Employment history
2022-2025: Chief Commercial Officer – Fabrique Fantastique (Lier, Belgium)
- Full responsibility for the commercial and operational management of the Sir Mouse Experience: events, shows, restaurants, merchandising and shops,
- Defined and executed the overall marketing & communication strategy, including ROI/ROAS tracking, digital campaigns, radio and out-of-home (OOH) advertising,
- Developed and implemented the sales policy: pricing strategy, lead generation, and commercial offering,
- Managed a team of 100+ seasonal staff during peak periods,
- Accountable for P&L management and strategic roadmap development,
- Primary point of contact for business partners and stakeholders,
- Monitored and analyzed sales data to optimize performance and customer engagement,
- Continuously improved the customer experience through data-driven insights and on-site observations,
- Negotiated co-production and distribution deals for animated TV series and feature films,
- Responsible for licensing and merchandising agreements,
- Member of the board,
2020-2022: Head of Sales – Smart Toys & Games (Kontich, Belgium)
- Responsible for the strategy and implementation of the worldwide sales of the Smart Toys & games brands: Smartgames, Smartmax & Geosmart,
- Managing the Benelux & international sales team, including 50 distributors,
- Responsible for the sales towards: Bol.com, Amazon, Intertoys,
2014-2020: Worldwide Commercial Director – PEYO COMPANY = SMURFS (Genval, Belgium)
- Responsible for the merchandising & promotions (toys, videogames, apparel, food & beverage)-, audio- & audiovisual, book publishing, theme parks, events & retail department,
- Responsible for the P&L and the creation and implementation of the commercial strategy,
- Managing 20 agents around the world: Nickelodeon, TF1, CAA-GBG, Planeta De Agostini, CPLG…
- Negotiation & follow up of worldwide merchandising & promotional deals: Jazwares, Lego, Benetton, Zara, H&M, Haribo, Ferrero, Mc Donald’s, Burger King, …
- Negotiation & follow up of audio & worldwide audiovisual deals: Sony, Universal, Nickelodeon, Netflix, VRT, RTBF, KIKA, TF1, RAI, Spacetoon, Youku, Tencent, ABC Australia, Discovery channel,…
- Starting up of the co-production of the new Smurf tv-series (104 episodes of 11 minutes),
- Negotiation & follow up of book publishing deals: Hachette, Penguin Random House, Jieli, …
- Setting up of theme parks in Dubai (Motiongate), Moscow (Dream Island) & Shanghai (Shimao),
- Negotiation and setting up of worldwide events: Smurf experience, theatre shows & shopping mall events,
- Negotiation & follow up of deals with retail (DTR deals and loyalty campaigns): Lidl, Carrefour, Système U, Aldi, Auchan, Walmart, …
- Presence at trade shows: Nuremberg Toy Fair, New York Toy Fair, Hong Kong Toy Fair, Licensing show Las Vegas, brand licensing show London, Mipcom, Mip-tv, Mip China, Frankfürt book fair, Bologna book fair & IAAPA trade shows.
- Managing 700 licensees
- Managing the commercial team (8 FTE)
- Member of the board
2009-2013: Founder and Owner – Gametim (Hove, Belgium)
- Sales agent for Panini consumer products in the Netherlands (stickers of Cars, Hello Kitty, Princess, Dora,…),
- Sales agent for Power A in the Benelux (selling of Skylanders merchandise to Carrefour, Dreamland, Bart Smit, Intertoys, Game Mania, Toys Xl, Blokker, Bol.com, …),
- Sales agent for SkullCandy & Astro headsets in the Benelux,
- Setting up of a distribution structure for EPT videogames in France & Switzerland.
2005-2009: Worldwide Senior Group Marketing Manager – Atari Headquarters (Lyon, France)
- Responsible for a product range of videogames with a turnover of 150,000,000 Euros and the P&L’s,
- Negotiation & follow up of worldwide licensing deals: Sony Consumer Products (Ghostbusters), Nickelodeon (Dora), LEAR (Astérix & Obélix), Dupuis (Lucky Luke & Kid Paddle) & Europacorp (Arthur & The Minimoys),
- Creation & implementation of the worldwide brand marketing strategy in line with the overall business objectives,
- Overseeing product development and approval process with licensors,
- Coaching of an international and multicultural marketing team,
- Cooperation with top talent: Luc Besson, Uderzo & Princess Haya Bint Al Hussein of Jordan.
2001-2005: Benelux Marketing Director – Atari Benelux (Eindhoven, the Netherlands)
- Responsible for a distribution turnover of 25,000,000 Euros and a marketing budget of 1,500,000 Euros,
- Management of a marketing team of 8 persons,
- Identification of new business opportunities,
- Negotiation of distribution & licensing deals in the Benelux (Sega, Codemasters & Acclaim),
- Member of the board.
1999-2001: Product Manager – Atari Benelux (Eindhoven, the Netherlands)
- Planning & coordination of all the marketing activities “above and below” the line,
- Analysis of sales figures and market trends,
- Planning & control of marketing budgets,
- Setting up partnerships with Microsoft, Nintendo, EMI & Kellogg’s.
1997 – 1999: Jr. International Sales Manager – ARS productions (Kontich, Belgium)
- Responsible for sales and marketing of music albums & compilations in the Benelux & France.
