Isabelle Grumberg
Hoeilaart
Summary
T-shaped, entrepreneurial executive with expertise in growth marketing, go to market strategy, brand management, digital strategy, and digital transformation.
Proven success in global multi-brands B2B2C environments, balancing creative and strategic thinking.
Skilled in leading diverse, multi-cultural teams in matrix organizations.
Bilingual in English and French
Overview
30
30
years of professional experience
1
1
Certification
Work History
Management consultant (interim role)
ARIAD
Brussels
01.2024 - Current
- Company Overview: Digital Consulting, Brussels, BE
- Interim role as Strategic Digital Lead for the definition, development and implementation of multiple projects in the digital domain for ARIAD, aiming at developing new business models, enhancing customer experience and expanding company’s services
- Leading and coordinating multiple digital business projects, resulting in the creation of new business models in advisory and adjacent services to increase referral business pipeline
- Acting at Ariad clients as digital expert, designing and executing customer experience enhancement strategies to boost clients’ growth plans
- Developing and streamlining digital project management frameworks, reducing project delivery timelines by 15% while maintaining a 100% on-time delivery rate and ensuring high-quality project outcomes
- Supporting Ariad management team on cross functional initiatives to reinforce their market position as specialized digital human-capital provider
- Digital Consulting, Brussels, BE
- Achievements: Spearheading the creation of two innovative business models to boost growth in referral-based revenue and strategic expansion
- Streamlining the implementation process for strategic projects, reducing time-to-market by 15%, while ensuring consistent, high-quality outcomes
- Successfully improving customer engagement metrics, boosting Net Promoter Score (NPS) by 30%, and elevating the overall customer experience
HEAD OF Brand & Digital Customer Experience EMEA
ALIAXIS GROUP
Brussels
04.2021 - 04.2023
- Company Overview: Advanced Piping Systems, Brussels, BE
- EMEA strategic lead for the definition, development and implementation of digital CX strategy and digital transformation plans for multi-brand sales, marketing and customer service domains
- Recommended and secured a 5 M€ investment envelope to build and implement overall Aliaxis’ digital transformation road map focused on business growth, digital marketing, customer experience and operational efficiencies using data, digital technologies and automation
- Designed and spearheaded for EMEA the design and implementation of a 3 M€ Digital Acceleration Program, consisting of 6 scalable projects in the domains of web performance, e-commerce, marketing automation, CRM, e-learning and PIM (product information management tool)
- Managed and led the internal IT team for technical and business issues related to project planning, resource allocation, key technology choices
- Built and developed a team of 12 digital FTEs to secure the execution and scale up the acceleration program - objectives, performance, coaching
- Managed overall budget and financial planning process for the acceleration program such as business cases developments, presentations and sign-offs for C-suite, technical and business vendors’ solutions choices
- Managed overall communication and business reporting towards C-suite and senior management on progress and risks of the program, ROI
- Member of the EMEA executive committee
- Advanced Piping Systems, Brussels, BE
- Achievements: successfully launched 3 MVPs within 9 months of program start achieving a 20% faster time-to-market compared to industry standards
- Generated in year 1 a NPS score improvement of several points for the EMEA top 5 countries and direct e-commerce sales of 1M€
- Unlocked productivity improvements and lower operating costs of 500 k€ for key marketing operations and processes with direct P&L impact
- Successfully established the newly formed digital organization: mission formulation, governance, initial staffing and organizational evolution blueprint
Digital, Brand and communication Director EMEA
ALIAXIS GROUP
Brussels
01.2020 - 04.2021
- Company Overview: Advanced Piping Systems, Brussels, BE
- Creation, development and execution of the EMEA product brand strategy and digital marketing strategy to enhance visibility, customer acquisition, and revenue growth
- Led the process to formulate the positioning and messaging of the company's new Aliaxis brand, from core positioning to market deployment across EMEA
- Organized and managed all regional brand initiatives, PR and communication activities to deploy the new brand promise in market
- Managed the brand’s online and offline marketing initiatives such as brochures and leaflets, presentations, videos, websites, social media, display and PPC advertising, SEM/SEO, email marketing to maximize ROI across channels
- Developed and executed the plans to launch the Building new product lines under the Aliaxis brand in the USA and Canada
- Crafted the initial version of the digital roadmap and oversaw the execution of digital initiatives such as launch of new websites, marketing automation and PIM systems to support new product launches visibility
- Managed the overall planning, execution and optimization of various multi-faceted multi-country digital marketing campaigns, incl
- Contents, SEO, paid media advertising, email marketing, social media
- Led and developed capabilities of 6 marketing profiles executing local campaigns implementations (creative, production, media, data analysis)
- Defined, owned and regularly reported on KPIs and ROI for channel & campaigns performance towards internal stakeholders
- Managed overall budget – AOP planning, resources allocation, reporting
- Acted as a thought leader providing recommendations on the latest trends, practices, technologies
- Advanced Piping Systems, Brussels, BE
- Achievements: increased brand awareness achieved with a comprehensive communication program resulting in a 10% year-over-year increase in brand recognition
- Deployed an automated brand guidelines compliance tool, achieving 25% improvement in brand compliance and significant savings in production costs
- Implemented streamlined processes and timelines for offline marcom activities, resulting in a 20% reduction in production costs and a 30% increase in the efficiency of delivering marketing materials to sales teams and clients
- Enhanced Aliaxis SEO performance, raising the brand ranking to Top 3 in search engine results for our 5 top markets within 6 months
- Increased the number of qualified leads by 85% for our key segments within a six-month timeframe thru targeted campaigns
- Uplifted key campaigns conversion rate by 25% within the first iteration with systematic A/B testing and strategic improvements
E-Commerce Strategy Director EMEA
FEDERAL MOGUL Motorparts
Kontich
11.2015 - 11.2019
- Company Overview: Automotive Aftermarket, Kontich, BE (now TENNECO DRiV Inc.)
