Maxime Vandiest
I’m Maxime Vandiest, a senior marketing leader with 14 years of international experience across consumer goods, brand and portfolio strategy, category management, e-commerce, and key account leadership in South Africa…
About
I’m Maxime Vandiest, a senior marketing leader with 14 years of international experience across consumer goods, brand and portfolio strategy, category management, e-commerce, and key account leadership in South Africa and the Benelux. I bring a blend of strategic marketing expertise and commercial judgement, including P&L ownership, customer strategy, portfolio development, and business growth, while translating market, consumer, and shopper insights into practical plans that drive results.
I’ve led multi-channel go-to-market and trade initiatives across retail and e-commerce, built strong relationships with senior stakeholders and partners, and managed cross-functional delivery from planning through execution. I’m also an experienced people leader, coaching and developing teams in international environments, and I enjoy turning transformation opportunities—like route-to-market changes and new customer onboarding—into measurable performance improvements.
- 13 years' experience
- Joined September 2026
Skills· 11
Languages
- EnglishFluent
- FrenchAdvanced
- DutchBeginner
- AfrikaansBeginner
Industry experience
- Consumer Goods
- Retail
- Wholesale & Distribution
Work experience· 11 roles
Owned commercial strategy and full customer-level P&L responsibility for 17 customers across e-commerce, grocery retail, and B2B wholesale/distribution in the Benelux for Henkel’s Consumer & Craftsmen Adhesives division. Negotiated annual agreements, contract terms, and promotional investments; led forecasting, pricing, and profitability management. Developed channel and customer opportunities including onboarding Amazon Benelux within the division and evolving Bol.com through new commercial models. Managed route-to-market transformation for key accounts such as DreamLand and Danneels Trading, and oversaw agency partners supporting e-commerce and sponsorship initiatives.
Recruited internationally from Henkel South Africa to lead Benelux category strategy across Henkel’s Consumer & Craftsmen Adhesives business for brands including Pritt, Loctite, Pattex, Tangit, Rubson, and Perfax. Shaped the Benelux category-management roadmap by translating market research, shopper, and customer insights into portfolio, assortment, activation, and commercial growth priorities with major retail partners. Partnered with Sales and Marketing on customer category strategies, reviews, shelf management, and category investment decisions, contributing to portfolio and product lifecycle management and omnichannel activations. Concurrently served as stand-in Marketing Manager for seven months, overseeing all marketing projects and managing a €1.2m marketing budget while retaining full category responsibilities; led 5 FTEs and 5 interns across Belgium and the Netherlands.
Led Benelux category-management strategy across Henkel’s Consumer & Craftsmen Adhesives business (Pritt, Loctite, Pattex, Tangit, Rubson, Perfax). Built the category-management roadmap by translating market research, shopper and customer insight into portfolio, assortment, activation, and commercial priorities with major retail partners. Partnered with Sales and Marketing on customer category strategies, category reviews, and shelf management to support customer planning, negotiations, and category investment decisions. Collaborated on product lifecycle and omnichannel activations; concurrently acted as stand-in Marketing Manager for seven months, managing a €1.2m marketing budget and leading 5 FTEs plus 5 interns across Belgium and the Netherlands, covering brand and portfolio priorities, trade-marketing initiatives, forecasting, and innovation. Selected and managed agencies for design, print, production, and digital content.
Education
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