Over Geert

I am a transformative leader working with executive management to provide a critical perspective and guidance on IT strategy, IT investments, innovation and the digitalization of the industry.
In my role I target the realization of a substantially increased business agility, by leveraging Lean and Agile Management methodologies to drive programs and change management related to digital trans-formations. I combine advanced business strategy skills, with a strong technology knowledgeability allowing me to ensure that business/IT alignment is not just a buzz word. Digital native professional with a solid track record of successfully leading and driving (digital) teams as a senior, freelance Ad interim Manager with strong eCommerce experience and a background in Retail, Fashion, Pharma and Travel industries.
My most recent Ad Interim Management role at Brussels Airport was focused on materializing a digital acceleration, as the Digitalisation Director. Delivering on the vision to safeguard the Airport’s role as a (digital) host and more importantly facilitating the creation of new value streams by means of systematically reducing passenger friction. Leading to new offerings by mixing and matching airport community partners with retail and services partners. As a digital strategy lead, I drove the digital ecosystem development, by means of insuring the Airport’s leadership role through the extension of existing retail relationships and additionally onboarding new retail and services partners, aiming at creating new value added products. Hence delivering new digital revenue streams both for the airport and it’s ecosystem partners. The foundation was build around a set of common goals, principles and approaches aiming at establishing trust and ensuring business value creation. The ecosystem partners adhered to a common digital vision and agreed to share the necessary data to achieve an end-to-end customer experience.
For joined product development, open and transparent method-ologies such as design sprints were used to facilitate co-creation. Customer first materialised by means of actively involving passenger feedback through in-airport passenger validation, as well as through the Airport Labs concept (a beta-community and airport ambassadors concept). A modern digital retail foundation, delivering on airport-specific microservices, as well as white-labeled (e-)commerce and equally AI-driven passenger insights frameworks supporting state-of-the-art airport/airline innovation programs.
Prior Brussels Airport, I enabled the digital acceleration for Ahold Delhaize Group (TOP 5 global retail player) driving the architecture definition of a micro-service driven integrated digital commerce foundation. A fast roll-out of a white-labelled digital commerce solution in 5 countries therefore allowing aggressive market acquisition in emerging markets. Positioning the digital delivery organization as a business partner that allowed for a hands-on portfolio governance model encompassing 6 countries, based off a common digital vision and an organically grown notion of business value throughout the entire Central- & Southern European region.
Talent for developing high-performance teams, making effective decisions, and quickly revising tactics to achieve goals within aggressive time frames. My background includes a strong strategic view on digital technology transformation and program execution that improve revenues while increasing brand presence.
Plus, I have a strong ability to coach teams to achieve predictable cadence and an integrated collaboration between business and IT.
As an adaptive leader, I am known for getting things done and bringing enthusiasm, insight and humour to every engagement.

Vaardigheden

Digital Transformation IT Strategy Scrum Kanban LESS ecommerce digital strategy digital acceleration Digital Delivery Management Agile transformation Agile Methodologies Portfolio management (agile) Program Management Business strategy design sprint Agile Leadership Innovation Management Service design Scaled Agile Framework (SAFe) Value Proposition Design Change management Ad Interim Management Lean startup

Talen

Nederlands (Moedertaal of tweetalig)
Engels (Volledige professionele vaardigheid)
Duits (Basisvaardigheid)
Frans (Volledige professionele vaardigheid)

Projecten en ervaring

Several short term missions

Digital Acceleration & Digital agility coaching

• Bekaert – Ad Interim Program Manager Digitalisation (B2B)
Tasked to organize Agile Program Management focused on value delivery by means of a truly collaborative approach between delivery teams, stakeholders, and 3rd parties. Many times, organization don’t know how to get to this level of coordination across and between Agile teams. Moving from a resource efficiency approach towards an agile, value-delivery focused organization that leads to steady cadence and predictability. Facilitate an Agile delivery model between 5 external (some off-shore) partners delivering the roadmap for 3 business lines.

