Erwin Dito

Erwin Dito

Director Marketing, Communications & Insights at McDonald's Nederland
Tilburg, Netherlands

About me

Experienced (15YR FMCG) Marketing and Innovation Professional.
- (Strategic) Marketing and Brand Building Communication
- Innovation and Value Enhancing Long Term Pipeline Development
- Front End (Concept Development) and Back End (Stagegate) Innovation Process
- Complex Stakeholder Management
- Sponsoring and Experiential Marketing
- German and Belgian Market Knowledge, especially FMCG
- Global Alcoholic Beverage Landscape/Targetgroups and Trends

Sector Experience


Director Marketing, Communications & Insights
McDonald's Nederland
November 2015 - Present (2 years 6 months)
Owner/Founder Innstincts B.V. 'Innovation Ubiquity'
Innstincts B.V.
February 2015 - Present (3 years 3 months)
Innstincts B.V. mission is "to spread innovations that matter".
Core Activities:
- Innovation Process Management;
- Development and execution of Go To Market Strategies;
- Participation in promising Innovation Projects.
Marketing Director Benefralux Jupiler, Stella Artois, Hertog Jan
Anheuser-Busch InBev
November 2013 - February 2015 (1 year 3 months)
Leading 23 FTE, reporting to VP Marketing Europe (Jean Jacques Velkeniers), team is responsible for:
- Brand Development, Communication, ATL, BTL, On Line
- Innovation Product/Pack 5 Year Plan
- Brand Activation, including Sponsoring and Experiential Marketing: responsible for all events. (Festivals (60/year: Werchter, Graspop, Awakenings, etc), Football: Jupiler Proleague Belgie/Jupiler League NL, Red Devils KBVB, Super Prestige Cyclo;
- Member of Board of Directors BU BeNeFraLux, Netrevenue> 1000KEuro

Key Highlights:
- Total and integrated Activation and Communication around WC Football 2014, Launch of Ribbed Can Jupiler Belgium;
- Record growth Jupiler BE, Volume and Netrevenue; all brand health parameters improved, esepecially at core target young adults;
- Development Strategic “ 2020 Plan” based on Millward Brown Segmentation.
Director Innovations & Packaging Western Europe
Anheuser-Busch InBev
February 2010 - October 2013 (3 years 8 months)
Priority Countries: Germany, Belgium, UK, France
1. Leading 3 teams of 5 FTE each in Germany, Belgium, UK (15 FTE)
2. Member of Marketing Leaderships Team Europe, reporting to VP Marketing Europe (Andreas Hilger)

Key Highlights:
1. Launch of > 75 innovations in 3 years, including:
- Stella Cidre UK: Alcoholic Launch of the year 2012 in UK
- Fundamentally new packagings: Hasseroeder Duitsland returnable bottle, Leffe and Hoegaarden Belgium in new patented crate, Becks Vier UK One Way bottle;
- Launch Leffe Royal, Leffe Nectar, Hoegaarden Rosee France, Hoegaarden 0,0, Jupiler Force, Becks Beermixes, Becks Non Alcoholic, Budweiser 66, Stella Artois Black, Franziskaner Royal, etc.
- Development of truly new brand, starting from a white paper: Cubanisto, Rum Flavoured Beer. Launch Maart 2014, volumes YTD exceed expectations;

2. Development “Consumer Development Platforms”. Insights driven platforms as the base for new innovation thinking in Europe;
Marketing Director Germany, Austria, Switzerland
Anheuser-Busch InBev
April 2009 - February 2010 (10 months)
Marketing & Trade Marketing Directeur Nederland
Anheuser-Busch InBev
August 2008 - April 2009 (8 months)
Sales Manager
June 2007 - August 2008 (1 year 2 months)
Marketing Portfolio Manager Dog Portfolio
June 2003 - June 2007 (4 years)


Human Centered Design

2010 (1 year)

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