Selection of projects
Trailstone™
Dog travel safety brand for secure transport of dogs in cars.
Problem
Dog safety in cars is still largely ignored. Most dogs travel unsecured or with poor solutions, while owners underestimate the risk.
Solution
I developed Trailstone as a simple, safe and practical in-car restraint system for dogs, using tested materials like OEM seatbelt webbing and crash-tested components.
Approach
- Built positioning around real-life safety behaviour, not product features
- Set up distribution across Benelux and expanded into UK, Norway and Sweden
- Focused on trust, safety proof and ease of use
Result
A recognised dog travel safety brand with multi-country distribution and strong retail adoption.
FibreCycle™
Australian manufacturer of cat litter and bedding products, including Back-2-Nature.
Problem
Highly competitive category with strong brands and private labels.
Back-2-Nature was premium priced in a low-involvement market with no active consumer demand.
Solution
Repositioned the product from “what it is” to “what it does”: less smell, less dust, healthier environment for pets.
Approach
- Created demand through in-store trial and experience
- Activated store staff, ambassadors and breeders for credible proof
- Used influencers to build real usage trust
- Shifted from promotion-led to advice-led selling
Result
Back-2-Nature became the leading premium cat litter and bedding brand in the Benelux.
The region is one of the strongest performing FibreCycle markets globally in terms of sell-through and retail adoption.
Circle Branding
Field sales and brand activation organisation within the Malanico group.
Problem
Started as an internal support concept with no clear commercial model.
Low supplier willingness to pay and internal resistance from existing sales teams.
Solution
Repositioned Circle Branding as a sell-out engine: direct impact on product movement in stores.
Approach
- Built and scaled a commercial field team
- Combined senior guidance with junior execution power
- Shifted supplier value from “support” to measurable sell-out impact
- Activated brands through tastings, POS, rebranding and webshop support
Result
Circle Branding became a stable commercial structure.
- Strong field sales team
- Full integration with sales organisation
- Expansion in Belgium and the Netherlands
- Adoption by major pet brands