Resume - Curriculum Vitae Drs. Jorge Labadie MBM Strategy Director at 37Celsius Brand Consultancy Tussen de Bogen 24 1013 JB Amsterdam M+31(0)6-55 82 86 87 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.
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, www.onemen.org, 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 2012- current Member of the Advisory board for the Executive MBA, UvA-ABS. 2010-2012 Member of the accreditation committee as expert in the field of marketing and branding for the Executive MBA, University of Amsterdam, ABS. 2006-2007 Member of the accreditation committee as expert in the field for the Master in Imagineering, NHTV.
Working Experience 1998 - Today Co-Founder of marketing and brand consultancy 37ºCelsius, www.37celsius.nl Major Projects: (Re-)positioning of KRO, Rebranding www.onemen.org, 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. 2011 Today Development and key lecturer of branding course for non-profits in cooperation with Amsterdam Business School and IF-Academy. 2009 Today Visiting professor at Amsterdam Business School (UvA), lecturing marketing & strategy (BA), branding (MSC) and supervising Master thesis on branding topics. 2008 2009 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). 2006 2007 Part-time Programme Coordinator Executive Master in Imagineering, NHTV 2005 2006 Cooperation with VODW Marketing a.o. Repositioning Het Financieele Dagblad, rebranding AEGON Spaarbeleg. 2005 Cooperation with Beagle Creative Marketing Agency NPD and NBD projects for Philips DAP, Alturion (satnav), Vitals and Zwitsal Babycare 2000-2002 Cooperation with BSUR Concepting. 1996-1998 Product- and Marketing manager Foster Parents Plan Netherlands 1995-1996 Market Development Manager Oxfam Novib 1992-1995 Marketing coordinator ZAO Zorgverzekeringen
Education and Personal development 2009 2010 Master Module Managing Professionals, Schouten & Nelissen University in cooperation with Vrije Universiteit Amsterdam. 2008 2009 Master of Brand Management, Erasmus University/EFMI. 2008 2009 Performance management and behaviour modification, Plimenten.com. 1996 - today Several (in company) trainings in: Project management, performance management, relationship management, conflict management, and managing professionals. 1994-1995 Direct Marketing Management, SRM. 1985-1992 UvA, Business Economics, specializations in marketing (grade A), information systems and external organization (both grade B). Assistant Teacher Leerstoel Marktbeleid en Marktonderzoek (1990-1992). Co-founder and member of the board of the Marketing Association Amsterdam 1978-1985 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
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. 2005 Today Member of the Board and responsible for fundraising for Tegenkracht, Stichting Kanker en Sport, see www.tegenkracht.nl 2002-2003 Co-author of Een Nijlpaard onder het tapijt, on the 12 most important problems for brands and on the solutions for these problems. 1996 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 www.linkedin.com