Meet Kevin de Caluwé

Officially, Kevin joined the company on July 1, 2021, but AQUALEX has been part of his career path since 2016. In 2016, he advised CEO Alexander Vanlerberghe on several strategic issues. At the end of 2020, he facilitated a major brainstorming session. And in the spring of 2021, he carried out two business development projects and guided Matties in his new role as a business developer.

Focus on leads

And for whom does his team work? "Our customer is actually the sales department," says Kevin. Because all of the team's efforts, all online and offline marketing campaigns, the website, and the in-depth market analyses have one clear goal: to generate quality opportunities and leads, including insights into the best ways to approach them.

The psychology of the customer

His vision on marketing and business development is simple and clear: "The customers are central," he explains. "They are the ones who pay us. So, we need to get to know them as well as possible and understand their needs. That way, we can respond to them even better." For example, Matties, the business developer on the team, does nothing but research AQUALEX's customers. Recently, he delved into the world of pharmacists. How do they operate? What are their needs? What do they value? What jargon do they use? The insights gained were then translated into marketing campaigns targeting pharmacists and recommendations on how best to approach them.

Two-way traffic

Market research not only generates leads but also concrete product ideas. By interviewing, for example, pharmacists, physiotherapists, government services, and fitness centers, and by immersing yourself in their mindset, you get a clear picture of what they need. This often leads to new product ideas that fit perfectly with them – ideas that R&D can work with. But the relationship between market research and product ideas also works in the opposite direction. Someone may present a product idea or new technology, and Kevin then investigates whether it has market potential. One example of such an idea is a technology that can wash and disinfect glasses in seconds. "Can we do something with this?" Kevin asks. "A new application for our devices? And is there a match with a particular market segment?"

Go for it!

Surprisingly for a true marketer: Kevin is a civil engineer by training, specifically in chemical technology. How did he make the transition? After his studies, he attended the Entrepreneurial Bootcamp. This sparked such a strong interest in marketing, innovation, and entrepreneurship that he decided to become an innovation manager. Today, he is a CMO, but his many years of experience as an innovation manager are reflected in his vision of collaboration. "Innovation and creativity can only thrive in a culture of openness," says Kevin. "A culture where no one feels inhibited to bring ideas to the table and try things out." That's why he strongly emphasizes taking initiative. Do you have an idea? Do you think something can be improved? "Don't hold back and don't wait for others, but put it forward and then work out your ideas."

The AQUALEX brand

The ultimate goal is to make tap water the default choice for drinking water. "Thanks to our premium drinking water experience, we are building AQUALEX into a quality, reliable, and strong brand. Our mission as a marketing team is to spread that message." The ultimate goal? That people choose tap water as their standard option when drinking water. "And that they opt for AQUALEX because of the premium drinking water experience. That's the essence of what we stand for, the core of our story. This is how we build AQUALEX into a quality, reliable, and strong brand. Our task as the marketing team is to ‘spread that message.’"

Kevin personally

• Kevin has been together with Samia for sixteen years and lives in Kruishoutem. They have two children.
• For thirteen years, Kevin has been guiding entrepreneurs within the Vlerick KMO Excellence program. And since 2017, he has been a sparring partner for startup entrepreneurs via KBC's Start-it platform.
• Kevin is part of the board of Stroomvloed, a cooperative in East Flanders that invests citizen capital in sustainable energy projects. Think solar panels on large (public) buildings and wind turbines.
• His great passion? Music. He hosts his own music podcast, Worlds Below 100 Hz. An ode to atmospheric music driven by bass tones. He has already recorded eighteen episodes. If you'd like to hear more, feel free to reach out to him.
• From time to time, he brews beer (tripel blond) with his father, using a homemade brewing setup. The name of their divine beverage: De Kasseibijters, a reference to the nickname of the inhabitants of his hometown, Assenede.
• Brazil, Laos, Sri Lanka... Kevin has traveled far and wide. During a training at Picanol, he lived in Pakistan for four months and had to visit a customer’s factory under the supervision of armed guards.