The key milestone in this time: raising $34 million in the unofficial Series B (March 2024).Continuing part of my work as Journey Owner Acquisition with the added responsibility, privilege and joy of managing and building the marketing team consisting of:* Senior Marketer (hiring manager)* Product Marketer* Copywriter* Visual Designer* Social & Community Specialist (hiring manager)I also manage the work and relationship with two external website developers (CMS: WordPress, Storyblok), two external copywriters (hiring manager for both), and a design agency.In this role, my work is 50% team management and strategy and 50% owning my channels (paid and organic search) and tools (MadKudu, Amplitude, Dreamdata, Vitally).My team consistently provides positive feedback about me as a manager. I successfully transitioned from a team member to a respected manager - no small feat. I consistently meet or exceed expectations in my general reviews.My team consistently drives over 50% of the sales pipeline (SFDC) based on Dreamdata's data-driven attribution model. Demand Generation and Account-Based Marketing (ABM) tactics include search, social, email, webinars, community, partners, and events.Key internal stakeholders I work with include the CEO (and co-founder), VP of Sales, Head of SDR, Head of CSM, and the Principal PM ‘Land’.

The key milestone in this time: raising a €12 million Series A (Dec 2022).TheyDo is on a mission to make the customer journey the most powerful business tool there is. I owned TheyDo’s mission by (i) ensuring the right companies find TheyDo and (ii) helping the sales team to identify qualified leads with a high likelihood to buy.I was responsible for setting up the strategy, budgets & tools for demand generation and analyzing the data to make data-driven decisions in optimizing the journey.As one of the first non-engineering hires, this role allowed my "Swiss army knife" skills to excel — see the responsibilities below ;-)Responsibilities included:* Research and define the ICP* Own and maintain the KPI framework for customer acquisition* Analyze and optimize the website to ensure people find what they are looking for and convert* Analyze and optimize the user onboarding with product tours and growth projects with the PM* Responsible for setting (i.e. business plan modeling) and achieving the right goals* Shape and own the event tracking plan for the acquisition journey* Provide marketing and product teams with the right data on acquisition, onboarding, and activation* Set up data-driven frameworks to identify customer segments* Set up lead scoring and lead routing for Sales* Conduct ongoing research (using cohort analyses, feature audits, funnels, etc.)* Use data analysis to identify opportunities for Marketing, Sales, and Business Operations* Configure and maintain Tech Stack for Marketing, Sales & Customer SuccessTech stack included:* Acquisition: Google Ads, LinkedIn* SEO: Ahrefs, Google Search Console* Data and Analytics: Segment, Amplitude, Mixpanel, Heap, June, GA4, Dreamdata, Supermetrics* Lead Scoring: MadKudu* Lead Routing: Calendly* CRM: HubSpot, Salesforce* CSM: Vitally* Email and In-app comms and product tours: IntercomI consistently met or exceeded expectations in reviews.

Responsible for SEO and SEA for Spryng in the Netherlands, Belgium, and Germany in three languages (Dutch, French, and German). Together with Spryng's team, strong organic positions are realized for highly competitive search queries such as 'sms gateway', 'sms api', and 'bulk sms'.

As a solopreneur, I work with customers large and small as both an operator and advisor when it comes to digital business & marketing growth.

For Lectric, part of the NCOI Group, I designed the two-day training 'Agile Marketing'. I ran this training in both English and Dutch for their clients. Customer feedback (participants and buying managers) on both the training's content and my presentation and workshop facilitation skills, were highly positive.

For Schaal+, I designed the Master Class 'Conversion Rate Optimization (CRO)' and gave this training to their talents. Participant feedback was highly positive.

Within the KVK, my focus was on (i) increasing the digital reach of advisory content and (ii) enhancing entrepreneurs' appreciation for all services.I identified opportunities and areas for improvement for the Content, Marketing, Product, and IT teams through dashboards, periodic reports, ad hoc analyses, and advice. I initiated actions for quick and measurable progress. I provided training to teams, worked with senior stakeholders on a data-driven strategy, and reported to the Manager Online.Work included:Content Strategy* Developed market listening tools to map out the needs of entrepreneurs* Initiated and coordinated actions for Content teams based on insights from various SEO tools* Trained the Content teams (>50 FTE) in SEO and how to strategically develop content and formats* Achieved YoY growth rates of 43-116% from organic website visits in 2018, 2019, and 2020 Dashboards* Designed and delivered a dashboard for the Board of Directors for insights into digital KPIs and trends* Designed and built dashboards for Content teams to identify opportunities and areas for improvementGrowth Hacking* Supported multiple scrum teams (IT) as a data analyst for insights into relevant customer journeys* Identified and evaluated hypotheses and results of A/B tests with Product Owners and stakeholdersCommunication and presentation* Prepared and presented quarterly updates on the results of the online channel to the Board of DirectorsTech stack used included: Ahrefs, Google Search Console, Google Analytics, Google Datastudio, Qlik Sense, Mopinion, AB Tasty.

Worked for various customers, including IJsvogel Retail (Pets Place en Boerenbond). I was responsible for online customer acquisition optimization and maximization:* Defining KPIs and designing and building dashboards to monitor progress and identify new opportunities* Preparing and presenting monthly progress reports to CEO, CMO, and COO

Worked for various customers, including Naïf Care. I was responsible for:* Optimizing and maximizing Paid Search* Implementing and operationalizing advanced e-commerce analytics

Drive conversion rate optimization & attribution projects with clients:* Focus on improving on-site conversion rates through A/B testing within Large Customer Sales* Identify the need for customers to integrate CRO in their online marketing organization* Kickstart collaboration, set up test roadmap, suggest concrete tests, drive execution* Anchor CRO in customers’ organizations by proactive stakeholder management and sharing success* Drive adoption of attribution strategies to further increase online marketing ROI

Business development of Google's Commerce proposition for top 40 clients:* Focus on business development of a new project with a €7.5M annual business plan* Develop propositions for large customer sales teams around co-marketing and print-to-online* Build business case to launch full suite of Engagement Ads in NL as print-to-online solution* Pitch, implement and optimize first Engagement Ads campaigns in EMEA* Drive Engagement Ads performance and operations together with central product team

Manage and expand relationships with a portfolio of key accounts in Retail:* Focus on clients in Retail (e.g. Coolblue, Ahold, Media Markt Saturn, Blokker Holding, de Bijenkorf)* Develop strategic sales plans for/with my portfolio of clients* Analyze client and industry data and trends to set long-term sales goals* Advise clients about the strategic benefits of Google’s advertising solutions* Prepare and deliver strategic sales presentations at C-level* Lead and mentor Account Manager in my team

Manage and expand relationships with a portfolio of key accounts in Telecommunications and Retail:* Focus on clients in Retail (e.g. Ahold, Media Markt Saturn, IKEA, de Bijenkorf, V&D, HEMA)* Maintain and expand relationships with my clients and their agencies* Initiate projects with clients to help them meet and exceed their targets* Generate incremental revenues from existing clients by selling additional features and products

Manage and expand relationships with a portfolio of key AdWords customers:* Establish the advertising needs of new AdWords customers acquired by the Inside Sales Team* Build, track, monitor and optimize campaigns* Educate customers on AdWords to self-manage their campaigns* Optimize AdWords campaigns to maximize ROI for clients and drive revenue for Google