Marjan De Beule

> PROFESSIONAL EXPERIENCE: MARKETING CONSULTANCY (2004-now)

Founder & CEO, exCit Communications, Ghent, 11/2004 – now

• Setting up and planning marketing campaigns + aligning all communication means
• Define a solid brand/product image as a basis for the communication
• Identifying and convincing the right media partners and sponsors for entertainment projects
• Handling the press relations (national and international (f.e. Cannes and Berlin Film Festivals)
• Coordination of a new fashion magazine as a collaboration between Academy of Fashion Antwerp and Sanoma

Some references: Afriwise, Mobile Liquor Store, éénzee Productions, Cinéart, Paradiso Filmed Entertainment, Soulwax-Mas, Elle Style Awards, Show 2008 Fashion Department Antwerpen, City of Ghent, Claerhout, Terrace Beach Knokke, Ghent Beach Festival, Polé Polé Festivals, Ball of the fallen angels, Charlatan on Tour, 10 days off, De Nachten

> PROFESSIONAL EXPERIENCE: INTERIM MANAGEMENT (2004-2025)

International Digital Marketing Manager, Vandemoortele, 08/01/2024 – 31/05/2024 

Manager of the team responsible for content and performance marketing

• Develop and implement a digital marketing strategy for B2B and B2C domains, in alignment with overall business objectives and leveraging digital marketing capabilities
• Accountable for reaching business growth targets in terms of quantity, quality, spend and efficiencies for all the markets
• Create an integrated digital presence across markets (strategy, planning, budgeting, executing, and reporting), including guidance for several pilot projects 
• Co-create and take accountability for the growth targets and corresponding KPI and reporting frameworks involving all relevant stakeholders (steerco, sales, marketing, local teams, ...); 
• Ensure the right digital marketing tactics are included to achieve brand awareness and lead generation. Enhance capabilities and effectively execute the digital marketing strategy, liaising with the local digital managers and strengthening the full community
• Create targeted and automatized journeys and deliver email journeys that have cross-market relevance within the content marketing strategy.

Team manager e-commerce, Telenet, 01/04/2023 – 31/12/2023

Manager of the team responsible for driving e-commerce 

• Managing, motivating and coaching a team of 5 people and supporting them to grow in their role
• Developing an e-commerce vision and mission with the team
• Developing a solid e-commerce strategy for Telenet residential and SOHO segments, together with the team
• Audit the e-commerce performance after the transition of online sales flows towards a new technology platform
• Setting up an overarching program to get and keep focus on e-commerce performance 
• Backlog management, budget management and delivery-driven planning
• Facilitating cross-company collaboration for e-commerce pilots with the other business and digital teams

Digital Product Owner Online Commercial, Telenet, 25/07/2022 – 31/03/2023

Manager of the team responsible for building Online Sales flows

• Managing a team of 17 people (developers, functional analysts, testers, scrum master) 
• Motivating and coaching the team together with the scrum master
• Managing the backlog together with the functional analysts refining actual possible workload
• Budget management
• Ensuring the transition of online sales flows towards a new technology platform
• Knowledge transfer to the new product owners during the reorganization
• Facilitating cross-company collaboration for digital commerce with the e-commerce team and other digital teams
• Research and recommendation on a future proof e-commerce strategy and organization

Internal Communications Manager, Delhaize Le Lion Belux, 15/03/2021 – 30/04/2022

Manager of the Internal Communications team

• Coaching a team of 9 Internal Communication experts and 9 translators
• End responsible for the communication to own and affiliated stores, supporting services and logistics associates (40k respondents)
• Overarching day-to day communications with a solid communications strategy based on the actual covid situation
• Supporting the team for strategic projects and managing the operational workload
• Strategic framework, knowledge transfer and action plan for 2022
• Budget management
• Facilitating collaboration for digital transformation alignment throughout the entire company on business side
• Lead product owner of the Lio (internal communication) platform.

Lead Product Owner digital transformation/Product Owner B2B platform, Unilin, 10/08/2020 – 05/01/2021

Lead PO digital transformation

• Coaching a team of 5 Product Owners
• Connecting the dots of the hybrid journey (from Unilin to retailer to installer to end consumer)
• Creating synergies between digital transformation projects backlogs
• SPOC for digital transformation within marketing as an important strategic project towards IT and International stakeholders
• Lead the PO and agency steering meetings, prep digital board presentations

Product Owner B2B platform

• Recalibrating KPIs
• Requirements for evaluation dashboards
• Requirements for tracking platform behaviour and adoption figures
• Execute a thorough UX and UI design exercise
• Cleaning up backlog and designing growth roadmap

Interim Manager Marketing Benelux and Digital Marketing Projects Group, Fedrus International, 29/09/2019 – 28/08/2020

Marketing Manager

Heading a team of 8 people, handling all offline and online communication towards the different segments: roof and facade professionals, architects, distributors, project owners and developers and public administrations.

