Carmen Pavel is Head of Marketing at Beiersdorf Belgium. A hybrid marketeer who combines a strong academic background with 15 years experience in applied marketing, covering full spectrum of the marketing field: brand strategy, consumer and shopper insights, communication and media strategy. Blue at heart, she has been working for the last 10 years for the iconic NIVEA brand across different countries and cultures. Passionate about human psychology and always driven by curiosity, Carmen studied in parallel for seven years the habits and behaviors of tweens and children, trying to get insights on how to build brand equity amongst tomorrow’s consumers.