About Design 7x

Service Design & Design Governance

Empowering FMCG Brands Through Strategic Design Leadership

As a design leader, I empower FMCG companies to drive growth and differentiation by translating consumer insights into impactful, user centric brand experiences across every touchpoint.

My approach is rooted in a deep understanding of people and organizational dynamics across in house teams, customers, and external partners to drive personalization, adaptability, and project success.

With over 25 years of experience collaborating with top global marketers, I bring relentless curiosity, strategic foresight, and a results driven mindset. From product design and digital experiences to point of sale environments, I help brands deliver impactful, sustainable, and ethically grounded solutions.

  • My Mission
To enable brands and organizations to bridge the gap between strategy and execution through design excellence, service innovation, and governance systems that deliver measurable growth.
  • My Vision
To redefine how FMCG brands integrate creativity, data, and implementation making design a strategic engine for sustainable business success and positive human impact.

At Design 7x, my work combines strategic thinking with hands on execution. I look beyond aesthetics to create integrated design systems that align with real consumer behaviors and business realities.

The method blends three pillars:
  • Insight-Driven Design
To enable brands and organizations to bridge the gap between strategy and execution through design excellence, service innovation, and governance systems that deliver measurable growth.
  • Operational Integration
To enable brands and organizations to bridge the gap between strategy and execution through design excellence, service innovation, and governance systems that deliver measurable growth.
  • Scalable Governance
To enable brands and organizations to bridge the gap between strategy and execution through design excellence, service innovation, and governance systems that deliver measurable growth.

The Journey

Over the past 27 years, I’ve worked across agencies, entrepreneurship, and global corporate leadership, shaping how brands use design to grow.

  • Early Career

    I began as a creative in design agencies across Europe, learning from top mentors and global marketers. I later became Global Creative Director at Dragon Rouge Paris the leading European branding and packaging agency at the time.

  • Entrepreneurship

    Driven by innovation, I co-founded a boutique design agency that delivered projects for Unilever, Pepsi-Lipton, and local champions, pioneering Europe’s first fully remote creative agency in 2012.

  • Global Leadership

    I then joined Mars Inc. as Global Head of Design Experience, leading the transformation of Royal Canin and Eukanuba to better meet pet owners’ expectations. I built design processes, global guidelines, data management systems, and agency partnerships, integrating design as a strategic growth driver within the organization.

Through all these experiences, one theme remained constant: making design a strategic bridge between vision and market reality.

Career

In 27 years of career, I had the opportunity to experience different positions bringing various points of view in Europe and around the globe. The first part was to start as a creative in design agencies, learning a lot from my mentors and top global marketeers. I closed this chapter as Global Creative Director for Dragon Rouge Paris – the leading European Branding and Packaging Design Agency at the time.
Then I decided to take a second challenge and became an entrepreneur, opening a creative Boutique Design Agency with 2 other partners. We landed and implemented very successful projects for Unilever, Pepsi-Lipton and local champions, while challenging the status quo and becoming the first European fully remote creative agency (back in 2012).
This has been followed with a corporate role as Global Head of Design Experience for Mars Inc. I was leading the design transformation of Royal Canin and Eukanuba to better answer pet owners expectations. In 5 years I rebuilt the entire process which includes 360° design thinking and global design strategy, tools and trainings, onboarding & contracts with agencies (MSA, SLA, SOW), packaging portfolio architecture, Product data management and more meanwhile answering local expectations and delivering the innovation roadmap on time.

Royal Canin
From 2020 to 2025, Global Design Experience Director A health through Nutrition Company with a purpose: a better world for pets. In 2002 Royal Canin became part of Mars Inc (Mars Pet Care), represents 6B$ turnover and employs 8000 associates worldwide in 81 countries. As a global design leader I took the challenge to transform a team and ways-of-working to embrace the expanding international deployment of a fast growing business in a fast changing omni-channel environment.

My Challenges in this role:

  • Define the Design Strategy and support the Brand Strategy vision
  • Make innovation visible with new Food Supplement product range
  • Redefine the agency roster and recruit top global partners
  • Be an advocate of design excellence in the organization (360)
  • Develop new tools to brief the agencies, monitor the results, leveraging data analytics, trends analysis
  • Set up trainings for the marketing team on design
  • Collaborate with Design leaders (internally and externally)
  • Deliver a super premium experience for pet owners and pet professionals
  • Development of a new Product data management tool (PIM)

The results:

  • Accurate, Efficient and Agile End-to-End Pack Design Process
  • Design as key asset in the global strategy (Omnichannel)
  • Build and Lead a team present on each continent (America, Europe and Asia)
  • Smart Brand & Packaging Guidelines
  • Strong external strategic creative partners
  • Increased perceived value and attractiveness of the portfolio
  • Enable automation and AI integration in the process
Lekub

