About Céline Fraiture
For Céline Fraiture, creating a brand means promising an emotion. Mapping the customer journey means mapping what the customer feels. That conviction has guided her through 25 years in retail, consumer goods, commercial leadership and customer experience management.
Céline began her career in retail at ExxonMobil, where she held operational and marketing roles in Belgium, the Netherlands and the United Kingdom, then at European level: pricing, digital transformation, and B2B and B2C customer experience. She went on to lead marketing for Continental in the Benelux as a member of the executive committee. She then founded VOW, a sustainable personal care retail concept with a pop-up boutique and an e-commerce site, which she took from a blank page to proof of concept.
She holds a master’s degree in Business Engineering from the Louvain School of Management (Magna Cum Laude). She also trained in digital marketing strategy and leadership at Beeckenstijn Business School and in circular economy and sustainability strategy at Cambridge. She works in French, Dutch and English, and has lived in Flanders since 2015, after ten years in the Netherlands.
Five values drive her way of working.
- A passion to win customers, with a long-term view.
- Curiosity, learning from data, from mistakes and from the outside world.
- Innovation and creativity, well beyond digital.
- A commitment to empower people through trust, honest feedback and psychological safety.
- A belief that inclusion, diversity and belonging make teams, and brands, stronger.
With As Promised, she puts this experience at the service of companies that want their brand promise to show up in what their customers actually experience: brand strategy, customer experience management and strategic marketing, co-created with their teams. For a brand to grow in value, the promise has to be kept.
We reply personally, in English, French or Dutch.