Responsible for the end-to-end management of all brand activities and leading the central brand & destination marketing team (projectmanager, marketing analyst, media strategist, content marketeer, visual designer, destination marketeers)

Responsible for the end-to-end management of all brand activities and leading the central brand & destination marketing team (projectmanager, marketing analyst, media strategist, content marketeer, visual designer, destination marketeers)

Based on business and sales channels goals I am responsible for- defining and sharpening the brand profile; - building a solid and growing CLV for our main target groups - setting up the yearly marketing plans and marketing budget- implementing all marketing projects with a team of creative and marketing professionals - exploring creative and innovative ways to reach customers;- setting up media, digital and technical solutions

 In 2013 Expresso Fashion changed ownership. In 2014 I formed a new marketing & e-commerce team based on the existing teams at Expresso Fashion and Claudia Sträter.  As part of the FNG Group we are rapidly taking steps towards a data driven strategy. The past years I have been working on new data warehouses, loyalty programs, new web platforms and web in store-solutions. “Daily operations’ is building a solid brand and marketing strategy. I define year budgets and year round promotional activities and manage the execution of all projects with a team of 15 FTE Keywords: Switching between thinking big/thinking small, transforming, communicating

 In 2011 Expresso Fashion, founded in 1983 as a wholesale fashion brand, entered the B-to-C online world.  I was responsible for building the first web shop in three countries and a new cross channel marketing communication strategy with this new platform at hand. I formed a completely new team with new roles and work processes to meet the new strategy and also to fill the internal communication gap between wholesale, physical stores and marketing Keywords: Transforming, building confidence, professionalizing work processes

 Temporary cross over project for brand, marketing and buying. After a successful introduction of a new brand identity (look & feel) in this project we needed to build a new product assortment and brands portfolio to meet this new brand identity. New product categories, new private labels needed to be developed.  I coordinated all resources within the Lab: briefing external creatives, product designers, planning their work, supporting their development and monitoring deadlines and budget. Since this was a separately working Lab with mostly external creatives I was also responsible for the internal communication on progress and results and gradually involving internal teams in the new way of working.  Keywords: Organizing, communicating, problem solving

 Temporary project. As part of a strategy towards easy connecting external brands and their product lines to the online sales platform the existing Content team and their tools needed to be reorganized. I managed the teams Traffic and Content in daily operations and set up new ways of working within and among the teams.  I set up new competence standards for the content professionals to uplift the output quality, made them aware of their new roles and did the sourcing for new content management systems and was one of the decision makers in the selection process.  In this period I also participated in the migration towards a new Enterprise Resource Planning system in the role of key user. Keywords: Coaching people, setting up standard processes

 Recommended for this job by a recruiter I was selected for my experience in retail marketing and was part of a new marketing team that had the task to transform Wehkamp from a traditional mail order company to a retail brand and leading online retail store in the Netherlands. I managed an internal and external team of art directors, designers, copywriters and photographers and built the bridge between them and a group of internal buyers. A very extensive product range from external brands and private labels needed to merge under one look & feel. With the team I translated the brand and assortment strategy in communication campaigns and new communication tools like weekly e-mails and online advertising. I set up new online sales teams consisting of marketeers, creatives and buyers, a whole new way of working together. I defined and monitored the content production budget. In this period I was also part of the management team responsible for the functional and creative redesign of the online retail store. Keywords: Exploring online retail, coaching people in a rapidly changing environment, trying to make innovation work for customersBehaalde resultaten:-gewaardeerde bruggenbouwer tussen Marketingcommunicatie (‘de creatieven’) en Merchandise (de ‘commercielen’)-innovatie in cataloguspresentatie-innovatie in online visual merchandising-professionalisering van de retailcommunicatiekalender-duidelijke positionering eigen merken-marketingcommunicatieplan onderdeel gemaakt van Category Management plannen-significante traffic-,conversie- en omzetgroei winkel Mode

Verantwoordelijkheden in deze functie:-leiding geven aan 3 junior communicatie-adviseurs-het formuleren en uitvoeren van het jaarplan communicatie-technisch en inhoudelijk ontwikkelen klantloyaliteitsprogramma met digitaal spaarsysteem-trainen van winkelmedewerkers op het optimaal inzetten van het klantloyaliteitsprogramma-merkstrategie vertalen naar operationele projecten, zijnde etalage- en instoremateriaal, visual merchandising, direct marketingacties, above the line communicatie, collectiebrochures-begeleiden ontwikkeling pilot brand stores-interne communicatie naar inkoop, verkoop en supply chain omtrent het merk Amici en alle communicatieprojecten-opzetten van de Amici internetshop-aansturen van reclamebureaus en studio's-beoordelen van litho- en drukwerk -rapporterende aan Manager communicatieBehaalde resultaten:-succesvol klantloyaliteitsprogramma Via Amici-sterk verbeterde communicatie tussen communicatie-afdeling en in- en verkoop (regiomanagers en winkelpersoneel)-consistente vertaling van het merk in alle soorten communicatie

Kleine, gespecialiseerde uitgever van sponsored media voor jonge gezinnen in Nederland (Blije Doos, Wij Jonge Ouders). Onderdeel van KBB. Verantwoordelijkheden in deze functie:-planning en productie, van aansturen redactie tot en met bind- en verzendproductie, van het complete mediapakket-account manager voor strategische adverteerders zoals Prénatal, Nutricia, Procter & Gamble (divisie Pampers), Lego Benelux, Hasbro, Spaarbeleg inzake media-inzet-rapporterende aan directeurBehaalde resultaten:-professioneel redactieteam-professionele bladformule-kwalitatievere uitstraling van de media-geïntegreerd proces tussen redactie en inzet adverteerders