Projects

Marketing Director at Hunter Douglas

January 2012

Implemented Luxaflex® brand strategy in Europe: achieved an increase of 20% brand awareness
Developed a multi-channel strategy for indirect channels and e-commerce for key markets in Europe
Implemented digital marketing strategy for dealer channels of Luxaflex® including the set up of an internal team of digital specialists, This resulted in 3 million website visitors, 125.000 leads per year and 150.000 followers on Social media
Responsible for European marketing campaigns including media buying for digital and traditional channels
Managing a team of 12 people in head office Rotterdam and 13 in regions across Europe.

January 2009 — December 2011

Developed multi channel strategy for European dealer network: 3.100 dealers joined the European Luxaflex® partner program over 3 years
Increased dealer loyalty and improved the brand visibility in retail outlets and on-line: 20% higher sales in 3 years
Creation of in-store concepts for several Hunter Douglas retail brands: 1.570 shops were rolled-out in 4 years
Responsible for market research on dealer & consumer level
Launched a Luxaflex® website platform with lead generation in 15 countries with 520.000 visitors and 9.000 leads in the first year after introduction

January 2006 — December 2008

Responsible for all retail marketing activities in United Kingdom, The Netherlands and Poland for 3070 sites: 840 company owned, 2230 franchise sites
Further development and improvement of convenience store concept & food offer: 320 sites converted into Wild Bean cafe
Developed a CRM strategy for loyalty & reward programs (e.g. Freebees, Nectar) resulted in 15% increase of active customers in 1 year
Responsible for market research: brand awareness, consumer satisfaction, new potential locations for convenience offer
Managing an international team of 45 people with 7 direct reports
Member of Global Marketing board and European retail board.

March 2004 — December 2005

Responsible for all marketing activities in The Netherlands, Poland, Austria, Switzerland & Czech Republic for 1520 sites, 230 company owned, 1290 franchise sites
Developed and improved of convenience store concept
Custodian of the BP brand and responsible for all advertising and sales promotion activities
Media buying and negotiations regarding media contracts and creative agencies
Improvement of the brand awareness with 10% and gross margin with 23 million in 2005
Project leader for an European CRM pilot based on behavioral segmentation
Internal Brand Lead for changing the company culture into a customer focused organization
Managing a team of 29 people with 5 direct reports, member of the Leadership team

January 2001 — December 2003

Introduction of the Orange brand in the Dutch telecom market
Development of brand strategy resulted in 32% brand awareness after 1 year
Responsible for all external communications activities: brand campaigns, DM campaigns, sales promotions, website, in-store communications
Maintained brand preference of Dutchtone through TV & radio and BTL campaign.
Media buying and negotiations of media contracts for a total of 9,2 million euros
In charge of sponsoring and special events activities to support brand building and product launches
Manager of a team of 21 people consisting of brand strategy & design, campaigns & advertising, direct marketing, trade marketing, sponsoring, website and customer communications.
Member of Commercial Board of Orange Benelux & Global Brand Steering Committee

August 1999 — December 2000

Responsible for sales results with a yearly turnover of 200 million euros
Responsible for negotiations with retailers like electrical appliances chain, photo retail, independent dealers, buying groups, resulted in a 6% lower cost for connection fees
Responsible for positioning and visibility of product and services in 450 retail outlets
Manager of department of 24 people: account managers, sales promoters, trade marketing and sales support

January 1997 — July 1999

Developed a distribution strategy for the consumer- and small/medium business market.
Creation and implementation of company owned retail chain: design of a retail formula, HR policy, marketing strategy, renting new locations. 32 shops were opened in 2 years
Realisation of more visibility and a preferred position of debitel in shops of retail business partners by introduction of displays and POS material
Managing team of 3 trade marketeers and 4 sales promoters
Development and implementation of campaigns and sales promotions

October 1995 — December 1996

Responsible for the founding of a Dutch retail mobile telephone company: Dexcom/TforTelecom
Development of joint promotions with insurance companies, banks, automotive industry resulted in 32.000 new customers
Setting up a retail chain including development of a retail formula, marketing strategy and renting new store locations: 8 shops opened in first year
Purchasing of hardware: handsets and accessories
Responsible for all negotiation of marketing fee’s, commissions and sales promotions with network operators and service providers
Implemented a BtB department for direct sales
Setup a Telesales Department of 18 people

October 1993 — September 1995

Wrote a business plan to increase sales with 15% through improving staff quality & sales skills, product quality, consistent shop design and extension of product range
Head of marketing department, area managers, retail shop staff and training department
Responsible for the day-to-day commercial strategy and operations for 125 shops, 450 people with a yearly turnover of 78 million guilders
Introduced shop concept to improve customer experience, create consistency and extend product range with frames, photo albums, and camera’s
Allocation of marketing spend, labour costs and operational costs

August 1988 — October 1993

Operations manager: responsible for stock levels, management of technical service team, maintenance of photo printing machines, shop fitting
Training manager: developed a company training program
Real Estate manager: finding & renting new store locations
Area manager: responsible for 23 shops