The pillars of impact marketing
Impact marketing is about creating a change in people's mentality and their behaviour.
It extends from creating awareness to inspiring people to act.
This means that brands need to build an accessible and inspirational brand ambition backed by impactful products, services and actions. And developing the right storyline to be heard, understood and felt.
Impact marketing also requires a different stakeholder strategy. Embracing and impacting the brand's own people before addressing the outside world. And all relevant stakeholders within the value chain.
I can support you to define a clear impact ambition and its supporting strategic actions,
translate this into storytelling and beyond
and help you to truly understand your stakeholders of today and tomorrow.
As a coach, expert and strategist. Or hands on project lead.
An impact ambition
For your company, brand, product or department
HOW: I developed an Impact Ambition Model (IAM) that guides companies in a strategic and structured way from insights to a clear ambition that can resonate with stakeholders throughout the value chain. This defines a clear WHY. But beyond an ambition the model allows brands to translate this into a clear set of internal and external actions (HOW&WHAT)
WHAT: IAM-workshops combined with strategic recommendations, if necessary supported by inspiration sessions. I mostly use the IAM model on brands, I've also used it to tackle specific brand or company challenges in order to define a clear and thought through strategy.
A collaborative approach
Impact through collaboration
HOW: Working together to define a future strategy creates engagement and ambassadors. On top of an enriching sharing of voices and opinions.
WHAT: IAM workshops are the full package, jointly creating insights through stakeholder and context knowledge, defining an ambition and creating a roadmap to start building the future.
Workshops can also tackle specific marketing, communication or organisational challenges, if necessary fueled by inspirations sessions.
Or focus on insights driven innovation challenges or objectives.
Sustainability (SDG)
From a must to a business accelerator
HOW: Becoming more sustainable is vital for all businesses. But where to begin, where to focus and how to integrate this into my brand strategy? It is a challenge many marketers struggle with. I can help you define the roadmap, and more importantly the fit with your brand essence. How do I differentiate myself better through sustainability? What do I tell, what do I do, when am I silent? In collaboration with sustainability experts a sustainability audit or roadmap can be developed
WHAT: impact ambition workshops combining brand building and sustainability, inspiration sessions, communication & campaign strategy
Information and inspiration as a kickstart
Courses or inspiration sessions
HOW: Looking for a deep dive into specific marketing or consumer information or just a contextual inspiration session? A reality check for your team or a more advanced theoretical class?
Or a specific tailor made insights session linked to your challenges?
WHAT: Impact Marketing course - Impact marketing workshop - stakeholder deep dive - sustainability inspiration - category deep dive on stakeholder or sustainability - tailor made knowledge and insights
Preferably combined with strategic or creative exercises to create engagement.
Adapted to the participants maturity level.
Big & small
All sizes count
I have worked for big companies and 1 (wo)man start ups.
For companies, brands or departments within the company.
For the Marketing Manger or Director or directly with the CEO.
As an external partner or even as part of the brand team.
In/out or a long term collaboration
From marketing strategy to campaign or communication strategy.
From strategy to campaign excecution (with my creative team or the company's team or agency)
Both on a budget and collaboration level all options are possible.
Who am I
Passionate & experienced, ready to ACT for tomorrow
- 2012 Strategic Director @ TBWA/TEQUILA
2012 - Freelance: Impact strategy (strategic lead, brand strategy, marketing strategy), workshop facilitator, inspirationa sessions, full agency including direct campaign management, innovation workshops, , pitch support,
EXPERIENCE & EDUCATION
2019 - ... Effie Jury Member - Effie Jury Feedback Master
2017 - ... BAM Marketing Congress Board Team member (2019 Marketing Congress President)
2021 - ... BAM Think Tank Sustainability co-captain with Nicolas Lambert
2023 Vlerick Sustainability Leadership Course
2022 - ... Belgian Marketing Awards Selection Comitee
Keynote speaker @ BAM student congress, BAM marketing congress, OMCollective congress, ...
How can I create impact & value for you?
