
• Supervised the revision of the communication plans for Germany and China, leading to increased footfall
• Improved planning and product selection of the international promotions led to 20% increase in sales
• Trained and coached the country marketing managers

Commercial Director Benelux 1999 - 2003 (Belgium)
Responsible for the adaptation of the international commercial strategy to the Benelux market. Led the negotiations and buying of the local product ranges. Managed the B2B business unit, including P&L responsibility. In charge of the whole marketing mix, including merchandising, buying, pricing and advertising (media budget 1.5 million €). Managed 8 persons (4 communication, 2 merchandisers, IT manager, B2B manager).
Key Achievements:
• Revised the sales strategy for the B2B unit, turning it into a profitable business unit
• Optimized the local product range, generating higher sales, better margins and lower inventory
• Designed the communication strategy leading to an awareness of >90% and double digit growth

Category Manager Shoes Water Sports 1998 - 1999 (France)
Built the international product range and managed the development of the private label products. Led supplier negotiations. Managed 4 persons (merchandiser, 3 part time product developers).
Key Achievements:
• Outperformed the market by 14% by adapting the product offer to the market quickly
• Successfully launched the private label brand “Tribord”

Merchandiser Shoes water sports 1996 - 1998 (France)
Senior department Manager Shoes 1995 - 1996 (France)
Recruiter Belgium 1994 - 1995 (Belgium)
Department Manager Textile 1993 - 1994 (France)

Education

TRAINING
VF Leadership Institute (Finance, Strategy, Management) 2008
Public Speaking (People Insights, Quilotoa, Kronos) 2008, 2006, 2002
Management (Gii, UFLF) 2003, 2000, 1994
Media planning (GRP Media school Brussels) 2001
Negotiation (Synapse) 2001, 1997
Marketing Communication (Vlerick Management School) 2000
Train the Trainer (UFLF) 1997
Selection & Recruitment (UFLF) 1994

EDUCATION
Master in Business Economics, Erasmus University Rotterdam 1986 - 1992
Erasmus Exchange program, ESC Lyon 1991
Foreign exchange student, Dickinson College, Carlisle, USA 1985 - 1986

Skills

Marketing and Sales director with 20 years experience with leading retailers and world class brands. I have worked both at local and international level in FMCG, Lifestyle Fashion, Sports and Leisure.

Focused, business minded, reliable and creative problem solver, I am turned to action and success.

Strengths include:
• Assess, develop and manage efficient marketing and sales strategies
• Align sales and marketing to create revenues and manage costs
• Develop impactful promotions and marketing campaigns ATL, BTL, on- and off-line
• Optimize marketing spend, reduce cost and improve ROI
• Category management for better performance and customer satisfaction
• Develop new products, concepts and private labels to generate extra turnover and increased margins

Contact me to find out how I can help you grow your business.

Languages

English Fluent French Native speaker
Dutch Native speaker German Basic Knowledge

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