Digital marketing isn’t about guessing what works. It’s about building systems that make insight repeatable and growth measurable. No magic, just method.
Digital marketing isn’t about guessing what works. It’s about building systems that make insight repeatable and growth measurable. No magic, just method.
My professional journey
My professional journey
2024 - Today
Digital Marketing Lead
Plan International Belgium
Owning the organisation’s full digital strategy and growth roadmap. Driving advanced tracking (server-side tagging, CAPI), automated analytics (BigQuery - Looker), and cross-channel optimisation. Managing and coaching a junior marketer. Building a mature, integrated ecosystem where paid, owned, and earned media work together to deliver predictable, measurable revenue growth, scaling online conversions.
2024 - Today
Digital Marketing Lead
Plan International Belgium
Owning the organisation’s full digital strategy and growth roadmap. Driving advanced tracking (server-side tagging, CAPI), automated analytics (BigQuery - Looker), and cross-channel optimisation. Managing and coaching a junior marketer. Building a mature, integrated ecosystem where paid, owned, and earned media work together to deliver predictable, measurable revenue growth, scaling online conversions.
2021 - 2024
Digital Marketing Manager
Plan International Belgium
Led the shift from campaign-centric marketing to a long-term, multi-channel strategy. Built the foundations of a unified acquisition engine: tracking architecture, early server-side setup, performance dashboards, and reporting frameworks. Helped the organisation increase digital maturity and scale visibility and revenue through data-driven methods, enabling more stable ROAS.
2021 - 2024
Digital Marketing Manager
Plan International Belgium
Led the shift from campaign-centric marketing to a long-term, multi-channel strategy. Built the foundations of a unified acquisition engine: tracking architecture, early server-side setup, performance dashboards, and reporting frameworks. Helped the organisation increase digital maturity and scale visibility and revenue through data-driven methods, enabling more stable ROAS.
2019 - 2021
Digital Marketing Officer
Plan International Belgium
Owned social media channels and managed paid campaigns with agency support. Created digital content (visuals, videos, infographics) and contributed to fundraising and campaign strategy. Gained hands-on experience across content, paid media, and digital design — the base for a future performance-driven role.
2019 - 2021
Digital Marketing Officer
Plan International Belgium
Owned social media channels and managed paid campaigns with agency support. Created digital content (visuals, videos, infographics) and contributed to fundraising and campaign strategy. Gained hands-on experience across content, paid media, and digital design — the base for a future performance-driven role.
2019
Fundraising & Comm. Intern
Oxfam & AEDH
Hands-on experience in social content, paid campaigns, and storytelling. The foundation for a long-term transformation toward measurable, integrated digital marketing.
2019
Fundraising & Comm. Intern
Oxfam & AEDH
Hands-on experience in social content, paid campaigns, and storytelling. The foundation for a long-term transformation toward measurable, integrated digital marketing.
Earlier
From technician to strategist
Started as an IT technician programming TETRA radios on the ASTRID network.
Later completed a Political Science Master degree while working part-time. Developing analytical thinking, discipline, and a talent for connecting tech and human systems. This unusual path now gives me a unique edge: I understand both the systems and the people behind the decisions.
Earlier
From technician to strategist
Started as an IT technician programming TETRA radios on the ASTRID network.
Later completed a Political Science Master degree while working part-time. Developing analytical thinking, discipline, and a talent for connecting tech and human systems. This unusual path now gives me a unique edge: I understand both the systems and the people behind the decisions.
My story
I never planned to work in marketing
I studied political science to understand how systems and decisions are made. People, processes, and power. Years later, I realised that good marketing isn’t that different: it’s still all about understanding human behaviour. How they think, engage and act.
I never planned to work in marketing
I studied political science to understand how systems and decisions are made. People, processes, and power. Years later, I realised that good marketing isn’t that different: it’s still all about understanding human behaviour. How they think, engage and act.
Learning by doing
When I joined Plan International, I wasn’t chasing a career. I wanted purpose and ended up finding passion. In a small, demanding team, I was trusted with freedom and responsibility. I learned to build from scratch with limited resources and high expectations. Agencies and mentors taught me how to turn ambition into results.
Learning by doing
When I joined Plan International, I wasn’t chasing a career. I wanted purpose and ended up finding passion. In a small, demanding team, I was trusted with freedom and responsibility. I learned to build from scratch with limited resources and high expectations. Agencies and mentors taught me how to turn ambition into results.
