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CV Martin Hoet

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Martin Hoet
Martin Hoet

Martin Hoet is a marketing leader with extensive experience in the FMCG sector. He has a track record of delivering innovative marketing strategies and campaigns for international brands. His career includes roles as Marketing Manager at Atrium Innovations and Marketing Director at Iglo, where he launched new products, set up digital strategies, and grew market share. He is skilled in marketing tools across channels and has a strong understanding of consumers and competition.

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Martin Hoet M: +32 499 37 28 95 H: +32 54 25 06 64 E: hoetmartin@hotmail.com A: Alfonslaan 37, 9500 Ophasselt PROFILE Marketing leader with vast experience in delivering innovational impact for products in the FMCG sector in challenging markets. Expert in food (Frozen, Ambient, Chilled) with a track record of delivering exceptional added value. Particularly strong in working in an international environment for strong internationally acclaimed brands (Iglo, Dr. Oetker, Varta) supported by a multilingual skillset (Dutch, French, English, German). Skilled in a large array of marketing tools (TV, Radio, OOH, Word of Mouth, PR, Direct Mailing, in store activation, digital activation) and a thorough and compelling understanding of the consumer and the competitive environment (qualitative and quantitative research). CARREER SUMMARY June 2016 – present Atrium Innovations Belgium Marketing Manager Belgium and Emerging Markets Member of the Management Team of Atrium Innovations Belgium and Manager of the Marketing & Education department with 2 direct reports (1 Medical Advisor, 1 Junior Brand Manager). Atrium Innovations is an international group specialized in food supplements with several international (Douglas, Pure Encapsulations, Garden of Life) and local brands (Minami). End responsibility for 2 brands: Minami (Belgium + Emerging Markets) and Pure Encapsulations (Belgium). ► Key achievements - Launch of a new food supplement brand in the Belgian market: Pure Encapsulations. - Set up Digital Marketing Strategy and adapted structure of the marketing department accordingly: o Recruited Junior Brand Manager - Carried out market research and took measures based on the insights. - Set up of a new marketing strategy and plan for Minami (new positioning, packaging, portfolio, …). April 2015 to November 2015 Iglo Belgium NV Marketing Director ad interim Joined Iglo on a fixed contract as a member of the Leadership Team of Iglo Belux. Head of the Marketing department with 3 direct reports (2 Brand Managers, 1 Senior Brand Manager). End responsibility for all assortments: frozen fish, vegetables, meals, poultry, snacks, soups and potatoes (P&L, Advertising, online and offline support, annual marketing plan). ► Key achievements - Established new structure for the marketing department (recruited 1 new brand manager and promoted 1 junior brand manager). - Set up and improved collaboration with local departments (sales, trade marketing) and international departments (categories). - Carried out market research and took measures based on the insights. - Relaunch of existing products in a new platform with ATL (TV) and BTL support (POS material, tastings, new packaging) resulting in growth after periods of decline. - Drawn up and defended marketing plan (incl. A&P budget) for 2016. March 2009 to November 2014 Dr. Oetker NV January to November 2014: Head of Marketing 1
Member of the Management Team of Dr. Oetker Belux in addition to the responsibilities as Head of the Marketing Department (see below: Marketing Manager). July 2011 to December 2013: Marketing Manager Head of the Marketing department with 4 direct reports (2 Senior Product Managers, 1 Junior Product Manager, 1 Internet & New Media Coordinator). End responsibility for the 3 assortments (P&L, Advertising, Promotion both online and offline). End responsibility for the annual marketing plan which is presented to the board. â–º Key achievements - Established Digital Marketing Strategy and adapted structure of the marketing department accordingly: o Promoted Consumer Service and Internet Coordinator to Digital Media Coordinator o Recruited Junior Product Manager Ambient Food - Set up Facebook pages for the 3 assortments (Ambient Food, Frozen Food, Chilled Food), developed baking movies (ambient food) and baking instruction movie (frozen food: Casa di Mama), You tube channel and Pinterest. - Set up new media strategy for frozen food (previously only TV): o Ristorante: TV, radio, event + on line o Casa di Mama: TV, pre-roll, WoM, presence at Plopsaland De Panne + on line o Pizza Tradizionale: WoM + on line - Set up new tasting strategy for frozen food: in store and out of store with fully branded pizza trucks. - Set