I am a passionate marketing professional with 15 years of experience, and eager to help big or small companies in managing strategic and operational marketing challenges. Wide experience in Brand Management, Media Management, Category Management and Trade Marketing. Excellent understanding of the full marketing mix and passionate about marketing communications. I also run my own small business/webshop, so for all your digital marketing and/or social media questions, I'm your woman! Happy to hear from you! Astrid
• Definition & implementation of strategic retailer brand plans • In charge of annual promotional calendar with 360° support: in store, online/offline, CRM • Definition & implementation of product campaigns and innovations • Responsible for the full media planning offline & online, with focus on increase media ROI and effectiveness. • Creative development of communication campaigns • Conducting local customer research and target group analysis (qualitative and quantitative) in order to get full understanding of the (future) customer’s needs. Development of concepts/plans and innovations accordingly
• Category management: define growth strategy for the total Hair & Skin Care category at the Belgian food and drug retailers (main retailers: Carrefour, Delhaize, Colruyt, Kruidvat) • Negotiations with retail buyers on assortment, product introductions, shelf space, promotional activities • Shopper marketing, POS communication, pricing strategy, development of planograms • Promo management: development and execution yearly promotional plans Hair & Skin (national + tailor-made)
• Development & execution of local marketing plans & activities for the Henkel Skin Care, Hair styling and Coloration brands ( main brands: Diadermine, Schwarzkopf, Syoss) • Leading several new brand and product launches (e.g. new megabrand ‘Syoss’ haircare, hair coloration and hairstyling) • Execution of full support plan: TV, online ( online video, social media), promotional plans, PR activities, sponsoring programs and consumer events. • Analysis of Nielsen data, internal data, trend and competitor monitoring
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