Dave Kiek

Senior marketing leader with 15+ years of commercial experience across marketing, customer experience, retail, category management and procurement. Combines strategic thinking with hands-on execution and a strong focus on digital transformation, omnichannel customer journeys and measurable commercial impact. Member of the Commercial Management Team at STG, leading a multidisciplinary marketing team and connecting marketing, sales, e-commerce, shops and showrooms within one customer strategy.

MARKETING MANAGER - STG - Herentals

(2023-01)

Lead the integrated B2B and B2C marketing strategy for STG and STG Badkamers. Member of the Commercial Management Team, reporting to the Commercial Development Director.

• Lead a multidisciplinary team of 9 and manage an annual marketing budget of €2.3M.
• Define and execute the B2B and B2C marketing strategy for 40,000 active customers, reaching 90% of 4,000 core customers and 42% of the total customer base.
• Transformed the marketing function from predominantly traditional marketing into a digital-first, data-driven 360° organisation integrating e-commerce, shops, showrooms and digital customer journeys.
• Responsible for marketing strategy, commercial activation and continuous development of a network of 23 showrooms and 53 proshops.
• Implemented and developed HubSpot, Power BI, customer agent solutions and a loyalty programme with 3,300 members.
• Built marketing dashboards linking reach and campaign participation to customer and sales performance, including loyalty vs. non-loyalty performance.
• Built end-to-end B2C funnel measurement from online appointment to showroom visit, quotation, order and invoicing; the showroom network averages 1,200 visits per month with a consistently tracked 55% conversion rate.
• Drive SEO and GEO strategy and initiated strategic propositions including the B2C “Vakman inbegrepen” campaign.

SHOWROOM MANAGER - STG - Belgium

(2021-01 - 2022-12)

• National responsibility for 17 showrooms and approximately 75 showroom advisors across Belgium.
• Developed and rolled out a new showroom format focused on customer experience and commercial effectiveness.
• Introduced structured showroom performance and customer measurement, including NPS.
• Full people-management responsibility including recruitment, development and performance management.

STRATEGIC PROCUREMENT MANAGER - SLS – Sax, Lambrechts & Schrauwen - Brasschaat

(2020-06 - 2020-12)

• Strategic projects supporting the further integration and professionalisation of procurement within One SHAP Belgium.
• Projects included showroom footprint & format, pricing and development of procurement reporting.

CATEGORY MANAGER – INSTALLATION MATERIALS & SANITARY WARE - SLS – Sax, Lambrechts & Schrauwen - Brasschaat

(2015-04 - 2020-05)

• Defined category, assortment and supplier strategies; developed and expanded private-label sanitary ware.
• Managed strategic A-brand assortments, market and competitor analysis, innovation and commercial opportunities.
• Negotiated supplier conditions and pricing; trained sales and internal stakeholders.
• Managed a team of 3: one category assistant and two product promoters.

PURCHASER - Schrauwen - Brasschaat / Herentals

(2011-03 - 2015-03)

• Supplier negotiations, pricing, inventory management and ERP product data for Installation Materials and Heating.
• Contributed to the launch and development of the company’s e-commerce platform.

EARLIER CAREER - Hospitality

(1998 - 2011)

Studies - Applied Economics - University of Antwerp – RUCA (1996 - 1998)

Product Management - CVA (2018 - 2018)

The Negotiator - GAP (2015 - 2015)