Introduction

heo Group is an international distributor of collectibles, entertainment merchandise and licensed products, connecting global brands and manufacturers with retailers and consumers across diverse markets.

As Director Marketing EMEA and member of the management board, I was responsible for developing the marketing organisation and strengthening its strategic contribution to the business.

My role combined organisational leadership, strategic planning and operational marketing in a dynamic commercial environment characterised by extensive product portfolios, international distribution structures and rapidly evolving customer expectations.

Strategic Marketing Development

Connecting Marketing Strategy with Commercial Objectives

A central focus of my work was establishing a more integrated approach to marketing across brands, product categories and markets.

This involved strengthening strategic planning, developing clearer marketing priorities and improving coordination between marketing, sales and other commercial functions.

Particular attention was given to aligning campaign development with business objectives while maintaining the flexibility required to respond to changing market conditions, brand partnerships and customer expectations.

Organisational Development

Building Structures for Effective Execution

Developing marketing capabilities required more than individual campaigns or creative initiatives. It involved examining organisational structures, responsibilities and collaboration processes to improve strategic alignment and operational effectiveness.

I focused on establishing more systematic planning processes, strengthening coordination across teams and developing a clearer connection between strategic objectives and day-to-day marketing activities.

As a member of the management board, I also contributed to broader business discussions, including resource allocation, organisational priorities and commercial development.

Digital Marketing and Performance

Strengthening Data-Informed Decision-Making

Another area of responsibility involved advancing digital marketing capabilities and establishing a more structured approach to campaign evaluation.

This included developing digital communication activities, improving marketing analytics and introducing more systematic performance measurement to better understand campaign effectiveness and customer engagement.

The objective was to move towards marketing decisions informed by measurable outcomes rather than relying primarily on individual activities or creative output.

Outcomes and Reflections

Connecting People, Processes and Commercial Performance

My experience at heo reinforced the importance of combining creative expertise with organisational discipline and commercial understanding.

In an international distribution business characterised by diverse brands, changing customer interests and complex stakeholder relationships, effective marketing depends on balancing strategic consistency with operational flexibility.

The role further shaped my approach to marketing leadership: developing organisational capabilities, establishing clear priorities and creating the conditions for teams to translate strategic ambitions into effective execution.

Director Marketing EMEA & Management Board Member | 2024–2025