up new media strategy for ambient food (previously only TV): TV, print + on line (partnership with VTM Kzoom). - Achieved market leadership in home baking (baking aids, decorations, baking mixes) in Belgium. - Maintained strong position in frozen food. October 2010 to June 2011: Product Manager Ambient Food Market studies (Nielsen, GfK) and market research (qualitative and quantitative) Develop and launch innovations and relaunches. Develop, implement and analyze ATL and BTL activities. Draw up and implement the yearly marketing plan. Budget responsibility. â–º Key achievements - Set up cooperation with Libelle and developed Dr. Oetker branded baking boxes (booklet + Dr. Oetker baking products) sold via Standaard Boekhandel (4 year cooperation; 7 baking boxes). - Relaunched pudding mixes (new recipe, new packaging) resulting in growth after period of decline. - Developed and launched a new range of products (cup cake baking mixes and decorations) supported by TV, Cash Point activities, inserts in trade magazines and consumer magazines and tastings. March 2009 to September 2010: Product Manager Frozen and Chilled Food Launch innovations and relaunches. Develop, implement and analyze ATL and BTL activities. Market studies (Nielsen, GfK) and market research (qualitative and quantitative). Draw up and implement the yearly marketing plan. Budget responsibility. â–º Key achievements - Launch of line extensions for Ristorante and Casa di Mama. - Launch of a new range of pizzas: Pizza Tradizionale. - Launch of line extensions for Paula: Paula Yoghurt and new Paula Pudding flavors. - Developed various gadget promotions for frozen pizza and Paula. October 2007 to February 2009 Varta Consumer Batteries Trade Marketeer 2
Market studies (Nielsen, GfK). Develop, implement and analyze promotional activities in cooperation with Promocontrol and Shelf Service. Copywriting. PR, advertisements, competitive watch. Responsible for Belux website. ► Key achievements - Set up cooperation with Speelgoedmuseum Mechelen for the event Speeldag: 1 Sunday during which the inner city of Mechelen was turned into a big playground attracting thousands of families with children (connection between batteries and electronic toys). - Developed promotional displays for the DIY channel (chargers + rechargeable batteries, disposable batteries + pocket lights). - Developed plano for pocket lights for Colruyt. - Launched new generation of batteries (inserts in trade magazines and on line). March 2004 to October 2007 Etn. P. Bruggeman NV September 2006 to October 2007: Trade Marketing Manager Market studies (Nielsen, IWSR). Follow-up of the A&P budget, customer database and routing. Education of new representatives: company history, product ranges, procedures and software. Analysis of promotional activities. Copywriting: website, sales album, sales folder, company brochure. Export support. ► Key achievements - Set up promotional activities in collaboration with the product manager: in store displays, cocktail recipes on the basis of genever. - Presented competitive analysis on Filliers and analysis of the communication policy for Peterman with recommendations (thesis marketing). - Carried out promotional analysis with recommendations. - Support of the Commercial Director for export activities: contact with foreign agents, participation at international fairs. - Set up sales argumentations for sales team. November 2004 to August 2006: Sales Coordinator Link between the commercial director, key account managers, the field sales team, commercial office staff and administration. Research and support activities, follow-up of stocks and budget, coordination, market studies, communication and marketing support. Export support. Copywriting. ► Key achievements - Set up several tools to improve communication between departments: template for orders, template for consumer complaints and database. - Set up excel tools for budget follow up and end of year discounts. - Translation of the website from English to Dutch and German. - Support of the export manager: contact with foreign agents. March to October 2004: Commercial Employee Expedition Benelux Administrative duties, customer service, order entry, transport. July to August 2003 Internship at Communication & Advertising Agency Calisto Control and correction of websites, follow-up of print, copywriting, administrative duties. EDUCATION 2004 – 2007 Professional Bachelor Marketing (CVO-IVV de Avondschool, Gent) Thesis: Communication policy Etn. P. Bruggeman NV for genever Peterman 3
2002 – 2003 Master after Master Multilingual Business Communication (University of Ghent) Thesis: Report of a Training Period at Communication and Advertising Agency Calisto 1998 – 2002 Master Germanic Languages (English, German) Thesis: Conrad Ferdinand Meyer als sprachlicher Künstler COMPETENCES Language skills Dutch (Mother tongue), English (fluent), French (fluent), German (fluent) Computer skills Word, Excel, Outlook, Powerpoint, Navision, SAP, Nielsen Nitro, GfK, CMS. Basic knowledge of SAS. PERSONAL Married with 3 children (2, 4 and 8 years old). Varied interests include indoor soccer, literature, film and music 4

