Katrien Willems, International MBA
Senior Leader
Retail Expert
Business transformation & Performance
Strategy & Change
Trusted Leadership
About me
“Driving retail performance and elevating client experience through strong leadership, clear strategy, and a deep sensitivity to brand.
On top of my experiences, my eMBA journey gave me a lot of challenges and insights in different international markets.”
Strategic retail leader with a proven track record in driving transformation, performance, and client experience across multi-site retail environments. I bring extensive experience in P&L ownership, commercial strategy, and operational excellence, combined with a hands-on leadership approach and strong focus on team development, with a strong sensitivity to brand positioning and premium client expectations.
As the driving force behind the relaunch of Opsin Optics following the bankruptcy of GrandOptical, I successfully rebuilt stakeholder trust while redefining the business model, brand positioning, and retail execution within a premium optical environment known for its high level of service and expertise.
My leadership approach centers on translating strategy into tangible results, driving performance across retail networks while elevating in-store execution and client experience. I focus on building high-performing teams, fostering ownership, and creating environments where both people and business can grow sustainably.
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.
Projects
MAKRO (04/2020 – 12/2021)
Organizational change: introducing new operational organization charts in combination with the implementation and creation of new staff positions (250 FTE impacted).
Implementation of a new digital platform: ‘Timeskipper’, collaboration with different department leaders e.g., IT, Operations, Marketing and Finance departments (Objective: increase productivity).
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 definition and execution of the retail strategy for the Belgian market, ensuring alignment with the broader BeNe objectives, including the successful rebranding from GrandOptical to Eyewish. Drove commercial performance and operational excellence across the network, translating strategic priorities into clear KPIs and actionable plans at store level.
Oversaw full business operations with responsibility for financial performance, cost control, and consistent brand execution across all locations. Combined a hands-on leadership approach with strong team development, fostering a high-performance culture and elevating in-store execution and client experience.
Worked closely with regional stakeholders to deliver impactful retail initiatives and ensured constructive social dialogue through regular engagement with employee representatives and formal bodies.
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
Strategic & Business
Strategic planning & execution
Financial acumen / P&L ownership
M&A, restructuring & stakeholder alignment
P&L ownership & commercial performance
Brand strategy & positioning
Operational excellence & performance management
Business transformation & turnaround management
Leadership & People
Purpose-driven leadership
Integrity & consistency between word and action
Transparent communication & trust building
Empathic listening & stakeholder engagement
Stakeholder engagement & cross-functional collaboration
Team empowerment & culture building
Change leadership & transformation