Resume - Curriculum Vitae

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1 Resume - Curriculum Vitae Drs. Jorge Labadie MBM Strategy Director at 37Celsius Brand Consultancy Tussen de Bogen JB Amsterdam M+31(0) Born on 29 th of October 1965, Soest, The Netherlands Two sons, Nino (11) and Noah (8) Competences Branding: All subjects, including corporate identity, packaging design, strategy & creation, brand architecture, rebranding, research, (direct-) marketing, mergers & acquisitions; Market development: NBD, NPD, from clients as well as from agency perspective Marketing Management: As a marketer I worked for several companies and agencies, amongst others ZAO Zorgverzekeringen, Oxfam/Novib, Plan International and VODW Marketing. Performance- and change management: As a result of my working experience as well as education, including a six-month course on performance management and behaviour modification. The output of my contribution is therefore always related to clients business objectives. International: Over 5 years of experience in an international environment, working with fourteen different nationalities. Industries & Brands Contributions as (brand) strategy consultant: Corporate: Friesland Campina, OV9292, TU Delft, Ministerie VROM, AEGON Spaarbeleg, Randstad, Delta Lloyd, VVN, ANWB (Dutch automobile association) and SRA. Fast moving consumer goods: Unilever [Croma, Blueband, Zeeuws Meisje], Honig, Zwitsal baby care, Chiquita [Chiquita Fruit Bars], BAT, Swedish Match, Imperial Tobacco, UTO, Carlsberg [Ockocim, Poland], Bavaria [Swinckels Volmaakt], Heineken [STAR, Nigeria]. Retail: Miss Etam and O Neill.

2 Durables: Samsung, TomTom, Philips DAP, Alturion, Sony Benelux. Media: KRO, Het Financieele Dagblad (FD), NTR:(Childrens programs), Chellomedia (Sport1 and Film1). Not for profit: Dance4Life, Spirit!, Foster Parents Plan, Novib, Memisa, Sevagram (long term project analysing and building the brand from scratch, internal branding programme s included. Course development and knowledge transfer In 2011 drs. Roger Pruppers of University of Amsterdam and I developed a branding course tailored to the needs of the not-for-profit sector. The course is held two-yearly. Structure of the course This course has a structure and content for 8 weeks of lectures, tutorials and weekly assignments. Result of the course Participants will deliver a Brand Development Plan, suited to improve brand performance of a company or organization at choice (national or international). From 2003 current: development of several branding modules for Executive MBA, University of Maastricht (UMBS), EURIB and University of Amsterdam (ABS). Lecturing, tutorials and supervision: At University of Amsterdam (ABS), lecturing and tutorials (BA/MA) on branding, marketing and strategy, and supervising MA-students thesis on branding topics. Other educational experiences current Member of the Advisory board for the Executive MBA, UvA-ABS Member of the accreditation committee as expert in the field of marketing and branding for the Executive MBA, University of Amsterdam, ABS Member of the accreditation committee as expert in the field for the Master in Imagineering, NHTV.

3 Working Experience Today Co-Founder of marketing and brand consultancy 37ºCelsius, Major Projects: (Re-)positioning of KRO, Rebranding NBD Imperial Tobacco, Swedish Match, AEGON Spaarbeleg, OV9292, TU Delft, Randstad, VVN, ANWB and SRA. Brand Analysis for: Sony Benelux, Unilever Bestfoods, Swedish Match, Delta Lloyd, NTR. Brand Identity Development for: TU Delft, Min. VROM, FrieslandCampina, AEGONSpaarbeleg Today Development and key lecturer of branding course for non-profits in cooperation with Amsterdam Business School and IF-Academy Today Visiting professor at Amsterdam Business School (UvA), lecturing marketing & strategy (BA), branding (MSC) and supervising Master thesis on branding topics Senior Brand Strategist, member MT Design Bridge international branding agency Major projects: Unilever (repositioning Croma, Blueband), FrieslandCampina (corporate identity merger), Honig, Humares (brand strategy merger), TomTom (brand strategy & product portfolio), UTO (NBD), Bavaria (NBD), Chiquita (new retail concept), Carlsberg (repositioning Okocim) Part-time Programme Coordinator Executive Master in Imagineering, NHTV Cooperation with VODW Marketing a.o. Repositioning Het Financieele Dagblad, rebranding AEGON Spaarbeleg Cooperation with Beagle Creative Marketing Agency NPD and NBD projects for Philips DAP, Alturion (satnav), Vitals and Zwitsal Babycare Cooperation with BSUR Concepting Product- and Marketing manager Foster Parents Plan Netherlands Market Development Manager Oxfam Novib Marketing coordinator ZAO Zorgverzekeringen

4 Education and Personal development Master Module Managing Professionals, Schouten & Nelissen University in cooperation with Vrije Universiteit Amsterdam Master of Brand Management, Erasmus University/EFMI Performance management and behaviour modification, Plimenten.com today Several (in company) trainings in: Project management, performance management, relationship management, conflict management, and managing professionals Direct Marketing Management, SRM UvA, Business Economics, specializations in marketing (grade A), information systems and external organization (both grade B). Assistant Teacher Leerstoel Marktbeleid en Marktonderzoek ( ). Co-founder and member of the board of the Marketing Association Amsterdam VWO, Baarnsch Lyceum Other skills and experiences Board Consultant to board and CEO s of many organizations Management Member of MT at BSUR Concepting, 2002 and Design Bridge, 2008 International Acted as senior brand team lead and strategy consultant for different Organizations, like Foster Parents Plan, ITG, BSUR and Design Bridge. Project Strategy consultant in teams with creatives, account and new media on several Management projects from two-day workshops to two-year projects of brand development Computers Languages Experienced user of Word, PowerPoint and basic in Excel. Dutch mother tongue, fluency in English and German, basic knowledge French

5 Other Activities 2011 Today Member of the advisory board of the executive MBA at UvA, Amsterdam. Business School 2008 Today Freelance editor for trend magazines, writing on insights related topics Today Member of the Board and responsible for fundraising for Tegenkracht, Stichting Kanker en Sport, see Co-author of Een Nijlpaard onder het tapijt, on the 12 most important problems for brands and on the solutions for these problems Today Hobby: Active member of cyclist team of (former) employees of Oxfam Novib. Successfully climbed Alpe d Huez six times on one day, raising money for Tegenkracht, Stichting Kanker en Sport (2009, 2011). About me "Jorge is one of the kindest and most passionate persons I have had the pleasure of working with professionally. His broad scope, involvement and integrity are always reflected in the strategies he writes. No matter how complicated a challenge sounds initially, Jorge s solutions are simple, recognizable and most of all... effective." Hjarald Agnes Creative Dir. allcre8tive This warm recommendation reflects how I love to work: a big challenge, (partly) new grounds, hard work, loads of fun and achieving the intended results. Key words: Team builder, clear, dedicated, convincing, charming, enthusiastic, fun and results oriented. For other recommendations, see

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