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CV Martin Hoet

  • 1. Martin Hoet M: +32 499 37 28 95 H: +32 54 25 06 64 E: hoetmartin@hotmail.com A: Alfonslaan 37, 9500 Ophasselt PROFILE Marketing leader with vast experience in delivering innovational impact for products in the FMCG sector in challenging markets. Expert in food (Frozen, Ambient, Chilled) with a track record of delivering exceptional added value. Particularly strong in working in an international environment for strong internationally acclaimed brands (Iglo, Dr. Oetker, Varta) supported by a multilingual skillset (Dutch, French, English, German). Skilled in a large array of marketing tools (TV, Radio, OOH, Word of Mouth, PR, Direct Mailing, in store activation, digital activation) and a thorough and compelling understanding of the consumer and the competitive environment (qualitative and quantitative research). CARREER SUMMARY June 2016 – present Atrium Innovations Belgium Marketing Manager Belgium and Emerging Markets Member of the Management Team of Atrium Innovations Belgium and Manager of the Marketing & Education department with 2 direct reports (1 Medical Advisor, 1 Junior Brand Manager). Atrium Innovations is an international group specialized in food supplements with several international (Douglas, Pure Encapsulations, Garden of Life) and local brands (Minami). End responsibility for 2 brands: Minami (Belgium + Emerging Markets) and Pure Encapsulations (Belgium). â–º Key achievements - Launch of a new food supplement brand in the Belgian market: Pure Encapsulations. - Set up Digital Marketing Strategy and adapted structure of the marketing department accordingly: o Recruited Junior Brand Manager - Carried out market research and took measures based on the insights. - Set up of a new marketing strategy and plan for Minami (new positioning, packaging, portfolio, …). April 2015 to November 2015 Iglo Belgium NV Marketing Director ad interim Joined Iglo on a fixed contract as a member of the Leadership Team of Iglo Belux. Head of the Marketing department with 3 direct reports (2 Brand Managers, 1 Senior Brand Manager). End responsibility for all assortments: frozen fish, vegetables, meals, poultry, snacks, soups and potatoes (P&L, Advertising, online and offline support, annual marketing plan). â–º Key achievements - Established new structure for the marketing department (recruited 1 new brand manager and promoted 1 junior brand manager). - Set up and improved collaboration with local departments (sales, trade marketing) and international departments (categories). - Carried out market research and took measures based on the insights. - Relaunch of existing products in a new platform with ATL (TV) and BTL support (POS material, tastings, new packaging) resulting in growth after periods of decline. - Drawn up and defended marketing plan (incl. A&P budget) for 2016. March 2009 to November 2014 Dr. Oetker NV January to November 2014: Head of Marketing 1
  • 2. Member of the Management Team of Dr. Oetker Belux in addition to the responsibilities as Head of the Marketing Department (see below: Marketing Manager). July 2011 to December 2013: Marketing Manager Head of the Marketing department with 4 direct reports (2 Senior Product Managers, 1 Junior Product Manager, 1 Internet & New Media Coordinator). End responsibility for the 3 assortments (P&L, Advertising, Promotion both online and offline). End responsibility for the annual marketing plan which is presented to the board. â–º Key achievements - Established Digital Marketing Strategy and adapted structure of the marketing department accordingly: o Promoted Consumer Service and Internet Coordinator to Digital Media Coordinator o Recruited Junior Product Manager Ambient Food - Set up Facebook pages for the 3 assortments (Ambient Food, Frozen Food, Chilled Food), developed baking movies (ambient food) and baking instruction movie (frozen food: Casa di Mama), You tube channel and Pinterest. - Set up new media strategy for frozen food (previously only TV): o Ristorante: TV, radio, event + on line o Casa di Mama: TV, pre-roll, WoM, presence at Plopsaland De Panne + on line o Pizza Tradizionale: WoM + on line - Set up new tasting strategy for frozen food: in store and out of store with fully branded pizza trucks. - Set up new media strategy for ambient food (previously only TV): TV, print + on line (partnership with VTM Kzoom). - Achieved market leadership in home baking (baking aids, decorations, baking mixes) in Belgium. - Maintained strong position in frozen food. October 2010 to June 2011: Product Manager Ambient