• Ansell – Ad Interim Program Manager Digital B2B2C Commerce Translating the Ansell strategy into a digital tactical roadmap, whereby facilitating the delivery of a European commerce channel targeting a different and complimentary customer segmentation. Setup of a digital governance and digital commercial organization servicing the EMEA region.

• Bpost – Ad Interim Solution Director Sender Domain (5 months)
Reporting directly to CIO. Audit of the current SAFe delivery model and facilitate change management towards a value-driven delivery organization. Organise a demand management approach that follows an identical cadence as the 3-monthly deliver cadence. Ensure that feature managers (part of the ICT delivery organization) facilitate priorisation based off the WSJF methodology.

• Departement Mobiliteit en Openbare Werken – Digital Delivery Manager (3 months)
Define a scalable delivery model with 3rd party vendor, enabling an agile delivery model based on incremental deliveries, also in-cluding contractual agile quality monitoring agreements. Hands-on portfolio model that allows DMOW to report back in a transparent manner towards the political governance bodies.

• YPTO – Delivery Management mentor (3 months)
Define a scalable delivery model and a portfolio governance model to ensure the timely delivery deliveries of the NMBS’s digitalization tracks.

• Elia – Innovation management mentor (5 months)
Mentoring of 2 innovation pilots between Elia Group and 50 Hertz, whereby a strategic Accenture recommendation was operationalized and achieved.

Brussels Airport Company

Digital Strategy Director (e-)Commerce & Loyalty

Report directly to the CxO (Chief experience officer) to increase B2C revenue opportunities for this international airport. Tasked with defining the vision around the end to end passenger journey and setting up the new channel strategy in which relevant digital airport services and products are materialized, marketed and sold with a strong omnichannel approach as a foundational approach. Acted as a change agent in defining and implementing a rewards & experience program (loyalty program) after 10 years of prior unsuccessful attempts. Drove Change Management in the organization through accelerated prototyping and parallel investments for capability building with digital platform development. Budget responsibility of 10M Euros annually directing a team of 70 FTEs and ambitious revenue targets.
Achievement Highlights:
• Delivered a fully functioning digital marketplace in a 3-month period leveraging Agile Project Management methods.
(https://www.brusselsairport.be/shop)
• Delivered a rewards & experience program driving data-driven customer insights for the airport in full GDPR compliance
(https://enjoy.brusselsairport.be/nl)
• Delivered 7 Proof of Concepts within 8 months using SAP Commerce Cloud V2 and Software as a Service (SaaS) applications to support rapid development of prototypes.
• Developed and implemented value chain mapping to broaden passengers’ choices in an active, opt-in environment designed to promote extended conversational timeframes and generate additional passenger spending before, during and following travel.
• Established a digital channel product team developing and executing a sustainable and scalable delivery model using a Scaled Agile Framework (SAFe) with a strong focus on delivery flows.
• Utilize Design Sprints to accurately define Product roadmaps
• Development of a digital ecosystem allowing Brussels Airport to position as itself as digital host, providing passenger insights to airlines and retail partners. While co-developing value-add offerings reducing friction in the passenger journey and while doing so creating new revenue opportunities.

Ahold Delhaize Group

Director Digital Delivery Central & Southern Europe & Belgium

Managed all digital transformation initiatives within the Centre of Excellence Digital for the Central and Southern European regions.
Accountable for full delivery and operational responsibility of digital applications, web and mobile, for 6 countries comprised of Belgium, Greece, Romania, Serbia, Czechia, and Luxembourg, representing a total of 7 different brands promoting eCommerce enablement for the region. Managed operating budget of 12M Euros and 210 FTEs.
Achievement Highlights:
• Defined and established an agility-based portfolio management approach for 6 countries and successfully rolled out the governance model
• Ensured an internal facilitation role between all 6 countries in scope focused on roadmap prioritization and delivery management. Provided knowledge transfers with technology adoption and project methodologies.
• Drove the agile transformation and business transformation towards a delivery organization that is able to deliver with a predictable cadence and continuous flow of customer value delivery
• Streamlined a distributed delivery organization over Belgium, Greece, and the Ukraine by introducing structured Agile operational processes, project reporting, planning resource allocation procedures, and project efficiency monitoring.
• Developed, implemented, and managed interfaces and regional templates for Hybris and all other regional digital solutions.
• Grew from 3 releases per year to monthly releases with a fixed cadence. Rolled out 3 additional countries in 1 year and accelerated functional capabilities i.e. payment and loyalty/retention.
• Grew general eCommerce awareness and opportunities through business/IT alignment sessions within the organization.
• Defined resource allocation process using Agile Project Management methods.
• Developed and deployed integration of continuous business improvement technologies including Hybris Commerce, Adobe, Omniture, and Atlassian Suite (Jira, Confluence, Bamboo, Chef) utilizing Scaled Agile Frameworks (SAFe), Agile Delivery Train Implementation, and Agile Flow Management processes.

