Thierry Hankard

Owned the rollout of a new Personal Banking segment (600 000 clients and 700+ relationship managers), translating segmentation strategy into a scalable commercial model across journey design, communication and field activation.

• Led the end-to-end redesign of the customer journey and communication model for the new Personal Banking segment, aligning value proposition, service model, channel messaging and client experience into a unified framework.

• Owned the go-to-market execution of the segment launch, coordinating cross-functional teams (marketing, sales, product, IT) and driving adoption across 700+ relationship managers.

• Designed and deployed a nationwide training program (30+ sessions), enabling adoption by frontline teams and contributing to an increase in client satisfaction from 92% to 95%.

• Fully owned and delivered a national event strategy (10 events, 3000 participants), generating a 30% uplift in investment volumes among attending clients.

Drove the design and scaling of new value propositions and customer models across Personal & Private Banking, combining market insight, business case development and cross-functional delivery in a matrix organization

Value Proposition Design & Innovation

• Identified a gap in inheritance planning and launched a new advisory proposition (Succession Banker), designing the service model, customer journey and GTM approach. Scaled from pilot (2 advisors) to 12 specialists nationally, reaching 75-80 financial plans per month at full capacity.

• Led the Belgian deployment of a long-term financial life-planning approach & tool from a 6-advisor pilot to adoption by 500 Personal Bankers, later expanded to 1500+ relationship managers across the full retail network. Cross-border project (Belgium and Netherlands) managed end-to-end.

Marketing Strategy & Go-to-Market Execution

• Owned a 3M EUR annual marketing budget, including a 2M EUR flagship campaign driving recurring revenue acquisition with responsibility for allocation, performance tracking and optimization.

• Defined segment-level go-to-market approaches aligned with the Mid-Term Plan, translating strategic priorities into targeting, messaging, channel mix, KPI frameworks and execution roadmaps.

• Built the segment's performance reporting framework for senior leadership, enabling data-driven campaign optimization and continuous reallocation based on customer insight and conversion analytics.

Marketing lead for a 6-market EMEA region, responsible for full GTM strategy, campaign execution and brand development across Belgium, Netherlands, Luxembourg, Denmark, Sweden and Norway.

• • Initiated and led a pan-European integrated campaign originating in Benelux and Nordics that was adopted as the blueprint for Invesco's EMEA-wide GTM strategy, scaling the model across all European markets.

• • Elevated Invesco's brand unprompted awareness from rank 14 to rank 7 in Belgium-Luxembourg within one year (FBF50 2014 Survey) - a 7-position jump in a single measurement cycle.

• • Drove a 35% increase in website traffic across 4 regional platforms within 12 months through integrated digital and campaign strategies.

• • Managed a 500K EUR multi-market budget across 6 countries, coordinating EMEA central teams, local sales and external media partners.