After having worked at Starcom, an international media agency for over 3½ years, my partner and I moved to Spain. In Spain I started a webdesign company and I taught English, German and Dutch at a Spanish Language Institute. Back in the Netherlands I decided to look for work on a freelance basis because I like the variety of work and the flexibility in terms of working hours and location.
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Aug 11 - Nov 11 - Freelance project manager - shopper & trade marketing Vrumona (Heineken)
I worked as a project manager in a shopper and trade marketing project at the trade marketing department of Vrumona.
Mar 11 – Aug 11 - Interim market intelligence & media manager Vrumona (Heineken)
Responsible for: continuous and ad hoc marketing research (tracking, Gfk, Nielsen, concepttest, pretests, campaign evaluation), consumer insights and trends and other research and media related issues.
Dec 10 – Apr 11 - Freelance project manager Vrumona (Heineken)
Responsible for consumer Insight & research in a NPD project:
1) Consumer insight (qual. research)
2) Concepttesting (quant. research)
Nov. 08 – July 09 - Marketing Dashboard Microsoft
At the end of July 2009 I finished the development of a ROMI Dashboard for Microsoft. The assignment: 1) to investigate how to improve their marketing effectiveness measurement 2) to map the knowledge base to identify possible critical metrics 3) to design the dashboard. The Microsoft Marketing Dashboard became a collection and visual presentation (website) of what are believed to be the most critical diagnostic and predictive marketing/ communication metrics, organized in a way to promote the recognition of patterns of performance and to identify issues and priorities in the marketing.
Apr. 06 - Aug. 06 - Two assigments at Starcom
1) Market Contact Audit. MCA is the first marketing tool that identifies the most effective set of contacts in which to invest from a consumer´s perspective. This tool was developed by Starcom USA. I prepared the implementation into the Dutch organization.
2) ACE. ACE is a print planning platform that focuses on Accountability, Connectivity and Engagement with the goal of improving models for predicted readership and back-end accountability. This tool was developed by Starcom USA. I was responsible for the kick-off of this study in the Netherlands, that was conducted in 2007 by Starcom Netherlands and the Dutch Publishers Association (NUV).
From October 2002 to March 2006 I worked at Starcom Netherlands. Starcom, a media services agency, is part of Starcom Mediavest Group, one of the largest media networks in the world. Starcom Netherlands provides complete communications planning and investment across all major media, as well as online buying and strategy for clients like: Procter & Gamble, Interbrew (now AB InBev), LG, United Biscuits, Nintendo, LEGO, Tele2, Fiat Group, BT, Oracle, RedBull and Baileys.
Media Research Director Jan. 04 – Mar. 06
in 2003/2004 Starcom felt the need to improve the accountability of their work to clients and wanted to explore the possibility of selling research products to clients. I was given the task of setting up a new research unit. This task included: 1) investigation of international tools and the completion of the Dutch tool kit, 2) hiring 3 FTE´s, 3) integrate research into media strategy and planning and 4) introducing (and selling) research products to clients. As head of the research unit I was responsible for a research budget (250K EUR), the management of 3 FTE’s, all research products sold to clients and for the integration of research in the day to day business of Starcom. Daily responsibilities: supervising 3 project managers, identifying research needs, writing research proposals and present these to clients, finding best partners for fieldwork, conduct quantitative data analysis (SPSS, excel), supervise qualitative research sessions, presentation of results to the client and addressing research and strategic business questions that pertain to the research findings in the client session. This process of learning, applying and re-learning improved Starcom’s media strategies significantly.
Consumer Insight Manager Oct. 02 - Jan. 04
As member of the strategy team I was involved in the development of media strategies for clients and in new business pitches. Within this team responsible for consumer insights - discovering the links between the brand, the consumer and media in order to get a better understanding of what drives consumer behaviour. Daily responsibilities: providing strategic consultation to managing director and strategy directors, keeping up with consumer trends and developments in the field of marketing communication, writing a weekly newsletter on consumer trends and research, maintenance of digital database; a consumer intelligence centre that was setup on own initiative. All these activities made consumer insights live in media strategy.
I successfully completed two academic studies: Psychology and Business Administration. I believe that this combination is ideal for my current field of work: through my academic background I have learned to analyse and understand consumer behaviour and also to bring a commercial perspective to this consumer insight and to keep research outcomes action-focused.
| 01 - 03 | Business Administration - International Management at Nijmegen Business School (Catholic University of Nijmegen). Certificate: master (M.A.) |
| 95 - 01 | Psychology – Media Psychology and Organisational Psychology at Utrecht University. Certificate: master (M.A.) |
| 99 | MBA courses - Washington University, St. Louis (USA). |
| 97 - 98 | Business Administration - foundation course at Erasmus University, Rotterdam. Certificate: propedeuse |