A large array of possibilities
IAM-model workshops: create fast and structured change with the team, and from strategy to implementation
Broad experience in marketing and communication - retail (5 years @ Colruyt Group)
Sharp analytical mind
Experience - Availability - flexibility
Multi-level value: coaching, hands on action, high level strategy, inspiration
Internal and external value creation
Project or campaign strategy
Team lead or connector
Wellbeing
Collaboration with Oh My People - Elke Van Hoof
Since september 2022 I started a collaboration with Elke Van Hoof, Professor at the VUB and owner of OhMyPeople, a company specialised in creating an healthy and inviting working place where each and everyone can prosper.
For OhMyPeople I developed a Wellbeing Purpose model that allows companies to impactfully create a wellbeing strategy and act upon it.
Because resilience, physical and mental health are key parts of a more sustainable future. Because that future will be built by people. So we need to make sure they are up for the job and ready to face the challenges they encounter. And powered to develop the right solutions.
Some of the clients I enjoyed working for...
Building strong meaningful brands, creating more and more impact
From an outside in strategy, to an inside out implementation.
My focus has shifted through the years,
yet creating impact has always been at the heart of what I do.
CCX | head of strategy/strategic coach
November 2017 - December 2021
Senior strategy lead@CCX, working on all retail brands of the Colruyt Group: Colruyt, OKay, BioPlanet, DreamLand, Dreambaby, Collishop, ....
Strategic lead on brand building exercises, brand campaigns, communication strategies, initiator of Let's Go CG strategic inspiration sessions.
Strategic coach: coaching strategic planners, conceptual teams and brand marketeers.
Huis voor Veerkracht | Ambition definition and collaboration
2019 - ...
INTERNAL: 6 month strategic project to create the building blocks of a new purpose driven service proposition. Several workshops to define purpose key, core team & responsabilities, launch strategy.
EXTERNAL: Huis voor Veerkracht guides companies in their wellbeing strategy. In support I guide&coach these companies and wellbeing departments in their marketing strategy and communication support.
La Maison Victor Roularta | transformation workshop
September 2018
DEEP DIVE: Co-creative strategic workshop to define how La Maison Victor could counter growing competitive pressure and a changing consumer. Project based.
Ojibwa | transformation driven brand strategy & campaign
2017
A 2-day team workshop to rebuild the brand
Followed by a brand strategy exercise
The coaching the development of new brand material both print & digital.
Project based.
Fairtrade Belgium | 1 day Meaningful Ambition workshop
2017
TRANSFORM: Workshop to define a Fairtrade purpose
in order to become a stronger partner for Belgian brands
on their path to a more sustainable future.
Project based.
Winsol | brand strategy partner
2016 - 2017
A 2-day Meaningful Transformation workshop with a large company team to rebuild the brand.
This workshop was followed by a brand strategy and marketing roadmap.
Afterwards I organised a web agency pitch web-pitch.
The pitch winner then developed the new Winsol website. I was designed as a coach on the project.
Lastly on-going support for the Winsol CEO.
Project based.
Vanhie | pop-up agency lead
2015 - 2017
Vanhie is a local premium outdoor living retailer.
A transformation driven brand strategy was developed,
followed by shop re-design and local campaigns.
During 2 years I personally coached Vanhie's CEO
and supervised Vanhie's marketing strategy & actions.
I collaborated with a freelance copywriter, video & photo specialist and the Vanhie team
Veritas | in-house strategic lead
2015 - 2016
In-house strategic lead on partner projects
Greatly expanding and deepening the Cunina collaboration and rebranding.
Part-time pregnancy leave replacement of marketing manager
Member of the development team of Atelier Veritas.
Full time freelance assignment.
HRD Antwerp | global transformation workshop, brand strategy, campaign
2017 - 2018
TRANSFORM: Transformation workshop to redefine the brand's global strategy, from brand strategy to products & services and campaigns. Develop marketing strategy and communication materials to conquer the new retail segment. Project based.
Belgian Association of Marketing | 1 year long congress re-inventor
2019
INNOVATE: general > re-think the strategy and format of the Marketing Congress.
Marketing Congress communication strategy coach
Co-create, innovate with think tank.
