I didn't choose marketing by accident. I chose it because I was obsessed with a question: why do some brands make you feel something the moment you encounter them, while others disappear into the noise? That obsession drove me from the classrooms of KU Leuven to the strategy rooms of some of the world's biggest beauty conglomerates.
At Estée Lauder Companies Benelux, I worked across trade, consumer and product marketing, and visual merchandising for iconic fragrance houses — Tom Ford, Jo Malone London, and Kilian Paris. I analyzed ROI on product launches, coordinated pop-up activations, and learned what it truly takes to keep a brand visually and emotionally consistent at every touchpoint.
At Coty Global Travel Retail in Geneva, I stepped into a data-first environment. I strengthened data integrity across sell-out and shop trend Power BI dashboards, driving improved cross-functional efficiency and decision-making. I conducted competitor analysis and supported the rollout of pricing strategies across EMEA and APAC markets. I also delivered weekly newsletters highlighting emerging trends in the beauty industry to keep stakeholders ahead of market developments.
What I realized? Most emerging brands have brilliant ideas but no clear roadmap to make them stick. G.L.O.W. exists to close that gap — bringing the strategic rigour of the world's leading beauty houses to founders who deserve the same quality of thinking.
