C L A R I T Y, A L I G N M E N T, G R O W T H

Build iconic brands.

Align the people behind them.

I help leadership teams, founders and ambitious companies create strategic clarity, stronger alignment and sustainable growth.

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20+ years global brand leadership

RAY-BAN, PERSOL, OLIVER PEOPLES, LIPTON ICE TEA, UNILEVER

Most brands don’t have a branding or marketing issue.

They lack clarity and alignment.

Different team, different interpretations.

Marketing, Sales and Leadership pull in different directions.

Priorities change every six months.

The result?

Brands become fragmented, lose identity.

Growth becomes harder.

Execution unrecognisable.

My role is to regain strategic brand clarity and ensure teams move forward in the same direction.

How I help

EXECUTIVE WORKSHOPS

Facilitated workshops that align leadership teams, clarify priorities and unlock collective intelligence.

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STRATEGIC ADVISORY

Strategic guidance for leadership teams & founders to make better decisions and accelerate growth.

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TEAM DEVELOPMENT

Mentoring, training & capability building to develop marketing teams and future leaders.

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FRACTIONAL BRAND LEADERSHIP

An experienced brand leader embedded within your business to provide direction, challenge assumptions and accelerate progress.

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“Rather than chasing fame and virality, play a meaningful role to build connections & loyalty ”

In our approach, we are inspired by iconic brands that know who they are and what they stand for, connect with people and culture in an authentic way, build loyalty, not just reach or fame.

What companies say about Iqonixs

  • "Niels is a very creative marketer with strong business acumen. He likes to challenge category rules and build brands with a strong combination of rigour and creativity."

    Former Dove Worldwide CMO (Unilever)

  • "Iqonixs really hit the mark. Three amazing and knowledge filled days that left us with hands on, real-life learnings that we have already began to apply in our daily international brand management disciplines.”

    Global Marketing Director - Licores de Guatemala (Zacapa Rum)

  • “The fundamental characteristic that I found in the collaboration that we started with Niels & Iqonixs was the immediacy in understanding and ability to ground the emotions and sensations that we had in our heads for years, but could not synthesize. In a few weeks we were able to clearly see our identity and value, with simple, linear and genuine words, and this allowed us to focus on the future, enhancing our past but fully living the present.”

    Founder & Chef Contraste* Milano

  • “Niels is a passionate person capable of opening your mind on marketing and the brand at 360°. He helped us understand step by step the basics of marketing to be applied internally in the company, up to establishing a relationship focused on how to build an iconic brand.”

    Marketing Dept. Sanremo coffee machines

  • “We worked together to define the strategic framework, strengthening teamwork and establishing solid foundations for our brand. Niels’ ability to involve and motivate our team was essential: he organized interactive workshops and brainstorming sessions that involved all key employees.”

    Founders Deesup.com : second-hand design furniture

Selected work

LEADERSHIP 3-DAY WORKSHOP - SPIRITS

Developed and facilitated an on-site global leadership workshop to enhance the iconic position of “Licores de Guatemala” - owner of Zacapa Rum - across the world.

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BRAND POSITIONING - FMCG RETAIL TRADE

Developed clear market positioning and organisational alignment for the top brands in the portfolio of a leading FMCG retailer.

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FRACTIONAL BRAND LEADERSHIP - LUXURY

Defining the brand and marketing strategy for a new-to-introduce B2C luxury brand of an established luxury manufacturer.

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BRAND NARRATIVE - HORECA

Redefined the brand narrative and creating company engaging & ownership around this positioning for Contraste, a Michelin star establishment in Milan, Italy

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ABOUT NIELS

I have been lucky enough to spent most of my career working with the most iconic brands in the world.

My journey started at Unilever before joining Luxottica, where I held global leadership roles across Ray-Ban, the world’s most iconic eyewear brand, and later the luxury brands Persol and Oliver Peoples.

Throughout my career, I have been convinced that a brand’s strength is not determined by strategy alone, but by how deeply it is understood, embraced and owned by the people responsible for bringing it to life.

When teams share a common understanding of what the brand stands for, they make better decisions, act with greater consistency and contribute to its evolution with confidence.

Because without alignment, engagement and ownership inside the organisation, it becomes almost impossible to communicate a clear and meaningful brand experience to consumers.

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