Abena is a family-owned health care supplier, based in Aabenraa, Denmark. Abena has nearly 2,000 employees worldwide and sells high-quality medical disposables in more than 80 countries.Within Abena Healthcare (75 FTE) I am responsible for retail sales and all marketing activities in The Netherlands: product management, communications, marketing automation, online performance. I am part of the Dutch management team and I lead a team of 10 FTE. Key achievements:- Reshaped the marketing department into a well organized, high performing and motivated team, while keeping the pleasure and fun - Launch and implementation of Abena Nova; the world’s first truly intelligent continence aid for everyday use. With Nova, Abena was the winner of the Dutch Health Innovation Award 2018. - Turnover growth >100% (2014-2022) - Shift from hit&run marketing campaigns to sustainable always-on campaigns (marketing automation)- Launch of several websites, both B2C (www.abena.nl) as B2B (zorg.abena.nl)

Straffe Concepten helpt organisaties om een business strategie te vertalen naar een creatief concept. Denk aan die nog-ver-van-mijn-bedshow lange termijn strategie die tot leven komt in een spannende roadmap. Of een lastig thema als gedragsverandering dat toegankelijker wordt middels gamification. Straffe Concepten duikt in jouw wereld en opent een nieuwe wereld boordevol creativiteit. Zodat jouw boodschap beter beklijft. Gegarandeerd.

Honda Nederland is part of Honda Motor Europe and is the official distributor of the Japanese brand Honda in the Netherlands. Honda is worlds largest manufacturer of engines and produces and sells cars, motorcycles and power equipment (lawn mowers, marine) on a global scale. Responsible for all marketing activities related to Cars in The Netherlands: - Marketing strategy:* Positioning of the different models* Creating a distinction between targeting loyal customers and targeting new customers* Redefining the target groups: narrowed the general target group definitions down by using customer insights and market research, resulting in tangible ‘personas’ and targeted marketing communication- Marketing communication: * Creation of all advertising materials (tv, radio, print, online, out-of-home, events, etc.)* Media buying- Market analysis, product management, lifecycle management- Product launches: CR-V (November 2012), Civic Tourer (January 2014)Responsible for all sales activities related to Cars in The Netherlands:- Drawing up the annual business plan and developing sales campaigns- Representing Honda Motor Europe - Nederland, both national (towards dealers) as international (towards headoffice)Management of the departments Marketing, Sales Planning & Order Control (6 FTE), member of the management team.

Valeo (Paris, France) is one of the world’s leading automotive suppliers. Valeo produces en sells 13 product lines for both passenger cars and trucks. The main tasks of Valeo Service in Helmond is the sales and marketing of the 13 product lines in the independent automotive aftermarket (IAM) in the Benelux.• Responsible for the marketing strategy and marketing communication of Valeo in the Benelux: o Marketing communication targeted at the four different kinds of customers of Valeo: distributors, wholesalers, retailers and end-users (car owners)o Launch of new products by making use of tailor-made promotions and communication campaignso ValeoMotive (promotional corporate magazine): completely renewed (content & design) o New creative presentation at b-t-b exhibitions (AutoTechnica, Brussels)• Responsible for reaching turnover, margin targets and marketing budget• Management of the marketing department (9 FTE), member of the management team- Track record: March 2012 was the second best monthly turnover ever of Valeo Service Benelux- Track record: The marketing team of Benelux ranked as no. 2 in the global internal Valeo competition in 2011 (out of 25 divisions worldwide)

Daihatsu (Osaka, Japan) is specialist in developing and producing compact cars with a good fuel economy. Daihatsu Holland BV is the official distributor in the Netherlands and supplies and supports a retail network of 90 outlets. Main tasks are the marketing and sales of cars, spare parts, accessories and financial products.• Responsible for all sales and marketing activities related to cars, spare parts, accessories and financial products;• Management of the commercial department (3 FTE), member of the management team;• Initiator and founder of European Daihatsu Marketing platform:Due to the absence of a European Daihatsu headquarters and the lack of cooperation between the different Daihatsu distributors in Europe, every distributor was facing the same problems and was re-inventing the wheel everywhere. Therefore I founded the European Daihatsu Marketing platform within which knowledge, experience and marketing materials were shared between the countries, to improve the efficiency of the marketing communication and strategies.

• Responsible for all marketing activities;• Management of the marketing department (3 FTE), member of the management team;• Chief-editor of Daihatsu Magazine (80,000 copies);• Responsible for briefing of agencies (advertising and media), creation and production of television and radio commercials, print advertising, door-to-door leaflets, product brochures, direct mails and customer events; • Initiator of repositioning of the Daihatsu brand in The Netherlands:After a thorough analysis of the brand identity, the current brand image and the desired brand image, I’ve defined the repositioning of Daihatsu and translated this together with the advertising agency into a new tone of voice and multichannel campaigns. - Track record: website traffic on www.daihatsu.nl increased in 2009 with 40% (2009 vs 2008);- Track record: Top of mind brand awareness of Daihatsu increased with 15% (2009 vs 2007); - Track record: Summersale (July & August) in 2008 achieved the highest sales in the history of Daihatsu (> 2,100 units);- Track record: Local produced TV commercial for Daihatsu Terios was nominated for Gouden Loekie (TV commercial award).

- Market research: customer satisfaction, buying motives, brand awareness, brand image;- Product management: product line-up, pricing, positioning;- Marketing communication: first line contactperson for advertising agency, media agency, photographers, printing office, etc.- Event organisation (responsible for Amsterdam AutoRAI 2005 & 2007).