Hedwig Borgers
Brussels
Summary
Over 17 years of communication & marketing experience across vastly varying industries with proven brand & business growth. Produced & activated multi-awarded advertisements campaigns, package designs, digital campaigns & websites. Broad knowledge of both FMCG & Plant-based. Working to create a sustainable future.
Overview
18
18
years of professional experience
Work History
Global Marketing Director - Plant-based Brands
Danone
10.2019 - Current
- Architected & activated global brand positioning restage across +35 markets increasing penetration +6ppt // frequency +5ppt (Nielsen / Kantar 2022)
- Insight and data-driven consumer research + category knowledge to deliver on sustainable brand strategies increasing brand power +11ppt
- Established & optimized marketing + business performance leading to data-driven decisions and 15% incremental A&P ROI
- Strategy, design & execution of all communication assets and global 360° master campaigns across full plant-based brand portfolio
- Design & execution of online and offline activation strategy and media principles designed to drive conversion
- Increased stopping power & purchase intent by 23ppt through full redesign of all packaging & brand across 50 markets
- Increased engagement & strategic integration directing 5 global teams through coaching and situational leadership
- Grew efficiency & executional excellence by building a stakeholder and third party network introducing integrated collaboration to deliver brand growth
Global Brand Director Alpro
Danone
04.2019 - 10.2019
- Design & execution of Alpro Brand restage of '19 across all channels and for all markets with a 360° Master campaign leading to +5ppt brand uplift
- Transitioned Alpro from a forced & niche choice to a positive lifestyle and optimistic & inclusive brand
- Activated consumer based shopper, social media and community management strategies leading to increased up to +35ppt engagement and conversion
- Successfully connected creative assets with business performance to optimize non-working spends & improve consumer engagement & relatability
- Full funnel & data-driven brand activation strategy and market maturity driven media plans
Head of Communication (Ad.I Consultancy)
Lidl Benelux
11.2015 - 09.2016
- Transitioned and accelerated the digital communication networks both internally and externally
- Board agreement on the full communication strategy & start-up of project for the digitalization
- Implement and initial roll-out of Office 365 & stakeholder management across the change
- Design & Strategy + content and activation of the first Digital Magazine
- Proved successful working within tight deadlines and fast-paced atmosphere
- Successfully convinced c-suite and stakeholder + unlocked funds for a full digital transition
Communications and Social Media Manager
Cronos
12.2013 - 10.2015
- Increased customer engagement & lead conversion through social media plans & content strategies for several brands such as Toyota, Phillips, Microsoft & Aveve.
- Developed & improved marketing content such as user generated content, brand posts, content calendars, blogs, promotional materials and advertisements for social media.
- Analyzed and reported social media and online marketing campaign results & linked back to optimized & consumer relevant content creation
- Created & produced videos and managed social channels to strengthen brand image.
- Maintained expert-level skills in digital platforms such as Google Analytics, Engagor, HootSuite, Datorama & all social media back-ends.
Producer /Editor-in-Chief
Warner Brother
08.2009 - 04.2012
Advertising & Marketing Communications Manager
Robert Half
06.2005 - 07.2009
Education
Master of Science - Circular Economy & Sustainability
Exeter Business School
United Kingdom 12.2022
MBA - Executive Business Strategy & Management
Solvay Business Scool of Economics & Managemtn
Brussels07.2018
Master of Science - Analytical Philosophy
University Of Antwerp
Antwerp 07.2005
Skills
- Director // Executive management
- Global // Branding & Marketing // FMCG
- Brand & Marketing Strategy w proven growth
- Insights-driven positioning, Design & Brand Activation
- Board Reporting // Senior stakeholder Management
- Situational Leadership // People Management
- Budget management (9M team 100M A&P consult)
- Online & offline 360° Advertising campaigns
- Fast-paced // matrix organizations
- Agile, bias for action, insights-driven, analytical
- Emphatic, solution-focused, integrator mind-set
- decision-taker yet iterator based on performance
I SPEAK
Dutch
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
French
Advanced (C1)
Spanish
Elementary (A2)
Timeline
Global Marketing Director - Plant-based Brands
Danone
10.2019 - Current
Global Brand Director Alpro
Danone
04.2019 - 10.2019
Head of Communication (Ad.I Consultancy)
Lidl Benelux
11.2015 - 09.2016
Communications and Social Media Manager
Cronos
12.2013 - 10.2015
Producer /Editor-in-Chief
Warner Brother
08.2009 - 04.2012
Advertising & Marketing Communications Manager
Robert Half
06.2005 - 07.2009
Master of Science - Circular Economy & Sustainability
Exeter Business School
MBA - Executive Business Strategy & Management
Solvay Business Scool of Economics & Managemtn
Master of Science - Analytical Philosophy
University Of Antwerp
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