The evolution of marketing operations at Colruyt Group
At Keyrus & Friends 9th Edition, we explored how Colruyt Group transformed marketing operations across multiple retail brands, moving from fragmented ways of working towards a more standardised and connected operating model.
Kathleen Bauwens from Colruyt Group and Danaë Geurten from Keyrus shared how the organisation brought together hundreds of marketers, briefers and validators working across thousands of assets every week.
The session offered practical insights into the role of standardisation, governance, and self-service in scaling marketing operations as well as the lessons learned along the way and the foundations built for what comes next.
Key facts
Session: The evolution of marketing operations at Colruyt Group
Speakers: Kathleen Bauwens, Colruyt Group; Danaë Geurten, Keyrus
Time: 5:00–6:00 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
The session was part of the Keyrus & Friends 9th edition, bringing together a curated community of leaders and experts in data, digital, AI and analytics for an afternoon of insights, discussions, and networking.
Interested in scaling your marketing operations, strengthening governance, or creating more connected ways of working? Connect with our experts to discuss your challenges and explore what’s possible.
Registration for Keyrus & Friends 9th Edition is now closed.
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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.