We are 4C
Our mission is to assist companies in becoming customer centric in an ever more technical, social and omnichannel world.
4C is EMEA’s largest independent Salesforce Platinum partner and one of the leading customer-centric consultancies in Europe and the Middle East.
We have been building customer companies since 1997. In that time, we’ve successfully delivered over 1500 projects, worked with more than 500 customers and grown to more than 300 people, holding over 700 Salesforce certifications, making us one of EMEA’s most certified Salesforce partners.
Our headquarters are in Mechelen, Belgium, but we also have local offices in London, Paris, Dubai and Copenhagen, assisting local customers with local resource, in a local language and a local culture. Inside each 4C office, you’ll find a team of Salesforce experts and digital gurus, with one common goal of building customer companies through our management consulting (Design) services and A.I (Learn) services.Who Are 4C ▶
The Story of the 4C’s
The origin of the 4Cs dates from the early 1990s, when services and customers became more and more (and still are) important than products. The marketing mix, up to then, ruled by the 4Ps (being very unidirectional from a supplier to a customer) changed into the 4Cs (being very bi-directional, from and to a customer and a supplier).
A company will only sell what the customer specifically wants to buy and values. i.e. how does a customer value us, our services and products? What is the lifetime value of a customer?
Price is only a part of the total cost to satisfy a want or a need. The total cost will consider for example the cost of time in acquiring a good or a service, a cost of conscience by consuming that or even a cost of guilt “for not treating the kids”.It reflects the total cost of ownership. Many factors affect cost, including but not limited to the customer’s cost to change or implement the new product or service and the customer’s cost for not selecting a competitor’s product or service. What is the customer’s actual contribution? And based upon that, how can we deliver a differentiated service?
In the era of Internet, catalogues, credit cards and smartphones, consumers neither need to go anywhere to satisfy a want or a need nor are they limited to a few places to satisfy them. Marketers should know how the target market prefers to buy, how to be there and be ubiquitous, in order to guarantee convenience to buy. With the rise of Internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors.
While promotion is “manipulative” and from the seller, communication is “cooperative” and from the buyer with the aim to create a dialogue with the potential customers based on their needs and lifestyles. By the way good communication starts with good listening; listening across different channels and listening to the behavior of customers so that, as a company, we can effectively react upon that knowledge.
Meet the 4C team
We’re a team of more than 300 people, spread across eleven offices over five countires, with local headquarters in London, Dubai, Mechelen, Paris, Oslo, Eindhoven and Copenhagen.
Managing Director (UK and MEA)
Gareth has 10 years experience in business development, sales and senior management. As the CEO looking after the UK & UAE regions for 4C, he is responsible for the operation and execution of 4C’s strategy in these territories. Gareth graduated with a BSc in International Management and Economics whilst studying in the United States and started his professional career in Boston Massachusetts with a number of successful tech startups. After moving back to the UK he founded CloudSocius which was aquired by 4C in 2016. He is a lover of Liverpool football club, family and friends.
Rob was one of the originals at CloudSocius before before aquired by 4C in December 2016. He now runs all Commercial & Sales activities for 4C UK. A brummie lad at heart who moved to London over 10 years ago and has never looked back. Working closely with Salesforce and our ISV Partners, Rob’s focus is on 4C’s continued growth as well as helping the company become the best to place work.
Chief Technology Officer
Used to warmer climates and regularly seeing the sun, Samuel comes from Spain where he initially started his Salesforce career. He now leads the development team and enjoys acting as one of the office DJs too. In his spare time he loves playing any of the many instruments he has at home.
I started my career developing a costing system for a large technology company. From here I landed in London on the graduate scheme at Deloitte, working on a variety of clients, ranging in size from small start ups to large listed multinationals. In June 2017 I was presented the great opportunity of taking the job as FD at 4C UK, moving out of the comfort of a Big Four company and into the fast paced environment of a growing tech consultancy.
Senior Marketing Manager
Jessica leads Marketing for the UK, Middle East and Nordics at 4C. She joined in 2016, bringing experience from across the technology industry, including some time at Oracle. Day to day, she is responsible for the regional marketing strategies, brand messaging and demand generation plans.
Head of SpringCM
Adam heads up the SpringCM team at 4CUK, and brings more than 5 years experience working across the Salesforce eco-system. Adam has been part of the group here in the UK since the old CloudSocius days and has worked across the whole business, now specialising in Contract Lifecycle Management, leading a team of more than 5 people.
