Amsterdam, North Holland, Netherlands
Jaclyn Winkelman is a business operations, strategy, and program management and governance expert. Jaclyn has a passion for her work. Her interest stems from her education and wide ranging work experience in the fields of Travel, Digital Communications, Public Relations, Technology, International Affairs, and Politics. Jaclyn is a self-motivated person who works well under pressure. She has a determination to succeed and surpass everyone's expectations of her abilities. Her motivation comes from an innate curiosity and from being able to find a solution to any problem presented to her. Jaclyn's hunger for knowledge, determination, and forward-thinking attitude make her an asset to any team. In addition to these qualities, Jaclyn is also a team player who enjoys empowering others to meet their own successes. Her ability to empower others paired with her drive and enthusiastic spirit are what keep Jaclyn and those around her striving for more. Jaclyn is a responsible, flexible, and efficient worker. Jaclyn is proficient in common digital technology and social media applications (including MS Office Suite, Citrix MRI, CrimsonHexagon, SEMRush, and more), multimedia software, computer security, statistical analysis, web developer and maintenance software, audio and video editing software, and possesses an understanding of HTML, CSS, and JavaScript. Jaclyn is an excellent writer and communicator, and has employed those skills to effectively work with everyone from Global VPs to high ranking government officials to engineers to assistants to interns.
• Facilitates governance, alignment, and collaboration of complex cross-functional stakeholder groups across the business for the execution of Marketing activities • Creates, designs, runs, and optimizes regular comms and process governance for program management reporting to senior stakeholders, including RAG status, progress, risks, challenges, and wins of strategic portfolio • Creates process, identifies opportunities and dependencies, optimizes collaborations and outcomes, and ensures program objectives/requirements are met • End-to-end program manager for projects focused on departmental business operations and process optimization (Wrike Transition, Rhythm of Business, etc.)
In-house data-driven strategist and communications planner for DIAGEO Northern Europe's region-specific initiatives for products/brands. • Defines, creates, leads, and ensures delivery of multi-channel campaign strategies for a variety of brands (Captain Morgan, Tanqueray, Baileys, etc.) while working collaboratively with internal and external stakeholders, as well as creative, analytics, product, research, legal, & UX teams to execute and meet KPI targets • Optimizes and localizes cross-channel engagement programs for various target audiences across marketing channels and regions • Identifies opportunities for processes and tooling optimizations for multiple internal programs focused on high quality project governance and delivery that are aligned with departmental and company strategy • Defines, creates, leads, optimizes, and ensures on-budget delivery of integrated, multi-channel marketing strategies that include metric-driven project plans, planning documents, and roadmaps with timelines, channel specific timings & dependencies for various liquor brands across markets • Develops strategy and framework for measurement, reporting, analytics teams that include the creation, development, optimization and execution of data-driven (quantitative and qualitative) cross-channel measurement and performance touch-points; test and learn methodologies for asset and campaign optimization; experimentation and reporting plans; gap analysis to identify future opportunities for further integration; as well as strategic business case models and opportunistic analyses for current and upcoming brands and campaigns • Implements structured and centralized ways of working, best practices, and ways of sharing knowledge internally including documentation, trainings, frameworks, best practices, guidelines, and thought leadership programs • Nurtures and manages an internal team of 6; acts as a point of escalation for team; manages governance and project workload
Developed creative brand and messaging strategies for innovative storytelling hardware solutions and content for C-suite clients from inception to delivery • Leads the development of innovative storytelling platforms such as immersion rooms, virtual studios, and holographic displays • Increased defined product differentiation, audience targeting, client success measurement, and global scaling for product sales and subscriptions through data-driven internal strategies • Developed the design and implementation of the company’s first customer success program, drawing on audience data acquired through analytics • Pivoted clients successfully to virtual and hybrid strategies during the COVID-19 pandemic, finding ways to engage physical and virtual attendees equally; developed a hybrid summer lecture series that included hologram guest speakers
Led and managed stakeholders, vendors, and partners around the world in cross-functional teams in providing measurable, goal-oriented strategies focused on digital transformation, customer relationship management, and measurable customer success and engagement to 250+ clients • Conducted extensive content/brand planning & communications strategy via audience targeting research for 250+ clients • Improved the quality of all programs and initiatives that were client and internal facing through strategic actionable roadmaps and playbooks • Identified actionable strategic insights and means of implementation for technology and partnership opportunities • Created data-driven core messaging frameworks; cross-channel (ATL & BTL) customer journeys; localization, innovation, optimization, and experimentation plans; SEO recommendations; performance benchmarks/targets; business cases; product and brand positioning guides; creative and engagement briefs; workflows; partnership opportunities; top-line reports; pitch decks; and 10+ thought leadership presentations • Conducted market/trend analysis, audits, gap analysis, trainings, and workshops on improved governance processes • Aligned with internal teams to share best consulting practices for client teams on how to optimize governance, execution, and ways of working regarding client objectives, measurement, and reporting • Managed and coached 2; and department internship program • Created company-wide, annual client satisfaction surveys showing 57% increased engagement, 10% increase in overall satisfaction, 11% increase in likelihood to continue relationship, and an NPS score of +51 from a previous NPS score of +34; this demonstrated value key to the company’s acquisition by Accenture
Created, designed, and taught 5+ classes for AUSB Bachelor of Arts students on communication and branding strategy • Taught classes on: Authenticity in Media, How to Create a Strategic Marketing Campaign, Medium and Context and Messaging, and International Strategic Marketing with a Localized Context (GLocal Marketing) • Communicated with, managed, and graded the work of ~30 students each class over a quarter period