Scaling growth
These past years have been all about building, testing, and refining. Learning what works from experience. I’ve developed a data-driven approach in demanding environments where every result matters. Today, I can look back with pride at how far I’ve come: from execution to strategy, from data collection to decision-making.
Scaling growth
These past years have been all about building, testing, and refining. Learning what works from experience. I’ve developed a data-driven approach in demanding environments where every result matters. Today, I can look back with pride at how far I’ve come: from execution to strategy, from data collection to decision-making.
Looking ahead
After one year living abroad and working remote, I’m now back in Brussels and focused on using what I’ve learned to take on new challenges. My ambition is to keep pushing boundaries, bring structure and strategy, and help organisations grow with precision and creativity. Every new project is a chance to raise the bar, and I’m here for it.
Looking ahead
I’m now focused on using what I’ve learned to take on new challenges. My ambition is to keep pushing boundaries, bring structure and strategy, and help organisations grow with precision and creativity. Every new project is a chance to raise the bar, and I’m here for it.
Skills & Tools
Analytics & Data
Analytics & Data
GA4, GTM, sGTM, BigQuery, Looker Studio
Media & Growth
Media & Growth
Meta Ads, Google Ads, TikTok Ads, Linkedin Ads, YouTube Ads, SEO - Semrush
Automation & Tech
Automation & Tech
Consent Mode v2, HubSpot, Salesforce MC, Make, HTML basics
Consent Mode v2
HubSpot
Salesforce MC
Make
HTML basics
Adobe Creative Cloud
My approach
Structure first
I start every project by building clarity. What are we trying to achieve? How will we measure success? What needs to be tracked – and which systems support that? Clear objectives and a strong structure make campaigns scalable, predictable, and easier to improve.
Data before opinions
Good marketing isn’t intuition. Best practices matter, but every business is different. The only way to know what works is to learn fast: test, measure, iterate, optimise. Data comes first, assumptions come second.
Efficiency and automation
Working with tight budgets and small teams taught me to deliver more with less. I automate, streamline, and build smart processes so time and budget go where they matter most. That’s how I generate growth and maximise ROI.
Ownership & collaboration
I take full responsibility for the projects I lead. From strategy to execution. I enjoy collaborating with designers, analysts, developers and other marketers, but I also thrive when I’m accountable for outcomes and results.
Problem solver
I’m comfortable solving problems: turning constraints into opportunities. Whether it’s tracking, performance, or process gaps, I like breaking issues down and find solutions. There’s always a path forward when you stay persistent.
Structure first
I start every project by building clarity. What are we trying to achieve? How will we measure success? What needs to be tracked – and which systems support that? Clear objectives and a strong structure make campaigns scalable, predictable, and easier to improve.
Data before opinions
Good marketing isn’t intuition. Best practices matter, but every business is different. The only way to know what works is to learn fast: test, measure, iterate, optimise. Data comes first, assumptions come second.
Efficiency and automation
Working with tight budgets and small teams taught me to deliver more with less. I automate, streamline, and build smart processes so time and budget go where they matter most. That’s how I generate growth and maximise ROI.
Ownership & collaboration
I take full responsibility for the projects I lead. From strategy to execution. I enjoy collaborating with designers, analysts, developers and other marketers, but I also thrive when I’m accountable for outcomes and results.
Problem solver
I’m comfortable solving problems: turning constraints into opportunities. Whether it’s tracking, performance, or process gaps, I like breaking issues down and find solutions. There’s always a path forward when you stay persistent.
Structure first
I start every project by building clarity. What are we trying to achieve? How will we measure success? What needs to be tracked – and which systems support that? Clear objectives and a strong structure make campaigns scalable, predictable, and easier to improve.
Data before opinions
Good marketing isn’t intuition. Best practices matter, but every business is different. The only way to know what works is to learn fast: test, measure, iterate, optimise. Data comes first, assumptions come second.
Efficiency and automation
Working with tight budgets and small teams taught me to deliver more with less. I automate, streamline, and build smart processes so time and budget go where they matter most. That’s how I generate growth and maximise ROI.
Ownership & collaboration
I take full responsibility for the projects I lead. From strategy to execution. I enjoy collaborating with designers, analysts, developers and other marketers, but I also thrive when I’m accountable for outcomes and results.
Problem solver
I’m comfortable solving problems: turning constraints into opportunities. Whether it’s tracking, performance, or process gaps, I like breaking issues down and find solutions. There’s always a path forward when you stay persistent.
Certifications
Meta Certified Media Buying Professional
Google Analytics 4 Certification
Google Ads Search Certification
IELTS General Training
CEFR Level B2