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capitalM cooperates with other consultancy practices
whenever specific needs are required
Benny Van Calster (Director)
- Sr. management experience in all parts of European B-to-B marketing
- Strong leadership & people management/development skills
- Proven track record in market & business development
- Profound ICT expertise incl. some of newest trends such as wireless internet access (GPRS, WLAN 'hot spots') as well as CRM (Customer Relationship Management)
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August '01 to May '03
Market Development Manager - Intel Benelux
Responsible for 3 key areas (after the acquisition of Xircom by Intel Corp.):
- Market Development:
key account management on multinational customers (i.e. top PC vendors such as Dell, H-P, Fujitsu-Siemens, IBM,...) + local marketing initiatives and brand ownership ('Intel inside programme')
- Retail marketing:
developing retail plans for major customers such as FNAC, Makro and Carrefour.
- Relationship with Microsoft:
developing local market initiatives strengthening the local relationship.
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April '94 to July '01
Marketing & Business Development Director - Xircom EMEA
Different positions at Xircom EMEA (Europe, Middle-East & Africa), the headquarters of one of the fastest growing networking companies in the communications industry.
The company -with offices in Munich, Stockholm, Basingstoke, Paris, Dubai and Milan- was specialised in access solutions for mobile users
(mobile connectivity for laptops & handhelds, wired & wireless networking and internet access products).
Key achievements:
- Built Marketing team of 25 persons in Product Management, Channel Marketing, Market Intelligence, Customer Marketing as well as Marketing Communications.
- Business development in Telecom market: negotiations with new partners and channels such as the GSM/GPRS Mobile operators.
- Supported EMEA revenue of $135M by maximising market-share thru proper product definition, pricing, innovative customer-driven marketing programs and creative MarCom campaigns
- Worldwide CRM project lead: facilitate the rollout of the Siebel CRM-software in the different regions & represent the user community.
- De-centralisation of our marketing strategy by hiring local Marketing Coordinators for our 4 major sales offices
- Established high-level contacts with "synergy partners" (notebook manufacturers, software vendors and Telecom/LAN/WAN infrastructure vendors).
- Acted as European spokes person for all press and industry analyst matters (i.e. Gartner Group, IDC)
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September '89 to April '94
Benelux Marketing Manager - Zenith Data Systems
(PC-subsidiary of 'groupe Bull').
Bull acquired the American PC-company Zenith Data Systems (top 3 vendor in mobile computers). All PC-activities were transferred to ZDS with subsidiaries in Brussels and Amsterdam.
Key contributions as BeNeLux Marketing Manager:
- Built up 'from scratch' press & public relations (incl. management of new PR-agency). Contributed substantially to brand awareness and credibility.
- Initiated a full Channel Marketing plan, incl. product & technology announcements, quarterly sales incentives, dealer meetings, etc.
- Lead generation thru local Advertising/Sales Promotion campaigns. As well as creation a new end-user newsletter.
- Full Product marketing resp. (e.g. product lifecycle management, forecasting, pricing, competitive analysis)
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May '87 to August '89
Consultant - SRI Europe (Brussels)
At that time a leading recruitment & direct search agency for staff in IT (Information Technology).
Presented and negotiated the offered services at management level (IT-, Finance- and HR Manager) and built up complete customer portfolio across various industry segments.
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