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Callebaut Collective is an
ecosystem of strategic advisors
and trusted partners in execution.

The strategic advisors at the core of the collective assist brands and organizations on their path to organic growth. Here we focus on a consistent and coherent strategy, before tools and tactics. From within this center, we grant you access to our network of affiliates eager to support you in implementing the strategy and accomplish scale.

STRATEGIC ADVISORS

Karel Demeester

Managing Partner &
Omnichannel Strategist

Karel Demeester

Managing Partner &
Omnichannel Strategist

BIO

Karel Demeester is the founder of KRL Associates, a consulting boutique that guides brand manufacturers and retailers in multiple B2B & B2C sectors (s.a. FMCG, DIY, Publishing and Pharmaceuticals) on their digital journey from ‘passion to purchase’.

Grounded on more than 15 years of experience at leading sales & marketing companies, Karel has built a unique expertise in influencing omnichannel shopper behavior. At Danone Group (2001 – 2005) he learned how to trigger the rational mind of the consumer, while at The Coca-Cola Company (2005 – 2012) he built expertise on how to conquer their heart.

Following his passion, Karel evolved to expert digital sales & marketing roles, leading the digital marketing strategy for the Coca-Cola franchise at Western Europe level (2010-2012). Before he created his own business, Karel successfully led the digital transformation agenda at Coca-Cola European Partners (2012 – 2017) and co-developed numerous scalable innovations with leading retailers s.a. Albert Heijn, Colruyt, Carrefour and Delhaize.

SKILLS

  • Industries: FMCG, Pharmacy, DIY, Publishing
  • Brand Strategy & Positioning
  • Digital Marketing
  • E-commerce
  • Omnichannel Customer Journey Mapping
  • New Business Development
  • Integrated Marketing Communications

CAREER

  • Founding partner @ Callebaut Collective
  • Owner @ KRL Associates

Past:

  • Digital Sales & Marketing Director @ Coca-Cola European Partners
  • (Interactive) Marketing Manager @ Coca-Cola Company
  • Senior Brand Manager @ Danone Group

Education:

  • MBA in Marketing Management @ Vlerick Business School
  • Master Class @ Hyper Island
  • Master in Economics @ EHSAL & Glasgow Caledonian University

Prof. dr. Sarah Steenhaut

Managing partner &
Customer-centric Strategist

Prof. dr. Sarah Steenhaut

Managing partner &
Customer-centric Strategist

BIO

Sarah is strategic consultant for more than 10 years. Sarah has been working on C-level for leading companies, challengers and start-ups in B2B and B2C environment, across industries such as FMCG, retail, media, finance, luxury & fashion, public sector, etc.

As Professor Digital Marketing at Ghent University, Sarah combines knowledge and experience into hands-on advice how to adapt your business to the digital era.

What Sarah characterizes is her strive for a thorough understanding of the issue and context at hand as she believes this is key in being able to come up with appropriate strategic solutions.

Sarah is driven by challenges, dedicated to understand, inspired by novelties and determined to create change.

SKILLS

  • Strategy development within a rapidly evolving world, based upon thorough analysis.
  • Digital integration as the key ingredient of business growth.
  • Digital marketing as an important driver for business transformation.

CAREER

  • Managing partner @ Callebaut Collective
  • Professor digital marketing @ UGent
  • Member of the board @ Veritas

Background:

  • Director @ Callebaut&Co
  • Executive program Business coaching @ Solvay Brussels School Economics Management
  • PhD in Business Economics @ Ghent University

Steven Boelens

Digital Entrepreneur
& Advisor to the board

Steven Boelens

Digital Entrepreneur
& Advisor to the board

BIO

Steven Boelens co-founded the Diamond Jewellery brand BAUNAT. The company raised €15m during the years and became through very fast growth the example in Europe as the “Digital Native Diamond Jewellery Brand”. The company ships to private consumers in more than 50 countries worldwide. Nearly 70 % of the sales are made via the E-boutiques www.baunat.com and www.baunatdiamonds.com, while 30% of the sales are made in their 9 showrooms in Europe and Asia.

Steven is pragmatic, creative and result-driven entrepreneur with vision. As a real team player he loves to share his strategic thinking and international experience.

