Amsterdam, North Holland, Netherlands
It is my passion to develop and build strong brands. Creating new growth potential by differentiating brands from the competition and by fulfilling unmet needs. My default way of working has been: create a winning team, lay out a plan based on compelling consumer insights and data. Think and act as an innovator. Concentrate on the customer proposition, combining strategy and execution. My experience lies within: retail, e-commerce, marketing & sales, strategy, branding & identity, advertising, price & promotions, format development, social media. The teams I've worked with were instrumental in the succes we've delivered. My beliefs are rooted in re-invention and innovation. I am result driven. Curiosity drives me. My favourite quote is "hope is not a strategy". I learned marketing basics in the BBDO and Oglivy & Mather network. For leading Dutch food retailer Albert Heijn I've managed the full marketing mix: TV, Print and in store. Positioning Albert Heijn as a food authority in the Dutch market. As CMO of HEMA I've successfully transformed the customer proposition of this iconic Dutch variety store, based upon "exceptional simplicity" as brand essence. In 2012 I have travelled and worked for an NGO in India and enrolled in the AMP curriculum at Harvard Business School. From then on I have entered into new (interim) roles for Sligro, Rituals, Action and State of Art. Always concentrating on the customer proposition.
Experienced retail marketing professional/CMO: interim management, working on retail strategy and transformation projects. Proven international track record. Working on several ad hoc and interim projects, including ABNAMRO SIF, COOP Supermarkets, Uniekaas, Fish Tales. Developed insights and doing research on new retail formats in China. Host and lecturer for Speakers Academy on retail transformation. Active in supervisory and advisory roles and boards for Maxaro, Swiss Sense, STOOV, Welkoop and PUM.
Delivered: new brand promise 'personality in motion', new content and visual mentality on brand, more simple processes and organisation. Concentrating on commercial programs and promotions.
Acting as GM a.i. for State of Art, omni channel men's fashion. Managing a transformation proces: from a family owned local hero, into a professional omni channel fashion brand with an international perspective. Piloting through lockdowns. Adding new channels and platforms, creating a new leadership team and external and forward looking orientation. Reporting to PE ownership Quadrum Capital.
Independent Board Member, advising Management Team and Director on various (commercial and financial) topics.
Responsible for digital transformation: new CMS and CRM platform, shift from offline to online advertising. Focus on RoPo: Research Online, Purchase offline. Marketing communication for all seven national operations, Private Label Development, Brand Identity, Customer research & intelligence. Store design (pilot store Haarlem). Building a complete new (digital) team and developing new roles. Driving marketing, adding customer centricity at a highly successful product driven non food discounter. European focus.
Counselor to Amsterdam Management Team of this international digital agency: on growth strategy and main operational challenges to ensure stronger position in the design and UX market. Coached transition onto new international ownership and Amsterdam leadership team.