If you’ve ever met me, you’ll know sitting still isn’t really my thing.  

Over the past 15 years, I’ve had the chance to build digital teams at challenger agencies and lead strategy at both global networks and local independents.  

These days, I head up the Strategy & Insights team at iO; a brilliant mix of 30 strategists and researchers working together to turn brand promises into experiences that drive business results. Ideally without the buzzwords. 

I’ve worked across sectors like FMCG, tech, retail, finance, and mobility, with teams from Samsung, Carrefour, Heineken, Unilever, PwC, and more. I was also lucky to be part of the launch of Belgium’s first TV streaming platform, and to help scale the digital side of a global publisher. 

In 2023, I was (to my own surprise) named one of the industry’s Best Strategy Bosses by the Sweathead community. I like to think this a result of my focus on mentoring and teaching, something I get to do at Erasmus University, the Belgian Advertising School, and H.Y.P.E. I also serve on the ACC board and its Expert Center for Strategy.