BGL BNP Paribas
- Head of Brand and Strategic Projects
2017 - 2017
BGL BNP Paribas
- Head of Brand, Advertising and Digital Communication
2014 - 2017
BNP Paribas Personal Investors, a department of BGL BNP Paribas
- Marketing, Communication and Strategy Director
2007 - 2014As a member of the Executive board of BNP Paribas Personal Investors in Luxembourg, I am in charge of Marketing, Communication and Strategy.
BNP Paribas Personal Investors, offers the unique combination of a genuine multi-channel distribution platform for financial products with the expertise of a major banking group. We aim to serve an international clientele looking for high-end services, whilst wishing to preserve the flexibility of direct account management online, by telephone or face-to-face.
Position
Executive board member in charge of strategy and marketing. Objective: market our financial products and services in order to recruit new clients (expatriate community in Luxembourg, France, Germany and Asia) and increase customer loyalty.
Milestones
Definition of target group – set-up of new positioning and brand strategy – creation of a new of marketing tools for the sales force – launch of advertisement campaigns – organization of a golf tournament – set-up of press relations – support for Singapore & Shanghai entities – internal communication – management of the internet site (marketing & transactional) – product management, etc.
Dexia Banque Internationale à Luxembourg – Dexia Group
- Brand Management & Coordination – Assistant Vice-pres.
2001 - 2007Position
Responsible for brand strategy in Private Banking both nationally and internationally (Europe, Middle East): advertising campaigns, marketing material, events and Internet
Milestones
Supervised the rebranding of all Dexia entities in Luxembourg and abroad: advertisement concept, marketing material, Internet sites, legal aspects and stationary
Successfully launched a new international advertising concept for Private Banking in 2003, still active today, resulting in an increase of brand awareness and new clients
Supervised all the marketing actions for the “Dexia Private Banking ISAF 2006 Women’s Match Racing Word Championship” in Copenhagen increasing prospects; as a result similar events were sponsored in 2007
Handled the creation of a new advertisement concept for Dexia Fund Services making the brand become truly global
Dexia Banque Internationale à Luxembourg – Dexia Group
- Direct Bank – Senior marketing manager
2000 - 2001Position
Marketing and Communication strategy development for the launch of online banks in France and Luxembourg
Milestones
Developed an innovative advertising concept with top international advertising agencies resulting in a sound experience in cross border management
Successfully promoted “dexiaplus.fr” in France increasing brand awareness by 50% in less than 2 months using mass media (TV, radio, press and direct marketing) – Managed a EUR 5 million budget
Dexia Banque Internationale à Luxembourg – Dexia Group
- Global Marketing - Projects & International Coordination
1999 - 2000Position
Marketing and Communication strategies defined and developed for Private Banking, Asset Management and Fund Administration for the Bank’s entities in Europe and Asia
Rebranding of the Bank and international entities in May 2000
Corporate identity development for all brands of the Dexia group
Milestones
Successfully managed the set-up of a new department from inception which mission was to coordinate marketing/branding issues from Luxembourg for international entities
Achieved to implement a coherent “Global but yet local” marketing and communication strategy for all activities of the Bank and be recognised as an expert within the group
Banque Internationale à Luxembourg – Dexia Group
- BIL Fund Services Department – Marketing Officer
1997 - 1999Position
Marketing and Communication strategies developed for the Fund Administration and Transfer Agency activities
Press relations, B-to-B direct marketing actions, advertising campaigns, media planning/buying and marketing material development
Milestones
Effectively participated in the creation of a prestigious and recognised brand in the industry increasing brand awareness by more than 90% and developing business opportunities (increased market share by 30%)
Contributed to the set-up of an Internet “one-stop-shop” to facilitate funds subscription for clients and to reduce costs for the Bank
Formations
Vesalius College - Associated With The Vrije Universiteit Brussel (Bruxelles)
Bruxelles1994 - 1997Business Economics
Université Catholique De Louvain (Louvain La Neuve)
