Jolien De Graeve - Participant 2020-2021
“The Prince Albert Fund allowed me to move my career in a new direction.”
Role
Jolien was responsible for the development and implementation of a strategy to grow the craft market for Boortmalt in Australia.
Responsibilities
Her assignment involved a mix of business development and project management tasks, with lots of variety in her daily work, switching between operational and strategic activities. To build the strategy, Jolien first needed to conduct a thorough market analysis. Based on the information she gathered and analyzed, she proposed a plan of action to grow the craft brand, including branding, a go-to-market approach and where to focus the innovation and organization efforts.
How she benefited
Following her Prince Albert Fund experience, Jolien believes that she mainly developed life skills – an entrepreneurial mindset, decision-making in uncertain situations, the ability to establish new connections and to maintain positive energy even in difficult situations.
“The type of skills that will be essential throughout my career”, she concludes.
The company – Boortmalt
Boortmalt is the world’s leading malting company with a production capacity of 3 million tons. The group, a fully owned subsidiary of the agricultural and agribusiness cooperative Axereal, has a presence on 5 continents with 27 malting plants. Boortmalt’s expertise is widely acknowledged by brewers and distillers who rely on its top-quality barley malt for their production.
“Jolien was tasked with reviewing and redefining our business strategy to maximize our market share and profitability in the burgeoning Craft Brewery segment in Australia. Despite the coronavirus pandemic, she completed her assignment with diligence, professionalism and focus.”