Food Market studies (Nielsen, GfK) and market research (qualitative and quantitative) Develop and launch innovations and relaunches. Develop, implement and analyze ATL and BTL activities. Draw up and implement the yearly marketing plan. Budget responsibility. â–º Key achievements - Set up cooperation with Libelle and developed Dr. Oetker branded baking boxes (booklet + Dr. Oetker baking products) sold via Standaard Boekhandel (4 year cooperation; 7 baking boxes). - Relaunched pudding mixes (new recipe, new packaging) resulting in growth after period of decline. - Developed and launched a new range of products (cup cake baking mixes and decorations) supported by TV, Cash Point activities, inserts in trade magazines and consumer magazines and tastings. March 2009 to September 2010: Product Manager Frozen and Chilled Food Launch innovations and relaunches. Develop, implement and analyze ATL and BTL activities. Market studies (Nielsen, GfK) and market research (qualitative and quantitative). Draw up and implement the yearly marketing plan. Budget responsibility. â–º Key achievements - Launch of line extensions for Ristorante and Casa di Mama. - Launch of a new range of pizzas: Pizza Tradizionale. - Launch of line extensions for Paula: Paula Yoghurt and new Paula Pudding flavors. - Developed various gadget promotions for frozen pizza and Paula. October 2007 to February 2009 Varta Consumer Batteries Trade Marketeer 2
  • 3. Market studies (Nielsen, GfK). Develop, implement and analyze promotional activities in cooperation with Promocontrol and Shelf Service. Copywriting. PR, advertisements, competitive watch. Responsible for Belux website. â–º Key achievements - Set up cooperation with Speelgoedmuseum Mechelen for the event Speeldag: 1 Sunday during which the inner city of Mechelen was turned into a big playground attracting thousands of families with children (connection between batteries and electronic toys). - Developed promotional displays for the DIY channel (chargers + rechargeable batteries, disposable batteries + pocket lights). - Developed plano for pocket lights for Colruyt. - Launched new generation of batteries (inserts in trade magazines and on line). March 2004 to October 2007 Etn. P. Bruggeman NV September 2006 to October 2007: Trade Marketing Manager Market studies (Nielsen, IWSR). Follow-up of the A&P budget, customer database and routing. Education of new representatives: company history, product ranges, procedures and software. Analysis of promotional activities. Copywriting: website, sales album, sales folder, company brochure. Export support. â–º Key achievements - Set up promotional activities in collaboration with the product manager: in store displays, cocktail recipes on the basis of genever. - Presented competitive analysis on Filliers and analysis of the communication policy for Peterman with recommendations (thesis marketing). - Carried out promotional analysis with recommendations. - Support of the Commercial Director for export activities: contact with foreign agents, participation at international fairs. - Set up sales argumentations for sales team. November 2004 to August 2006: Sales Coordinator Link between the commercial director, key account managers, the field sales team, commercial office staff and administration. Research and support activities, follow-up of stocks and budget, coordination, market studies, communication and marketing support. Export support. Copywriting. â–º Key achievements - Set up several tools to improve communication between departments: template for orders, template for consumer complaints and database. - Set up excel tools for budget follow up and end of year discounts. - Translation of the website from English to Dutch and German. - Support of the export manager: contact with foreign agents. March to October 2004: Commercial Employee Expedition Benelux Administrative duties, customer service, order entry, transport. July to August 2003 Internship at Communication & Advertising Agency Calisto Control and correction of websites, follow-up of print, copywriting, administrative duties. EDUCATION 2004 – 2007 Professional Bachelor Marketing (CVO-IVV de Avondschool, Gent) Thesis: Communication policy Etn. P. Bruggeman NV for genever Peterman 3
  • 4. 2002 – 2003 Master after Master Multilingual Business Communication (University of Ghent) Thesis: Report of a Training Period at Communication and Advertising Agency Calisto 1998 – 2002 Master Germanic Languages (English, German) Thesis: Conrad Ferdinand Meyer als sprachlicher Künstler COMPETENCES Language skills Dutch (Mother tongue), English (fluent), French (fluent), German (fluent) Computer skills Word, Excel, Outlook, Powerpoint, Navision, SAP, Nielsen Nitro, GfK, CMS. Basic knowledge of SAS. PERSONAL Married with 3 children (2, 4 and 8 years old). Varied interests include indoor soccer, literature, film and music 4