© 2017 by KRL associates.

ABOUT

We are an experienced Digital Sales & Marketing boutique, creating long term value along the customer journey, tailored to your business goals.

We are grounded on over 15 years of experience at global leading sales & marketing companies in influencing shopper behaviour. Conquering the brain and the heart of the consumer. Leveraging digital media and sales channels to close the loop from brand engagement to shopper transactions.

Karel Demeester
Founder & Managing Partner
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"Constantly learn how to best create value along the customer journey has defined my career choices over the last 15 years. Fueled by my passion for inspiring brands, digital innovation and 
entrepreneurship. Helping customers now with this unique expertise gives me endless energy."

Karel holds an MBA in Marketing Management at the Vlerick Business School, where he graduated in 2001 with distinction. 

At Danone Group (2001 - 2005), he learned how to influence the rational mind of the consumer. As a marketing manager on Aquarius, Nalu and later on Coca-Cola at The Coca-Cola Company (2005 - 2012),  he then learned how to conquer the heart of the consumer. Passionated by the potential of digital media to increase consumer relevance, he evolved to an expert role, leading the digital strategy and partnerships for the Coca-Cola franchise at Western Europe level. 

Closing the loop from engagement to purchase, in 2012, Karel picked up the next challenge at Coca-Cola European Partners (2012 - 2016). Within the newly created role of 'Associate Director, Digital Sales & Marketing', Karel has led the Commercial Digital Transformation agenda for the Belux & The Netherlands BU: defining the digital shopper & e-commerce strategy, recruiting an expert team, developing digital innovations and - above all - setting up 'preferred partnerships' in Omnichannel Co-Creation with established retailers (s.a. Albert Heijn, Colruyt, Carrefour, Delhaize and Kinepolis), as well as with disruptive startup players. 

Throughout this Transformation and Co-Creation process, Karel missed an independent hands on partner. Someone that could deliver expertise and support , from developing the relevant strategy to providing the right tools and people resources for fast and effective governance, project management and analytics. With KRL associates, it is this unique expertise that he now brings to the customer every day.

PARTNERS

Tailored to a specific customer or project, we bring the best parties together that serve a common goal to generate win-win value. Being it manufacturers, retailers, consumers or 3th party agencies.

Providing complementary services, sharing the same passion and always striving to be the best at what they do, here you can find  some of our recommended partners.