Edition 2019: define congress theme & speakers, communication strategy, host conference
JBC | strategic deep dive
2019
INNOVATE: strategic deep dive to analyse JBC's existing marketing strategy and challenge this towards a more future driven and commercially healthy future.
Collab with Ann Maes.
NN | collaborative team session
2018
Facilitate a 1 day workshop with the full NN life team to develop the foundations for a new Belgian division of the international NN-group. Develop the workshop format with both a strategic and organisational goal: truly building a team with 1 common ambition.
Concept: Define strategic pillars & generate a 1000 ideas. Translated into 1 NN strategy.
Rubio Monocoat | Global impact transformation
2018 - ...
Rubio Monocoat is a Belgian player that will change the world of sustainable wood protection.
Kick off: a Transformation workshop
Use outcome to define a vision of Rubio Monocoat's future, on an organisational level, product portfolio and communication strategy.
In a second phase I organised and coached the pitch phase for both a digital and a branding agency. Creating a shortlist and guiding the pitch process.
Today I am part of the brand team offering support where needed.
Acotec | Humidur company impact strategy
2021
Humidur is a sustainable anti-corrosion coating for industrial purposes.
TRANSFORM&INNOVATE:
- a Meaningful Transformation workshop & strategy as a kickstart of both a company and brand strategy.
- in a second phase I coached the recruitment of a Marketing Manager.
- once the Marketing Manager was present an insight driven innovation workshop resulted in a richly filled marketing and communications roadmap that is now being implemented.
Beliès | Impact Transformation & innovation
2021 - 2022
Beliès is a Belgian lead player in the Mediterrenean food sharing category. From olives to hummus to a broader apero-offer
TRANSFORM: a 2-day Meaningful Transformation workshop with key stakeholders from across the company resulted in a meaningful strategy of the future.
INNOVATE: Once this strategy was defined, a product innovation workshop followed. All strategic recommendations are now being implemented by the different in-house teams.
FlexiQ | Start-up modus, from idea to product development, impact on children's resilience
2021 - 2022
INNOVATE: FlexiQ is a Belgian games brand with a USP: helping children (and adults) to develop their resilience and flexibility skills in a science based approach. Thus preparing them for a VUCA world.
From defining a brand ambition I collaborated with Peter, the company's founder on translating science into a clear brand purpose and impact. And defining a games portfolio.
Up to today I'm involved from strategy and on-going coaching on packaging and communication.
After difficult COVID years 2023 is the true Flexiq launch year.
And it promises to become a huge success.
Libeert | Coaching the team on hosting a global Aldi workshop on a sustainable offering
2022
COLLABORATE: Libeert was asked by Aldi to host a global workshop to develop the sustainable ChocoChanger brand. This was a high priority brand and a privilege for Libeert to play a leading part in organising this workshop.
My role: inspiration session for the Libeert team on sustainability within the chocolate category. Then coach te team on workshop content, form and interaction. The Libeert team did a fenomenal job within a very strict timing: from zero to workshop in less than 1 month. Including a total mindset change within the company.
Beliving | Sustainability workshop
November 2022
TRANSFORM: This workshop was a C-level workshop to define a sustainability strategy for Beliving. Some sustainability initiatives were already being taken but the company lacked a clear ambition.
The workshop started with an inspiration session to create a clear view on both necessity and omni-presence of sustainability strategies.
Once a clear Impact Ambition was in place the company then tackled both redifining the brands' essence and creating a sustainability roadmap.
Oh My People | Wellbeing impact workshops and wellbeing marcom coaching
2022
Impact projects initiated by Oh My People
EY
A strategic workshop with the wellbeing team within EY to define their wellbeing ambition and strategy, followed by the right set of actions.
This workshop was an Oh My People project where I served as workshop facilitator and model owner.
Orange
A wellbeing purpose workshop to clearly define stakeholders and ambition
Vlaamse overheid
GLOHW wellbeing annual program communication strategy - strategy and coaching
Welzijnskompas: ambition and communication strategy on a strategic wellbeing tool for the Flemish Government
