Selected Work.
From fragmented marketing to structured, scalable growth — driving measurable commercial impact.
Case Study 1 | Jabra | EMEA Transformation
From fragmented marketing to a scalable EMEA growth engine.
EMEA | 15+ markets | €10M+ budgets
Built and operationalized a full-funnel marketing system across Europe — designed to drive measurable commercial impact
The Challenge.
Highly competitive category with stagnating growth.
Marketing was fragmented across channels and markets — without clear steering, data-driven prioritization or performance transparency.
Key Issues
01
Disconnected channel execution
02
No clear visibility on performance and ROI
03
Lack of a scalable cross-market setup
04
Activity-driven instead of impact-driven marketing
Objective
Build a scalable, data-driven marketing system across EMEA to drive clear prioritisation and profitable growth.
Approach
Defined a full-funnel strategy across markets
Built a unified performance and KPI framework
Aligned brand, digital and commerce execution
Introduced clear prioritization and budget allocation logic
Established structured reporting and decision-making processes
Focus
Commercial impact over activity
Cross-market consistency
Scalable, repeatable structures
My role
Led the end-to-end transformation of EMEA marketing, across strategy, structure and execution, in close collaboration with local markets, sales and central teams.
Impact
01
Full transparency and control over marketing investments
02
+20% market share growth
03
+25% sell-out growth
04
Higher efficiency and scalable structures across markets
Key Take Away
“Growth didn’t come from more activity - but from clarity, structure and control across the full funnel.”
Case Study 2 | TomTom | Amazon Transformation
Turning Amazon into a scalable growth engine.
Europe | Multi-market setup | Amazon channel transformation
Built a structured Amazon setup across European markets — driving performance efficiency and measurable revenue growth.
The Challenge.
Amazon was a key revenue channel but underperforming and inefficient.
Setups varied across markets, performance lacked clear steering,
and investments were not aligned with results.
Impact
01
Improved performance efficiency (ACoS ↓ / ROAS ↑)
02
Scalable campaign structures across markets
03
Clear visibility on performance drivers
04
Strong contribution to revenue growth
Approach
Built a unified campaign structure across markets
Defined keyword, bidding and scaling strategies
Introduced clear performance KPIs and benchmarks
Implemented structured testing and optimization
Aligned content, retail readiness and paid performance
Focus
Performance transparency and control
Scaling what works
Eliminating inefficiencies
Data-driven decision-making
My role
Owned and led Amazon strategy and execution across European markets —
combining structured setup with hands-on optimization and close collaboration with local teams.
Key Take Away
“Amazon doesn’t scale with spend — it scales with structure, visibility and disciplined optimisation.”
Case Study 3 | Jabra | Commercial Impact Transformation
Turning brand activity into measurable commercial impact.
EMEA | Integrated campaigns | Retail, digital & influencer
Built and executed integrated campaigns across retail, digital and influencer channels — driving sell-out and market share growth.
The Challenge.
Strong brand and product — but marketing was not translating into consistent commercial impact.
Campaigns were executed across markets and channels,
but lacked clear alignment with sell-out, retail and performance..
Key Issues
01
Brand campaigns not clearly linked to commercial outcomes
02
Limited connection between retail, digital and influencer activity
03
No clear measurement of campaign effectiveness
04
Inconsistent execution across markets
Approach
Built integrated 360° campaigns across retail, digital and influencer channels
Aligned marketing activities with commercial priorities and sell-out targets
Defined clear KPIs and measurement frameworks
Connected brand activity with performance and retail execution
Ensured consistent execution across markets
Focus
Commercial impact over pure brand activity
Alignment between marketing and sales
Full-funnel thinking (brand + performance + retail)
Measurable outcomes
My role
Led the planning and execution of integrated campaigns across EMEA —
aligning brand, digital, retail and influencer marketing with clear commercial objectives.
Impact
01
+25% sell-out growth across key markets
02
+19% market share growth in a declining category
03
Stronger alignment between marketing and sales
04
Clear measurement of campaign performance and impact
Key Take Away
“Brand only creates value when it translates into measurable commercial impact.”