Nice to meet you.

I grew up in Belgium, but I've never stayed in one place for long. Internships took me to Queenstown in New Zealand and to London. Both taught me the same thing: you learn fastest when you're slightly out of your depth.

I started my career in sales at Philip Morris International. A role that usually takes two to three years, I did in one. Then a project in Curaçao opened up that asked for five years of experience. I had one. I sent a video instead of a CV, got the job, and helped launch a new affiliate from scratch: the team, the strategy and the results. Six months turned into a year and a half.

Back in Belgium I became Head of Digital Media for a new product category. That's where I saw how big organisations make decisions, and how often good ideas stall on the way to market. The people I learned most from were the consultants who asked the questions nobody else dared to ask.

In 2020 I founded Majortale, a strategy and creative studio. Since then we've made more than a hundred campaigns for scale-ups and global brands, and won a few awards along the way. In 2025 I started Ripple, to help leaders and teams speak up in their own voice, and co-founded Maui, small-group ocean expeditions, because the ocean is where I recharge.

Today I work between Belgium, the UAE and Malta, with founders, marketing teams and agencies as their strategic creative partner. I've sat on both sides of the table: inside a corporate, and building my own companies. So I know what it takes to get a good idea through the building and out into the world.

You are what you do, not what you say you'll do. That goes for people, and it goes for brands. It has never been easier to start something, and never been harder to stand out. So the skill that matters now is speed: getting from idea to done before the idea goes stale.

I'd rather build systems than run sprints. A one-off campaign ends, and you start from zero again. A good system gets cheaper and better with every step. One well-planned shoot can feed a year of ads, social, website and recruitment. Make it once, use it everywhere.

And if it isn't measured, it's a guess. Every piece of content has a job, whether that's leads, applicants or attention, so we agree on what we measure before anything gets made. It's the least romantic part of creative work, and the part that gets the next budget approved.

Outside of work, the same rules apply, just with fewer spreadsheets. I like things that just work: good cameras, good sound, a calendar with everything in it. Cooking is one of the few moments my head goes quiet. As a junior golfer I was sure I'd be the next Tiger Woods; these days it's my calm, no-agenda time. And the ocean is where I recharge. Swimming with humpback whales in Tonga is still my number one.