- Overall EMEA E-commerce sales & business development responsibility for the company newly created e-commerce entity
- Responsible for the vision, development of strategic plans and day to day P&L management
- Managed the full P&L and revenue growth – sales and margin, business development, profitability, headcount, digital marketing budgets and ROI
- Built and implemented the pricing strategy to drive sales growth in the E-commerce channel across Europe for service spare parts portfolio
- Oversaw the overall European digital marketing strategy, planning and implementation to support growth ie
- Contents / social strategy, promotional marketing, marketing automation CRM, SEO, analytics
- Defined and managed effective KPIs reporting for revenue and ROI
- Built the digital capabilities of the organization, managed 8 direct reports in Brand Communication and Digital roles
- Member of the EMEA executive committee
- Automotive Aftermarket, Kontich, BE (now TENNECO DRiV Inc.)
- Achievements: 2015: secured the sign-off of the e-commerce entity creation with C-suite
- 2016: launched the first customers at margin objective in year 1
- 2017: increased yoy conversion rate by 3% from 2016 forward
- 2018: revamped the EMEA digital product management system (PIM)
Marketing Director EMEA
FEDERAL MOGUL Motorparts
Kontich
09.2012 - 10.2015
- Company Overview: Automotive Aftermarket, Kontich, BE
- End to end responsibility for the definition, development and daily management of the overall EMEA marketing strategy to grow revenue and market share growth
- Full strategic responsibility for brands, trade, advertising, PR, communication and events
- Managed the development and implementation of the brands strategy and mix, ATL and BTL, online and offline
- Developed and implemented the digital presence strategy for the region
- Managed a team of 5 marketing directors based in key markets
- Supervised the organization trade shows and key industry events, managed key media relations and external communications process
- Managed overall budget and financial planning process
- Automotive Aftermarket, Kontich, BE
- Achievements: won 2013 EquipAuto Gold Prize for FERODO Eco-Friction technology launch to WE markets, raising the awareness to become part of the top 3 brands
- 2015 Selligent Award: “Beru Enter the Legend” - best online campaign of the year
- 2014: repositioning of CHAMPION wipers lines ( “Rainhunter” campaign)
- 2014: revamping and deployment of an enhanced marketing team footprint in EMEA, resulting in 3% FTE savings
Brand Marketing Director EMEA
FEDERAL MOGUL Motorparts
Kontich
11.2009 - 07.2012
- Company Overview: Automotive Aftermarket, Kontich, BE
- Automotive Aftermarket, Kontich, BE
FREELANCE - Marketing communications manager
WABCO
04.2007 - 10.2007
- Company Overview: Belgium
- Belgium
Global Marketing manager
TEXAS INSTRUMENTS
11.2000 - 04.2006
- Company Overview: Holland and USA
- Holland and USA
export manager
GENERAL CABLE
09.1994 - 09.2000
- Company Overview: USA
- USA
Education
Digital Transformation Executive Program -
Vlerick Business School
BE08.2017
MBA - International Management
Clemson Univ
SC, USA06.1994
Master of Science & Technology - International Trade & Management
University Aix en Provence
FR06.1992
Skills
- Marketing Strategy
- Brand Strategy/ Management
- Digital Strategy
- Digital Marketing
- Digital Transformation
- Leadership
- Team Management
- Stakeholder Management
- Data & Analytics
- Organizational design
- Business solution development
- Strategic Planning
- Performance measurement
- Customer Relations
- Strategy Development
- Consulting
- Project Management
Languages
- French, native
- English, fluent
Certification
LinkedIn effectively leading digital transformations - April 2024
Organizational Leadership · Organizational Change Management · Digital Transformation
LinkedIn Generative AI - April 2024
Artificial Intelligence for Business · Generative AI · Artificial Intelligence for Design
References
References available upon request.
Timeline
Management consultant (interim role)
ARIAD
01.2024 - Current
HEAD OF Brand & Digital Customer Experience EMEA
ALIAXIS GROUP
04.2021 - 04.2023
Digital, Brand and communication Director EMEA
ALIAXIS GROUP
01.2020 - 04.2021
E-Commerce Strategy Director EMEA
FEDERAL MOGUL Motorparts
11.2015 - 11.2019
Marketing Director EMEA
FEDERAL MOGUL Motorparts
09.2012 - 10.2015
Brand Marketing Director EMEA
FEDERAL MOGUL Motorparts
11.2009 - 07.2012
FREELANCE - Marketing communications manager
WABCO
04.2007 - 10.2007
Global Marketing manager
TEXAS INSTRUMENTS
11.2000 - 04.2006
export manager
GENERAL CABLE
09.1994 - 09.2000
Digital Transformation Executive Program -
Vlerick Business School
MBA - International Management
Clemson Univ
Master of Science & Technology - International Trade & Management
University Aix en Provence
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