I am a strategist with a camera, fascinated by human behaviour & culture, eager to capture and understand it to add meaning to my work. Through a design-centric approach, I love identifying opportunities for brands on how they can build meaningful relationships with people and add value to their lives. My background in design, retail, communications & broadcasting gives me the skill set to tackle a broad variety of briefs in a collaborative environment.
Projects
- ScreentapAs part of the Creative Lab of the public broadcaster in Belgium I worked on a project for the news department. They wanted an app for their TV News that isn't just a list of their latest video updates. This is when Screentap was born. We built a MVP and during the course of 8 weeks we tested the product to playback our recommendations to the newsroom. As a product manager I was in charge of testing the prototype with users and sharing the insights and UX recommendations with the team.
- FoodmakerI worked together with food-entrepreneur and Belgian TV chef Wim Ballieu for his brand Foodlancer, a culinary think tank. We worked for Foodmaker - similar to Pret à Manger - as consultants for their new store design and assortment. We unlocked opportunities and unleashed creative ideas that were immediately realised by the client.
- Backslash Cultural EditorI managed the London editorial team of Backslash, TBWA’s global cultural platform. This proprietary platform allows our clients to meaningfully connect real-world insights to business challenges and move quickly from idea to execution. As spotter manager, I was responsible for identifying trends in the UK market and guiding a team of an editor & videographer to make an engaging video report out of it which would be shared with the entire TBWA network.
- Cointreau FizzCointreau Fizz Belgium wanted new content for their press kits and social media posts. Instead of creating a dreamy environment, I suggested to make a set of easy-to-follow tutorials that help viewers make their own cocktails. These videos were also displayed in a major Belgian supermarket chain and published as an ad in its digital magazine.
- Starry Holiday with Lay’s Oven StarsTogether with the WNM-team I made an online campaign for the limited edition of Lay’s Oven crisps. These star shaped crisps were the inspiration for a ‘guide to a starry holiday’: a booklet with a set of recipes to serve with these crisps. It was used for an online contest and press mailing. We also created a content plan for their social media and a series of video posts on whynotmonday.com.
- AbracademyAbracademy is an online and offline magic school based in the heart of London. They focus on inspiring non-initiated to magic by giving kids small very quick and easy tricks that can be preformed in any given situation. Teaching kids to be confident in the process of learning magic. As a content strategist and art director I worked with this inspiring start-up on their content guide and the visual style for their online course. Working closely with kids has been a very rewarding experience.
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Work history
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StrategistAbracademy
London, United KingdomFreelance
Working closely with start-ups and small business owners allows me to gain a more hands-on approach in addition to doing day-to-day strategy work. At the moment, I’m helping Abracademy (a magic school for kids and businesses) with diverse parts of their business such as user definition, value proposition design, user experience design, content strategy, content creation and team design.
StrategistTBWA\London
- London, United KingdomFull Time
I was permanently employed at TBWA London as a Strategist, working both on editorial projects and integrated campaigns. I’ve worked on campaigns across different categories such as retail, hospitality, charities, TBWA’s cultural platform and product launches of beauty and female hygiene products. I worked closely with the brand strategy partners to create campaigns that live across the customer journey and leverage each platform to meet people’s behaviours, expectations and needs.
As a content strategist I was leading Airbnb’s editorial strategy across the EMEA region. This involved listening to Airbnb’s business needs while educating them on key cultural moments and customer behaviours that the team and I identified through primary research, data pattern- and trend analysis. This resulted in engaging campaigns across a variety of digital platforms that leveraged Airbnb’s ever growing community.
I also managed the London editorial team of Backslash, TBWA’s global cultural platform. This proprietary platform allows our clients to meaningfully connect real-world insights to business challenges and move quickly from idea to execution.
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Skills
- Art Direction
- Strategic Planning
- Consumer Behavior
- Creative Thinking
- Product Management
- Indesign
- Lightroom
- Photography
- Food Styling
- Qualitative Research
- User Centered Design
- Premiere Pro
- User Research
- Brand Creative Strategy
- Content Strategy
- UX Strategy
- Product Strategy
Education
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6 Weeks Crash Course Design ThinkingD-school Stanford
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Erasmus Semester Design, Technology BusinessUCN
- Aalborg, Denmark
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