Kim Van Dusseldorp Email & Phone Number

Haarlem, Nh, Nl

Diemen, Noord-Holland, Nederland

Diemen, Noord-Holland, Nederland

Amsterdam En Omgeving, Nederland

Fix the basics, professionalize and accelerate! Brand strategy, branded content, brand campaigns, social, website, digital, customer journeys, internal communication, CRM, and bringing the strategy into action.

The Hague Area, Netherlands

GamePoint BV is a Dutch online game company that unites people worldwide who love playing games. The company grew to app. 130 employees from 15 different nationalities in 2 offices. I was asked to professionalize the marketing- and monetization team and help GamePoint grow their monthly active users en revenues. Results: -> developed a new communication strategy and brand positioning in close harmony with MT-> developed and implemented a performance based TV campaign for the dutch market-> led the (international) marketing team to become data and performance driven -> inspired people for personal growth -> set up new marketing concepts based on player behaviour -> established processes to reduce costs and improve revenues (ROI Based Campaign Mgt) -> managed daily business and revenues (web, app, Facebook) with promotions, events and sales -> increased retention and re-activated churned players (mail, ads, notifications, FB, postcards, etc.)-> aligned different stakeholders from: art, developers, business intelligence and community managers

The Hague Area, Netherlands

During this period the Staatsloterij had very damaging press and my focus was on: (1) re-building likeability and reputation of the brand, (2) develop and execute 16 impactful multi media campaigns to drive on & offline sales (3) mobilize the marketing team to meet the company’s aggressive goals. Responsible for a team of 8 campaign leaders and app. €20 million budget with the aim to maximize the market position of the biggest Dutch lottery (app. €700 million turnover) in a rapidly changing environment. Results: -> stopped decline in reputation with a nationwide campaign; my team kept focus on understanding consumers and unlocking strong insights that prevented further damage; sales in 2016 on budget.-> re-invented 3 special lottery drawings with a new proposition, communication concept and channel approach resulting in growing turnovers and profitability. -> managed advertising into the digital age by designing social media strategy, stimulating experimenting, creating engaging content, building new content driven website and awesome webcare-> initiated and realized new way-of-working with agencies resulting in cost reductions and efficiencies-> in 2015 we realized the best turnover ever for the New Years drawing (€136mln in 3 wks) with an outstanding multi media campaign; a ‘spot on’ concept and flawless execution were drivers for success.-> successfully managed innovative programs that brought likeability to the brand: Puur Geluk (tv show RTL), Gelukstreffers (KNVB sponsorship)-> a committed, motivated and high performing team

Den Haag

When I started the company was in the transition of becoming consumer driven and marketing just re-organized its team structure and roles. My focus was on: (1) getting strategy into place: brand, e-commerce, retention/ loyalty, (2) prioritize and getting things done(3) building a strong multi-discipline teamP&L responsible for managing short term turnover (e-commerce and 1 million subscribers, app. €380 million turnover) and long term brand equity, with a team of 8 direct sales & marketing professionals and €20 million budgetResults: -> online sales channel grew with 200% (+40% vs budget); overall sales according to plan-> reorganized team and hired new people specialized in lead generation and telemarketing resulting in lower CPO’s and the highest inflow of subscribers to date-> initiated and led a new company wide strategic project: Data=Key; required to stop the decline in subscribers channel and introduce fact based marketing as a new way of working (CRM) -> managed pitch new advertising agency and sponsor contract KNVB

Haarlem

Paramaribo, Suriname

One of the few locally produced products in Suriname is PARBO bier. Surinaamse Brouwerij NV heavily depended on this national pride for its revenues and my focus was on: (1) building a winning brand portfolio in a profitable manner by creating strong consumer pull (2) realizing market growth with consumer based innovations (3) professionalize marketing department by developing people and structures. Results after the 4 years I spend in this beautiful country: Portfolio:- increased consumption per capita- the highest PARBO brand equity ever based on a new communication strategy, brand/ sales campaigns and renewed PARBO events - double digit growth for the Heineken brand (+70% volume in 3 yrs) with focused promotions f.e. UEFA CL sponsorship, premium advertising and channel development in on & off trade. Innovations: - Extra Cold beer, on average +10% volume increase per outlet in on and off trade. This new beer experience was (partly) responsible for the highest volume ever - PARBO beer in can, the 1st canning line ever in Suriname- Extra Cold draught beer for events and on trade, working on quality perception of the product- Pilot wit a Brazilian beer brand targeting a new consumer groupPeople:- I professionalized and developed the team (5 junior people) by selecting the right people, intense coaching and training marketing skills- the team had broad responsibilities: innovation, strategy, consumer research, brand management, PR, advertising, internal communication, customer service, export, PARBO bier events, media buying, sales promotions, POS. Despite this we delivered and kept our focus!

Zoeterwoude

Responsibilities:• Project ‘Building Winning Portfolio’s!’: identifying opportunities to grow net contribution of the brand portfolio (Heineken, Amstel, Brand, Specialty beer brands). Responsible for project management, alignment with Heineken Head office, market analysis & portfolio strategy. • Project ‘Get specialty on the menu’: developing new strategy, new integrated market operation and design portfolio management. Worked closely with on premise sales force to get things done.• Innovation & brand management specialties (Wieckse, Desperado’s, Murphy’s, Lingen’s Blond, Affligem) Results: > Commitment MT Heineken Netherlands and International for new portfolio strategy, plan ready for execution > Realized turnaround of the specialties beer category in the On Trade sales channel; volume from - 20% to + 3% volume in the first year > Developed innovative concept Wieckse Rosé (successfully introduced in 2007), played key role in project team Diamond (later developed in Jilz) and prepared introduction Edelweiss in Dutch on trade

Zoeterwoude

Brand management Specialty beers (Affligem, Desperado's, Wieckse Witte, Affligem Blond) and leader of the innovation process (innovation funnel)

Zoeterwoude

Develop and implement On Trade promotions & POS materials, chair editorial board ‘Bierblad’ (edition 30.000)

Zoeterwoude

Master Of Business Administration (M.B.A.), Bedrijfskunde

Vwo Atheneum Bèta