Experience

BAM - Belgian Association of Marketing

• Belgium
• Advertising Services
• 1 - 100 Employee

• Captain Meaningful Strategic Board

  • Apr 2022 - Present

• Member of the Sustainability Think Tank

  • Jun 2021 - Present

• Member of the Executive Committee

  • Sep 2020 - Present

• Member of The Management Board

  • Sep 2020 - Jun 2023

• President Expert Hub Communication

  • May 2018 - Apr 2022

  Gathering and leading an agile think thank and Experts squad. We defined The Meaningful Marketing Framework. Based on which, we are actively advocating for meaningful marketing. More to come....

• Member of the Communication Expert Group

  • Jan 2016 - May 2018

• Keynote : The unavoidable truth about visual language evolution - BAM Congress

  • Dec 2017 - Dec 2017



Hoet&Hoet

• Belgium
• Graphic Design
• 1 - 100 Employee

• Director Strategic Planning

  • 2006 - Present

  • Analyzing brand expertise at all relevant levels : reconcile brands, citizens and society • Empowering brands to meaningfullly become more sustainable and deliver positive impact • Empowering brands to deliver more meaning and shared value to their stakeholders • Sustain engaged brand with relevant branding tool : DNA, positioning, tone of voice, brand engagement, mission, vision, values, engagement, promise... • Workshops animation with boards, executive and steering comittees • Strategic creative management • Observing world at large and using trends for shared value business goals • Optimizing meaningful, sustainable, shared value and strategic business approach and eco-systems at large • Brand development in a multi dimensional world • Clients : Gudule Brussels Winery, Delitraiteur, Sirris, Agilytc Data Scientists, VBO-FEB, ULiège, Beeodiversity, We Social Movements, Les Petits Riens-Spullenhulp, Agoria, Wink, Louis Delhaize, EFQM (European Foundation for Quality Management), Equilis, BPI, Tale Me, Sabena Aerospace, Team Belgium (COIB-BOIC), Kewlox, Drake/Momentum, Warnimont, Westland Shopping Center, Belfius, Delhaize, SNCB-NMBS La Gare - Het Station, Benelux, Iu, UBA, UITP, Sibelga, Greensun Show less



BMMA - Belgian Management and Marketing Association

• Belgium
• Advertising Services
• 1 - 100 Employee

• Board Member

  • Dec 2015 - Present

• Member of the Executive committee

  • Jan 2018 - Present

• Kings of the past, gods of the future - The need for real brand relevance (Workshop)

  • Jun 2018 - Jun 2018



#EUPRIO - European Association of Communication Professionals in Higher Education

• Belgium
• Higher Education
• 1 - 100 Employee

• Guest Speaker

  • Jan 2016 - Present

  Topic : Branding in Universities and High Education field Topic : Branding in Universities and High Education field



AM Inspires

• Belgium
• Business Consulting and Services

• Founder

  • Apr 2011 - Present

  Strategic advice - Management- Marketing -Communication -Branding Strategic advice - Management- Marketing -Communication -Branding



University of North Carolina at Charlotte

• United States
• Higher Education
• 700 & Above Employee

• Keynote Speaker - Branding in a dying consumer society : let the positive impact model grow

  • Dec 2022 - Dec 2022



UPMC - Union Professionnelle des Métiers de la Communication

• Belgium
• Civic and Social Organizations

• Keynote Speaker : Is branding still relevant ? Towards a new model of society

  • Nov 2022 - Nov 2022



Trends Business Information

• Belgium
• Information Services
• 1 - 100 Employee

• Keynote Speaker : L'art d'entreprendre

  • Nov 2022 - Nov 2022



IHECS

• Belgium
• Higher Education
• 1 - 100 Employee

• Keynote speaker : The role of Brands in today's society

  • Feb 2022 - Feb 2022



HEC Liège

• Belgium
• Higher Education
• 100 - 200 Employee

• Keynote Speaker : What is brand activism today ? Are you a brand activist ?

