How I drive commercial growth.

Turning fragmented marketing into structured, scalable growth — with measurable commercial impact.

  • +25% sell-out growth across EMEA

    Case 1

  • Building a scalable Amazon growth engine

    Case 2

  • Scaling e-tail performance across Europe

    Case 3

Case Study 1 | Jabra | Commercial Transformation & Impact

Driving +25% sell-out growth and +19% market share across EMEA through structured commercial marketing.

The Context.

Jabra is a global consumer electronics brand operating across multiple European markets, with a strong presence in retail, marketplaces and digital channels.

As Marketing Director EMEA Retail & Online, I was responsible for driving commercial impact across more than 15 markets

The Challenge

Marketing was largely activity-driven and heavily focused on execution — without a clear connection to commercial outcomes.

01
Strong focus on retail marketing and global campaign rollouts

02
Budget allocation based on historical patterns rather than performance

05
Marketing, sales and local teams working in silos

03
Limited transparency across channels and markets

04
Minimal digital and test-and-learn approach

What I did

1. Brought structure and commercial clarity

I started by analysing performance across markets, channels and retailers to identify the key growth levers.

  • Introduced clear KPIs and performance tracking

  • Built structured reporting and transparency across markets

  • Shifted budget allocation towards performance and impact

2. Rebuilt the marketing setup

I transformed the approach from activity-driven to commercially driven marketing.

  • Aligned marketing, sales and local teams around shared priorities

  • Introduced a more balanced full-funnel approach (retail, digital, marketplaces)

  • Established clear planning and execution frameworks

  • Integrated digital channels and performance marketing into the setup

3. Drove hands-on execution and change

Beyond strategy, I worked closely with teams to implement the changes.

  • Led and executed campaigns across retail, Amazon and digital channels

  • Introduced test-and-learn approaches and new initiatives

  • Worked directly with local teams to improve execution quality

  • Ensured continuous optimisation and performance steering

Impact

01
+25% sell-out growth across EMEA markets

02
+19% value market share growth in a declining category

03
Improved marketing efficiency and ROI through better budget allocation

04
Increased transparency and control across markets and channels

05
Built a scalable marketing setup aligned with commercial outcomes

Key Take Away

“Turning fragmented, activity-driven marketing into a structured, commercially driven system unlocked scalable growth across markets.”

Case Study 2 | TomTom | Performance Engine & Execution

Building a scalable Amazon growth engine through structured performance marketing and content optimisation.

The Context.

At TomTom, I was responsible for leading Amazon and e-tail marketing across European markets, with a strong focus on performance, content and commercial impact.

Amazon was a key revenue driver, but the setup lacked structure, consistency and scalability.

The Challenge

Amazon activities were fragmented and heavily execution-driven, without a clear performance framework.

01
Campaigns and keywords were not structured or prioritised

02
Limited transparency on performance and ROI

03
Content was inconsistent and not optimised for conversion

04
No clear connection between marketing activities and commercial outcomes

05
Lack of scalable processes across markets

What I did

1. Built a structured performance marketing framework

I introduced a clear structure across campaigns, keywords and performance tracking.

  • Developed structured Amazon Ads (AMS) setup and keyword strategy

  • Introduced KPI frameworks and performance reporting

  • Established clear optimisation and testing processes

2. Optimised content and conversion

I improved the quality and consistency of product content to drive conversion.

  • Enhanced product detail pages with stronger content and structure

  • Aligned content across markets and channels

  • Focused on conversion drivers and customer experience

3. Scaled performance across markets

I rolled out the structured approach across European markets.

  • Standardised best practices and frameworks

  • Worked closely with local teams to ensure adoption and execution

  • Continuously optimised campaigns based on performance data

Impact

01
Scalable Amazon performance setup across multiple European markets

02
Improved efficiency and reduced ACoS through structured optimisation

03
Increased conversion through enhanced content and customer experience

05
Established a repeatable, data-driven growth model

04
Stronger transparency and control over performance and ROI

Key Take Away

“Amazon doesn’t scale with spend — it scales with structure, visibility and disciplined optimisation.”

Case Study 3 | TomTom | System Scaling & International Alignment

Scaling e-tail and marketplace growth across Europe through structured commercial and marketing alignment.

The Context.

At TomTom, I was responsible for European e-tail and marketplace marketing, working across multiple countries, retailers and digital channels.

The role required aligning marketing activities with commercial objectives while driving performance across a fragmented European setup.

The Challenge

E-tail and marketplace activities were spread across markets, channels and teams — without a consistent structure or clear performance logic.

01
Different approaches across markets with limited alignment

02
No standardised performance frameworks or KPI tracking

03
Marketing and commercial activities not fully connected

04
Limited visibility on performance drivers and growth levers

05
Inefficient use of budgets and resources

What I did

1. Created transparency and performance clarity

I analysed performance across markets and channels to identify key drivers and inefficiencies.

  • Introduced clear KPIs and reporting structures

  • Built transparency across countries and channels

  • Identified key growth levers and optimisation opportunities

2. Built a scalable e-tail and marketplace framework

I established a structured approach to managing performance across markets.

  • Developed standardised frameworks for Amazon and e-tail marketing

  • Defined best practices across content, performance and campaigns

  • Introduced consistent planning and execution processes

3. Aligned teams and drove execution

I worked closely with local teams and stakeholders to ensure adoption and impact.

  • Aligned central and local teams around shared priorities

  • Supported markets in implementing the new structure

  • Drove continuous optimisation and knowledge sharing across regions

Impact

01
Scalable e-tail and marketplace growth model across European markets

02
Improved performance transparency and decision-making

03
Increased efficiency through standardisation and clearer prioritisation

04
Stronger alignment between marketing and commercial objectives

05
More consistent execution and performance across markets

Key Take Away

“Aligning marketing, marketplaces and commercial priorities across markets created a scalable foundation for sustainable growth.”