Vrije Universiteit Brussel

Program Manager Digital

Served as a part-time Program Manager to facilitate and enable the implementation of digital communication platforms.
Managed the external website, personalized student portal, personalized employee portal, collaboration tool, social media, and community tools while engaging stakeholders and establishing the portfolio roadmap, facilitating the digital channel team’s organizational chart, and devising the governance model. Directed an operating budget of 3M Euros and 6 FTEs.
Achievement Highlights:
• Sole Architect behind the university’s digitalization efforts.
• Structured strategy outline and all on-boarding processes.
• Chaired the steering committees to gain executive sponsors; and the digital channels workgroup.

Bridgestone Europe

Director Digital Europe

Directed all aspects of European digital deliveries across 9 different countries. Managed both the repositioning of the eCommerce channel to comply with current online best practices, and ongoing eCommerce operations. Established an eCommerce engagement roadmap to increase online sales with a strong focus on readying the organization for increased importance of the online sales channel while reinforcing customer partnerships. Accountable for an operating budget of 3M Euros with 6 FTEs.
Achievement Highlights:
• Performed diligent market benchmarking and trend spotting analyses to parse metrics vital to company growth.
• Initiated & executed business planning and shared knowledge with local markets establishing joined business plans ensuring best practices. Developed and implemented locally-based online strategies designed to optimize revenue.
• Defined 3-5 year strategy roadmaps and harvested business ambitions and tactical goals by conducting interviews with key stakeholders (D & C-Level) within each of the business lines.
• Translated roadmaps into technological requirements to ensure streamlining of deliveries with corporate objectives. Reorganized European teams to meet/exceed goals.
• Conducted high-level technical and business analyses, content strategy, technical architecture, and business process definitions at the corporate, regional, and local levels.

Coca-Cola European Partners

Digital & eCommerce Lead

Developed and implemented eCommerce best practices designed to generate revenue from Belgium’s leading retailers as digital channel co-lead and Project Manager.

Developed and executed eCommerce engagement roadmaps to share best practices and increase online sales with a focus on consolidating market studies, eCommerce case studies, and reinforcing customer partnerships

Achievement Highlights:
• Developed and delivered digital roadmaps for the next 3 years. Introduced roadmaps to all European entities while pitching digital strategy to the retail network.
• Performed market analyses, benchmarking, and trend spotting to determine/implement metrics.
• Developed and cultivated beneficial customer and partner relationships to spur revenue growth. Established joined business plans to augment and reinforce those relationships.
• Identified opportunities for customer acquisitions ensuring all entities were aligned with best practices and corporate objectives, targets, and goals.
• Managed 3rd party suppliers and vendors assuring adherence to company policies.

Goudengids.be

Digital Products Manager

Responsible for the implementation of new digital offerings re-positioning company from traditional print.

Defined and facilitated product strategies, boundaries for business case, and product management initiatives. Selected external partners as needed and coordinated internal IT implementations for the front/back end systems.
Achievement Highlights:
• Architected online visibility products. Trained and supported operational teams ensuring readiness by start of sales cycle.
• Managed product portfolio comprised of eCommerce offerings promoting brand presence/reputation while tracking products.

