James Sterpin

James Sterpin is an accomplished marketing professional with extensive experience in brand activation, strategy development, and public relations. Currently serving as Head of Brand Activation & Olympics at Bridgestone EMIA since September 2016, James leads the brand's Olympic partnership and oversees impactful marketing campaigns for key markets. As Managing Director at By the Way Management, expertise includes brand positioning, experiential activation, and consumer understanding. Previous roles encompass significant positions at Square Melon Belgium, Belgacom & Proximus, Coca-Cola Services, and Unilever, showcasing a strong background in commercial and marketing strategies. James holds a Master of Business Administration (MBA) from HEC - ULG Liège.