Brussels Metropolitan Area
A bit about me. I am half-German, half British, and grew up in The Netherlands. At university I studied International Relations, History and Psychology, before going on to work for Philips and Levi's in Amsterdam, London and Brussels, where I'm now based. My passion is transforming brands, businesses and teams for profitable growth and digital acceleration. I am naturally analytical and enjoy solving problems, reducing complexity and building enablers. Someone who knows how to make a brand culturally relevant, build authentic connections with consumers and create desirability. I'm highly adaptable, having managed high-performing teams across different functional areas including Marketing, Ecommerce and PR & Communications and through significant organisational transformation. I also believe in the importance of capability building, optimising tools and technologies, and simplifying processes. I have in depth experience in repositioning and building brands, developing integrated marketing communications campaigns, digital acceleration, and helping teams thrive during organizational change. Amongst my professional highlights are: • Helping brands reposition themselves in the marketplace, including re-establishing Levi’s relevancy within the fashion industry • Accelerating digital ROI by +30% through the integration of brand and performance marketing teams, opening new channels, accelerating investment in SEO, CRM and mid-funnel paid media, challenging established attribution practises and prioritising incrementality and continuous test and learn approaches • Developing more efficient and effective planning processes that reduced duplication and workload by 20% • Increasing team engagement from 60% to 80% by redefining roles based on individual strengths and defining a team vision for success I flourish in fast-paced, data-driven environments that prioritise consumer insights. Consistently promoted into newly created roles, I thrive in the unknown, crafting a vision and structure, challenging legacy thinking, and inspiring and mentoring teams.
Spearhead global marketing initiatives across PR, social media, paid media, and CRM. Coordinate with cross-functional teams and regional markets. Managed team of six and an $8M budget. • Managed a $200M global media agency RFP, consolidating regional and local agencies into a cohesive global partnership. • Streamlined social media strategy, reducing Instagram accounts from 45 to 15 and growing TikTok followers from 500K to 1.2M. • Doubled the marketing budget by leading a high-performing team and driving impactful initiatives. • Led global marketing activations, establishing team vision and securing paid media leads and agency partnerships. Unified global loyalty programs with standardized branding and launched member perks. • Cut PR agency costs by 60% while enhancing internal PR capabilities through strategic hiring. • Developed a global MarTech blueprint, securing funding, and implementing a CDP partner.
Spearheaded demand generation for Levi.com using a comprehensive full-funnel media approach. Contributed as a core member of European Digital and Marketing leadership teams. Directed a team of nine and oversaw a $21M budget. • Enhanced levi.com growth by optimising paid media and increasing SEO/email focus. • Boosted SEO traffic from 17% to 21% by hiring an SEO manager. • Unified Brand and Performance Media teams, improving full-funnel strategy and collaboration. • Shifted to a data-driven, full-price sales strategy, reducing brand dilution and focussing on key sales moments.
Spearheaded media strategy, creative campaigns, social media, and production management for a $4M budget and team of six. • Streamlined media review process, cutting rounds from three to two and accelerating approval timelines. • Centralised European media buying, optimising talent, and securing better agency rates. • Consolidated creative asset management, enhancing brand quality and diversity. • Launched the "Your Voice, Your Way" campaign, driving business continuity with a culturally relevant message.
Spokesperson and communications manager for Philips Lighting in The Netherlands focusing on professional, consumer and automotive lighting. Responsible for issues management and the development and implementation of PR campaigns to raise awareness around Philips' leadership in LED lighting, energy efficieny and ambience creating solutions.
Responsible for the development and implementation of digitial and social media PR strategy within Philips Consumer Electronics global communications office
Responsible for managing and coordinating day to day communications operations and supporting senior press officers in media relations activities at Philips' Global Corporate Communications office