• Responsible for strategic marketing plan and budget
• Leading strategic workshops on KPI setting, marketing audit, personas, customer journeys and UX design
• Restyling distributor communication templates
• Project lead and business owner new webshop and international web platform
• Overseeing all digital marketing projects
• Improve business processes and departmental efficiency

Manager Digital Marketing Projects

• Product Owner Webshop Project for apok.be
• Product Owner International webplatform projects VM Building Solutions and Fedrus
• Other projects managed with a project team member: Pimcore rollout, application for construction site visits, …

Digital Content Manager, Lantmannen Unibake, 04/01/2019 – 04/08/2019

• Develop content strategy for Belgium and the Netherlands 
• Enhance international content governance for France, Spain, Italy 
• Enhance collaboration on content within Lantmannen Unibake group 
• Content creation lead for MyFoodSpot 
• Enhance collaboration on content with Unilever Food Solutions for MyFoodSpot 
• Launch and management e-shop Myfoodspot.eu (responsible for product introduction, UX design, promotion,…)
• Activation of the platform through e-mail, social media, search (owned & paid)
• Follow-up lead generation & qualification process
• Segmentation and cross- & upselling tactical campaigns

Digital Marketing Consultant, WOENST & ERA Visie, 18/11/2018 – 01/03/2019 

• Develop digital presence strategy for WOENST & ERA Visie
• Overview of all media opportunities
• Copywriting for advertisements ERA Visie
• Social media posts for launches ERA Visie

Digital Manager ad interim, La Lorraine Bakery Group, 05/04/2018 – 12/12/2018

• Review digital strategy for B2B for both La Lorraine and PANESCO
  • Review La Lorraine website strategic layer + recommendation
  • Review and refine PANESCO’s digital plan for 2018-2019
  • Formulate requirements for the digital guidelines for content marketing, influencers program, website, e-mail marketing, social media presence
• Alignment with IT
  • Help write RFPs for CMS selection and digital agency selection
  • Active player in the integration projects for PIM (product information management), data collection, and marketing automation
• Project management of digital transformation plan for PANESCO
  • Refine strategy and IT architecture
  • Set up and refine mediaplan, incl. unbranded minisite for traffic building
  • Content creation: management of copywriting, social posts, photo & videoshoots
  • Product owner new website: content strategy, UX-UI revamp, e-shop setup, product management
  • Set up reporting for the PANESCO project
  • Management reporting and international alignment

Online and CRM Manager ad interim, GrandVision Benelux, 24/07/2017 – 04/04/2018

• Support the Belgian brand teams with product management (launches and promotions) on digital channels
  • Briefing agencies (creative, media, web, e-mail)
  • Follow-up digital creations
  • Explain the delivered reports
• Product owner for the roll-out of the renewed lifecycle for Pearle and GrandOptical
• Help out with customer segmentation and UX design exercises
• Detect and roll out optimization in 
  • Operational way of working with the agencies
  • Social media processes from planning over creation to posting
  • Campaign performance and reporting
  • Digital assets: content marketing, influencers program, website, e-mail marketing, social media presence
  • Usability (design, funnels, data collection, …)

Customer experience manager, Eni gas & power, 01/03/2017 – 30/06/2017

• Project management outbound campaigns (e-mailings and paper mailings)
• Manager of optimization tracks for the Eni triggered touchpoints/contacts
• Work closely with the different customer care channels for optimization (retention focus)
• Business analysis: Requirements analysis and definition for multichannel content and tools
• Detect retention opportunities based on the survey results and churn models
• Broaden SEA setup with retention oriented search engine marketing
• Guidance of the customer journey mapping workhops and persona development
• Recommendation segmented/targeted communication for different touchpoints, through A/B and MVT testing.
• Eni Home Services results analysis 2013-2017
• Analysis and optimization reco for price perception throughout the customer lifecycle
• Product owner and UX redesign of MyEni

Digital Strategist, Delaware Consulting International, 29/08/2016 – 22/02/2017

• Strategic Services: Omni-channel strategy, digital growth paths, content & social media strategy, objectives and KPI setting, digital marketing actionable roadmaps
• Business analysis services: Requirements analysis, digital business opportunities, touch point analysis, segmentation/persona development, sector analysis, customer journey mapping
• Transformation: Change management, digital governance strategy & implementation, digital maturity mapping
• Content governance strategy for LambWestonMeijer
• Strategy assessment and stakeholders workshop for Netafim Internatinal (in Israël)
• C-level workshops for QNET International (in Malaysia)
• Optimization contents and usability personal e-space for Aveve (MyAveve)
• Clients: Aveve, Beaulieu, Game Mania, Gifi, Komatsu, LambWestonMeijer, Netafim, Stihl and QNET.

