Welcome to my work history
Currently I am working at Nelson Schoenen as CCO. You may have read about my former work for the companies Ecco, Ziengs, G-Star, Manfield, and Airwalk already. To put the business side in perspective, some basic input on important questions you may have. Happy reading.
A closer look at my professional experience
ECCO SKO A/S
DIRECTOR BUYING AND MERCHANDISING EUROPE
AMSTERDAM, JANUARY 2021 – MARCH 2022
Leading the transition to OneEurope and increase the profit, merging two entities with diverse cultures, commercial channels, systems, and processes of buying, merchandising and S&OP, enhancing brand perception, aligning Go-to-Market strategy through product- and distribution- segmentation.
Responsible for Buying & Merchandising in 26 countries. Managing e-commerce, 300 own and operated retail stores, 60 own and operated outlets, and 9.000 wholesale doors.
Responsible for the annual sales of 6M pairs of shoes at an annual revenue of 380M Euros.
Key responsibilities & achievements
> Leading the strategic and organizational integration of two companies with unique cultures, business objectives, (data) processes and systems; the formerly independent Buying and Merchandising (B&M) dpts. for the ECCO retail branch (Zug, Switzerland), the ECCO wholesale organization (Amsterdam, the Netherlands), and e-commerce (own and third party).
> Defined one integrated strategy for buying and merchandising to support both the brand driven, consumer retail business and volume driven wholesale objectives.
> Unified logistics and supply chain to support the newly integrated retail-, wholesale and E-commerce businesses, optimizing deliveries to maximize full-priced selling, control margin and markdowns and brand perception.
> Developed and implemented a strategic approach to product and distribution segmentation, incorporating store- and product- grading, for retail, E-commerce, and wholesale, based on sales potential and the brand development plan, and increase the profit per square meter.
A closer look at earlier work for Danish shoe retailer Ecco | #2
ECCO EMEA BV
PRODUCT DIRECTOR EMEA, RUSSIA, UKRAINE
AMSTERDAM, FEBUARY 2014 - DECEMBER 2020
Hired to lead and build the commercial European product- and merchandising- strategy, defining, developing, and implementing a consumer- and retail focused product and brand culture within a volume driven wholesaler within a, from origin, manufacturing minded business.
Leading the product and merchandising strategy and operational processes for ECCO’s wholesale, franchise and PanEU E-commerce dpt. around Europe, Russia, Ukraine, and Middle East. Responsible for 40 countries; 100 own and operated retail stores, PanEu e-commerce (Amazon, Zalando) and 4.500 wholesale key-accounts with annual sales of 9M pairs.
Key responsibilities and achievements
> Introduced, steered, and streamlined the creation, introduction, and deployment of a strategic product, merchandising and buying management framework addressing the multi-dimensional business:
- Product segmentation catering the needs and buying behaviour of the end consumer in each distribution channel.
- Wholesale distribution – tiered segmentation of the accounts in the portfolio.
> Established a merchandise planning and buying discipline, pioneered the development of one regional collection of 9M pairs annually and introduced key processes to ensure market alignment.
> Defined and formulated the Go-to-Market strategy as well as successfully lead the retail and wholesale processes.
> Piloted and coordinated the development and implementation of international product strategy for categories ‘women’, ‘men’, ‘outdoor', ‘kid’s shoes’ and ‘accessories’, with full alignment in sub structures and the leading markets.
A closer look at my work for Dutch retailer Ziengs | #3
ZIENGS SCHOENEN BV
BUYING & MARKETING DIRECTOR
ASSEN, SEPTEMBER 2011 - JANUARY 2014
Signed up to develop and implement a new buying model, reset the strategy for inventory management, cost control and marketing management for all ZiRe-Groep brands.
Developed and executed the product buying strategy and conceptualized a marketing strategy across 4 brand concepts for Ziengs Schoenen, with more than 100 outlets (offline and online), including the branches Ziengs (80 stores, incl. E-commerce), Top Merk Schoenen (16 stores), ECCO (10 stores), and Tamaris (2 stores).
Key responsibilities and achievements
> Designed and launched a new buying model, including updated Open-to-Buy and markdown approach, fitting newly developed and introduced distribution and product segmentation.
> Realised operational efficiencies by introducing and implementing a planning and merchandising processing system.
> Delivered significant increase to EBITDA through active management of the markdown strategy while reducing stock levels 30%, structural margin improvements and upgraded the positioning of the brands in the marketplace.
> Focused on innovation of multi-brand marketing communications portfolio (4 concepts, including online);
> Performed a vital and leading role in revamping and restructuring buying and marketing organization and developing buyers, allocators, planners and marketing employees.
A closer look at my work for the denim brand G-star | #4
G-STAR RAW CV
LICENSING MANAGER FOOTWEAR
AMSTERDAM, OCTOBER 2007 - AUGUST 2011
Recruited to develop, and roll-out a full flex organizational licensing strategy and the design and implementation of all the commercial and operational business processes related to G-Star’s licensing business.
Defined and implemented the organizational blueprint and lead all processes tied to the global licensing business end-to-end, including new business development, product development, marketing, finance, legal, logistics, and operational account management extending reach and growth of the brand.
Key responsibilities and achievements
> Lead and developed the global enrolment of the G-Star Footwear license formula.
> Ensured consistency of execution of product-, marketing- and retail strategies in line with the companies’ objectives, securing the business needs.
> Partnered with marketing to initiate and support licensee advertising/ marketing requirements.
> Monitored distribution to ensure licensed products were sold in approved channels and consistent with the brand direction.
A closer look at my work for Manfield | #5
HOOGENBOSCH RETAIL GROUP BV
SENIOR PRODUCT MANAGER
’s-HERTOGENBOSCH, JUNE 1998 - SEPTEMBER 2011
Recruited to drive the renewal of the buying and the premium brand strategy and increasing the marketshare for Manfield’s product categories ‘Women’s, ‘Sneakers’, and ‘Leather accessories.
Steering, designed, introduced, and executed the product, merchandising and brand strategy, including product development, planning and market introduction, distributed to 78 stores in The Netherlands, Belgium, and Germany.
Key responsibilities and achievements
> Developed and lead the renewal of Manfield buying and brand strategy, delivering significant increase in contribution margin through active management of the markdown strategy while reducing stock levels, improving market share and remodelling the brand-perception in the marketplace.
> Pioneered the Go-to-Market strategy, introducing product- and distribution segmentation and grading supported by the financial planning of sales, margin, and inventory.
> Involved in the development, introduction, and implementation of the new operational system, including, financial retail, Open-to-Buy, inventory, markdown, and allocation planning.
> Partnered with marketing, E-commerce, visual merchandising, store operations and field merchandisers to create synergies among all consumer touch points.
A closer look at my time at the US skate and snowboard brand Airwalk | #6
ITEMS INTERNATIONAL INC.
MARKETING MANAGER EUROPE
WAALWIJK, JANUARY 1996 - MAY 1998
Hired to translate the American marketing- and brand strategy into a European marketing- and brand strategy, leading and implementing all European marketing activities of the US skate and snowboard brand in Europe. (6M Euro annual marketing budget).
Managed the European marketing-, communication- and brand-strategy and operations to establish a major market position and drive sales.
Key responsibilities and achievements
> Lead and directed the European Marketing teams, creating Go-to-Market plans, combining consumer insights with brand strategies.
> Initiated enrolment of the sales training program and the Local Store Marketing program (POP/POS).
> Award 'Marketing Manager of the Year 1996'
