Colruyt Group runs marketing promotion across multiple retail brands: hundreds of marketers, briefers, and validators, thousands of assets every week. That scale didn't exist from day one. Each brand used to work its own way, with separate processes and inconsistent briefing across teams.
Kathleen Bauwens from Colruyt Group and Danaë Geurten from Keyrus share how that changed into a marketing operating model built on standardization, governance, and self-service, including the lessons learned along the way and the foundations put in place for what comes next.
Key facts
Session: The evolution of marketing operations at Colruyt Group
Speakers: Kathleen Bauwens, Colruyt Group; Danaë Geurten, Keyrus
Time: 5:00 to 6:00 PM
Best suited for: CMOs, marketing directors, heads of marketing operations, marketing excellence directors, customer experience directors
Event: Keyrus & Friends 9th Edition
Date: Tuesday, September 22, 2026
Location: Gare Maritime, Brussels
Organiser: Keyrus
This session is part of Keyrus & Friends 9th Edition, a Keyrus event curated for C-level and selected senior leaders in data, digital, AI, and analytics, built to grow a lasting community rather than fill a room. It runs from 3:30 PM with two rounds of parallel sessions, followed by an evening of networking with that same curated group.
If you're interested in this session, you might also want to check out Build, buy, or combine? Edenred's approach to master data management, on governance and standardisation in a data operating model.
See the full Keyrus & Friends 9th Edition programme.
Register for Keyrus & Friends 9th Edition. Free, registration required: Register now
It's a recurring evening for the data and digital community, built around practical content sessions and genuine networking. Each edition follows the same principle: technology amplifies, the people in the room differentiate.
Data, AI, Digital professionals who want to connect with peers, exchange ideas, and hear from practitioners operationalizing intelligence in the field.
Yes. Attendance is free, but registration is required because places are limited.
Yes. During registration, you can indicate whether you would like to attend the content sessions, the networking reception, or both.