Experience

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  Vrije universiteit

  Jan 2003 - Jan 2004

  Student assistant

  •Part time employment during master study at the Vrije Universiteit Amsterdam•Supported the professors of the strategy workgroup at the Faculty of Social Sciences •Assisted with research through collecting and processing data for different projects

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  Compass group uk & ireland

  Jun 2005 - Jun 2006

  Brand manager

  CompassCoordinated the brand development of Compass’ premium foodservice brand ‘Restaurant Associates’ within the staff restaurants and meeting rooms of 32 blue chip clients based in Canary Wharf and the City of London•Created and implemented new marketing initiatives working alongside suppliers such as Innocent Drinks, Coca Cola, Walkers, RDA Organic and Feel Good Drinks. •Organised and chaired the monthly marketing forum, attended by 60 senior managers •Responsible for in-house production of marketing communication material such as monthly newsletter and POS posters•Responsible for bespoke research projects; designed, conducted and analysed surveys with SPSS to evaluate the customer satisfaction Show less

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  Tns uk & ireland

  Aug 2006 - Aug 2007

  Graduate trainee

  TNS•Managed ad hoc research projects across different divisions such as consumer products, retail industry and IT & technology•Coordinated the multi-country market measurement study for Gillette, with the responsibility for 4 European countries and assisted with the other 29 countries. •Worked as part of the Danone team on NPD projects for Touch of Fruit and Evian and worked as part of the BT team on the award-winning brand & ad tracker•Dealing directly with the clients about project requirements, progress and results•Designing questionnaires, analysing data and developing results presentations Show less

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  Dunnhumby (marketing consultancy) uk

  Aug 2007 - Feb 2008

  Consultant

  Dunnhumby is the marketing consultancy company behind Tesco Clubcard, a very successful loyalty programme.•Involved in the step-changing project of setting up Tesco Shopper Thoughts panel, an online community of 50K Tesco shoppers •Responsible for managing the online market research projects for Tesco, from writing the proposals to the delivering of the results•Coordinated the linking of the behavioural/transactional data to the research attitudinal data to create a holistic picture of the consumers •Developed internal training for questionnaire writing and the market research process in general Show less

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  Bol.com

  Apr 2008 - Dec 2008

  Customer relation marketeer

  Responsible for customer loyalty programmes, email marketing and winback campagnes.

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  Nederlandse staatsloterij

  Jan 2009 - Jan 2011

  Company profile: National Dutch lottery, market leader in gaming industry of the Netherlands.Key responsibility to accelerate acquisition and retention strategy for key products of the Staatsloterij and Dayzers via direct marketing channels. Managing the Direct Marketing Team (6 fte) of the Dutch National Lottery. The Direct Marketing Team is responsible for the one-to-one communication with (potential) customers. This includes acquisition campaigns, cross and upsell, retention, winback and loyality programmes using direct response channels.Key achievements•Responsible for stabilizing the subscription base of very valuable monthly lottery players after years of declining numbers. •In 2010 realized a substantial revenue increase compared to 2009, realizing 347 million euro for Staatsloterij and 38 million euro for Dayzers and launched a new loyalty program linking marketing and product together in the Bonusloterij•Cost reduction and increased customer satisfaction by optimizing complex subscription processes such as communication around monthly lottery tickets.•Increased return of marketing activities by analyzing inflow and subscription flows in different phases of the customer journey. Show less

  • Teamleader Direct Marketing

    Jul 2010 - Jan 2011

  • Direct Marketeer

    Jan 2009 - Jun 2010
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  Madurodam bv

  Jan 2011 - Dec 2013

  Manager marketing & sales

  Madurodam is the theme park in The Netherlands and is one of the most famous attractions in the Netherlands. Madurodam was established in 1952 to commemorate the Antillean war and resistance hero, George Maduro. The founder, Bep Boon-van der Starp, was a social entrepreneur avant la lettre. The revenue of the ticket sales is used to make a positive impact on society. It goes to the Madurodam Support Fund which supports children’s charities. Responsible for the commercial strategy, team of 12 FTE and part of the MT. Developed a marketing plan to turn around 10 years of decline in visitors and profits. Key to this turnaround was new positioning based on customer insights translated into product innovation, price policy and an effective communication plan to promote the new park operating in a very mature, competitive market. Continuously improving effectiveness of all tactical activities such as ATL, OOH, online marketing, PR and B2B sales. Built and hired the new Marketing and Sales team.Key achievements•Delivered record numbers of visitors since 2000. An increase of 34% from 545.000 visitors (2011) to 730.000 visitors (2012) and the highest revenue since the opening in 1952. •Digitalization of the customer journey including launching online ticketing and online content that can be experienced across the customer journey both in the park and at home.•Successfully launched numerous product innovations such as interactive games around the flower auction and loading containers in the harbor. •New price and promotion strategy increased average revenue per visitor. Show less

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  Marktplaats

  Jan 2014 - Dec 2019

  Chief marketing officer

  •Promoted from Head of Marketing to CMO in 2016. Also served as interim CEO in first quarter 2019.•Led a team of B2B and B2C marketing experts, PR and customer service (30 FTE). •Launched new brand strategies for Marktplaats and Tweedehands improving revenue & user base.•Optimizing mix of brand building and online performance activities to improve ROI by implementing media mix modelling •Implemented AI in customer support, cutting costs by 30%.•Led global marketing alignment across 10+ marketplaces of eBay.•Selected for eBay’s Executive Leadership programs; 90+ leader effectiveness rating. Show less

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  Mensenmerkenimpact

  Dec 2019 - Sept 2020

  Brand strategy and business development

  Greetz is an online gifting destination, all about giving people the opportunity to show appreciation for each other. In these challenging times more relevant than ever. Assignment Feb-June: Review of the Greetz brand and create the new North Star and business OKR's for Greetz. Design and facilitate (online) workshops to implement revitalized brand strategy and launch North Star and OKR's across the organization.

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  Ns

  Sept 2020 - Apr 2024

  Marketing & digital product development (cmo)

  •Executive responsible for customer experience, digital product, brand and performance marketing. Led 25 agile teams (200 FTE).•Launched app features such as real time travel advise and mobility near you to boost engagement and change travel behavior.•Responsible for AI initiative with Utrecht University to optimize real-time travel advice.•Reduced service calls by 26% via digital self-service transformation.•Implemented lean portfolio management, OKRs and JTBD-team structuring.

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  Vvv cadeaukaarten

  May 2024 - now

  Manager marketing, sales, business development

  • Led commercial strategy and digital transformation for top gift card brand in the Netherlands.• Developed and executed new e-commerce and brand strategy across B2B/B2C.• Achieved "Gift Card of the Year" & "Best B2B Gift Card" awards in 2025.