Brand & Shopper Innovation Strategist With more than 25 years of international experience, I help brands transform complex challenges into commercially successful creative solutions. He combines strategic thinking with hands-on creativity to build brands, launch campaigns, and create retail experiences that influence how people see, think, and buy. Throughout my career, I worked with leading global brands including P&G, Heineken, JDE Peet’s, Unilever, Red Bull, FrieslandCampina, PepsiCo and Albert Heijn. His expertise spans brand strategy, creative direction, shopper psychology, retail media, packaging, omnichannel communication and in-store activation. As founder of GB10 Communications, I developed a unique methodology that connects brand strategy with real shopper behavior. Rather than designing for assumptions, he designs for how people actually make decisions, combining creativity, behavioral science, data and emerging technologies, including AI, into one integrated approach. Known for challenging conventional thinking, I enjoy turning ordinary products into memorable brand experiences. Whether developing a new visual identity, leading cross-functional creative teams, creating international toolkits or reinventing the customer journey, his focus is always the same: creating work that is both creatively inspiring and commercially effective. Specialties * Creative Direction * Brand Strategy & Identity * Shopper Psychology * Retail & Customer Experience * Campaign Development * Innovation & Concept Creation * Retail Media & POS * AI-supported Creative Processes * International Brand Toolkits * Creative Team Leadership “Great creativity isn’t about making things look beautiful. It’s about making people think, feel and act.”