  • Feb 2022 - Feb 2022



IAB

• United States
• Advertising Services
• 200 - 300 Employee

• President of the UX - Visual Design Jury IAB-BAM MIXX AWARDS

  • May 2020 - Dec 2020

  Coach and lead the Jury. Redefine, reposition and revitalize the category Coach and lead the Jury. Redefine, reposition and revitalize the category



Solvay Brussels School of Economics and Management

• Belgium
• Higher Education
• 1 - 100 Employee

• Keynote Speaker- From bullshit marketing to meaningful marketing

  • Nov 2020 - Nov 2020



IHECS

• Belgium
• Higher Education
• 1 - 100 Employee

• Keynote Speaker - From advertising to uprising : the Meaningful Marketing Framework

  • Oct 2020 - Oct 2020



HEC Liège

• Belgium
• Higher Education
• 100 - 200 Employee

• Keynote speaker : BAM Meaningful Marketing Journey : from meaning of loss to societal shift

  • Apr 2019 - Apr 2019



BeAngels

• Belgium
• Financial Services
• 1 - 100 Employee

• Member of the Selection Comittee

  • Oct 2013 - Oct 2018

  Selecting the start-up projects worth to be presented to the Be Angels members.

• Masterclass - Selling your project : how to use storytelling without telling tales ?

  • Feb 2018 - Feb 2018



3M

• United States
• Industrial Machinery Manufacturing
• 700 & Above Employee

• Guest Speaker : Branding in a complex world

  • Apr 2011 - Apr 2011



Touring

• Belgium
• Individual and Family Services
• 200 - 300 Employee

• New Business Development Consultant

  • 2005 - 2006

  • Brand repositioning study • New concept development : mobility concept store • New business development • Business Model development • Concept store strategy • Marketing and business plan conception • Team management : designers, architects, academical personnel • Brand repositioning study • New concept development : mobility concept store • New business development • Business Model development • Concept store strategy • Marketing and business plan conception • Team management : designers, architects, academical personnel



- Dedicated Resources -

• Belgium
• Market Research
• 1 - 100 Employee

• Qualitative Research Manager

  • 2002 - 2004

  • Qualitative strategic research cell development • Client management : briefing, survey objectives and methodology, questionnaire, focus groups animation , face to face interview, analysis and conclusions, report and presentation • Clients : RTBF (La Une, Music 3), Virgin Express, Global Net, Alpha D’Lish, ICI - Dulux, Renault, GIPA • Qualitative strategic research cell development • Client management : briefing, survey objectives and methodology, questionnaire, focus groups animation , face to face interview, analysis and conclusions, report and presentation • Clients : RTBF (La Une, Music 3), Virgin Express, Global Net, Alpha D’Lish, ICI - Dulux, Renault, GIPA



Color of Glass

• CEO

  • 1996 - 2002

  • Start up creation • Business Plan and project creation : market trends analysis and project formulation • Business development, financial reporting • Technical management with engineers and most renowned architects in Belgium : contacts, briefing, works production, exhibitions and edition • Lobbying with glass industry most important stakeholders • Creation, execution and control of marketing and communication plans, press relations, events and fairs • Start up creation • Business Plan and project creation : market trends analysis and project formulation • Business development, financial reporting • Technical management with engineers and most renowned architects in Belgium : contacts, briefing, works production, exhibitions and edition • Lobbying with glass industry most important stakeholders • Creation, execution and control of marketing and communication plans, press relations, events and fairs



American Express

• United States
• Financial Services
• 700 & Above Employee

• Marketing Manager Business Partners

  • 1992 - 1996

  • Marketing plan creation, production and control • Seminars plan creation, production and control • Key account management : (Hilton, Sheraton, Sabena....) • Launch of new services and relaunch of existing services • Market surveys • Events and sponsoring selection and management • Budget and financial reporting • Marketing plan creation, production and control • Seminars plan creation, production and control • Key account management : (Hilton, Sheraton, Sabena....) • Launch of new services and relaunch of existing services • Market surveys • Events and sponsoring selection and management • Budget and financial reporting



DDB

• United States
• Advertising Services
• 700 & Above Employee

• Marketing Executive

  • 1988 - 1992

  • Marketing plan creation, production and control, production management, client follow up (Sabena, Merrill Lynch, Glaverbel, Cemstobel....) • Prospection and sales • Marketing plan creation, production and control, production management, client follow up (Sabena, Merrill Lynch, Glaverbel, Cemstobel....) • Prospection and sales