Managing Director (Benelux)
Pascal is the CEO of 4C in Belgium, where he leverages his passion for customer management and technologies as well as his masters degree in Computer Science and significant experience in the Insurance and B2B Services industries. He is married, has 2 children, and in his free time he likes running and travelling.
Kris Larivière is CCO, managing the commercial team in Belgium. He has 20 years of experience in Customer Relationship Management, and holds a Masters of Business Administration and a postgraduate in Business Information Systems. Outside business hours, Kris loves the quality time with friends, family and 3 teenage kids, and playing his trombone.
Team Lead, Precision Marketing
With a Masters of Computer Science and Marketing Analysis in his pocket, Tony gained experience in customer analytics, customer interaction, and result measurement. As a team lead he helps companies to get more from their marketing efforts thanks to Marketing Automation solutions. Tony is a proud father of twins that take most of his spare time and love.
Team Lead, Extreme Insights
Evelien obtained a Masters of Commercial Engineering and has experience in the financial, FMCG and automotive industries. As a Team Lead, she supports a team of data scientists who help companies to make smarter decisions by using their data. Outside of work, she gets her energy from running, travelling and cooking with friends and family.
Business Unit Manager, Collaborative Service
For the last 10 years Sofie has built up extensive knowledge on project management thanks to a focus on business analysis, change management & operational improvement. She currently leads the Collaborative Service Business Unit where they focus on increasing Service Excellence at companies by putting their experience in service business processes & Salesforce in practice.
Team Lead Platform Everywhere
After graduating as a engineer in ICT, Jan started designing and developing in multiple languages and business domains. He gained a lot of experience in integration and from there evolved to an architect and team lead. In his free time Jan loves to spend time with his family, tries to beat his friends in tennis and likes to read a book.
Isabelle van Moeffaert
Team Lead, Collaborative Service
During the first 15 years of her career, Isabelle focused on implementing and managing outsourced contact centers. With this extensive expertise in service, people and change management, Isabelle joined 4C in 2011. As Team Lead, Isabelle supports a team of consultants who help companies to optimise their service business processes and Salesforce implementations.
Bert Van De Velde
Group HR Director
Bert has devoted over 9 years of his professional life managing the HR function of 4C and is very proud of the contribution made to the growth of the company. Since 2017, he has operated on a group level and defines and implements the people agenda with a team of HR enthusiasts. The aim of his team is to become the employer of choice in the CRM, Salesforce and Data Science markets in Europe. Hiring the right people, witnessing their progression and fulfilling their potential is what makes Bert proud and motivated to go to work every day. Bert has 3 great little boys with his girlfriend, goes to as many music concerts & festivals as he can, and loves to read, cycle & run.
Talent & People Operations Manager
Nathalie joined the HR Team with a background in Recruitment and Selection. As Talent and People Operations Manager she is responsible for expanding our teams of experts with new talent, as well as creating and maintaining an inspiring and innovating working environment. In her spare time Nathalie enjoys travelling and enjoying nice food and drinks!
Managing Director MEA
Post Graduating with a BSc in Business Economics from the University of Portsmouth, Jake began his career working as a Salesforce Analyst for Manchester United. This experience provided Jake with both the enthusiasm for Salesforce and also the determination to help other companies realise their potential with Salesforce. Thus, Jake joined CloudSocius in 2014 and has not looked back since. In 2016, he moved to Dubai to be involved with the setup of CloudSocius DMCC and is now responsible for delivering the growth targets of the 4C controlled entity. Outside of work, you will probably see Jake at one of Dubai’s numerous Golf Courses - these were a big factor in his decision to move to the UAE.
Head of Commercial MENA
Sam, an economics graduate, has been in commercial roles for 8 years. These positions have come in a variety of industries, speaking to either B2B or B2C client bases. In 2013, Sam joined Oracle where he spent 2 years in Ireland before moving to Dubai in 2015. With this move, he was part of a an initiative to grow their consulting business in the Middle East. In 2016, Sam helped the set up of 4C in the Middle East after spotting a gap in the market that needed a fresh perspective when it came to delivering projects. The rest is history, as it were. Outside of work, Sam takes downtime very seriously, often on a beach with his phone off.
With 7 years of prior experience working at Infosys, TCS, Informatica and Cloud Lending Solutions, Prachi, an Electronics Engineer is currently working at 4C Dubai as Development Lead. She has good knowledge on Salesforce Development, Skuid and Warehouse Management System. She finds interest in poetry, loves to play violin and watch Netflix.
