The Dutch Digital Marketing Man

In this global position I was responsible for facilitating customer and competitor insights, for e-commerce and marketplace intelligence, for social media engagement tracking and for providing CMP insights. Ansell's most important and powerful digital asset is their global website, spread across 44 countries and 24 languages. I ensured continuous marketing intelligence data collection for Ansell globally across their three different business units, through integrated, easy-to-use, and always-ready-to-use Looker Studio dashboards. In addition, I was responsible for full-scope site architecture improvements, on-page content enrichment and performance monitoring for the search engines. During my time at Ansell, I took the lead in preparing for the final transition from Universal Analytics to GA4. Creating similar GA4 tags for the already existing UA tags (about 200) was a major focus. I also co-created a plan on data warehousing for the second half of 2023, which was needed in the context of the GA4 transition. I was also very involved in implementing a global cookie solution in collaboration with the agency BluPrintX through the use of OneTrust, which made Ansell's websites GDPR compliant and now also meets US equivalent standards.

For Ansell I have worked a lot with tools such as Google Tag Manager, Google Data / Looker Studio, SuperMetrics, Google Analytics, Semrush, Meta for Business, LinkedIn Ads, Google Ads, OneTrust, Google Marketing Platform, Marketo, Hotjar, Google Search Console and Welcome Software.

For the agency Valtech I worked as an advertising specialist in an international environment for three of their clients: Fellowmind, Philips and ASML. I spent three-quarters of my time on ASML, which I helped create brand awareness and recruit the best employees in engineering through global Google Ads efforts. This with the aim of eventually growing from 17,000 to 30,000 workers. From Valtech, together with two colleagues, I was responsible for all paid Google channels of ASML: Search, Display, Video and Discovery. I also mostly worked with the agency Merkle, who provided the creatives and social media ads. Daily activities I initiated were setting up experiments, excluding irrelevant search terms, and pausing underperforming audiences, locations, and keywords. In addition, I initiated new ads and bidding strategies and was responsible for a piece of media planning and budgeting. In addition, I frequently reported to the marketing representatives of ASML through recurring meetings. I did similar work for Philips and Fellowmind, the latter of which I also took on LinkedIn advertising in addition to SEA. The goal there was lead generation by means of a three-month campaign in which I, as the main responsible, successfully succeeded in achieving pre-defined targets.

For my work I made frequent use of the following tools: Adobe Analytics, Google Ads, LinkedIn Ads, Google Data / Looker Studio and Jira.

Worked as a marketing manager in the field of SEM, analytics and data on an interim basis. I did this for the more than 300 clinics that are affiliated with IVC Evidensia, but also for the other business units, such as Evidensia Dierenziekenhuizen, Dierenuitvaarzorg Nederland, Petlook, Dier En Zorg Gids, Dier en Zorg Plan and Petlook. I initiated and strategically led various projects, to which I also contributed hands-on. The main activity involved getting insight into the Google Analytics data of 300+ websites in a clear way in a new Looker Studio environment, for which I tagged a lot of websites correctly . I was also responsible for setting up cross-domain tracking in conjunction with internal booking systems for the veterinary clinics and hospitals. I also optimized a lot of Google Ads accounts, and made Google Analytics accounts future-proof by placing GA4 properties next to the UA properties. For all this, I regularly worked with various agencies and with the internal marketing team.

I have tilized multiple tools and software such as Google Tag Manager, Google Analytics, Google Data Studio / Looker Studio, Google Ads, Semrush, Ahrefs, Google Search Console, Max Locations and Google My Business.

At Landal GreenParks, I fulfilled a managerial role on behalf of Reprise Digital as a freelance SEA specialist. Major focus was on reporting automation of Google Ads results and I also carried out a number of large-scale tests. In addition, I did a lot of automation for RSA optimisation through bGenius. I worked for the Dutch, Belgian, German, French, Austrian and Danish markets, where Landal GreenParks operates, among others. I also worked for a number of sub-brands of Landal, such as Landal Campings, Landal Ski Life and Hof van Saksen.

During my work, I made extensive use of tools such as Google Ads, Excel, Tableau, bGenius, Google Search Console and Google Tag Manager.

