Edward Van Duffel, LL.M, MA

Edward Van Duffel, LL.M, MA

Senior Lecturer

Country of Origin



By Appointment


Edward (Ward) Van Duffel, LL.M, MA, Senior Lecturer of Applied Sciences, started his own advisory company, Upnext Advice, after a successful International career in some of the most renowned consumer goods companies, including LEGO, Coca-Cola, Mars and GORE Wear. As part of a principal assignment for Upnext Advice, and based on his extensive customer-centric business experience in consumer goods and digital transformations on a global scale, he was asked to lead the Digital Transformation of the Bank Aljazira in Saudi Arabia between 2021 to 2023. Until mid-2021 he was Global Business Leader (President) at GORE® Wear, leading and transforming this premium sports apparel brand and vertical business unit of W.L. Gore & Associates, a material science company known for GORE-TEX.

Prior to joining GORE, Ward worked for LEGO Group for over 13 years. He was Vice-President and General Manager for the LEGO Group from 2013 to 2018, where he was responsible for the Direct-to-Consumer business (retail & eCommerce), both in EMEA and later in APAC/China. At the same time, he led global strategic omnichannel retail projects. During his career at LEGO, Ward led a joint venture for LEGO Education in Europe as Managing Director, and was country Manager in Belgium, Luxembourg and Norway. Ward started his career in FMCG, where he held several leading positions in Sales and Marketing with Coca-Cola, Mars and the Campbell soup company. Ward is a Strategic Advisor for multiple companies active in Web3, Brand Experience and Strategic Transformation, and has assisted and consulted Private Equity and other companies in M&A and strategic projects. Passionate about building one-to-one consumer relationships, digitalisation and education, Ward is a keynote speaker on the global stage, having spoken in London, Berlin, Singapore, New Delhi, Sofia, Brussels so far, and has served on several non-for-profit and for-profit advisory boards.

Ward holds a Master of Law degree from K.U.Leuven, and a Master in Management (F.I.M).

Throughout his career, Ward has had the chance to work and live in different parts of the world, which broadened his awareness and enriched his professional and personal experience.

Teaching Domains

Integrated Digital Marketing

Industrial Domains

Consumer Goods, (FMCG, Toys, Apparel)



Financial Services

Strategy Consulting & Execution - Transformation