Marije Bijlsma Email & Phone Number

Amstelveen, Noord-Holland, Nederland

Amsterdam, Noord-Holland, Nederland

In this role I'm managing the vision, KPI's, roadmap, priorities, resources & dependencies for the content specialists team within ING. The team currently exists out of 8 customer journey experts. Within a model of decentral content creation, we provide 400 ING content creators with the capabilities to set up 'spot on' content journeys. Both for ING.nl, Mijn ING and the app. We don't create content, instead we set content KPI's and requirements. This results in SEO- strategy, optimisation initiatives, new content models, CMS-optimizations, digital training & easy to use dashboards & tools. All with a main goal: a consistent customer experience.We closely work with various stakeholders: marketing, product managers, UX, IT, Risk & Compliance, Branding.Currently we focus on 3 big tracks: - Content redesign & delivery of module based content framework - Content migration: new CMS, new front-end, thinner site structure- Migration communication & digital training to onboard 400 content creators

In this role I was a driver of the 'Flexpage concept': a new and future proof component based content framework for all cms-able content on ING's digital channels (web & app). This scalable content solution is based on re-usability & flexibility: a stepping stone towards relevant journeys by personalised content. First roll-out is realised in the Netherlands and Belgium, with global roll-out as an ambition.As a delivery lead I had a prominent role to get the concept to a full vision and implementation. This within a complex net of dependencies across teams and stakeholders that comes together when redesigning a website.- With UX-experts I designed the structure and all content building blocks to bring the vision alive- With our in-house usability lab I coordinated the user research in the Netherlands & Belgium- With content experts, front-end & back-end teams I coordinated the translation of designs into content models for the CMSTo make a bigger impact & drive change within the organization I enriched my content strategy skills with IT-knowledge. This made me a goalkeeper when translating business requirements to tech-solutions.- I implemented a delivery process for the development & implementation of the Flexpage elements & features. - This process improved efficiency and velocity of a complex delivery stream- I was in the lead for a continuous two weeks-cycles to refine & test new elements- All above in the context of multiple stakeholders involved: CJE’s in NL & BE, UX, and 5 tech-teams.

Amsterdam En Omgeving, Nederland

In this role I was responsible for the development of the Digital Academy: internal training & master classes on online marketing and content creation for approximately 400 customer journey experts and risk employees. - Think of: brand identity, goal setting, web analysis, conversion optimisation, online enticement, A/B-testing, SEO, mobile first copy, tone of voice etc. - Digitize CMS & content trainings: I took the lead in a PACE (innovation) track within our team, with the result that we moved from a 4-day classroom training towards a digital module based training, containing video’s, online tests & easy to find entry points to instructions within the CMS- Together with risk & compliance stakeholders I created a risk toolkit, including journey mapping workshops to bridge the gap between legal and customer journey experts when creating contentIn addition, in this role I also managed optimization projects, including a content redesign and implementation of the brand voice in Mijn ING. Also I guided teams from ING-Belgium with the steps towards decentralized content creation.

Amsterdam

After a major reorganization at ING, I started in the scrum team Content as a Service: responsible for the implementation of Tridion (CMS) in the new agile organization, in which content is created decentralised. Role: enabling decentralized content creation. Highlight: developing & giving a basic content training for 450 customer journey experts. In addition, I organized a content marathon for 50 customer journey experts in which we started working on content optimizations.

Amsterdam En Omgeving, Nederland

I was part of the scrum team that was responsible for the redesign / responsiveness of ing.nl and Mijn ING (internet banking). Role: concept development, guidelines for content creation, presenting about this, supervising copywriters. Highlight: a new boost for the tone of voice, more guts and human touch. Together with Branding I created 'The voice of ING': a booklet about tone of voice for marketers, communication advisors, product managers, risk parties, call and office employees.

Amsterdam En Omgeving, Nederland

Together with a fellow copywriter I set up a new copywriters team: Change & Mobile. In this way we achieved that a UX-copywriter participates earlier in the proces. Instead of at the end of the line already in the (concept) development of new online features / innovations. The team has grown from 2 to 5 FTE in one year. Role: setting up collaboration with formula experts, user experience designers and developers. Developing customer flows, customer research, implementation tone of voice, intakes & planning projects, supervising (external) copywriters.

Amsterdam En Omgeving, Nederland

I was part of the project team responsible for the implementation of the new tone of voice on the most important/ most visited pages of ing.nl (±600). I was responsible for supervising external copywriters, planning, progress and coordination with marketing & risk parties.

Amsterdam En Omgeving, Nederland

Responsible for writing and coordinating the content of marketing & service content for Postbank.nl and Mijn Postbank (internet banking). Advising marketing & product management on conversion optimizations & improving findability (SEO).

Amsterdam En Omgeving, Nederland

During the transition from My Postbank to My ING (internet banking), I worked in the project team that was responsible for customer communication about the changes. I advised on communication on digital channels and was responsible for the creation of the communication.

Amsterdam En Omgeving, Nederland

Creating publication calendar, writing & posting intranet articles, interviewing ING colleagues for background articles.

Amsterdam En Omgeving, Nederland

Support of the spokesperson team, press contacts, organising press & employee meetings around the transition of Postbank to ING, editing/ reviewing press releases, production of press materials, monitoring media value free publicity.

Amsterdam En Omgeving, Nederland

Support management team communications department, first point of contact for sponsor requests / brand licenses.

Amsterdam En Omgeving, Nederland

Support Chief Marketing, drafting letters and memos, making management presentations, reporting various marketing steering groups, monitoring progress and action points.

Education record

Education record

Education record

Education record

Education record

Online Marketing

Education record

Nima A

Propedeuse & Master

Erasmus Scholarship

Vwo

Basisschool