Freelancer profile translated to English.
Back to original languageAbout Willem
Ice Cream for Everyone - Playful Brand Strategy ; an umbrella brand for my consulting activities in marketing strategy, branding, and transition management, working with advertiser clients, as well as marketing and communication agencies.
Recent assignments
VCCP Blue (London) Qualitative and ethnographic study, global strategy for a food client.
Off-Works x Bpifrance (Paris)
Media strategy and communication project
Off-Works x Stanley Robotics (Paris)
Brand strategy and transition management.
FCB (Chicago)
Annual 2020 research and strategic planning for Discover Financial Global Network. Product innovation research and client workshop facilitation for Kimberly Clark Cotonelle. Millennials brands trends research and presentation for Kleenex.
Tom, Dick, & Harry Creative (Marketing Agency, Chicago) - Strategy Director
Brand strategy, preparation and facilitation of workshops with clients in Fintech (Optiver) and automotive technology (CDK Global).
DDB (Marketing Agency, Chicago) - Strategy Director
Preparation of a client training workshop with State Farm Insurance on economic behavior trends and customer journey mapping.
Energy BBDO (Marketing Agency, Chicago) - VP, Marketing Strategy Director
Evolution of the global marketing strategy for SC Johnson pesticide brands (Raid, Baygon, OFF!/Autan, etc.), all media combined, to defend and grow their global market leadership position in this $11-13 billion market (confidential results).
Doubled the reach of consumer segments in Latin America by clarifying brand roles, thanks to effective local collaboration.
Strategic evolution and development of the new global communication campaign for the RAID / Baygon / Pyrell / All Out insecticide portfolio.
New global brand strategy for insect repellents.
English
Native or bilingual
French
Native or bilingual
Spanish
Basic
Can work on-site
Paris 5e Arrondissement (up to 50km), Paris (up to 10km)
Experience
- Ice Cream for EveryoneBrand & Marketing Strategy ConsultantCONSULTING AND AUDITSAugust 2018 - Today (7 years and 10 months)Paris, FranceA playful brand & marketing strategy consultancy, working with marketing / advertising creative agencies, as well as directly with brand clients.Assignments include brand positioning, marketing strategy, creative briefing, new business pitching support, workshop development / facilitation, and digital / social media strategy.Selected assignmentsVCCP Blue (London) Global brand strategy, ethnographic qualitative research, focus groupmoderation, international liaison for a new business pitch in the food industry.Off-Works x Bpifrance (Paris) Media benchmark and comms strategy on entrepreneurship.Off-Works x Stanley Robotics (Paris) Market benchmarking, brand positioning, creativebriefing, website redesign, marketing department development, public speaking coaching.Off-Works x Dynvibe (Bordeaux) Marketing research, brand positioning, B2B product naming and marketing strategy, Service offer research and strategy for a social intelligence specialist.UNESCO (Paris) Development and facilitation of brand communications strategy workshops for the Education Division, including cognitive bias and nudge principles.SI Media x Shell (Trinidad) Research, digital, social media, and CSR strategy in order to raise Shell’s public image and promote community initiatives (e.g. STEAM initiatives in local schools).Highdive x Boost Mobile US (Chicago) Research, brand positioning based on jungian archetypes, insight development, and creative briefing for upcoming rebrand.FCB Chicago x Kimberly-Clark (Chicago) Millennial parents global audience trends for Kleenex and product innovation workshop development facilitation for Cottonelle.FCB Chicago x Discover Global Financial Network (Chicago) 2020 annual research, worldwide strategic planning, and creative briefing.
- Tom, Dick, and Harry CreativeStrategy Planning DirectorDIGITAL AND ITApril 2019 - July 2019 (3 months)Chicago, United StatesBrand strategy, preparation and facilitation of workshops with clients in Fintech (Optiver) and automotive technology (CDK Global).
- DDBStrategy Planning DirectorDIGITAL AND ITMarch 2019 - March 2019 (1 month)Chicago, United StatesPreparation of a client training workshop with State Farm Insurance on economic behavior trends and customer journey mapping.
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Education
- Master Manager de la MarqueISCOM2022J'ai complété un programme de Master Manager de la Marque en validation des acquis de l'expérience avec ISCOM à Paris.