Executive Summary
Senior Brand Manager with extensive commercial marketing background in European consumer goods markets, focusing on brand equity growth, portfolio architecture, and integrated campaign execution.
Demonstrated success in orchestrating regional brand repositioning, managing multi-million euro marketing budgets, and aligning cross-functional teams around product launches.
Professional Experience
Lumina Living B.V.
Eindhoven
Senior Brand Manager
Apr 2018 – Present
- Direct brand architecture and marketing communication strategy for premium home wellness product lines across Benelux and DACH markets.
- Orchestrated a repositioning program across four core product collections, lifting brand consideration by 14% within targeted consumer segments.
- Led cross-functional launch teams spanning industrial design, consumer insights, and commercial sales to introduce 12 regional consumer products.
- Manage an annual brand marketing budget of €4.2M, improving media mix allocation and reducing digital channel acquisition costs by 18%.
Avera Consumer Foods
's-Hertogenbosch
Brand Manager
Sept 2012 – Mar 2018
- Steered brand identity and promotional roadmaps for two flagship plant-based food brands across retail grocery chains in the Netherlands and Belgium.
- Executed integrated national marketing campaigns combining connected TV, out-of-home displays, and shopper marketing activations.
- Partnered with research partners on quarterly brand tracking studies, translating consumer sentiment into revised packaging hierarchy and messaging.
- Delivered 22% retail revenue growth across secondary distribution channels through targeted seasonal promotional partnerships.
Education
Tilburg University
Master of Science · Marketing Management · Tilburg, Netherlands · Cum Laude · Sept 1992 – Jul 1994
Specialized in consumer behavior, strategic market analysis, and brand communication research.
Tilburg University
Bachelor of Science · Business Administration · Tilburg, Netherlands · High Honors · Sept 1988 – Jun 1992
Completed core studies in commercial economics, market research methodologies, and organizational management.
Key Projects
Pan-European Sustainable Packaging Transition
Jan 2021 – Jun 2022
- Guided brand voice, visual hierarchy, and cross-channel storytelling for over 40 retail SKUs transitioning to fully recyclable packaging materials.
- Developed retailer communication packages and consumer touchpoint messaging emphasizing sustainable product design without dilution of premium brand equity.
Core Competencies
Brand Architecture
Portfolio Strategy
Consumer Insights
Integrated Campaign Planning
Product Launch Management
Budget Management & ROI Analysis
Packaging & Visual Identity
Agency Management
Cross-Functional Leadership
Languages
Dutch
C2
English
C1
German
B2
Certifications
Mini MBA in Brand Management
Marketing Week · Nov 2019
Professional Certified Marketer (PCM)
American Marketing Association · May 2015
Community Involvement
Stichting Cultuur & Regio Eindhoven
Eindhoven · Jan 2019 – Dec 2023
- Pro Bono Marketing Advisor
- Advised regional cultural organizations on brand identity development, audience segmentation, and multi-channel outreach initiatives.
- Mentored early-career marketing coordinators on campaign planning, stakeholder communications, and media partnerships.