Freelancer profile translated to English.

Description

Consultant Growth Marketing, Digital Marketing, Marketing Manager

I have +20 years of experience ininnovation**, **digital marketingand **communication**.

I launched astartup(InsurTech) and grew it to +€1M ARR and +10K customers (B2C) before leaving.
I teachmarketing coursesat several institutions and give **conferences**: Start.LAB Brussels, HEC Liège Entrepreneurs, UCLouvain, Helmo (Liège), B19, Cercle de Wallonie-Bruxelles, Digitalize, Digital First, Social Media Summit... (I'm nicknamed "El Professor").
I was a (digital)marketing managerfor +5 years in B2B or B2C companies before becoming a consultant.
I have +22KLinkedInfollowers

My mission is to help entrepreneurs and companies grow healthily and sustainably. To do this, I work on the 5 pillars of **Growth Marketing**:

ACQUISITION

How to attract potential customers to your website? This involves **positioning**, **branding**, and then acquisition tactics such as **SEA**, **SEO**, Social Ads, PR, affiliate marketing...

ACTIVATION

How to convert visitors into customers? This involvescopywriting**, **UXdesign, orCRO(Conversion Rate Optimization).

RETENTION

How to keep customers, make them come back and buy again? The foundation is a good product or service. But there is a whole series of techniques. Notifications in the case of a mobile app, for example.

REFERRAL

Turning customers into **ambassadors**. This is the famous word-of-mouth. For example, we can ask for customer reviews or recommendations. This is social proof.

REVENUE

How to generate revenue, monetize the user base. Up-sell, cross-sell...

📩 Contact me to discuss your project

Industry field of expertise

Languages

French
Native or bilingual
Dutch
Conversational
English
Native or bilingual

Workplace preferences

Can work on-site

Liège (up to 50km), Bruxelles (up to 50km)

Belfius
Digital Customer Experience Consultant
BANKING AND INSURANCE
April 2025 - Today (1 year and 2 months)
Bruxelles, Belgium
As part of the digital transformation of its services, Belfius Direct Assurances called on me (and my UX/UI Designer) to redesign the user experience of its online customer area.

This includes:
Defining the multi-year vision
Defining the product roadmap
Defining the scope of the first version
Supervising the work of a UX/UI Designer
Deliverables:
List of user stories and application versions
User flow diagrams
Figma UI mockups
User Experience Design Customer Experience Management Growth marketing Digital Product Management Web Copywriting
Ethias
Co-founder, CMO, CPO, Growth Manager Flora by Ethias
BANKING AND INSURANCE
December 2018 - May 2024 (5 years and 5 months)
Liège, Belgium
Flora by Ethias is the first 100% digital B2C insurance brand in Belgium.

As an entrepreneur in residence, I took this corporate startup from zero to +1 million euros in ARR and over 10,000 customers.

I went through several major stages:
Customer Discovery: Market research, User research...
Solution Design: Value proposition design, UX design...
Go-to-market strategy
Product Management: Definition of insurance products, development of web and mobile applications...
Operational Marketing: Social media (TikTok, Instagram...), SEO, SEA, affiliate marketing, partnerships...
Methodologies used: Design Thinking, Lean Startup, CRO...
Century 21 Benelux
Digital Transformation Consultant
REAL ESTATE
September 2017 - April 2019 (1 year and 7 months)
Waterloo, Belgium
As an innovation and digital transformation consultant, Century 21 Benelux, the franchise manager for Belgium, Luxembourg, and the Netherlands, entrusted me with the mission of redefining their business model in the digital age.

The basic concept I proposed was to transform their IT infrastructure from a cost center to a profit center while maximizing its efficiency by leveraging automation and new technologies.

This generated several important projects, the 2 main ones being:

Website Redesign
The website was underperforming and not mobile-friendly. It generated no leads for the network's agencies.

I therefore reviewed the strategy and managed the project for the new website:
UX design
UI design
Web development and integration
CRM Tools Migration
It was necessary to update the head office's Microsoft Dynamics CRM and also to redefine and implement a new modern CRM tool for each agency in the network (Sweepbright), all connected to the new website.

I was also responsible for the strategy and project management here.
Customer Experience Management Digital Product Management Microsoft Dynamics CRM Sweepbright Gestion de projet web et mobile