Digital Strategy Director,  Duval Guillaume and Saatchi & Saatchi, Antwerp, 12/2015 – 08/2016

• Manage market research on digital for specific sectors : fashion, beauty, workwear, city marketing, non profit, beverages
• Develop channel and content strategy for pitch presentations or large campaigns
• Help market research and media agencies out to come to the best plan for our clients
• Set up campaign flow and multichannel touchpoint plan
• Digital seeding of our brand or product campaigns, later training
• Digital PR support
• Workshops on overall digital strategy, channel or content strategy (esp. social media, eDMs), and digital optimizations.
• Help out with the follow-up for digital style guides, campaign page structures, and other digital elements
• Digital strategy recommendation for Scotch & Soda (pitch in Amsterdam: won)
• C-level workshop for P&G haircare (in Genève)
• Recommendation for a content strategy workshops track for Essent.be + monthly PR and campaign screening within the energy sector to detect campaign opportunities
• Clients: P&G, Scotch & Soda, Myler, Skoda, essent, Blaklader, Stad Antwerpen, Universiteit Antwerpen, Yves Rocher, Rode Kruis, Axa bank, Axa verzekeringen, Belfius, Circus, Novy en AB Inbev.

Content Strategy Coordinator, Thalys (via Digitas Lbi), Brussels, 08/2015 – 11/2015 

• Optimize social media procedures
• Coordinate social media content planning with internal departments and digital agency
• Optimize social media monthly and quarterly reporting, combining Google Analytics and Engagor data
• Project management on multichannel content delivery for promotion campaigns and product launches: Movember, TrimmedPrices, Euro 2016
• Market entry new products: Optimized Wi-Fi

Senior Business Consultant, Capco (via Minds & More), Diegem, 04/2015 – 06/2015 

• Definition mission, vision, structure, governance and job descriptions for the internal agency, i.e. Creative Services department
• Coaching new website content manager
• Install several working tools: JIRA and change log for website, CMS manual, project status overview, budget management template, briefing note, website reporting dashboards etc
• Describe internal processes: briefing intake, approval, web updates, web business releases, invoicing, print production etc
• Analysis, system definition and rollout of new DAM (digital asset management)
• Review setup and templates of a new PM (project management) system

Head Online Communication ad interim, Medialaan, Vilvoorde, 09/2014 – 12/2014 

• Guard brand experience for  VTM, VTM Koken, VTMKZOOM, Vitaya, and 2BE throughout the online communication
• Heading a team of 7 people managing the websites, social media and apps for VTM, VTM Koken, VTMKZOOM, Vitaya, and 2BE
• Link and online consultancy to other departments (Technical, UX and UI design, Innovation, News room)
• Strategic projects regarding CRM, brand and traffic building, online content, reporting documents, etc
• Lead product owner development new website and mobile app for VTM Nieuws

Freelance press responsible, Film Festival, Ostend, 08/2014 – 09/2014 

• Responsible for the press coverage on the FFO (Film Festival Ostend) in general
• Responsible for the press coverage on master Wim Willaert in particular

Senior Account Manager/Account Director ad interim, These Days, Antwerp, 03/2014 – 06/2014 

Accounts: Het Laatste Nieuws, BNP Paribas, Ford, Microsoft and Nokia

• Brand image and product/community intro campaigns Het Laatste Nieuws
• Kick-start of strategic exercises Het Laatste Nieuws (brand image, aligning marketing communication)
• Multichannel and social media strategy exercise for Ford (social, websites, e-mail marketing, apps)
• Handling Microsoft and Nokia projects and reporting
• Below the line campaigns for BNP Paribas (online and print)

Account Manager/Account Director ad interim, Publicis, Brussels, 12/2013 – 03/2014 

Account manager ad interim on the Renault account/ Account director ad interim on Sanofi 

• Reinforce the account team during Motor Show/Open Door Events
• Mérial product intro campaigns for Frontline, Broadline en Nexgard (mainly print campaigns)
• Develop key visual & internet strategy for Omnivit Performance intro campaign (print and Internet)

Senior account manager/Key Account Manager e-Beacon, The Reference, Ghent, 06/2011 – 10/2013

