If you’ve ever met me, you’ll know sitting still isn’t really my thing. Over the past 15+ years, I’ve built strategy teams across agencies, from challenger shops, local leaders and global networks. For me, marketing has never been just about communication. It’s about helping businesses articulate their corporate strategy as a brand and translating that into how it shows up for customers across every interaction, from products and services to technology, CX and innovation.
Along the way, I’ve worked across brand, content, service design, UX, data, research, innovation and AI strategy, often alongside large, multidisciplinary teams, with brands like Samsung, Heineken, Unilever, Carrefour and PwC. Today, I’m part of Belgium’s largest technology services group, where I’m exploring how that same idea, shortening the gap between business and market, can be pushed further through technology, data and AI.
To achieve this, we’re building a completely new type of practice. One that starts from technology and works its way toward marketing and business, without the legacy of how things have been done before. I’m convinced that’s where the next chapter for our industry will take shape. Still very much in service of brands, but approached from a fundamentally different starting point, and cultivating a very different type of creativity.
For that same reason, I teach at Erasmus University, ACC’s H.Y.P.E, & contribute to the APG Expert Center for Strategy, helping shape a new generation of strategist that think beyond the classic briefing. Truth is, I’m pretty sure I learn more from them than they do from me.
