Mobility | Managing Director & Head of Marketing - Polestar

Lies Eeckman
Femke Brouns


About these speakers

Title of the presentation:

Goodbye Normal, Hello Polestar

About the presentation:

If the automotive industry is one of the most prehistoric around, dominated by dinosaur brands with massive bureaucratic organizations… then Polestar is both the asteroid and a guiding star; signaling the end of an era while ushering in the new. But reinventing an entire industry from the ground up calls for a significant shift: from a concession-based model led by engineering and design to a digital organization driven by customer experience. In other words, it means stepping outside the traditional boundaries of marketing to realize a unique vision on sustainable mobility and pure, progressive performance. Prepare for impact!


Lies Eeckman

Lies initially earned her stripes in the FMCG sector, fulfilling various (managerial) positions in a marketing career spanning over 20 years. At the helm of Continental Foods’ marketing department, for example, she directed multiple award-winning campaigns for such local A brands as Devos Lemmens, Royco, Liebig Delisoup, Aiki and Imperial. And before that, as a marketeer at Alken-Maes, Nestlé Waters, Imperial Tobacco and Campbell Foods, she added many successful launches and campaigns to her marketing belt. But that was all before Lies made the shift to automotive in 2019, bringing a wealth of experience and proven prowess in creativity, innovation, digital transformation and customer centricity to an industry in desperate need of all of them. In the first instance as Marketing Director for the BMW Group Belux and now as Managing Director of Polestar Belgium, the disruptive new kid on the block.

Femke Brouns

After launching her career in media (with TEEK and MTV), Femke later honed her PR and marketing credentials in the FMCG sector (at Jet Import) with such A-brands as Red Bull, Corona Extra and Heineken. However, it was at the helm of Eastpak’s international PR and marketing initiatives (part of the VF Corporation) that she truly stamped her mark, helping to guide the transition from a pure brick-and-mortar brand into an agile, digital-first, lead and content-driven organization. Bolstered by a solid track record in both national and international brand building, Femke recently took the next giant leap in her career, lured by the excitement of a start-up environment, the challenge of a fast-changing industry and the desire to steer it in a whole new direction. A leap that landed her at the Head of Marketing at Polestar Belgium.


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