Tim Gys

Led a 3-month mission to establish the marketing foundation for the Torsus brand, defining a 5-year marketing strategy with budget and human capital. Built an integrated brand management framework and orchestrated PR, digital campaigns, and product demonstrations with external partners to accelerate B2B sales. Conducted global market analysis for off-road heavy-duty van and bus sectors, defined GTM priorities, and established KPIs and processes to maximize ROI. Built the team structure and performance metrics to support scalable growth.

Directed the Parts, Accessories, and Apparel BU with full P&L responsibility for over €200M. Led cross-functional teams across product management, pricing, retail activation, category management, commercial criteria, demand forecasting, and budget allocation. Authored a data-driven business case that delivered single-digit profitability improvements by redesigning commercial policies, logistics SLAs, and cost models. Focused on elevating customer experience and loyalty, while adopting AI-powered tools to optimize complex retail activations, driving an 80% showroom traffic lift during a two-week pilot.

Re-established the EMEA Government/Defense sales function after a strategic shift, focusing on tenders, vehicle parts and accessories, and partner network development. Established tender processes from prospecting to RFI/RFQ, including collaboration contracts. Implemented a web-scraping tool to monitor daily tenders, defined pricing strategies for frame contracts, and participated in defense shows (Eurosatory) and NATO industry days to strengthen the defense network.