In the field of SEA and social advertising, I advised and made optimisations for the labels Milieu Service Nederland, Paridon, Puincontainershop.nl and Bedrijfsafval.nl (all falling under Milieu Service Group). For instance, I achieved an increase in the number of leads by reviewing the allocation of budgets for the Facebook, Instagram, LinkedIn, Google Ads and Microsoft Ads campaigns, among others. I also made the search campaigns 'future proof' by fully engaging with RSAs and providing them with relevant input. In the field of social ads, I initiated the construction of a funnel strategy, which I also built from scratch. Among other things, I manufactured the content for this, in the form of images and videos, myself. In the first month of going live, my funnel generated four times as many leads as all Facebook ads before with the same total budget. Through optimisations, I improved this in the following months. Besides this, I also mapped some CRO improvements, which were effectively used for a new, replacement website of Milieu Service Nederland.

During this assignment, I used the following tools: Google Ads, Google Analytics, Meta Ads, Adobe Photoshop, Adobe Illustrator & Conversation24.

As interim marketing project manager, I was responsible for all paid digital channels (social, search, display and DOOH), email and CRM marketing for all four Audax retail labels: AKO, Bruna, ReadShop and BookSpot. Here I had a leading role in which I interacted a lot with various agencies, commercial relationships and with others in Audax's marketing and e-commerce team. I was primarily responsible for creating reach and awareness to put the labels better on the map in the Netherlands and Belgium. I also provided the social content to match the retail campaigns, kept a close eye on whether the paid media were generating the desired conversions and traffic and developed omnichannel targeting strategies with the aim of further expanding the labels' fan base. This involved a lot of marketing automation and setting up flows. Besides increasing awareness of the Audax retail brands, my work also included the objectives of Audax's commercial relationships, such as those of Apple, the State Lottery, SumUp, Hallmark and HP.

I have been extensively involved in advertising, analytics, A/B testing, segmentation, personalisation and CRM, working with tools such as Sage + Archer, Facebook Business Manager, Google Ads, Google Analytics, Clang, TradeTracker, Slack, Trello and OnlyPult.

As an intern, I analysed, optimised and coordinated all of Montblanc's Google Ads and Bing accounts and was responsible for an ad budget of 5 to 6 tonnes per month. In doing so, I challenged the various agencies Montblanc worked with in the more than 70 countries where the luxury brand operates. In the last 3 months, I was mainly involved in building and optimising Google Data Studio dashboard. I worked for all the markets where Montblanc operates: from South America, to Europe, Australia and Asia.

Montblanc is a luxury goods company specialising in writing instruments, watches and accessories. Worldwide, Montblanc has over 2,500 boutiques.

Employed me as an interim manager to enable revenue growth, internationalisation and rapid scale-up of SaaS solution ChannelEngine. As performance marketer, I owned the SEA, SEO, and social media strategy. I reported to and communicated with internal stakeholders on this on a weekly basis, and also challenged the agencies ChannelEngine works(ed) with. I gained insights by identifying relevant trends and making proactive recommendations on organic performance, algorithm changes and other competitive activities, which I presented in a comprehensive competitor document. I checked the Google Ads and social media accounts weekly and did several deep dives and keyword analyses with the aim of increasing the number of leads. I also prepared a guide regarding paid advertising to provide insight into ChannelEngine's advertising campaigns for new employees. I also created analysis documents to create an up-to-date understanding of the SEO state in the areas of technical SEO, on-page / content optimisation, inbound linking and authority development.

Worked with tools, sites and programs like Google Ads, Google Analytics, Facebook, LinkedIn, Screaming Frog, PageSpeed Insights, Übersuggest, Semrush, Slack and Wikibusiness.

UpWeGrow makes e-commerce companies grow. As a freelancer, I did that at UpWeGrow by advising with the approach and set-up of marketplaces, scouting brands and deploying paid channels. In addition, I provided UpWeGrow with CRO advice.

In preparation for the rebranding of Belgian 'Lampiris' into 'TotalEnergies', I was commissioned by Duke & Grace to map the content for the then nonexistent website www.TotalEnergies.be (going live in February 2022) and also advised on SEA. I did the content mapping on the basis of a Google Analytics crawl of the already existing (old) web pages and blogs of www.Lampiris.be, an already drafted sitemap for the new website, and extensive keyword research (including figures on search volume potential) that Duke & Grace had already carried out. In mapping the content, I mapped existing content and clustered it according to content, performance and potential. In doing so, I also provided advice regarding merging, rewriting and redirecting pages and also for writing new pages for content gaps I had identified. For TotalEnergies' new Belgian Google Ads account, I produced an advisory report regarding set-up, also drawing lessons from the old Lampiris account I had access to. This advisory consisted of findings and tips at account, campaign and ad level. Insights and output I delivered in English, given I was in an international business environment.

