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Work Background
Kemin IndustriesMarketing Director Animal Nutrition & Health Asia Pacific (project based)
Jul. 2023 - Mar. 2024Singapore- heading a team of 10 marketing managers
- make marketing & sales team more customer centric by :
•moving from product based marketing to program based marketing
•segment customers by needs based target groups line with HQ
•grouping relevant solutions together addressing more coherently related customer pain points with One Kemin offering •change strategic year plan, sales communication and customer approach accordingly
•change performance and remuneration structure of team by adapting performance targets, KPI's, bonus structure of team
Delacon Phytogenic Feed AdditivesGlobal New Markets Unit Manager
Apr. 2019 - Feb. 2021AustriaResponsible for development of new business - promoting existing and new Delacon plant extracts into new customer segments such as pet food & care/ human food & beverages / personal care (cosmetic+domestic)
Delacon Phytogenic Feed AdditivesManager Strategic Partnerships
Feb. 2018 - Mar. 2019AustriaResponsible for the successful integration of the strategic partnership between Delacon and Cargill (minority shareholder into Delacon since 2017) in animal nutrition segment, and to other global animal nutrition key acccounts. Establishing the set up of Cargill Exclusive Distributorship for Delacon in Brasil, Canada & China (and supporting China business for 1,5 years and turned it into a new very profitable business).
Agrifirm GroupGroup Marketing Director
Jan. 2016 - Oct. 2017BelgiumNuscience, member of the Royal Agrifirm Group : Revamped the company’s marketing and communications functions to sharpen performance. Instilled a philosophy of customer centricity in brand strategy and operations. Led team of 4 in portfolio optimization efforts and crafting innovative, high-impact marketing materials, including the development of the company’s first digital marketing strategy. Held full responsibility for M&A strategy development.
NuscienceBusiness Development Manager Asia
Jan. 2014 - Dec. 2015BelgiumAdvising Nuscience Group to support the strategic marketing activities and develop a first class distribution network in 10 countries in South Asia, South-East Asia, East Asia for their flagship specialty feed additive Aromabiotic® MCFA. It is a natural product based on Medium Chain Fatty Acids to replace or reduce the use of antibiotics and stop the antimicrobial resistance in animals and people.
Kemin Animal Nutrition & HealthGlobal Marketing Director
Feb. 2010 - Sep. 2011USA & BelgiumThis executive leadership and board role represented a shift from working within Belgian, family-owned enterprises to joining a large and highly structured American global manufacturing company. It was a great exercise in stakeholder management, and gave me excellent exposure to highly professionalized marketing and communications functions. My greatest impact with Kemin was in building and leading a global business unit, centralizing siloed units and developing a truly global brand, acting in a CMO capacity. The results were immediate, with double-digit gross margin growth during my tenure. *HIGHLIGHTED ACHIEVEMENTS* ► Prioritized products and removed non-strategic brands from the portfolio. Sharpened the brand messages, ensuring that they communicated Kemin’s unique value. ► Integrated Product Management into the Marketing and Communications functions to ensure that all efforts were aligned with corporate goals and priorities. Fostered collaboration and ensured that brand strategies and marketing-planning processes were streamlined across markets. *CORE EXPERTISE DEVELOPED* ✔ Marketing Leadership
✔ Team Building
✔ Performance Optimization
✔ Cross-Functional Collaboration
✔ Brand Positioning
✔ Product Portfolio Management
Impextraco N.V.Global Business Unit Director
Nov. 1999 - Jan. 2010BelgiumAs Global Business Unit Director, I was challenged to launch a protective feed additive business from the ground up. The results ultimately enabled the company to transition from a pure trading company into a manufacturing company. It was in this role that I truly honed my expertise in business startup and development: I created the unit from scratch and led it to sell 10K metric tonnes of product yearly, delivering $15K in annual revenue. The growth strategies I developed and implemented resulted in a 30% year-over-year margin growth during my tenure. *HIGHLIGHTED ACHIEVEMENTS* ► With a limited budget, developed an entire portfolio of products, created strategic pricing strategies, led packaging development, and built global distribution channels on 3 continents. ► Identified an untapped opportunity within the toxin binder market and fully developed and marketed the new product, outpacing the competition and ranking #3 out of 30 products on the market. The financial impact represented 50% of the unit’s gross margin. ►Took the reins on the global brand strategy of the company, revamping all company branding—with the customer in sharp focus. *CORE EXPERTISE DEVELOPED* ✔ Brand Strategy
✔ Product Development & R&D
✔ Business Launch
✔ Pricing Strategies
✔ Business Development
✔ Distribution Networks
✔ Revenue & Profit Growth
JJ International BV (registered in Belgium) & Manway Enterprises Ltd (registered in Hong Kong)Executive Director & Senior Business Advisor
Jan. 1999Belgium & Hong KongIt has been an exciting endeavour, offering my expertise in B2B marketing and international expansion to a variety of agribusiness enterprises, helping them to expand their global reach. As a strategic partner, I assist my clients in finding go-to-market shortcuts, understanding and prioritizing markets, building distributor channels from scratch, and developing sound branding strategies that resonate with customers. Advising following manufacturers to support the strategic marketing activities and develop a first class distribution network : - Grupo-Ox, Spain : for their biodegradable biosafety range of disinfectants and cleaning agents for predominantly Asian markets, next to some European, African and South-American countries in animal industry segments
(2012-present)
- Pathway Intermediates, Ltd, UK : Project based assignments
Project 2 : setting up marketing and sales organisation, planning and tools for European market (2021-2022)
Project 1 : leading a product launch for natural coccidiosis currently available in Asia and USA into EMEA markets
(2021)
- The Ballard Group, Inc, USA : for their unique Omega 3 product for predominantly Asian markets, next to some European and South-American markets in dairy, pig and pet industry segments
(2012-2019)
Cid LinesInternational Area Manager
Jan. 1997 - Dec. 2000BelgiumBuilding on my experience with the Latin American market, I was hired by this disinfectant manufacturer to change the industry’s competitive patterns and really place the company on the map in Latin America. I developed distribution networks and supercharged growth, not just in LATAM but across North America and Europe, growing the business in 22 virgin countries. The company has been taken over in 2020 by Ecolab Inc., headquartered in St. Paul, Minnesota, USA. *CORE EXPERTISE DEVELOPED* ✔ LATAM markets
✔ International Business Development
✔ Distribution Management
✔ Branding
KELA N.V.Regional Sales Manager
Jan. 1994 - Dec. 1997BelgiumThis was my first experience within the animal industry; it was an incredible opportunity to refine my expertise in exports and distributor network development while experiencing cultural immersion in Latin America—and quickly perfecting my Spanish language skills. This is where I learned the complexities of cross-continental export. *CORE EXPERTISE DEVELOPED* ✔ Distributor Relations
✔ Exports
✔ Sales Channels
✔ Business Communication
✔ Negotiation & Strategic Influence
✔ Cross-Cultural Communication Skills
SVKExport Manager
Jan. 1992 - Dec. 1994BelgiumI’m grateful to have had the opportunity to jump-start my career in such a challenging role within this family-owned company, exporting construction materials to Germany, Holland, and France. Within just 6 months, I was put in charge of the entire German market. As the technology we offered to Germany was in a very early stage of production, there were product development challenges to overcome. I learned very quickly how to bridge the cultural divide and effectively manage customer relations by dealing with "German" complaints. *CORE EXPERTISE DEVELOPED* ✔ Relationship Building
✔ Customer Relationship Management
✔ Customer Service
✔ Cross-Cultural Communications
✔ Export Management
✔ European Markets
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