I am the chief architect of the most important transformational agendas PepsiCo has ever had : to visibly and rapidly reshape PepsiCo's beverage portfolio to address the drastic change in consumer demand in the beverage industry and to withstand and curb headwinds that we face as a company : * Deliver and align - on the most senior company level incl our CEO Indra Nooyi - portfolio change strategies, transformational marketing & innovation plans and long term goals for PepsiCo's portfolio including specifics for our billion dollar brands (Pepsi, 7up, Mirinda, Mountain Dew) and deliver the executional elements that go with it (product, marketing, comms,...) ensuring a sustainable future growth, equity, and loyalty for the beverage business globally. * Lead the agenda for the "enablers" of that change program so they are set up to operate in a fundamentally and seismically different way (across R&D, franchise, procurement, our operational asset base, pricing, marketing & branding, marketing capability, innovation and discovery partnerships, short and long term innovation).
Responsible for 3 major verticles of the business, combined into 1 job: Senior Director of Marketing for the MEA snacks business + General Manager for Quaker + Senior Director transformational innovation for PepsiCo MEA. In this capacity I've started up a dedicated innovation department to look after breakthrough innovation. I've introduced the idea of, and led the implementation of, StageGate as process to facilitate innovation, across all MEA business units. This is now being used as lead model for the wider AMEA sector. In my capacity as GM for Quaker I have expanded the business, brought innovation to the region (first in 50 years), changed the business model, built and implemented the long term strategy, setup and developed the team, and most-importantly: continuously over-delivered nopbt. As marketing head for the region, I've led the strategic planning for Lay's, Doritos, Cheetos, and contributed to guiding the plans for the many local brands. Successfully led brand innovation, (synchronized across markets for the first time), brand activation and consumer engagement programming, entry into new categories, and justification and implementation of new technological platforms. Business has flourished and got to new heights in performance (volume and revenue), share, innovation contribution to the business.
Responsible for Cheetos and Doritos marketing across all continental Europe, as well as for innovation in the healthy snacking category. Coordinated marketing strategies and activation plans across 20+ European markets, interacting with Marketing Directors and GMs in order to create synergies for brand engagement and promotion programs across Europe, safeguard global brand strategies, lead product innovation and brand extensions. Led a capex for a big potato chips investment in Europe to service/supply all of Europe. Led the innovation strategy and implementation for the new healthy foods categories, primarily bread-inspired snacks and biscuits with all market units and with R&D centers in UK and US. Successfully launched the first-ever health innovation for PepsiCo Europe in Spain and Portugal. Led aggressive expansions plans for Quaker Oats across the region. Delivered consistent DD growth of Quaker in Europe in turbulent economic times by refocusing the company behind the brand, marketing, and by dialing up brand investments. Set and execute health&wellness strategies for PepsiCo Europe. Contributed in a significant way to PepsiCo' cornerstone strategy: Performance With Purpose. Based out of Brussels and reporting into Barcelona and Geneva HQs.