Assisted in setting up, fine-tuning and improving initiatives for which users log in. In doing so, DPG can build profiles of real users across all its brands. I used APIs, implemented feeds and set up widgets such as the TravelWijzer, PrikWijzer and BoosterWijzer. I also carried out some editorial tasks. All this with the main goal of achieving more logins on DPG Media's sites, improving user tracking and optimising ad relevance.

DPG Media is the largest media house in the Netherlands. Its media have been reaching millions of Dutch households every day for decades. With brands that offer both readers and advertisers a great platform, such as AD, AutoWeek, BN DeStem, Donald Duck, De Gelderlander, Trouw, Independer, Libelle, Margriet, Nationale Vacaturebank, NU.nl, de Ondernemer, Het Parool, Reclamefolder.nl, Startpagina, de Stentor, Story, Tweakers, Veronica Superguide, de Volkskrant and vtwonen/vtdéco.

As team lead taking the lead in SEA, SEO, CRO and social media marketing and email marketing. I switch a lot with two internal (marketing) employees of Veerman Juwelen, to keep them permanently on new ideas and 'in the loop'. In order to get a lot done in a short time, I also enlist the help of other freelance marketers, whom I also manage.

In the beginning I set up Google Ads and Bing Ads campaigns from the ground up and I am still monitoring and adjusting them monthly. In addition, I constantly bring new points of attention in the SEO field, based on analyses that I make to discover new possibilities. SEO optimizations take place both technically and in the areas of content and link building. E-mail marketing is in its infancy, various flows and plans devised for this, is planned.

Managed Google Ads and social media campaigns for the following companies:
Schiphol Travel International, Bizzomate, Meet in Netherlands, Stichting Metakids, TFH Holland Group, 123kast.nl, Avola, Fetch Mobility, Stichting Kiem, Fetch Car Sharing, TopMondzorg and FNV Horecabond.

As an interim marketeer I have been working on display, social, SEO, SEA, LinkedIn and Facebook advertising for the brand labels Computrain and Concept.

For Computrain:
- Ad spend reduced;
- ROAS increased;
- Significantly increased the quality score of the ads;
- Implemented affiliate marketing with TradeDoubler;
- Made templates for social media expressions.

For Opleidingen.nl
- Deep-dived into the data to discover new opportunities in advertisements;
- Deep-dived into the data to discover new opportunities in advertisements;
- Increased the ROAS of the advertisements;
- Mapped out SEO optimization possibilities.

For Concept Publishing Group:
- Analyzed the opportunities in the field of Online Marketing that Concept Publishing Group should focus on, and based on this I wrote a marketing plan to sell the products to the target group in a more efficient way.

I worked for various clients, and did the following activities:
- Advertising (Google Ads, Bing Ads, Google Shopping, Facebook & Instagram);
- Analytics (Google Analytics, Google Tag Manager & Google Data Studio);
- Marketplaces aggregation (Channable, Effectconnect & ChannelEngine);
- E-mail marketing (MailChimp, CanopyDeploy/Clang, Spotler/MailPlus, SalesForceMarketingCloud & Copernica);
- Search engine optimization (Verbolia, Google Search Console);
- Affiliate marketing (Daisycon);
- Design (Adobe Photoshop, Adobe Illustrator & Adobe InDesign);
- Video creation (Sony Vegas & Adobe Premiere Pro);
- Website & webshop management (WordPress, WooCommerce & PrestaShop);
- Blogwriting.

Clients for whom I optimize or have optimized Google Ads accounts: Teeuwissen Rioolreiniging, LightBrands, BagsXL, House of Brands, Packlinq, NBC Congress Center, ERIKS, Syrup Waffle Factory, Experience Events, Schaduwdoekplaza, Nieuwenhuis, Equalizer, Spullenvoorkrullen.nl, BrandPlaza, Rebel’s Funeral Home, MIND Personal Training, etc. I also helped with creating content for the SalesMarketingGroup, for which I also co-organized events.

Customers I optimized Google Ads accounts for: Teeuwissen Rioolreiniging, LightBrands, BagsXL, House of Brands, Packlinq, NBC Congrescentrum, ERIKS, Siroopwafelfabriek, Experience Events, Schaduwdoekplaza, Nieuwenhuis, Equalizer, Spullenvoorkrullen.nl, BrandPlaza, Rebel's Begrafenisonderneming and MIND Personal Training.

