Yannick de Bièvre

Marketing Adventurer
CCO & CMO · Board Member · Keynote Speaker

Retail, reinvented
every day.

Executive Commercial & Marketing Director (CCO & CMO) at Carrefour Belgium and board member. I build brands, commercial strategy and customer experiences. And I recharge in the mountains.

Get in touch
About

Marketing, done with altitude.

I'm a marketer and commercial leader with a passion for retail, e-commerce and everything that makes customers tick. As Executive Commercial & Marketing Director and Executive Committee member at Carrefour Belgium, I lead a multi-disciplinary organisation of around 100 professionals across four integrated pillars: Strategy & Insights, Sales Development & Pricing, Marketing & Brand and Customer Value & Loyalty, spanning 700+ stores and a growing online ecosystem.

Before Carrefour, I ran marketing for MediaMarkt BeNeLux and built e-commerce at Smartphoto. The common thread: turning data, creativity and commercial instinct into growth.

Off the clock you'll find me in nature: skiing, climbing, biking, kitesurfing or paragliding. It's where the best ideas come from.

Currently Executive Commercial & Marketing Director (CCO & CMO), Carrefour Belgium · Member of the Executive Committee
Boards Advisory Board Member at Brouwland · Board Member at BAM (Belgian Association of Marketing)
Education University of Oxford · Antwerp Management School · Vlerick Business School
Based in Brussels, Belgium 🇧🇪 · Globally minded
Career

The journey so far.

Since Feb 2026

Executive Commercial & Marketing Director (CCO & CMO)

Carrefour Belgium · Member of the Executive Committee

Steering the integrated commercial engine of Carrefour Belgium: synchronising strategy, pricing, marketing, loyalty, services and retail media to drive sustainable, customer-centric growth across 700+ stores and online.

2022 to 2026

Director Marketing, Customer Services & Analytics

Carrefour Belgium · Member of the Executive Committee

Repositioned the brand (the “Haaaaa!” platform), modernised the marketing organisation and delivered record-breaking activations such as ScanMania, powered by data-driven customer engagement.

2016 to 2022

From Online Communication Manager to Marketing Director BeNeLux

MediaMarktSaturn

Grew from running online communication to leading a 50+ strong BeNeLux marketing, loyalty and retail media team as a member of the leadership team. Launched the group's first European retail media pilot.

2016 to 2020

Marketing & Growth Consultant

Zoen voor Gust

Helped build an e-commerce brand to more than €1m in yearly turnover in 2.5 years. Successfully sold in 2020.

2013 to 2016

From Content & Social Media to eCommerce Manager

smartphoto group

Where the e-commerce obsession started: built and led Beaublue, a new personalised-products brand, with its own team of marketers and designers.

2009 to 2013

Co-founder & Public Speaker

Mountcoach

Co-founded what became Belgium's biggest website on ski mountaineering and alpinism, and toured Belgium and the Netherlands speaking about expeditions and what business can learn from the mountains.

Boards & Advisory

Expertise, also at your service.

Next to my executive role I enjoy putting 15+ years of commercial, marketing and e-commerce experience to work for other companies and organisations: as a board or advisory board member, as a sounding board for founders and leadership teams, or as a speaker for your event.

Today I serve as Advisory Board Member at Brouwland and as Board Member at BAM, the Belgian Association of Marketing.

Think your board, scale-up or event could use an outside perspective on commercial strategy, marketing or digital transformation? Let's have a conversation.

Board roles Advisory Board Member at Brouwland (since 2025) · Board Member at BAM, Belgian Association of Marketing (since 2023)
Guberna Director Effectiveness course, 2024
Open to Board & advisory roles · Sounding board · Keynotes & guest lectures
Press & Talks

In the media & on stage.

Public speaker since 2012 on marketing, e-commerce and digital. Recent stages include the BAM Student Marketing Congress (“Marketing on the edge”, for almost 1,000 future marketers), the Gondola Shopper Marketing Congress, the MM Tech Club and E-commerce Xpo.

De Tijd

“In retail you have to prove your relevance every day”

CMO Voices interview on staying relevant in retail.

BAM Student Congress

Keynote: Marketing on the Edge

Why retail is the ultimate playground, for almost 1,000 future marketers.

RetailDetail

“We want to make life lighter for our customers”

Interview on Carrefour Belgium's customer strategy.

Gondola

Behind the “Haaaaa!” campaign

Commentary on the brand's campaign platform.

Yannick de Bièvre keynote speaker op het BAM Student Marketing CongresYannick de Bièvre tijdens een keynote over marketing en retailYannick de Bièvre on stage tijdens een marketingcongresYannick de Bièvre on stage tijdens de Gondola Shopper Marketing CongressYannick de Bièvre on stage tijdens Add Retail 2024Yannick de Bièvre keynote 'Beyond the Shelves' over de toekomst van retailYannick de Bièvre tijdens een presentatie op een vakbeurs
Podcasts
CMO voices · Jun 2025 · “In retail moet je elke dag je relevantie bewijzen”
Revelations of a CMO · Jul 2023 · “Hoe datadriven je ook bent, je bent altijd ook gutdriven”
De Marketing Club · Aug 2020 · Creativiteit in omnichannel marketing
Awards

Recognised work.

Silver · Bronze

EFFIE Awards

Refreshing a Brand (Silver, 2020, MediaMarktSaturn) · ScanMania (Bronze, 2025, Carrefour)
Gold · Silver · Bronze

AMMA Awards

Best of Performance Marketing (Gold, 2024, Carrefour) · Best Media Strategy (Silver, 2022) · Best Use of Data (Bronze, 2019, MediaMarktSaturn)
Bronze

Marketing Leader(ship) of the Year 2024

BAM, Belgian Marketing Awards
2x Gold · 1x Silver

Digital & Activation Awards

BOA & The Internationalist (Gold, 2024) · MIXX Effective Use of Data (Silver, 2024) · Carrefour
Yannick de Bièvre tijdens een prijsuitreiking voor zijn marketingwerk

Let's talk.

Want to talk about marketing, e-commerce, the future, mountains, skiing, traveling or life in general? Don't hesitate to contact me or follow my adventures via the channels below.

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