Galeries Lafayette

Delivery Manager eCommerce

Served as interim Program Manager leading the refactoring of the eCommerce platform and the operational readiness.
Drove the functional perimeter to synchronize functional needs with Hybris standard functionality. Aligned business and IT to streamline objectives. Established a governance structure growing the delivery capabilities and efficiency for exploiting eCommerce as an additional channel in the mix. Piloted and coordinated development teams across 5 separate locations while overseeing budget of 6M Euros and 18 FTEs. Managed various 3rd party suppliers, partners, and vendors.
Achievement Highlights:
• Defined and delivered 3-5 year strategic roadmaps, engaged stakeholders, and ensured technical requirements.
• Performed complex business and technical analyses and defined content strategy, architecture, and business processes.
• Led 15 full-time developers to define localization processes ensuring best practices and continuous improvement.
• Facilitated Change Management by establishing an eGovernance process enabling better alignment between business and IT divisions. Shared knowledge transfers within the organization to introduce an iterative project approach leading to increased scope and expectation management efforts.
• Leveraged Agile Development and planning using SAP Commerce (Hybris) and Endeca eCommerce technologies, API-based back end integration, SOA-based 3rd party disclosure, and Single Sign-On (SSO) integrations

Internet Architects

Operations Director

Internet Architects – Operations Director
05.2010 – 08.2011 Ad Interim manager (Antwerpen)
Streamlined and organized a production team of 25 consultants on online marketing strategy development and implementation.
Introduced structured operational processes, project reporting, planning and resource allocation procedures, and project monitoring. Served as business consultant with an eCommerce focus for large, key accounts i.e. Base and Socialistische Mutualiteiten. Managed budget of 8.5M Euros.
Achievement Highlights:
• Developed and deployed an Agile Project Management methodology including resource allocation process definitions, project performance and KPIs, reporting, and scope. Supervised IT design, architecture,usability testing, and interface.

Colruyt Groep

Delivery Manager Digital

Served as Delivery Manager of the eCommerce IT division to position the company’s multichannel strategy.
As Program Manager eCommerce IT, establish the technology roadmap in function of positioning and ambitions of the Colruyt Group's multichannel strategy. Lead change management for Colruyt Group IT in order to select the appropriate e-commerce platform and select a vendor to lead the pilot implementation. Implement Agile methodology over both the business and IT organization in order to establish a pragmatic and common project approach for eCommerce-related applications.
Align business and IT and establish a governance structure in order to grow the delivery capabilities and efficiency for exploiting eCommerce as an additional channel in the channel mix.
Grow the general ebusiness awareness and opportunities within the organization by means of business/IT alignment session within the organization. Provide knowledge transfer with regards to technology adoption and project methodology.
Achievement Highlights:
• Managed the entire Project Lifecycle from scope through post-delivery. Grew delivery capabilities and efficiencies across the company’s digital platforms. Aligned business and IT while increasing general ebusiness awareness and opportunities.

One Agency

Delivery Director

Served as a Delivery Director to enable the delivery organistion, reporting directly to the COO.
Streamline and organize a production team of 45 developers/designers of an online marketing agency
Introduction of Agile project management approach, introduction of project reporting, introduction of planning and resource allocation process.
Achievement Highlights:
• Introduction of a true agile way of working
• Re-calibrated the delivery team to guarantee quality and ROI performance

Various companies

Various roles

Additional experiences as:
• Interim Sales and Marketing Director (2005-2006) for Healthlink-IT
Gent (Belgium)
• Business Unit Manager near shore (2004-2005) for TechTeam Global (Pharmaceutical industry focusing on digitalization of clinical trials for J&J, Serono, GSK, Roche and President of eCRF)
Brussels (Belgium) / Bucharest (Romania)
• Senior Account Manager (2003-2004) for TeamTech Global
Brussels (Belgium)
• Industry Director, Pharma and Healthcare (2001-2003) for IconMediaLab International
Brussels (Belgium) / Stockholm (Sweden) / Barcelona (Spain) / Paris (France) / London (UK) / San Francisco (USA)
• Delivery Manager Belgium (1999-2000) for Media Lab
Brussels (Belgium)
• Delivery Manager (1997-1999) for Ogilvy Interactive
Brussels (Belgium) / London (UK)
• Print Production Delivery Coordinator (1995-1997) for Ogilvy and Mather
Brussels (Belgium)