Description

Most growing businesses have traction, maybe even revenue. But behind the scenes? It's chaos. Your site doesn't convert. Your tools don't talk to each other. Your team is buried in manual tasks instead of focusing on what actually grows the business.

You don't need another consultant who delivers a 50-page deck and disappears. You need someone who rolls up their sleeves and builds with you.

That's me.

I'm a fractional CMO and growth partner for startups and scale-ups. I help founders translate their vision into digital systems that actually work — from brand positioning to lead generation to the unglamorous backend automations that free up your time.

What that looks like in practice:

I audit what's broken, build a roadmap that prioritizes ROI, then execute it with you. New websites. UX fixes. Copywriting that converts. Lead gen funnels. Marketing automation. The strategic thinking AND the hands-on work.

I've worked with e-commerce brands, SaaS startups, and digital services companies across Belgium and Dubai. Before going freelance, I scaled digital operations for Estée Lauder and grew prepaid sales +300% for a mobility startup during peak COVID.

How I work:

I'm based in Dubai, work remotely, and adapt to your setup — whether that's a one-off sprint, a project-based partnership, or a monthly retainer.

I'm also a mom of two, which means I move fast, stay flexible, and don't waste time on fluff. Growth isn't about perfection. It's about coherence, speed, and systems that scale.

If you're ready to start building something that works, let's talk.

Industry field of expertise

Languages

English
Native or bilingual
French
Native or bilingual

Workplace preferences

Remote only

Primarily works remotely

Zest Agency
Founder & Digital Growth Strategist
October 2025 - Today (8 months)
Dubai - United Arab Emirates
Growth partner for startups and scale-ups across Dubai and Belgium who need someone to bridge strategy and execution — not just talk about it.
What I do:
I don't just audit and advise. I get in the weeds with founders who are ready to scale but lack the systems, clarity, or bandwidth to do it alone.
Services:

Growth strategy & brand positioning: Define who you are, who you serve, and how to win
Lead generation & funnel optimization: Build systems that convert, not just look good
Website builds & optimization: Squarespace, WordPress, Lovable — new sites or fixing what's broken
E-commerce setup & optimization: Shopify stores that sell, not just showcase
Content, SEO & copywriting: Words that rank and convert
Marketing automation & project management: Free your team from chaos so you can focus on growth

Who I work with:
Purpose-driven businesses (e-commerce, SaaS, digital services) that want a partner who understands both the strategic big picture and the operational reality of making it happen.
Based in Dubai. Working worldwide. Let's build systems that scale.
Poppy Mobility - D'Ieteren Group
Digital Brand Manager
July 2020 - September 2021 (1 year and 2 months)
Brussels, Belgium
Led digital marketing for a B2B/B2C carsharing startup during peak COVID chaos — built and executed acquisition, retention, and partnership strategies while managing a remote team.
Results that mattered:

Grew prepaid sales +300% YoY through targeted email campaigns and social media activation
Revamped Black Friday 2020 with "Make Friday Smart Again" campaign → +120% sales vs. 2019
Built and managed a remote marketing team during lockdown (onboarded, coached, set daily objectives — all via Zoom)

What I brought:
Full-stack digital strategy — from growth loops to campaign execution. Reported directly to top management with monthly performance decks. Learned to move fast in a startup environment where there's no playbook and every euro counts.
The reality check: This is where I learned that marketing isn't about pretty campaigns. It's about revenue, systems, and making things work with limited resources.
TBWA Brussels
Account Manager
July 2020 - September 2021 (1 year and 2 months)
Brussels, Belgium
Worked at one of Belgium's top creative agencies managing high-profile clients across insurance (Touring), FMCG (Cécémel), and energy (Engie). Led strategic positioning workshops, coordinated creative and production teams, and delivered campaigns that hit sales targets while staying on budget.
What I did:
Ran 50+ sales and branding campaigns from brief to delivery. Managed client expectations, agency resources, and tight deadlines — all while keeping creative integrity intact. Coached junior account execs on client management and campaign execution.
What I learned:
How to translate business objectives into creative briefs that actually work. How to manage egos (client-side and agency-side). How to deliver under pressure without sacrificing quality.
TBWA taught me that great work happens when strategy, creativity, and execution are locked in — and someone has to be the one keeping it all on track. That was me.