Adel is an Electrical and Electronic graduate engineer he joined 4C when they just had the first footstep in the region since then he is playing a big part on customer success stories, with his experience working with companies in different industries Adel is always keen to help more companies to be customer oriented utilizing the Salesforce platform, outside work Adel loves football recently joined under 16 coaching staff in a local team.
Divya started her career as a Business Technology Analyst with one of the Big Four Consulting firms. Having joined 4C in December, 2016, she is one of the first employees for the Dubai office. With about 5 years of Salesforce experience, she loves solving business challenges and coming up with solutions using the Force.com platform. In her free time, she loves listening to Bollywood music and singing.
Senior Project Manager
Samer has a 10+ years of experience in the business solution implementation explicitly CRM, joined 4C at Sept 2017 as a Project Manager, Samer had a different areas of expertise as a Pre-sales in Microsoft Dynamics looking after Africa,Salesforce Sr. Functional Consultant at (PwC), Account Lead at Cegedim.Samer execute Programs from start to finish, managing complex milestones in challenging timelines delivering a high quality product.
Professional Services Director
Before being acquired by 4C Tom was one of the original ‘crew’ at CloudSocius. Starting out in the Managed Service team he learnt the power of the Salesforce platform. From here he went on to lead the Managed Service team in it’s evolution at CloudSocius and eventually moved up in to a position as the head of operations where responsibilities now spread across all of the delivery teams within the company. When not engrossed in the world of 4C & Salesforce Tom likes to immerse himself in the world of sport and is unfortunately an Everton FC fan.
SMB Practice Director UK
Matt spent his early career at Pearson a global education company managing back office operations for various qualifications including BTEC and A Levels, making sure we all got our results on results day, but don’t hold that against him. As a project manager he then moved into the World of Financial Services at Allianz for a couple of years before landing into the World of Salesforce. Matt loves helping companies define their strategies, operating models and change management (he also loves old school Kung Fu movies).
Managing Director (Nordics)
Anders has a strong passion for inspiring clients digital journey, executing business and digital transformation. For over a decade his focus has been on creating extreme high-performance teams. making heroes out of customers, and creating customer companies on the Salesforce platform. Diving deep into Commercial Excellence with clients, his real passion is executing change management, with the approach of the Henry Ford quote: “One of the greatest discoveries a person makes, one of their great surprises, is to find they can do what they were afraid they couldn’t do” Sometimes he can be found sailing or even dancing the Argentine tango, though seldom at the same time.
Jens Kok Petersen
Jens has been engaged in the intermezzo between IT and business for nearly two decades. While having a computer science background, he has gradually left the complex algorithms and over time transitioned more towards the business side. Driven by an entrepreneurial mindset, Jens is on an ongoing mission to help bridge the gap between technology and business, leveraging technology to empower people and organisations. Jens is responsible for expanding our market in Denmark and the southern parts of Scandinavia in close collaboration with the rest of the commercial team. On a personal level, Jens is a strong networker with a natural interest in people and a constant curiousity for unexplored business opportunities. He strongly believe that hard work should also be fun and can occasionally be found on the tennis court.
João started programming as a hobby when he was 12 and couldn’t believe his luck when someone asked him if he wanted to work as a Programmer. He has been an IT consultant for more than 20 years and, since the year 2001, working as a CRM Consultant across Telcos, Retail, Finance, and Public Sector Projects. From Programmer in AS/400 to CRM Consultant, Business Analyst, and Project Manager it was a hiccup. Joao loves to discuss solutions, ideas, and brainstorm to find the best one, for technical and business problems. João loves reading and discussing History, Sci-fi, and Fantasy books.
Sarah is a self-confessed Salesforce enthusiast! Working in the industry for almost 5 years, she joined 4C Dubai as a Certified Consultant. Prior to moving to Dubai, Sarah worked for one of Salesforce’s largest customers based in the UK where she assisted in the development and growth of the platform. An avid traveller, you can find Sarah planning her next adventure in her spare time.
Chris joined 4C Dubai, having spent the previous 3 years with Salesforce in the UK. At Salesforce, Chris consulted leading companies on how to leverage Salesforce to drive and align with key business objectives. At 4C Chris is responsible for consulting accounts across the GCC on digital transformation projects that deliver significant ROI. Outside work Chris supports the best rugby team in the world “Ireland” and the worst football team, also “Ireland”.
Fer has over five years experience in practicing HR and administrative support for insurance and hospitality industry. In 2018 Fer joined the team as an Office Manager, she spearheads admin duties and provides invaluable support to accounts receivable, payroll and collections. Fer is the team’s uber-organizer, always making sure everything is kept in perfect working order. She connects the team with her caring nature, as well as knowing where everything is kept. Vital in an office full of intelligent machines!
