Strategic Advisory & Brand Architecture

Repositioning for European Growth

International Digital Performance Agency • 2026

The Strategic Context: An established digital performance agency preparing for geographical expansion across European markets needed to sharpen its value proposition, clarify its core service pillars, and differentiate itself in an increasingly competitive landscape.

The Approach & Execution: Led the strategic repositioning process to articulate their differentiated offering and commercial narrative. Rather than getting bogged down in static slide decks, I translated the new messaging directly into an interactive website prototype using AI-assisted prototyping. This allowed the leadership team to test and refine their positioning in a live, tangible format before committing to final development.

Business Output: A razor-sharp commercial proposition aligned for cross-border expansion, unified internal positioning, and an interactive prototype ready for deployment.

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Repositioning for European Growth Prototype

Product Lab & Personal Experiment

Building a Privacy-First Mobile Utility

Medicijnkalender • Live on Google Play Store • 2026

The Strategic Context: Frustrated by overly complex, tracking-heavy medication apps, I wanted a clean, completely private, and distraction-free daily tracker where health data never leaves the device.

The Approach & Execution: As a marketing strategist with no formal software engineering background, I used this personal need as a proving ground for smart AI execution. Leveraging generative AI and modern web standards, I designed, built, and launched a fully functioning on-device application—handling everything from user journey design to Google Play Store governance and privacy compliance.

Why This Matters for Clients: It proves the leverage of smart AI adoption: combining 25 years of product and customer thinking with modern tools makes it possible to build real, working solutions to unfamiliar challenges quickly and cost-effectively, without heavy overhead.

Product Discovery & Workflow Optimization

Care Administration Prototype for Secondary Education

Student Tracker • Functional SaaS Prototype • 2026

The Strategic Context: Secondary school care coordinators and teachers lose valuable time navigating fragmented, manual behavioral tracking systems, leading to administrative fatigue and delayed student support.

The Approach & Execution: Conducted domain discovery to map the actual interaction points between classroom teachers and care coordinators. To validate the solution before writing extensive IT roadmaps, I developed a functional, responsive web application prototype. The dashboard gave educators a fast, intuitive way to log observations and gave care teams real-time overview data.

Business Output: A working, user-tested prototype that validated core user journeys and streamlined reporting, serving as an actionable blueprint for deeper IT integration.

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Product Lab & AI Personalization

Context-Aware Meal Planning & Household Management

JouwPersoonlijkeChef • Functional PWA Prototype • 2026

The Strategic Context: Daily meal planning in modern, active households is riddled with decision fatigue and logistical complexity: managing shifting family schedules (co-parenting, late work shifts, visiting family), accommodating strict dietary restrictions and allergies, and avoiding food waste. Generic recipe platforms fail because they lack real household context and empathy.

The Approach & Execution: Designed and built a mobile Progressive Web App (PWA) powered by Google Gemini AI that acts as a proactive culinary assistant. Structured the application around real household variables: dynamic attendance tracking, zero-tolerance allergen guardrails, and a smart pantry clearing engine that transforms forgotten ingredients into meals. Implemented structured prompt chains to deliver localized culinary guidance, dynamic portion adjustments, and store-aisle organized shopping lists.

Business Output: It demonstrates how generative AI can be moved beyond generic chat interfaces to solve complex multi-variable personalization challenges. By combining strict logic guardrails (safety and inventory constraints) with conversational flexibility, it proves how businesses can turn advanced LLMs into reliable, high-utility customer solutions with minimal overhead.

Currently in private testing with selected households to refine dietary guardrails and pantry algorithms before public launch.

Request Closed Beta Access or email app-beta@weslemc.be

Advisory &
Labs.

Strategy in Action.

Repositioning for European Growth

Agency Brand Architecture

Medicijnkalender

Building a Privacy-First Mobile Utility

Care Administration Prototype for Secondary Education

Student Care Coordinator Dashboard

JouwPersoonlijkeChef

Context-Aware Meal Planning & Household Management

Senior Experience, Augmented by AI

Tackling New Frontiers

Rapid Prototyping Over Slide Decks

Rooted in 25 Years of Enterprise Reality

Facing a Growth Challenge or Need Hands-on Leadership?

Advisory & Labs.

Strategy in Action.

Repositioning for European Growth

Agency Brand Architecture

Medicijnkalender

Building a Privacy-First Mobile Utility

Care Administration Prototype for Secondary Education

Student Care Coordinator Dashboard

JouwPersoonlijkeChef

Context-Aware Meal Planning & Household Management

Senior Experience, Augmented by AI

Tackling New Frontiers

Rapid Prototyping Over Slide Decks

Rooted in 25 Years of Enterprise Reality

Facing a Growth Challenge or Need Hands-on Leadership?

Strategy starts with data

Advisory &
Labs.