Marketing strategist. Framework builder.
I've spent 25+ years working with marketing teams across Europe — watching the same problem repeat itself: smart people, unclear priorities, no shared language.
The Marketing Canvas Method is my answer to that problem. Not a consulting framework that requires me to be in the room — a structured methodology that teams can own and run themselves.
I'm based in Brussels. I work with founders and SMEs with a single offer, and with corporate teams working offer by offer: anyone building the marketing strategy of one offer in one market who needs to move from strategic fog to operational clarity, fast.
25 years. One recurring problem. One framework.
The MCM wasn't built in a workshop. It was built across 25 years of watching what works, what doesn't, and why.
CMO and senior marketing leadership roles across B2B and B2C companies in Belgium, France, and the Netherlands. From growth-stage to listed companies.
The Marketing Canvas Method in print, first edition (2026), with 20 case studies. Available on Amazon.
Over 100 teams have used the MCM to produce a scored canvas, the posture their situation calls for and a roadmap, in workshops from a half-day to two days.
Regular speaker on marketing strategy, brand building, and the intersection of AI and structured methodology. Available for conferences and corporate programmes.
Based in Brussels. Working remotely across Europe. On-site available in Belgium, France, Netherlands, and UK. Other markets on request.
Active work on the intersection of structured marketing frameworks and AI — how LLMs can execute within, but not replace, a rigorous strategic methodology.
This wasn't a consulting framework. It was a frustration response.
After years of watching intelligent marketing teams operate without shared vocabulary, I started systematising the patterns I saw repeating across companies, industries, and cycles.
The canvas structure came first. Then the archetypes — because I kept seeing the same nine strategic situations, regardless of sector. The 6-step sequence came last, when I realised the real problem wasn't the diagnosis, it was the lack of a defined order of operations.
The method is deliberately non-proprietary in its logic. If you read the book, you can run it yourself. The workshops exist for teams who want to run it faster and with external facilitation — not because the method requires me.
Selected articles and perspectives.
All articles →How the Aspiration dimension reframes your entire value proposition.
Read →McKinsey surveyed 500 European marketing leaders: branding first, ROI urgent, AI the biggest gap.
Read →M3 × M4 combinations and the archetype logic behind revenue goal setting.
Read →Let's talk about your marketing strategy.
If you're a founder or a marketing leader who suspects your team is optimising the wrong things — or optimising everything simultaneously, which amounts to the same problem — get in touch.