A selection of projects

Qollabi

Growth lead

  • Improved GTM and product ops by implementing Atlassian suite and agile sprint governance.
  • Deployed Posthog, Factors, and server-side APIs (Meta, LinkedIn) for funnel and attribution analysis.
  • Automated B2B outreach with Clay, Apollo, and AI agents, driving 19% intake-to-meeting and 7% conversion.
  • Launched a CEO-led LinkedIn strategy with AI-driven content repurposing, boosting engagement by +150%.
  • Guided product team in adopting Replit for prototyping, cutting delivery cycles from monthly to bi-weekly.

    • Aramco Digital

    Product lead

  • Led the launch of nourOS, an enterprise AI copilot later rolled into HUMAIN AI.
  • Partnered with VP Product to set OKRs and define HR and IT operations as the initial product scope.
  • Built and managed a cross-functional team of 9 (PMs, designers, engineers) and established agile product ops.
  • Delivered two proofs of concept with dynamic multimodal conversational UX, AI agent orchestration, and direct system integrations (Dynamics, Oracle).
  • Secured board approval and was asked to move and lead product at HUMAIN AI.

    • Vandemoortele

    Digital lead

  • Defined a 5-year digital strategy and roadmap - approved by the board - resulting in four digital streams.
  • Established a cross-functional operating model, led a team of 28 (PMs, Marketing, Sales, Operations, SC, Legal), and implemented Atlassian as the operational tech stack.
  • Stream 1 - Client Portal: Led functional and technical design serving the entire professional channel across EU; delivered in 4 months.
  • Stream 2 - CRM: Conducted SAP/SF audit, recommendations, and build a roadmap of improvements
  • Stream 3 - CDP: Made list of 10+ use cases and trained team on CDP and MDM requirements.
  • Stream 4 - Omni-contact: mapped out the Professional channel’s omni-channel contact flows and delivered an end-to-end service blueprint.

    • Belfius

    Product lead

  • Led redesign of the consumer banking app (+2.1 mil users), retail website, and investment module, transforming Belfius into a proactive digital advisor.
  • Delivered conversational-first UX/UI, onboarding flows, and personalized home feed concept; embedded AI-driven navigation and proactive advice across app and web.
  • Direct collab with the CMO and Head digital, leading a core team of 4 (design, marketing, business).

    • Proximus

    Transformation lead

  • Defined new new service center operating model with focus on improved FTR, NPS, CSAT, and ESAT.
  • Led the 2,5 year transformation of a 1500+ FTE service center into an agile, cross-functional operation.
  • Retrained and recruited agents based on updated skill and competency profiles.
  • Implemented end-to-end automation and modern service tooling.

    • Argenta

    CX lead

  • Created their Voice of the Customer (VoC) model and identified 4 high-impact touchpoints combining relational and transationl NPS / CAST measurements, combined with large-scale qualitative research.
  • Delivered a dynamic CX measurement framework in PowerBI and trained internal teams to activate insights.
  • Launched a new digital claims and communication journey in a 4-week sprint.

    • Baloise

    Product/Venture lead

  • Led the build and launch o Baloise’s second corporate venture: B-Tonic (dedicated to health and wellbeing checkup).
  • Established and managed a team of 5 (PM, marketing, legal, data, operations) and installed the agile product ops.
  • Delivered the v1 of the platform within 6 months, onboarding the first 40 users across Flanders.
  • Secured partnerships with Energy Lab and opened two physical check-up locations.