Amersfoort, Utrecht, Netherlands
With over a decade of experience in marketing strategy and analytics, I currently lead the Strategic Insights & Analytics team at Danone's Early Life Nutrition division. Focused on forecasting and cross-channel marketing, I strive to empower teams with data-driven insights that drive impactful decisions. My mission is to align analytics with business objectives and deliver innovative solutions that resonate with Danone’s commitment to health and nutrition. Collaborating with diverse teams, I bring a blend of creativity and precision to the organization. At Danone, I oversee analytics initiatives that shape strategic decision-making within Early Life Nutrition. Leveraging expertise in forecasting and marketing, I empower the organization with actionable insights. My role builds on a history of delivering tailored solutions for high-impact clients at LinkedIn and Kantar Millward Brown, where I partnered on optimizing campaigns and translating consumer insights into effective strategies.
Senior Business Partner and account lead across multiple industries with major clients like Google, Unilever, Toyota and Heineken. Developing and implementing multi-country research programs whilst translating consumer insights to brand- and communications strategies for CMI-, marketing and C-suite audiences. Helping clients develop better advertising, optimize their media mix and build stronger brands. Overseeing a broad palette of projects, including (digital) advertising research, quantitative- and qualitative creative development research, branding research, AI-based techniques and secondary data analytics to enrich primary research findings. Leading a team of 20+ research analysts and consultants, with full P&L responsibility. Responsible for the quality and implementation of Creative Development Programs across the Singapore business with tasks varying from setting up training programs, leading international pitches, develop thought leadership and offering expert consultancy to our client service teams.
Senior business partner to a portfolio of Fortune 500 clients and ‘Thai local giants’. Providing insights-based consultancy to C-suite audiences on building great brands and developing effective advertising campaigns in the Thai market. Fully P&L responsible for half of the quantitative business of the Thai Kantar Millward Brown office. Leading a team of 15 people to meeting financial- and operational targets as well as providing thought leadership, training and mentoring. Responsible for the Creative Development practice across all Kantar brands in Thailand. Delivering expertise, ensuring quality of insights and developing great advertising campaigns with our clients and their advertising agencies. Member of the Board of Kantar Insights Thailand and part of the Kantar Millward Brown Thailand Management Team. Has been awarded a ‘Superstar Agency’ award by the Thai Unilever CMI team for developing- and facilitating a communications workshop, based on a meta-analysis of past advertising as well as the current Thai advertising landscape. Thus providing one of their brands with a clear advertising guideline moving forward.
Onsite senior business partner to the Unilever Marketing- and CMI teams at their European headquarters in Rotterdam. Working closely together on building great brands and developing effective advertising campaigns with the European ‘Baking, Cooking and Spreading’, ‘Savoury’ and ‘Dressings’ teams and their advertising agencies, by generating research insights and translating those into actionable recommendations. For my work I was nominated by my business partners at Unilever and received an award for ‘agency individuals who have truly shone through their work and partnership with us’ from Stan Sthanunathan, Executive Vice President - Consumer & Market Insights at Unilever. Besides the role as account director for Unilever I kept a close relationship with the Dutch Managing Director and Account Director Team, often providing consultancy on business development activities.
Together with Unilever's Feike Swennenhuis I facilitated a guest lecture for the Marketing Department at Tilburg University on developing advertising campaigns in practice. Sadly, due to my move to Thailand, I had to give this up for the time being.