Veerle Boone


The Partnering Group

Veerle has over 20 years of international blue-chip CPG experience in sales and marketing.  She has held leadership positions in sales, shopper marketing, customer/trade marketing and 360 activation. Veerle has worked in a variety of local and global roles and worked with many different cultures in varying market environments across the America, Europe, Africa, Middle East and Far East regions. This experience has lead Veerle to be an expert in successfully ‘landing’ business growth initiatives, overcoming significant competitive, cultural and industry challenges. She is considered a thought leader and pioneer of ‘360 Activation’ by CPG peers and has presented her views at the Annual ‘Shopper Insights in Action’ conference in Paris. She is passionate that manufacturers start from the consumer to ensure that their teams are meeting the expectations of today’s consumers in a world where ‘consumers are powerful and brands are grateful’.

Veerle’s most recent experience was at British American Tobacco where, as Global Head of Shopper Marketing, she championed the initiation, development and deployment of the Shopper Marketing Discipline across the group. The insights-based Shopper marketing program was anchored in delivering business objectives and was a key enabler for market share growth, driving excellence in execution and improved resource allocation. She evolved the Shopper program beyond retail to ‘360 Activation’ which became the catalyst for the transformation from a brand centric ‘push’ marketing model to a consumer centric ‘pull’ model. 

Prior to that Veerle gained extensive hands-on experience managing business units, leading route to market transformations, leading sales organization productivity initiatives, and leading market development organizations.

In her earlier career, she was the architect of the first generation sales & trade marketing best practices and training programs, considered as the start of successful globalization and leading to a common language, processes, systems and KPIs.


Veerle has a Master Degree in Economics from the RUG University in Ghent, Belgium and a Master of Business Administration Degree from UFSIA in Antwerp, Belgium.