Keynote

About the speaker

After launching her career in media (with TEEK and MTV), Femke built her PR and marketing expertise in the FMCG sector at Jet Import, working with A-brands such as Red Bull, Corona Extra and Heineken. She then earned her stripes in international brand building at Eastpak (VF Corporation), taking on different global roles across PR and brand, and contributing to the brand’s transition from a traditional retail-driven model to a digital-first, content-led organization.

Today, as Head of Marketing, PR & Events for Polestar Belgium and Luxembourg, she is building the brand from the ground up into the strong challenger it is today, combining strategic brand leadership with the ambition to shape the future of electric mobility.

About the presentation

Title: From Zero to Challenger: How We Built a New Brand in a Changing World

Description:

What does it take to launch a brand that nobody knows in a market dominated by giants and resistant to change? The story of Polestar in Belgium shows how bold choices, fast adaptation, and staying true to your values can turn skepticism into growth. A real-world journey through branding, creativity, and marketing decisions that helped build a challenger brand from the ground up.

Room: 9

Timing: 09:45 – 10:15