Amsterdam, North Holland, Netherlands
I am a strategic leader with over 13 years of experience driving growth and transformation at the intersection of customer strategy, marketing, data, and technology. I help organizations improve marketing effectiveness, strengthen customer engagement, and deliver measurable impact by leading cross-functional teams and working closely with senior and C-level stakeholders.
Driving Data & AI, Marketing, and Customer Strategy initiatives for major global clients across industries. Acting as account lead, shaping strategic transformation programs, building trusted relationships with C-suite executives, and accelerating business growth. As a member of the Data & AI Management Team, contributing to practice development. • Led teams of up to 26 consultants across practice and project engagements, strengthening capabilities, increasing chargeability, and supporting long-term growth. • Develop data-driven marketing strategies and transformation programs to elevate customer experience, improve marketing effectiveness, and drive measurable business impact. • Create integrated go-to-market strategies and operating models, encompassing pricing, positioning, omnichannel planning, and Martech optimization. • Drive high-value RFP processes and strategic business development initiatives, securing new partnerships and expanding key client relationships. • Engage directly with C-level stakeholders and ecosystem partners to ensure alignment and deliver complex transformation agendas. • Support capability building and talent development, coaching team members and contributing to a high-performance culture across the practice.
& Head of Media Benelux
Advanced ANWB’s marketing maturity by leading initiatives in customer strategy, marketing technology, and digital transformation across multiple business units. Focused on increasing marketing effectiveness, customer engagement, and data-driven decision-making within a complex, multi-service organization. • Led a cross-functional team of 10 specialists in marketing, data, and technology to deliver integrated marketing solutions. • Strengthened data-driven decision making by enhancing Martech foundations, streamlining processes, and improving team capabilities. Achieving a 20% cost reduction through smarter budget allocation. • Achieved a 30% reduction in external agency spend through a more effective operational model for media operations, improving agility and long-term efficiency.
Responsible for company-wide digital marketing strategies across diverse business units, ensuring cohesive and effective execution throughout the organization.
Managed multi-million-euro marketing campaigns across the full funnel, driving acquisition, engagement, and retention across ANWB’s core business units.
At Newcraft (now part of VML), I helped major brands translate search, media, and content strategies into measurable digital growth. • Managed multiple high-budget search & media marketing campaigns with million-euro allocations across multiple large clients, optimizing performance and return on investment.
Developed and optimized engaging content across multiple platforms, aligning with brand voice and strategy, to enhance audience engagement and drive visibility and traffic growth.