Head Digital Design and Integration / ICT Program Manager

• Built and led a cross-functional department spanning five core capability areas: on-premise & cloud data platforms, UX/UI and digital passenger experience, integration architecture and development, program and project management

• Managed over 30+ FTE, ensuring alignment between technical innovation, stakeholder expectations, and delivery excellence

• Acted as strategic bridge between IT, business units, government partners, and technology vendors to steer complex programs with high societal and operational impact

• Managed a portfolio of organisation-wide programmes impacting over 300 systems and multiple stakeholder domains

• Led end-to-end programme delivery from concept to implementation, combining business alignment, ICT readiness, risk management, and change enablement

• Acted as a trusted advisor to the CIO and C-level leadership, ensuring effective communication, stakeholder buy-in, and seamless business integration

Flagship initiatives delivered:

• Digital passenger communication ecosystem: rollout of screens on board and at stops, real-time information flow, and a unified control platform across all digital signage
• On-board IT transformation: designed IT architecture supporting smart vehicles and digital services
• ABT 2.0: account-based ticketing platform for seamless digital-first travel
• VOM 2.0: redesign of vehicle operations management systems
• Student transport: implementation of a dedicated school transport solution
• VOM – Mobility on Demand: demand-based mobility platform with risk analysis, pilot rollout, and scale-up
• BBH ICT – Basic Accessibility: cross-system impact analysis, executive dashboards, end-to-end testing strategy, coordination of ICT teams and budgets
• Digital Collaboration: rollout of Microsoft Teams and SharePoint during COVID-19
• Transformation to SharePoint Online: migration from SharePoint 2013 to cloud, market analysis, vendor sourcing, infrastructure and cyber security compliance
• ABT Reset – Strategic Vision: framework for transition to an account-based mobility platform

• Defined and executed the digital marketing and e-commerce strategy, translating corporate objectives into a clear roadmap with KPIs and measurable impact
• Led omnichannel initiatives by aligning e-commerce, CRM, POS, and in-store activities to strengthen the customer journey from awareness to loyalty
• Oversaw migration and optimisation of digital channels and content platforms, ensuring GDPR compliance and scalable operations
• Directed cross-functional collaboration between Belgian operations, Dutch HQ, IT, and external partners
• Built and coached a digital team, managed vendors, and governed budgets, KPIs, and dashboards for ROI-driven growth

Key achievements:

• Enabled a scalable, customer-centric digital marketing model
• Strengthened organizational digital maturity in a complex retail environment
• Established a sustainable digital foundation for future innovation

• Advised on international digital transformation by leading an international transformation workshop in Frankfurt

• Defined and executed digital brand and campaign strategies to drive lead generation, conversion, and customer engagement across B2B and B2C markets
• Led website migrations and digital ecosystem consolidation, including corporate and brand sites and rollout of a central customer database
• Directed cross-functional and external partner management, aligning brand, sales, and commercial leadership with agencies and technology partners
• Built data-driven marketing capabilities leveraging SEO/SEA, analytics, and social media
• Governed digital budgets, KPIs, and performance measurement to ensure ROI and business alignment
• Delivered integrated trade and field marketing programmes, linking digital presence with on-the-ground brand experience