20+ years of experience in strategy, growth, and customer-focused optimization
Driven strategic advisor with two decades of expertise in business development, management, marketing, and PR. Combines sharp analysis with a natural focus on efficiency, customer value, and sustainable impact. Always opts for clear insights, feasible solutions, and results-oriented optimization.
From strategic challenge to hands-on project, with over 20 years of experience in business development, marketing and management, Kris builds bridges between vision and execution. His strength lies in clearly defining strategic goals and achieving tangible results, both in the short and long term.
Brand Development & Positioning, Kris translates brand ambitions into clear positioning and a recognizable identity. From strategic brand storytelling to visual branding: he ensures that brands not only stand out but also stay top of mind and close to the heart of the target audience.
Business Model Innovation, he guides companies in rethinking their revenue model and value proposition. With a strong focus on scalability, market dynamics, and customer needs, he develops sustainable business models that are future-proof.
Retail Operations & Franchise Management, with years of experience in a retail network with dozens of locations, Kris knows exactly how processes, teams, and stores function optimally within a franchise environment. He focuses on consistency, efficiency, and customer experience.
Digital Customer Experience, Kris combines strategic insight with digital tools to deepen customer relationships. Think of the development of apps, websites, or digital platforms with a focus on user-friendliness, loyalty, and conversion.
Commercial Strategy & Growth, to accelerate commercial growth, Kris focuses strongly on pricing strategy, channel policy, product approach, and sales alignment. He translates market insights into concrete plans that mobilize teams.
Change Management, verandering vraagt leiderschap. Kris begeleidt organisaties doorheen transformatieprojecten met aandacht voor mensen, processen en cultuur. Altijd met het doel om betrokkenheid én resultaat te maximaliseren.
Product Development & Go-to-Market, from concept to commercial launch: Kris coordinates the full product development cycle and ensures that market introductions are both purposeful and appealing to the target audience.
Team & Organizational Development, strong organizations are built on strong teams. Kris works with companies on leadership, structure, and collaboration, ensuring that people can perform optimally in alignment with the overarching strategy.
Project & Stakeholder Management, with an eye for detail and results, he oversees the progress of complex projects. Thanks to his diplomatic approach, Kris keeps all stakeholders engaged and satisfied — from the first pitch to final delivery.
Leadership in Brand Strategy and Retail Transformation
Kris embodies visionary brand building. He played a key role in the strategic transformation of Kreatos, where he was instrumental in redefining the brand’s DNA into a consistent, future-oriented identity. Among other achievements, he led the… complete overhaul of the corporate magazine, restructured the marketing team based on in-depth talent and potential analyses, and safeguarded brand consistency across all channels and customer touchpoints — right down to the physical design of the salons.
One of his most impactful achievements is undoubtedly the creation of BQK, the exclusive private label of Kreatos. As the creator and driving force behind this strategic launch, Kris led the entire process from A to Z for years:
from international negotiations on packaging and visual identity, through countless product tests to reach the right formula, to establishing a sustainable collaboration with reliable partners from the beauty industry.
From June 2025 QBK will be available in every Kreatos salon — a crowning achievement after years of preparation, vision, and refinement. QBK stands not only for high-quality hair care, but also embodies the very essence of the Kreatos brand: professional, stylish, and accessible.
With QBK, Kris proves that retail transformation is truly successful only when the brand becomes not just visible, but also tangible and emotionally resonant for the customer.
“Design is not just what it looks like and feels like. Design is how it works.”
An integrated approach to commercial value
Kris thinks in ecosystems. He doesn't see brands as mere logos or campaigns, but as living entities that must communicate consistently and credibly—both to consumers and to internal stakeholders. In his role as CCO, he builds bridges between marketing, operations, sales, and project development.
His expertise ranges from Strategic stakeholder management and category leadership to franchise development, visual identity roll-outs and data-informed brand decisions. Whether it's a brand transformation or the expansion of a retail portfolio, he always works from a sharply defined brand essence that is translated into tangible brand experience.