• Manage account and make strategic new offers for online marketing (website building/optimization, social media strategy, e-mail marketing, website performance optimization, mobile apps, etc); Clients: Cab Vlaanderen, International Crisis Group, Mobistar, Provincie Vlaams-Brabant, Robert Half, Unilever, ZLM Verzekeringen, …
• Qualify incoming leads and make up appropriate proposals (in Dutch or English)
• New business development, mobile and social consultancy
• Set up, manage and sell the new e-Beacon consultancy product, i.e. outsourcing of digital experts; Clients: ACV, Belfius, Belgacom, Brantano, Colruyt, Digipolis, Duvel Moortgat, Energy ICT, Gamma, Robert Half, Xerius

Marketing consultant, Eneco Belgium, Mechelen, 04/2011 – 05/2011

• Recommending a new UX design and product wizard for the online B2B website
• Set up partnerships for value added service products: design and pilot projects

Marketing consultant, Belgacom Group, Brussels, 06/2010 – 03/2011

• Online marketing & sales
• Analyzing traffic figures & sources and building up the right traffic
• Manage the online communication campaigns (advertising, retargeting, and partnerships) in alignment with ATL COM department in a consistent UX design
• Optimizing campaign efficiency (CTR, SC & ROI), SEO, SEA
• Formulating e-channel and multichannel strategy recommendations
• Managing the reporting on online campaigns

Press and Marketing manager, Paradiso Filmed Entertainment, Brussels, 04/2006 – 10/2007

• Writing and distributing press files and organising press screenings
• Press relations and coverage (national and international)
• Product launch of new films or DVDs 
• Product ownership of the new website: writing our requirements, defining the content strategy, UX and UI design of the new website, managing delivery planning
• Media partnerships

Sponsoring Manager/Producer, Kanakna Productions, Brussels, 02/2004 – 10/2004

• Identifying and convincing the right sponsors based on the needs for and target audience of the TV series 

The Block I

• Supporting the line producer with the coordination of the production

> PROFESSIONAL EXPERIENCE: ON THE PAYROLL (1998-2003)

Product Manager Content/Manager Content Partnerships, BASE, Brussels, 02/2001 – 05/2003

Product Management

• Identifying the client’s needs and connecting the right data services to the target market segment
• Handling all usual product management tasks concerning the portal as a whole and each of the content services
• Using all usual marketing and communication means, such as the market entry plan, market research, briefing the communication strategy through the agencies for the launch

Content Sourcing

NTT DoCoMo introduced the mobile data services model from Japan (i-mode) here in Europe. After a thorough training in Tokyo, I became the SPOC for Belgium concerning the partnerships with content and service providers. I managed a team of 8 product managers.

Tasks of my team:

• Selecting the right partners to build up a mobile portal with a balanced service offering
• Mobile Context Consultancy and UX design: designing a qualitative, mobile relevant and user friendly service for the mobile device, in close dialogue with each partner
• Setting up a true win-win-partnership with each partner, through special promotions and co-marketing actions

Member of the strategic teams:

Mobile data services, communication on mobile data services, mobile transactions pilot projects, Business Partnerships, website UX and contents, POS placement of i-mode and BASE handsets

Equity Research Assistant/Documentation & Internet Content Manager, KBC Securities

Brussels, 05/1998 - 01/2001

• Setting up a documentation service for the financial analysis department.
• Writing and correcting the sector introductions to the financial analysis reports

After the merge Kredietbank-Cera

• Expanding the documentation service for the entire company with specific attention to the integration of new media and digital storage systems
• Defining the company’s digital strategy, UX design and product owner of the informative site
• Organizing the events for the larger institutional clients
• Coordinating the renewal and UX redesign of the existing informative website
• Conducting market research and setting up a strategic plan for the contents of the portal, combining stock exchange information and transactions
• Negotiating and building up long term relationships with information and data feed providers

Recruitment Consultant, De Witte & Morel (Ernst & Young), Ghent, 02/1998 - 04/1998

Temporary job via Randstad Interim

Identifying, convincing and screening the right candidates for a certain job profile, for national

and international companies

Administration assistant, Sofim, Ghent, 11/1997 – 02/1998

Temporary job via Randstad Interim

• Customer experience CCXP, October 2021 
• Digital strategy, 2015-2016, Vlerick, Ghent
• PR and marketing consultant, September 2008 - June 2009, Syntra, Sint-Niklaas
• Product Management Training, February 2002, Management Centre Europe, Brussels
• Content Management Training, April 2001, NTT DoCoMo, Tokyo
• Spanish, one year of evening classes, June 2001, University Language Centre, Ghent
• Erasmus year, major intellectual history, Cambridge Proficiency in English, June 1995, University of Sussex 
• Master in History, major Contemporary History, June 1997, University, Ghent