Led a 20 FTE marketing department. Turned around BASE from a small entrant in telecom to a strong and aggressive fighter taking 15 share, by executing a never-see-before brand and corporate relaunch across private and institutional segments. Turned around profitability. Injected new marketing approaches. Built efficiency in marketing operations. Effectively executed a complex business matrix where marketing was well integrated in the end. Managed, executed, and spend 50mm euros in media in 2003, making BASE one of the top 5 media spenders in Belgium. Received awards for Most Outstanding Digital Campaign, Most Novel Newspaper Ad and was recognized for efficient campaign planning across all media in the industry. Created the BASE corporate and brand visual identity that is still being used to date (>6 years later), and that is the blueprint for BASE's expansion into Germany. Launched the first targeted ethnic brand in Telecom, targeting the Turkish community, Ay Y?ld?z, which was a successful revenue provider. It brought insights-based innovation and segmentation to the industry. Check out one of the most beautiful TV commercials I've made there: http://www.youtube.com/watch?v=ioDNrl_qHgA http://nl.wikipedia.org/wiki/KPN_Group_Belgium http://www.kpngroup.be/en/x/141/base http://www.base.be/en/home http://www.kpngroup.be/en/x/144/ay-yildiz
Marketing leader for the PepsiCo potato chips business. Ran the biggest ever marketing strategy at that time: rebranding of Smiths-to-Lay's. Successfully grew brand equity and share in all N.European markets for Lay's. Delivered above plan performance and strong bottom-line $s. Started as Brand Manager Smiths in Belgium and promoted fast to Sr. Brand Manager and later Marketing Manager for the Benelux markets, managing all potato chips brands. Won an EFFIE (efficient marketing campaign) award in 2002: BRONZE EFFIE AWARD http://www.effiebelgium.org/nl/case_2002_lays.html
Marketing leader for the PepsiCo potato chips business. Ran the biggest ever marketing strategy at that time: rebranding of Smiths-to-Lay's. Successfully grew brand equity and share in all N.European markets for Lay's. Delivered above plan performance and strong bottom-line $s. Started as Brand Manager Smiths in Belgium and promoted fast to Sr. Brand Manager and later Marketing Manager for the Benelux markets, managing all potato chips brands. Won an EFFIE (efficient marketing campaign) award in 2002: BRONZE EFFIE AWARD http://www.effiebelgium.org/nl/case_2002_lays.html
Managed the #1 drink yoghurt in the Benelux, Fristi and the #1 sportsdrink in The Netherlands, Extran. Both brand later acquired by Friesland Dairy Foods. Responsible for marketing execution. Launched the first-ever probiotics drink in Europe (Fyos(R)), in 1997! http://en.wikipedia.org/wiki/Numico http://www.frieslandcampina.com/nederlands/about-us/brands/fristi.aspx
5 years of experience in qualitative and quantitative research. I ran group discussions and in-depth interviews in mutiple countries for companies such as Coca-Cola, Unliver, Masterfoods. Built expertise in unique "car-clinics" to define the future of car models, for Audi and Volkswagen. Conducted research and wrote advise to clients in all field of marketing; from copy testing to positioning work to innovation ideation to consumer-based-strategy-setting. This set me up for solid consumer insights knowledge, both from a technical aspect as from insights knowledge base. Got a lot of deep insights in psychology and consumer behavior, the fundamentals of marketing. A company I would recommend for results driven research! http://www.keystone.be/
I've always been busy on some level or other outside of the classroom. From playing and performing with a rock band back in my hometown to being very active in my university association, AIESEC. AIESEC is the world's largest student organisation, present in over 100 countries and territories and with over 45,000 members. AIESEC focusses on providing a platform for youth leadership development, by enabling young university students to act as global citizens, to change the world, and to get experience and skills that matter today; especially in a business environment. I've been an active member for 4 years, organising events and promoting them on campus. Biggest ever near-business event organised was the anual global conference in 1991, where I functioned as OCP - organising committee president. I was elected the year before by the National AIESEC team to lead the event. Great fun and great learnings. More than on the university benches! http://www.aiesec.org/
Head of marketing for the entire beverage portfolio for PepsiCo in the Middle East Africa region (Pepsi, Mirinda, Mountain Dew, 7UP, Aquafina, Bario, Frutz, Gatorade, H2oh!, Shani). Driving business growth, brand equity, creative excellence, brand activation programs, synchronisation and synergies, and long term strategies across all brands, in 30+ markets. Tasked with delivering top-line growth numbers, and contributing to revenue and profit objectives. Balancing the portfolio across, and making the right trade-offs between, developed and developing markets, high and low share positions (most of markets are astronomically high for PepsiCo in this region btw), high and low GDP macros, high and low per cap consumption positions, fast and slow growth paths, etc Partnering with PepsiCo's Global Beverage Group, contributing to crafting global winning strategies for our "billion-dollar" brands. Nurturing and growing innovations in beverages sustainably. Leading the marketing capability building agenda for 100+ marketing associates. Currently leading some of the most exciting and transformational brand programs for Pepsi in Middle East Africa, some of which have already been recognized as Best Practice in PepsiCo.
Master
master
Concentration: applied economics, marketing specialist -&- international affairs
Healthy living, aikido, writing ...and a good glass of wine.
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