About me
Hi, I'm Alexander.
I lead marketing and e-commerce at Newpharma, one of Europe's largest online pharmacies. Before that, I led the digital transformation and omnichannel growth at Van Marcke, spent nearly a decade building Authority into a leading digital performance agency as its CEO, and ran marketing for Thomas Cook Belgium's A-brands — Neckermann, Thomas Cook and Pegase — with a 30-person team and a €20M+ budget. Earlier in my career, I supported Thomas Cook Group's worldwide transformation from London, and I cut my teeth doing SEO and PPC at iProspect back when "digital marketing" was still a niche skill set.
Today, beyond my operational role, I serve as a board member, a shareholder at Baunat Group, and a regular keynote speaker. And I write here — about the four topics that occupy most of my thinking.
What this blog is about
I write for marketers, e-commerce operators and business leaders who are trying to move faster than their organisations let them. The kind of people who see the AI wave clearly but struggle to turn pilots into impact. Who run e-commerce P&Ls but keep getting pulled into endless meetings about "transformation." Who want to act like founders inside the company they work for.
Specifically, you'll find posts on:
- AI in practice, not theory. How marketing and e-commerce teams are actually deploying AI today — what's working, what's hype, and where the real leverage sits.
- E-commerce that compounds. Lessons from scaling D2C, B2B and marketplaces, with a bias for the unsexy fundamentals that drive long-term growth.
- Marketing that earns its budget. Brand vs. performance, attribution traps, and building teams that ship.
- Intrapreneurship. How to operate like a founder inside a corporate — what I've gotten right, what I've gotten wrong, and what I'd do differently.
I try to write the posts I wish I'd had access to when I was earlier in my career. Short on theory, long on what actually happens when you're sitting in the seat.
A bit more about me
I've spent close to twenty years at the intersection of marketing, e-commerce and digital transformation — first inside a fast-growing travel group, then as an entrepreneur and agency CEO, and most recently back inside large companies as a transformation lead and CMO.
The thread running through all of it is the same: I'm drawn to businesses where the operational reality is messier than the strategy deck suggests, and where there's real ground to gain by combining commercial instinct with strong execution. Most of what I write here comes out of that.
Along the way I've picked up an Effie Award and a Bronze Mixx Award, but the work I'm proudest of is rarely the work that got the trophy — it's the teams I've helped build and the operators I've watched grow into leaders.
I live in Oudenaarde, Belgium, with my family. I speak Dutch, English and French fluently, and just enough German to get into trouble.
Stay in touch
If anything on this blog is useful to you, the best compliment is to share it with someone on your team.
If you want to reach me directly, LinkedIn is the fastest way. I'm always open to conversations about keynote engagements, board roles and strategic collaborations.
— Alexander