Brands: projects, collaborations, media, social endorsements

Finalized contract project. GM/VP of Eddy Merckx Cycles USA business unit.  I managed a major strategic pivot, transitioning the brand from a consumer-direct EU supplied drop-ship model to a multi-channel, US-based operation. I set up FCL imports, domestic stocking, and 3FT staff with a rep salesforce of 10. 

  Alongside the commercial build-out, I adapted many operations proecesses to North American market expectations (aftersales, payments, etc) bridging the cultural gap that causes many EU brands to falter. 

We achieved 380% YoY value growth despite the B2C to B2B unit ASP value reduction inherent to the channel broadening strategy.  

 Current project via Universal Transmissions for Gates, requiring a full external value chain focus:  

OEM customers need spec guidance, design engineering consulting & production setup for commercialisation and sell-in. I guide product, engineering, purchasing, assembly & aftersales teams through implementation. 

RETAIL networks need technical aftersales and commercial training to sell confidently and support customers effectively to optimize sell-out.

I secured major OEMs and built a 1500+ FR/ES shop network before handing those markets to Gates direct. I now run the same approach across the Benelux and beyond.

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Finalized contract project. I managed Niner bikes' European sales, marketing, HRM, and operations. 

Previous aftersales challenges had damaged dealer trust across the EU. I rebuilt those relationships from the ground up, re-engaging and recapturing many dealers who had written the brand off — turning historic liability into renewed allegiance and adding new shops for continent-wide reach. 

To support this, I expanded 3PL with local assembly operations, cutting costs, and improving ROIC by keeping close-to-market stock lean and agile.

The result: 600%+ growth, order values exceeding €1M/month, bolstered by 150+ press appearances annually, and the healthiest margins in the global operation. 

Finalized consulting project. Organisational troubleshooting to boost the export sales division of Kruitbosch parts distribution and their price-quality Cortina bike brand.

 Project delivered an organisational re-design: A sprint business transformation with the creation of a new customer-centric HQ-based workgroup to ensure export success. 

I led the analysis, troubleshooting and project design process, integrating input from key stakeholders we identified during the process to ensure ownership and project continuity.  

Research project for E2 motor-gearbox product line (Ride 3/5/5+) in EU e-bike market. 

I developed a four-dataset triangulation methodology to establish OEM pricing recommendations, collecting anonymous data from 29 OEM product managers across Netherlands, Switzerland, Belgium, and France alongside competitive benchmarking of 32 component combinations. 

I delivered product-tier pricing recommendations with confidence scoring and competitive positioning analysis. 

My insights and analysis have been published in Bicycle Retailer & Industry news (USA), SAZ Bike (DE), Cycling Industry NEws (UK) and BikeBiz (UK).My insights and analysis have been published in Bicycle Retailer & Industry News (USA), SAZ Bike (DE), Cycling Industry News (UK) and BikeBiz (UK). 

I also participate as a panel judge in the UK's yearly BikeBiz awards. 

Read more about these publications in the editorials section below. 

I helped design QO's global brand launch and GTM strategy, establishing multiple global distributors and boutique OEM brand deals. 

My brand launch press release reached top-level circulation in cycling's global A-Grade publications, with significant impact. 

I established many of the brand's highest allegiance distributors and have built a network of boutique OEM clients.

Working with Universal transmissions to set up and serve small (~500+ unit) OEM customers in European and UK marketplaces.

This work involves customer scouting, engineering assistance, client evaluation, events and product team guidance. 

I have led rework projects with up to 10 crewmembers executing multiple in-market product upgrade and QC checks of 100k + products. In these projects, I either designed tooling and workflows or executed with guidance provided. Work involved tasks such as substituting components, replacing motherboards, and checking the dimensions of products.

Export business development implies sell in, but the real KPI in sustainable and self driving growth is sell-out. To attain global transparency requires strong customer relationships and consistent, trustworthy decision making. I can help finding a message and building behavior true to your core values - to find partners you can build with.

Scaling growth requires a handle on the array of tools at a brand's disposition. Manufacturing capacities influence marketing choices. Market situations influence choices about R&D. Dealer locations impact forecasting decisions. Let me offer you a multidisciplinary approach to success. 

Successful fan engagement requires more than just adverts. I can help plan your global marketing plan that still involves grassroots crediblity exposure. This  €1900 Niner trail sponsorship and press release gave over 200'000 exposures in print, digital, and video media channels; with lasting trail branding credibility. 

Every project requires a plan, and those are a challenge to make when a product or brand is new. I can help with forecasting tools, information, and experience. I have accurately forecast through short term 600%+ and long term 200% CAGR growth with 400+ product codes.  

Placing your product in the hands of the right publications for review, at the right time, in the right countries, is important when the goal is long-term, sustainable growth. I have helped partner brands achieve 200+ publications per year; generating these editorial column inches while executing operations and commercial plans, in parallel. 

 I can help you reach the right key partners; in operations, distribution, retail and more. I have managed and controlled 3rd party logistical partners; developing zero-error stocktake methods, improving dispatch request methodology to reduce picking errors, boosting administration efficiency and minimising order-to-3pl-dispatch times. 

    I have running small scale OEM purchasing accounts with multiple leading suppliers. This has allowed me to work as a satellite to brands, offering assembly through expert partners and full or partial build kit purchasing to equip these bikes.  Included in this was operations planning, box design, and dispatch shipping models included in the global business plan. 

Consumers don't like to read instructions, so products need to be as self-explanatory as possible. Especially when technology is new or disruptive. On executing user satisfaction checks I discovered that ROTOR Q-Ring users struggled to identify the subtle setup indications on the product. These orientation marks were amplified ; user satisfaction grew as a result.  

 I have overseen and executed multiple remote re-work and QC check tasks; from circuit board replacement in toys, to tolerance QC checks and re-approval of bike components at assembly facilities. This work included tooling and workflow design, error margin measurement, staff and location rental planning, as well as final reporting to client and their customers, as required. 

 At stage one, your brand is what you tell the market it is. At stage two, having done stage 1 right will let the market confirm that.  Help me align your stage 1 to your brand, vision, and capabilities so that when consumers are the ones defining your brand image, it remains the same. 

Dont run astray thinking size is key. A well executed, smaller presence leaves a deeper, lasting impact. I have helped develop display products at multiple budget points, for sales  reps, retail marketing, trade shows, and B2B product pitch uses.

 Consumer direct, classic retail sales, and blended strategies require different approaches, investments and focus. Which is best for your product? I have worked in both environments, and in the grey space in between.