I also helped create content for and co-organize events of the SalesMarketingGroup.

I was working in this payroll position in the same fields and with the same toolings as in the freelance position at Sales Marketing Coach mentioned above.

On a freelance basis, I take lead marketing to the next level by deploying and optimising Google Ads, Facebook and LinkedIn, as well as preparing CRO advice. In the first two months the number of leads tripled and almost quadrupled, as the target was a doubling. Here, I work a lot with Hubspot, Google Ads, Google Analytics, Facebook and LinkedIn.

Carried out the marketing activities of sister companies BOG-Auctions and NationaleVastgoedveiling and also supported the SEO activities of BVA Auctions, as part of a project team. 32 hours a week on a freelance basis.

Worked with tools such as Clang, Verbolia, Google Ads, Coosto, Facebook Ads and LinkedIn Ads.

For this platform for train lovers, I set up several Google Ads search campaigns for different markets, such as for the Netherlands, Belgium, Germany, Austria, the US, the UK, Australia, New Zealand and Canada. Beforehand, I manually set up conversion measurement and goals correctly using the Google Tag Manager and implementing GA4. I also identified various SEO opportunities and made optimisations, as well as advised on content and video advertising. A large report I delivered on demand answered the question of where to find most potential train lovers worldwide. In it, I set out per channel and source the online behaviour of various categories of train lovers.

For 24Trains.tv, I make extensive use of Google Ads, Google Analytics, Google Tag Manager, Google Trends, Facebook, Reddit and various SEO tools.

For the Dutch Chamber of Commerce I was active for the project nlgroeit and supported the Google Ads campaigns around various events. I also helped with the social campaigns on Facebook and LinkedIn.

Created and maintained the advertising campaigns for this webshop in Google Ads, Google Shopping and Bing Ads. Also managed the Channable feeds for Bol.com, Amazon, Blokker, vtwonen, Leen Bakker, VidaXL, Google Ads and Beslist. Also, I set up compiled analytics reports that were connected to the different marketplaces, and I automated its reporting. In addition, I helped boosting sales by creating and optimizing mailings and applying SEO.

I worked in a project group with tools such as Google Ads, Bing Ads, Google Data Studio, Google Analytics, Google Tag Manager, MailChimp, CanopyDeploy, EffectConnect, Channable and Facebook Ads.

Assisted in setting up this webshop. I started writing SEO texts, designing the website and producing video content. Then I switched to creating and maintaining the advertising campaigns for this webshop in Google Ads, Google Shopping, Bing Ads and Facebook Ads. I also created some Channable feeds for Bol.com, VidaXL, Google Ads, Beslist, Facebook, Pinterest and Daisycon, I set them up and optimized them. In addition, I helped increasing sales by optimizing newsletters and e-mail flows in MailChimp.

I assisted in online marketing and sales activities. I worked with WordPress, Adobe InDesign, Adobe Illustrator, Adobe Photoshop, FourSquare, Facebook, Google Ads and Bing Ads.

As a result of the fusion of several municipalities, we helped the new municipality of Stichtse Vecht to map out its identity as an employer and to express it in a clear, coherent corporate story. This corporate story could then be used in the development of activities and products aimed at (potential) employees, such as in job ads, in presentations, in expressions through social media, on the website, at exhibitions, and so on. I drafted the corporate story in the absence of a clear identity before. I did this by interviewing various employees and residents of the municipality, and by reading various vision documents.

I assisted in the strategic development of marketing campaigns in which both online and offline channels were used. In addition, I also assisted in email marketing, analytics, DTP work, video production and website management. Thorough use of software like Adobe Illustrator, Adobe InDesign, Adobe Photoshop and Vegas Pro, but also tools such as MailChimp, Google Analytics and Blockwise. Among others worked for the clients Dopper, HMC (Hout- en Meubileringscollege), Donkervoort Teeuwissen Rioolreiniging, Maxima Seafood, Preall, SV Huizen, Supermaroc Versmarkt, FoonBag, Falkland Islands and the Rehobotschool Huizen.

- 1st major: Language and Communication
- 2nd major: Journalism
- Extra major: English Linguistics
- Minor: E-Business and Online Commerce
- Colloquium Committee member

- Communication
- Marketing
- Creative Writing

- 1st profile: Nature and Health
- 2nd profile: Nature and Technology

The Sales Marketing Group is a driven group of independent sales and (online) marketing professionals. Freelancers receive coaching and knowledge to become even more successful. Together as partners and yet independently working on challenging assignments!