As a continuation from my Brand & Design Strategy project, I created together with the CMO and CDO office the business strategy for Consumer Lighting and led its execution. This included: forecasting, innovation plan, product strategy and direction, brand and marketing guidelines, design identity, proposition generation, trend program and thought leadership content. 

As a result, the Business Group grew its Home LED market share and established itself as an innovation leader in its industry - Consumer Lighting won a record-breaking number of awards in 2012 and in 2013!

  • Creation of an E2E innovation plan, defining strategy and action points.

  • Rationalisation of portfolio strategy: number of brands, value proposition strategy, quartile positioning, and growth roadmaps.

  • Collaboration with Executive Board and facilitation of strategy dialogue.

  • Direction of groups responsible to implement the strategy.

You can see how the innovation and portfolio strategy had its effects on the business now by peeking at the Philips Consumer Lighting website.

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Teaming up with Cristina will spark your innovation spirit. She rapidly grasps the business need, mixes it with related societal trends and strategy, visualizes a host of opportunities and enthuses others.
— Ena Voûte, Chief Marketing Officer, Philips Consumer Lighting
Cristina has the unique capability of being able to understand and to translate concepts from the design world to the demands from the commercial reality, and vice versa. This talent makes her extremely valuable to any organization that is looking to “make design work”, i.e. be successful.
Cristina has a strong character and with her passion she enlivens any discussion. It was a pleasure working together with Cristina.
— Dimitri Ogg, Senior Director, Philips Consumer Lighting