Stefan Kleinrouweler Email & Phone Number

Utrecht, Netherlands

As brand lead for Toyota and Lexus, my primary focus goes towards brand (re)positioning, (media) strategies & management, and brand partnerships to increase brand awareness, consideration & preference for both Toyota & Lexus.

Utrecht Area, Netherlands

Responsible for the strategy, digital media, NPD's, activation, campaigning and trade events of the single serve Coffee (and Electronics) category.• Launched and supported (ATL+BTL) multiple NPD's resulting in 7mln additional consumptions and 14% growth in HH penetration vs. Y-1.• Enabled a strong increase in tailored coffee appliance campaigns with brand partnerships, resulting in ix104 sales growth after years of decline.• Redeveloped an automated loyalty CRM & CLM program to… Show more Responsible for the strategy, digital media, NPD's, activation, campaigning and trade events of the single serve Coffee (and Electronics) category.• Launched and supported (ATL+BTL) multiple NPD's resulting in 7mln additional consumptions and 14% growth in HH penetration vs. Y-1.• Enabled a strong increase in tailored coffee appliance campaigns with brand partnerships, resulting in ix104 sales growth after years of decline.• Redeveloped an automated loyalty CRM & CLM program to drive database growth and following a consumer lifecycle plan. Show less

Zeist

Responsible for Honig's €36mln revenue dry food category & partnerships.• Reformed the digital & social role for the Honig brand with KPI setting, strategy, (influencer) content briefing and full digital plan.• Drove forward the salt reduction program in close collaboration with R&D and (co-manufacturers).• Main contact co-manufacturers and R&D related contacts, consumer insights, consumer & trade events and third-party collaborations and activations.

Zeist

With 47.2% market share, Wijko is the market leader in the satay sauce category for both the retail- and OOH channels.• (Re)positioned the brand after thorough market research and built a 5-year/1-year strategic brand plan incl. its innovation strategy and NPD funnel, resulting in 9% brand growth (base driven vs. Y-1) and the brand’s highest ever market share.• Complete visual redesign to fit its new positioning and further built its no. 1 quality and taste credentials via campaigning… Show more With 47.2% market share, Wijko is the market leader in the satay sauce category for both the retail- and OOH channels.• (Re)positioned the brand after thorough market research and built a 5-year/1-year strategic brand plan incl. its innovation strategy and NPD funnel, resulting in 9% brand growth (base driven vs. Y-1) and the brand’s highest ever market share.• Complete visual redesign to fit its new positioning and further built its no. 1 quality and taste credentials via campaigning and NPD.• Increased OOH volumes by creating a B2B support plan incl. a B2C loyalty program, POOS and differentiated packaging.• KPI setting, pricing/assortment strategy, portfolio redesign, consumer insights, analysing competitor initiatives & market trends and driving the OOH customer loyalty programme. Show less

Responsible for Trade Marketing activities involving the Field Sales force and Shopper Marketing for the national accounts at Vrumona.• Developed a Shopper Marketing strategy and managed its shopper marketing campaigns for Field Sales and Retail partners.• Created and launched Award-winning shopper activations partnering with existing and new off-trade customers.• Developed a new shopper activation grid to guide POS material choice, costs, store location and projected reach &… Show more Responsible for Trade Marketing activities involving the Field Sales force and Shopper Marketing for the national accounts at Vrumona.• Developed a Shopper Marketing strategy and managed its shopper marketing campaigns for Field Sales and Retail partners.• Created and launched Award-winning shopper activations partnering with existing and new off-trade customers.• Developed a new shopper activation grid to guide POS material choice, costs, store location and projected reach & effectiveness. Show less

Rotterdam Area, Netherlands

[side job]Responsible for the marketing activities involving a digital campaign to support a platform for ambitious students and distinguish RSM from other leading business schools.• Integrated a new cost efficient internal media accessibility platform.• Managing and tracking the 'I WILL' social media platform.

Rotterdam Area, Netherlands

[full time]Supporting all marketing activities for the Lipton Tea and Ice Tea brands for the marketing season 2012.• Initiated new marketing initiatives in the retail & online B2C brand activations and B2B trade events for the Europe Cup 2012 KNVB partnerships.• Created and implemented a highly successful online marketing campaign for the Lipton Tea brand and drove its social media platforms with key brand partners.• Supported market research activities to generate and screen… Show more [full time]Supporting all marketing activities for the Lipton Tea and Ice Tea brands for the marketing season 2012.• Initiated new marketing initiatives in the retail & online B2C brand activations and B2B trade events for the Europe Cup 2012 KNVB partnerships.• Created and implemented a highly successful online marketing campaign for the Lipton Tea brand and drove its social media platforms with key brand partners.• Supported market research activities to generate and screen new campaign ideas. Show less

Rotterdam Area, Netherlands

[side job]Responsible for the marketing activities involving a digital campaign to support a platform for ambitious students and distinguish RSM from other leading business schools.• Successfully created and implemented a marketing concept with a great ROI which is still in use today. • Realised a triple-digit campaign participant growth vs. previous years.

Rotterdam Area, Netherlands

[full time]STAR is the largest study association in Europe (6.500 members, annual revenue: €1.8 million), with over 45 projects organized annually by 280 students.• Responsible for the overall strategic marketing & PR decisions and policies. • Managed and supervised all marketing related activities and teams.• Incorporated a new comm strategy via channeled user communication.

Rotterdam Area, Netherlands

[side job]Counseling prospective students on study oriented fairs and information sessions.

Eindhoven Area, Netherlands

New Business Development project for Philips Research as part of the minor Strategic Renewal & Corporate Entrepreneurship at RSM. • Conducted market research for a new product concept and provided strategic advice concerning its initial market entry.

Master Of Science (Msc), Marketing Management, [8.2/10]

Thesis: 'The Effectiveness of Promotional Tools on Consumer Preferences: A comparative study of free gifts and sweepstakes' [8.5/10].

Mba, Marketing Management & Global Business, [8.7/10]

Courses taken: - Marketing Channels - Service Marketing - International Business - Entrepreneurial Management

Bachelor Of Science (Bsc), Business Administration, [7.1/10]

Activities and Societies: Study Association STAR, R.S.V. Sanctus Laurentius, Ambassador Business Administration faculty Thesis: 'Employee.

Vwo (Atheneum), Economics & Society