Nanja Ummels Email & Phone Number

Netherlands

Houston, Texas

• Work closely with the Director of Social Media and Content on the social media strategy for Facebook, Instagram, YouTube, Twitter, LinkedIn and Pinterest.
• Manage three Social Media Specialists and work with the video team and copywriter to create content for the social media channels and Health and Wellness blog.
• Collaborate on the Memorial Hermann Resolution campaign. This program—in which more than 80,000 people participated this year—supports Houstonians on their journey towards a healthier lifestyle through free meal plans.
• Take ownership of the paid and organic content calendar.
• Ensure alignment with the overall brand strategy and communication.
• Monitor online reputation and develop crisis communication plans.

• Define the social media strategy, tools and metrics for channels including Instagram, Facebook, YouTube, and Pinterest. Increased Instagram engagement threefold and doubled Pinterest traffic.
• Maximize the value of user-generated content on social media and other marketing channels by selecting and implementing a new UGC tool (Pixlee).
• Manage the social media team consisting of a Community Manager and a Social Media Specialist.
• Create, curate and manage organic social media content.
• Create paid social media content, monitor ad performance and collaborate with the Digital Marketing Specialist to optimize ad content and spend.
• Host and promote webinars to educate existing and prospective lash stylists globally.

Houston, Texas

• Manage the Marketing and Creative department. Successfully hired and trained new team members.
• Develop and implement marketing strategies to promote Xtreme Lashes training programs and products through multiple channels: website, email, social media, text, search engine marketing, search engine optimization.
• Spearhead the redesign of the Xtreme Lashes website to improve UI/UX and SEO, working hands-on with the Digital Marketing Specialist, Developers, and Designers. Reduced bounce rate on the training program lead pages.
• Develop the social media strategy and oversee the creation of assets, engagement, and tracking for organic and paid content. Grew the Instagram following with 46% and the Facebook community with 32% in 2017 by.
• Oversee the development of all brand assets and ensure consistency across all communication channels and compliance with the brand guidelines.
• Develop compelling sales tools for professional clients (B2B), global franchisees, and retail customers (B2C).

Houston, Texas Area

• Develop and implement marketing strategies to generate new leads and nurture clients through channels such as: website, email, social media, text, search engine marketing, search engine optimization, packaging, PR, and.
• Responsible for the most successful Valentine’s Day campaign, increasing training program sales with +32% YOY.
• Analyze effectiveness of marketing communication through reporting metrics.
• Design and deploy email campaigns for both Marketing and Sales to nurture current clients and generate new leads (avg. 110k emails sent per month through Salesforce and Pardot).
• Curate content for, edit, and develop the weekly newsletter.
• Lead the concept development and planning of photo and video shoots.

London, United Kingdom

• Increased the value sales of Spatone with +16% and Nelsons Baby +12% YOY.Grew the social media following of Nelsons Baby with +31% and increased engagement threefold by partnerships and engaging content.
• Improve digital presence: create website content (SEO), a social media plan and e-mail campaigns. Evaluate SEM and website performance (Google Analytics) to optimize communications.
• Manage marketing campaigns to increase awareness and loyalty; i.e. TV commercials, print campaigns, sampling, in-store activation and events.
• Manage communications with internal stakeholders, including management, sales, supply chain and business partners to promote alignment.
• Define the 2016 brand strategy, the key objectives and the tools and resources needed.

Amsterdam Area, Netherlands

• Promoted to L’Oréal Paris Coloration, the no. 1 coloration brand with a value market share of 28.1%.Increased the market share of the brand with +0.6% YOY when all other A-brands declined. Developed and launched a.
• Launch new concepts and manage: - SKU forecast, assortment selection, retail advice price and launch P&L. - Media campaigns. Both adapting international materials (TV, print, online banners) and creating local content.
• Create a clear brand portfolio by gaining consumer insights and implementing differentiating brand strategies and communication.
• Actively track brand performance to identify opportunities and threats.
• Manage external agencies.

Amsterdam Area, Netherlands

• Responsible for all marketing activities related to L’Oréal Paris Make-up, the no. 1 make-up brand with the largest product portfolio within the division. Expanded the lead in market share on the no. 2 brand from 0.1%.
• Launch on average 12 new concepts and product extensions per year through national marketing campaigns.
• Manage local assortment, SKU forecast, and the design of in-store marketing materials.
• Actively track brand performance to identify opportunities and threats.
• Manage external agencies.

Amsterdam Area, Netherlands

• Responsible for the category vision and operational management of Skin Care and Make-up.
• Use sales data and consumer studies to advise on the corporate promotion strategy, new product potential, and launch timings.
• Analyze monthly sales data and present category trends internally and externally.
• Provide recommendations to retail on shelf layout and in-store communication.

• Writing my thesis (assessed with an 8): “Shopper marketing; communicating product benefits in-store“.
• Assisted category managers in their in-store communication projects.
• Developed a clear product catalog for store personnel.

• Fulltime summer internship at the Marketing & Communications Department.
• Performed competitor / SWOT analysis on Employer Branding.
• Assisted in the creation of the new recruitment campaign.

RPM is an initiative supported by the University of Maastricht which completes company specific research in emerging markets. In a team of 13 students I performed research in India from January to April 2008. Responsibilities: PR, Acquisition, Research, and Seminar organization.

Master, Strategic Marketing, 8.1 - With Distinction (4.0 Gpa)

Activities and Societies: Red Cross Student desk, Sorority HesperidesMaastricht University is in the top 100 of the Times Higher Education.

Bachelor, Marketing, 7.0 (3.1 Gpa)

Activities and Societies: Research Project Maastricht, Integrand, Sorority HesperidesMaastricht University is in the top 100 of the Times.