Brussels, Belgium
Erlend Debast
Product management, service design & digital expert.
About
From startups to large enterprises, I’ve led product and digital teams to turn complex challenges into clear, actionable solutions.
I bridge the gap between business needs and technology, but always start with people. Because at the heart of every organization, it’s people who move things forward.
Expertise
Product management
Roadmaps, product operations and ways of working that help teams and digital products grow sustainably.
Service design
User research, customer journeys and co-creation, matching what the business needs with what people need.
Digital strategy
Digital transformation, e-commerce and data-driven customer experience, from vision to delivery.
Experience
- 2026 – today
Group S
Product Manager, Digital solutions
Owning the Group S Planning product and building product management maturity across all digital products.
- 2025 – 2026
Colruyt Group
Product Manager, Customer Activation
Guided a cross-functional team and the roadmap for Customer Data Platform capabilities, supporting personalized, data-driven marketing across the group’s brands.
- 2019 – 2025
Bio Minerals
Chief Experience Officer, Head of digital, advisory board member
Set up the internal marketing and digital teams, led the rebranding of Biosil and developed a global direct-to-consumer e-commerce strategy.
- 2014 – 2020
Wunderman Thompson
Head of digital experiences, UX & Service Design lead
Led a cross-functional team of 30+ working on digital experiences, CRM and service design for clients in lottery, telecom, consumer electronics and pharma.
- 2009 – 2013
BBDO
Interface designer & usability researcher
UX analysis, design and workshop facilitation for websites and mobile apps.
- 2006 – 2009
Where it started
Web & strategic designer
Designing and building websites at Megaluna+Triumviraat, BoulevArt and OgilvyOne.
Also
Kopstaart
My own consultancy since 2006. Freelance work by appointment.
Decide Pilot
Co-founder of a training and learning platform for healthcare professionals.
E-Health Venture
CEO a.i. in 2024, during its shift from incubator to partner in digital health.
Sienna & Friends
Advisory board member, supporting the roadmap and D2C e-commerce strategy.
Hyper Island
Experience Design, 2016.
Languages
Dutch, French and English.
Contact
Working on a product, service or digital challenge? I’m happy to talk.