Partner and Head of Client Team
Working with brands is my passion. It is as much fun today as when I started many years ago. With broad knowledge of the full spectrum of brand related topics, I am specialized in brand and business strategy, portfolio strategy and global brand development. What really thrills me is to see the effect a winning brand strategy has on every facet of a client’s business.
I’ve spent quite a few years in the international ad agency business and held two Marketing Director roles, before joining Lynxeye. My experience from the international spirits, telecommunications and banking industries is extensive, but I’ve worked with a wide variety of industries and geographies through the years.
—For the brands that get it right, the upside is huge. You can create movements that truly change the nature of entire categories where your brand is the leader.
What is corporate purpose?
It means opportunities. First of all, an opportunity to find new ways of winning. To combine doing good with doing well. A key part of that is the internal focus and engagement that comes from having a purposeful business. It also creates an opportunity for clarity and more effective decision making. In short, it is a multiple win approach.
Name a great purpose example
Nespresso. Professionally I’m very impressed with the way they have built their brand. A great product, a succinct and motivating strategy, executed with extreme consistency and quality at every consumer touch point. Now, they have also integrated a clear sustainability approach to their product offering.
—Purpose is a way to combine doing good with doing well. It also creates an opportunity for clarity and more effective decision making. In short, it is a multiple win approach.
What are today’s big challenges?
We live in a time of both challenge and opportunity. Markets are fragmenting and new competitors are emerging all the time. At the same time customers have very high demands on the brands that they choose. They want to buy into who you are and what you do, not only buy your products.
But, for the brands that get it right, the upside is huge. You can create movements that truly change the nature of entire categories where your brand is the leader.
What’s the most satisfying part of your work?
Working in a team of dedicated professionals, Lynxeye and client, to drive brand led change.