SKILLS

  • Business development
  • Branding
  • Digital strategies
  • Online marketing
  • Business plan creation
  • General Management

CAREER

Co-Founder & Director of:

  • BAUNAT (digital native diamond jewellery brand)
  • Baunat Diamonds (reference for diamond related investments)
  • S&S bvba (consultants in growth & digital strategy)

Past:

  • Marketing director @ international diamond and jewelry group (turnover €1bn)
  • Consultant @ the most eminent Diamond Consultancy firm in the world (London)
  • Vlerick MBA Marketing Management
Jan Callebaut

Jan Callebaut

Seasoned entrepreneur & Thought leader in branding & communication

Jan Callebaut

Jan Callebaut

Seasoned entrepreneur & Thought leader in branding & communication

BIO

Jan Callebaut is a Belgian entrepreneur and thought leader in marketing and communication strategy. He is a true expert in understanding people’s drivers and motivations, in whatever context or situation.

Jan is especially triggered by highly confidential and sensitive matters, where he typically brings a challenging voice and eye-openings insights combined with a broad network in order to come to agile strategic solutions.

SKILLS

  • Strategy development
  • Human understanding
  • Branding
  • Creative strategic solution

CAREER

  • Founding partner @ Callebaut Collective
  • Founder @ WHY5Research
  • Co-founder @ Censydiam
  • Founding father of diagnostic market research
  • Master Marketeer in Belgium
  • Mentor @ the Founder Institute (Negroponte initiative – Silicon Valley)
  • Fellow @ University of Leuven
  • Guest lecturer @ several international universities and educational institutions

Bram Swaerts

Communication
advisor

Bram Swaerts

Communication
advisor

BIO

With a +10 year track record in communications, Bram is an experienced advisor for organizations and individuals that want to generate impact. Starting from a contextual analysis, Bram spars towards effective strategies and adequate tactical action plans with his clients.

Whether the challenges are on strategic, tactical or crisis level, Bram always guides towards feasible actions while holding focus on the goals. No need to say that his hands-on and flexible attitude is not only adding up to the efficacy of the work, but also to the satisfaction of his clients and partners.

SKILLS

  • Strategic and tactical communications
  • Specific technical expertise: framing, content marketing and storytelling, media relations, reputation and stakeholder management, crisis communication
  • Specific sector expertise: public, non profit, health, socio-economic
  • Project and team management

CAREER

Past:

  • Team leader and press officer CM (health insurer)
  • Policy and communication advisor functions for public and non-profit organizations

Education:

  • Advanced Marketing and Communication Management, STIMA education
  • Master in Social Security, University of Leuven
  • Master in Sociology, University Of Leuven

AFFILIATES

Peter Decuypere

Peter Decuypere

Insight and development of custom events and marketing actions with Peter Decuypere (formerly I LOVE TECHNO), specialized in the "virtual activation" aspects of events. He currently advises, amongst others, wecandance and Studio Brussel.

WHY5Research

WHY5Research

High-level market research by the specialized team of WHY5Research led by Tom Meere with the crowd-powered research method CrowdPulse and neuro-research as spearheads, in addition to the familiar branding and positioning research.

Madeleine Janssens

Madeleine Janssens

Targeted intercultural research led by Madeleine Janssens. Gaining insight into the background and context of communities living in our society. Advice about how you can connect to them in a meaningful and culturally sensitive way.

Leo De Bock

Leo De Bock

Targeted media and communication training and in-depth content development with Leo De Bock (ex-editor-in-chief of VRT News and former spokesperson of several ministers). He is also available for acute solution-focused crisis communication.

Unicorn

Unicorn

Creating effective leadership and team culture, enabling your organization to make a breakthrough in changing the way you work. Focus on executive team journeys, leadership role modeling and cultural transformation programs.

Join Callebaut Collective

You?

If you estimate that your expertise has added value in the new era, and you are willing to participate in ecosystem-based collaboration, please feel free to contact us!  We're always open to new collaborations and opportunities.

VALUES

The collective is inspired by these four shared values:

  • Customer value creation
    Each member is responsible for his/her value contribution to the customer. By doing so each member contributes to the quality label guaranteed by the collective.
  • Trust
    Collaborating in complex environments can only be sustainable when trust and transparency are the leading principles, vis-à-vis both members, clients, and end-customers.
  • Collaboration
    Participation and co-creation are the keys to success.
  • Passion
    We are eager to share our knowledge, experience, best practices, contacts and opportunities.