Enen is a Salesforce Certified Consultant who fell in love with Salesforce more than three years ago when he was given a chance to be a Salesforce bootcamper on his first company. Fast forward to today, Enen is a Salesforce developer turned consultant who still tries to catch up with the ever growing Salesforce releases but most importantly, still in love with the same technology that brought him to 4C in Dubai. Outside of work, Enen is a big fan of video games and is usually on the lookout for new and immersive games on his computer, smartphone or Nintendo Switch.
New Business Consultant
Zaher joined 4C at the beginning of 2018 as Business Development Representative as a graduate with a BBA in Entrepreneurial Management. Zaher is very enthusiastic and eager to learn more about the digital world and to promote it on a daily basis. Zaher is a core pipeline generator to the commercial team helping them find new business. Previously Zaher held various roles in his Family business. You can find Zaher on Google Maps scouting for new fishing locations in the UAE.
Zohrab joined 4C Dubai in November 2018, has an entreprenaural background and worked for the big four consultancies before. He started his first venture focusing on a Cloud Solution (SaaS) with functionalities such as online- booking and payment, analytics and capacity management for the sports industry in 2013. In his past consulting roles he has consulted multinational coperations as the World Economic Forum, Nokia, ALDI and more. His technical expertise lies in Business Model Innovation / Optimization, Business Process Re-Engineering, Business Analysis, Business Intelligence (incl. predictive analytics) on the Force.com Platform. He holds a bachelor degree in Business Information Systems at Frankfurt School of Finance and Management, a Master Degree in business psychology and has worked in Germany, USA, India and Japan prior joining 4C Dubai. Outside work, Zohrab is a big soccer fan and loves to meet and connect with new people and enjoy the world famous German beer!
Managed Service Director
David has worked in a a variety of roles, running a service desk and working for a variety of start ups before joining 4C and taking up the gauntlet of running the Managed Service team, delivering on long term engagements with our Salesforce customer. He loves to travel and when he’s not on a beach, you’ll find him at home, curled up with his wife and overweight, ginger cat.
Business Unit Manager, Agile Sales
For more than 15 years Sara has been helping organisations to become customer companies. From consultant to commercial director, she knows that her passion for outside-in thinking and strategies is game-changing. In that context she worked on her first Sales Cloud implementation in 2006. Today as a Business Unit Manager for the Agiles Sales team, her mission is to guide our consultants and clients in exploring the potential of putting the customer first in developing sales strategies and to translate these onto the Salesforce.com platform, delivering projects that transform the way our clients do business. Besides work Sara is a engaged in topics such as diversity at work, female leadership, mentoring of young professionals and gender-free child education.
Team Lead, Agile Sales
I started my career as a Customer Service Representative at Mobistar, where for 9 years I learned the ins and outs of Sales & Marketing. I was recruited as a Project Manager for an international Waste Management company called Van Gansewinkel, where I was introduced to the world of Salesforce. For six years now I have been working on the Salesforce.com platform, training and coaching end-users and in October 2013 I joined Corporate ICT to become a Salesforce Administrator and got Certified in April 2014. I am now a multi-certified Senior Salesforce Consultant and MVP, accredited by Salesforce in 2018. I love this CRM so much, that I spend time in the evenings and on the weekend to learn more about the platform and its possibilities.
Senior Project Manager
Ali is a Bahraini national with eight years’ certified experience in project management and business analysis. His recent prior experience was as an IT Project Manager with Motorola Solutions successfully delivering Salesforce transformation projects. He has completed his BA in Economics and Political Science from the University of British Columbia in Vancouver, Canada where he has lived for the past 11 years before joining 4C. Outside of work, he is currently in the process of completing his MBA with the University of Warwick in the UK, but in his free time, he enjoys playing water sports and watching hockey. Go Canucks!
Customer Success Director
Having spent 6 years in the dark world of recruitment Victoria decided to take the exciting plunge into the Salesforce world! Since then she has been focused on ensuring our Customers are as successful as they possibly can be by maximising the value they receive from their partnership with us. Although she has lived in London for the last 8 years her slight Northern accent still sometimes peaks through.
Growing never stops at 4C. We create an environment that allows our people to have experiences and opportunities that enable them to evolve, on a professional level, and on a personal level. Think you’ve got what it takes?Join Our Team
The 4C values
Our values are at the heart of everything we do here at 4C, our people, our services, our ideas and our customer centric approach.