Katrien Willems, MBA
CEO - Transformation Strategist
Architect of Organizational Renewal and Trusted Leadership
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About me
“Building organizations that see clearly,
decide with confidence, and act with integrity.”
Strategic and purpose-driven CEO with a proven track record in leading transformation and rebuilding organizations from crisis to clarity.
As the driving force behind the relaunch of Opsin Optics out of the bankruptcy of GrandOptical, I have demonstrated the ability to unite shareholders, management, and teams around a shared vision; turning uncertainty into renewed trust and direction.
My leadership centers on clarity, consistency, and co-creation. I lead through transparent communication, grounded integrity, and deep listening. I align words and actions to build confidence and empower people. During times of change, I thrive by translating complexity into clear, actionable steps and by creating the conditions for others to lead with ownership and purpose.
Just as opsins transform light into vision, I turn ambiguity into insight and shared focus. Helping teams and companies “see” the future they can believe in.
My lasting goal is to build organizations where clarity, trust, and integrity define how business is done — from the way we lead people to how we serve customers.
Relevant Experiences
“As opsins turn light into sight, I turn complexity into clarity.
Helping organizations see their path forward with confidence.”
Opsin Optics - CEO
(2024–present)
Led the successful relaunch of Opsin Optics following the bankruptcy of GrandOptical.
Rebuilt trust among shareholders, management, and teams through transparent communication and a clear future plan.
Developed a renewed business model and brand strategy focused on quality, customer experience, and execution speed.
Fostered a culture of ownership, consistency, and collaboration.
GrandOptical Country Manager Belgium
(2022–2024)
Retail strategy development and execution.
Led the development, launch, and implementation of the rebranding project from GrandOptical to Eyewish across the BENE region.
Role established the foundation for future turnaround leadership and strategic transformation experience.
Earlier roles
(2008–2022)
Held various management and leadership positions within the retail sector. With a focus on growth, team development, and brand building.
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Projects
MAKRO (04/2020 – 12/2021)
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Organizational change: introducing new operational organization charts in combination with the implementation and creation of new staff positions (250 FTE impacted).
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Implementation of a new digital platform: ‘Timeskipper’, collaboration with different department leaders e.g., IT, Operations, Marketing and Finance departments (Objective: increase productivity).
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Normalization Social Dialogue: structuring the change in Social Dialogue (collaboration with store managers, leaders in charge of national operations, HR and Legal department).
Guiding employees through the three change processes mentioned above by using the ADKAR methodology. ​
GrandOptical (01/2022 – 01/2023)
Led the development and execution of the retail strategy for the Belgian market, aligning local operations with the broader BENE strategic objectives. Including a rebranding project from GrandOptical to Eyewish BENE.
The daily management of all departments, ensuring consistent delivery of commercial targets and operational excellence.
Responsibilities included translating strategic goals into actionable sales KPIs, monitoring performance across key business drivers (sales, productivity, market share), and implementing corrective measures to drive growth. Managed financial and qualitative objectives, maintaining a healthy cost–revenue balance and a consistent brand identity across all stores.
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Additionally, provided hands-on leadership and coaching to the local teams to foster a high-performance culture, and worked closely with the BENE stakeholders to deliver impactful retail initiatives.
Maintained constructive relationships with and represented the company in formal meetings with social partners including the Works Council, Committee for Prevention and Protection at Work, Collective Labour Agreement 90 or Non-Recurring Results-Based Benefits.
Education
2021-2022
Executive program, HR Management Antwerp Management School
2021
Executive program, Financial Management Vlerick Business School
2019 – 2021
Master of Business Administration (eMBA). Antwerp Management School
Graduated with distinction
SKILLS
Leadership & People
Strategic & Business​
Business transformation & turnaround management
Strategic planning & execution
Financial acumen / P&L ownership
M&A, restructuring & stakeholder alignment
Brand strategy & positioning
Operational excellence & performance management
Purpose-driven leadership
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Integrity & consistency between word and action
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Transparent communication & trust building
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Empathic listening & stakeholder engagement
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Change leadership & resilience
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Team empowerment & culture building
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Decision-making under pressure