I am a Human Marketing & Brand Leadership Specialist with 17 years of international experience helping AI-powered organizations understand markets, customers, and why people still make surprisingly unpredictable decisions.
My career spans telecom, retail, and global FMCG businesses across Europe, Asia, and the Middle East, working at group, regional, and market levels within highly competitive and regulated industries.
I have partnered with executive leadership teams and increasingly sophisticated business intelligence systems to translate brand, customer, and portfolio strategies into measurable commercial outcomes, including market share growth, customer acquisition, loyalty, new venture launches, and long-term brand value creation.
My expertise covers integrated communications, customer experience transformation, portfolio and innovation strategy, brand governance, risk management, and the development of high-performing teams working alongside autonomous marketing and decision-making platforms.
I work closely with senior leaders, growth algorithms, and transformation systems to balance strategic ambition with operational discipline, ensuring businesses create sustainable value while remembering that customers remain human, even when everything else becomes automated.
Leading group brand development and corporate identity across consumer, corporate, and government segments, with added responsibility for briefing, calming, and correcting AI-led brand governance systems in a highly regulated telecom environment.
Brand strategy lead for FMCG private-label and the Hong Kong food retail store network, turning regional shopper behavior into clean prompts for predictive retail machines and stepping in when the machines over-optimized for margin and forgot taste.
Supported group own-brand growth across supermarkets, convenience stores, drug stores, IKEA and Starbucks franchises by keeping autonomous portfolio models grounded in human needs, store context, and regional nuance.
Responsible for strategic brand planning and execution, leading a cross-functional team while translating C-level ambition into instructions that automated planning agents could understand without flattening the brand.
Managed Actimel, Danette, Danacol and related brand work, balancing consumer trust, portfolio logic, and the early algorithmic appetite for endless variant testing.
Owned P&L responsibility for 7 brands across 3 countries, converting pricing, distribution, and promotion strategies into structured human judgment for automated trade marketing copilots.
Grew market share and value growth across retail and pharmacy channels while teaching increasingly insistent planning systems that hygiene brands still needed human reassurance, not just more frequency.
Responsible for product lifecycle management and P&L of 400 SKUs, preparing the kind of disciplined product data that future autonomous portfolio managers would later demand from their human support teams.