From 2012 to 2020, co-founder & Creative Director

The first location independent design agency in Europe. Advising and delivering design solutions for major FMCG brands in the Eastern European markets, Turkey, Central Asia and Russia.
Achievements include a number of innovation projects in different categories, transforming local champion Brands to successfully compete on international markets, new launches rapidly gaining market share.
CLIENTS IN CHARGE OF:
Pepsi Lipton International (London HQ working for various markets from Russia to Portugal), Renault (France), SunInBev (Russia), Mondelez (Turkey, Russia, Ukraine, Romania) and a lot of key regional players such as Eczacibasi in Turkey, Fagé & Elbisco in Greece and more.

From 2010 to 2012, Creative Director

A branding and packaging design agency with 40+ years of experience in all FMCG categories working mainly for global brands.

At Design Board I was in charge of opening and developing creative offices in Sofia (BG) and Cairo (EG), including recruitment and training the local teams. I was managing a team of creative designers from 15 nationalities located in 4 different countries. Organized a transfer of knowledge program and set up working procedures & methodologies to guarantee exceptional results. Part of the company’s global management team with a vote on all strategic decisions.
CLIENTS IN CHARGE OF:
Mondelez (worldwide); Colruyt group (Belgium); Coca-Cola (Belgium); Carrefour (France); Puratos Group (Belgium); Oriflame (Belgium); Akzo Nobel (Germany); P&G (worldwide)

Dragon Rouge

From 2005 to 2010, Creative Director

A top European design agency with offices in New York, Paris, London, Hamburg, Warsaw, Dubai, Sao Paulo and Hong Kong.
In charge of global innovation projects for Mondelez Coffee category including the launch of Tassimo in Europe. Managing Nestlé Waters brand portfolio globally, unifying Perrier range of PET and glass bottles and successfully relaunching one of their key Brand Acqua Panna. My team and I achieved outstanding design results and received several award recognitions (Pentawards, Prix Strategies, POPAI awards). In charge of setting up and developing the creative team in Dubai.
CLIENTS IN CHARGE OF:
Mondelez (coffee – Europe & USA): Tassimo, Carte Noire, Grand Mère, Saimaza (Coffee – Spain), Maxwell House, Jacques Vabres; Almaraï (Dairy products – Saudi Arabia); United Sugar company (Sugar – Saudi Arabia); Sama Waters (Jordan); Unilever (Condiments – Europe): Amora; Compal (Juices – Portugal); Nestlé waters: San Pellegrino & Perrier (global), Sohat (Water – Middle East); SCA (Diapers- Sweden): Libéro.

cba

From 2003 to 2005, Art Director

A creative design agency and a network of 258 experts located in 11 offices around the world and working for about 30 different markets.
In charge of all the international clients of the agency and a global creative lead working directly with the Nestlé headquarters in Noisiel & Vevey. Achievements include visually transforming some local brands newly acquired by Nestlé to successful international players in their category.
CLIENTS:
Nestlé (Dairy & Frozen products – Europe; Confectionery – Europe & Russia): La Laitière, Sveltesse, Munch Bunch, Buitoni, Rossiya; Unilever (Tea and Detergents): Lipton, Skip, Persil; Danone (Sweet snacks – Finland): Lu and Jyväshyvä.

Pineapple Design

From 2000 to 2003, Art Director

One of the 2 agencies that introduced P&G to the European market. The agency was sold to Design Board International in 2009, a year later they invited me to join the team as Creative Director.
My first international work experience with a Dutch and British team. My biggest success was the creation of a new cigar brand, which completely transformed the portfolio of the client.
CLIENTS:
Procter & Gamble: Vicks, Actonel; Pfizer: hextril; Sara Lee Catch; Alken Maes: Grimbergen, Maes, Brugs ; Gudrun & Jacques (chocolate); Néos: cigars; Pingo Doce (Private Label Portugal)

Criterium

From 1999 to 2000, Creative

A Branding & Packaging agency servicing mainly private labels.
Extending my packaging knowledge to the entire range of products a supermarket can offer.
CLIENTS:
Carrefour & Leader Price (Private Labels)

Création & Communication

From 1998 to 1999, Creative

Boutique design agency.

CLIENTS:
Seita (cigarettes Gauloise & Gitanes)

“My mission is to turn creative vision into business reality enabling brands to perform, adapt, and lead through design.”

Testimonials

What They’re Saying?

In the past years I have been supporting Marketing teams and companies to develop successful product and elevate the perceived perception and engagement with their products and Brands. Here's what people are saying about my work:

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