WHAT
YOU STAND FOR
IS WHY
YOU STAND OUT
about me
I do marketing and brand strategy consultancy.
I love seeing businesses make choices that have impact and meaning.
My work is to help companies focus and build their marketing, brand, innovation and communication strategies, connecting identity, customer relevance and business ambition to create a clear strategic direction.
My 25 years of international experience as director of global marketing and trade marketing have taken place mostly in companies with an international scope, operating directly in the USA, the Netherlands, the UK and Germany.
I have worked across Food & Beverage, FMCG, durable appliances, health and wellness, in both B2B and B2C.
EXPERTISE
03 — INTERNATIONAL BRAND STRATEGY
One identity. Different markets. Keep the relevance.
Expanding internationally requires more than translating a message. I help businesses connect a distinctive brand identity with local market relevance.
01 — BRAND POSITIONING
A meaningful reason to choose you.
Differentiation isn't about looking different. It's about giving people a meaningful reason to choose you.
I uncover what makes your business distinctive, identify who truly values it and translate that connection into a market position customers can recognize.
02 — STRATEGIC MARKETING
From clarity to performance.
A strong positioning needs a strategy that brings it to life. I connect brand, business objectives, customer insights and market opportunities into an actionable marketing direction.
Less noise. More focus. Better use of your marketing investment.
Strategic consulting to turn clarity into action and sustainable growth.
FIND YOUR STARTING POINT
01
STRATEGIC POSITIONING
Find your place. Own your difference.
I take you to a distinctive positioning, a clear reason to be chosen and a strategic direction to guide future decisions and impact your results.
02
MARKETING GROWTH SYSTEM
Turn direction into action.
For businesses ready to translate their positioning into a structured marketing system. I steer the development of a marketing strategy, operational roadmap, channel priorities, customer journey and performance framework.
03
STRATEGIC MARKETING DIRECTION
Keep your strategy moving forward to market leadership.
For established businesses seeking ongoing strategic marketing guidance. I work alongside leadership to support strategic decisions and keep marketing aligned with business priorities.
04
FOR EMERGING BRANDS
Start with the right questions.
Great ideas deserve a clear direction from the beginning. I offer focused, structured consulting to help emerging businesses define their positioning, build a marketing strategy and develop a route to market.
BLOG
Ideas and strategies
How an Identity Problem Can Affect Revenue
Identity and revenue have one thing in common: value.
This word has two meanings that seem distinct but are, in fact, deeply connected: value as “a set of intellectual or moral qualities, the principles by which an individual acts and navigates the world”; and value as “the monetary worth of a good or service”.
The connection between the two emerges when what a company authentically is becomes relevant to its customers. When that value remains unclear, price can carry more weight and selling can require greater effort. Before launching a new campaign, changing a label or rebranding, you need to understand what makes the company distinctive, who it matters to and whether that difference is perceived. Aligning identity, positioning and communication makes the reason to choose you clearer and supports sales. Start with a question: can your customers explain why they choose you, specifically? And ask yourself: would you buy from a stranger who has nothing particularly meaningful to offer you?
Finding Your Way as the Market Changes
Artificial intelligence, new channels, new consumption habits: every change can open up an opportunity. But chasing them all can make your positioning less clear. Yet when every trend seems worth pursuing, a company’s positioning loses definition. Initiatives multiply in an effort not to “fall behind”, direction becomes fragmented and chaos increases. Returning to who you are means refocusing on the company’s capabilities, history and value. Then comes the courage to compare them with market needs and choose which trends to interpret through your own DNA. Which ones help us evolve and build relationships with customers? The more you reconnect with who you are, the better you can choose how to change and turn a shift in the market into an opportunity.
Brand Awareness: They Recognise You, But Do They Still Choose You?
You have an iconic product and a well-known brand. For years, you dominated the category. It’s a privileged place to be.
Then you start losing market share. You change campaigns, revisit your positioning and multiply promotions. Yet the results keep getting worse. Customers recognise you, but do they still know why they would choose you today? Perhaps it is like recognising someone by their height without recognising their character, their heart. To understand where the relationship has weakened, you need to look inward: at identity, value and coherence. And outward: at what people perceive and the reasons they prefer others over you. Recognise who you are first, then make yourself recognisable to others. That is where a direction can emerge that brings brand and customers closer together again.