Opinionated strategist and consumer researcher with experience in successfully delivering sharp consumer insights and brand strategy for marketing, product and design with a deep understanding of youth, lifestyle & trends on international level.
Charismatic leader with 10 years of experience in managing different sorts of hands-on and consumer-centric projects, navigating senior stakeholders and multidisciplinary teams.
Effective communicator with a sense of humor, integrity and a strong work ethic, that thrives working in international fast paced environments.
Born networker and social animal that loves to connect with and empower people from different backgrounds.
E X P E R I E N C E
THIS MEMENTO Senior Brand & Strategy Manager, Apr. 2014 - Jul. 2015
Leader of start-to-finish planning, execution and delivery of bespoke methodologies of qualitative research, consumer insights & strategy projects, such as brand positioning, while responsible for client management.
Voicing and implementing sharp, thought provoking and actionable insights in a clear, creative and effective way by leading presentations, consumer and client strategic ideation sessions and delivering state of the art reports and films.
Direct clients I handle are global or regional marketing & brand directors or vice presidents and their key stakeholders such as product, design and digital brand directors and marketing teams and agencies. Collaborating with quantitative research agencies to extend our capabilities and maximize the impact of our deliverables.
Successfully co-directing the agency’s business strategy, by acquiring new clients and growing the existing business.
Clients include Nike (Sportswear, Women’s, Running, Basketball, Football, global and EMEA), Converse, Hunkemöller (Europe’s market leader in lingerie), O’Neill, Asics, Onitsuka Tiger and Dutch national TV daily news for youth.
THIS MEMENTO Brand & Strategy Manager, Jan. 2011 - Mar. 2014
Initial emphasis on research project management, as well as executing in-field research and co-creating strategy.
My contribution within this role radically evolved in terms of scope and seniority, due to company’s success and my capability to hold a leading position and master knowledge, processes and key skills (See role above).
MEDIAMATIC Project Manager, Oct. 2009 - Apr. 2010
Led the organisation of exhibitions, lectures, openings and performances working closely with curators and directors.
Was the spokesperson for projects and events as well as responsible for the definition of project outlines, creation of timelines and management of budgets while taking care of the day-to-day team management and ultimately the quality of the end deliverable.
SID LEE Store, Gallery & Event Manager, Oct. 2008 - Oct. 2009
Management of start up of Sid Leeʼs public space in Amsterdam. Through my network of influencers, attracted a resonating crowd to events, succeeded to get exposure and branding of Sid Lee in an accessible and unconventional way.
The responsibilities were very broad; from managing employees to the direction of brand in this market. Curated and produced exhibitions, owned the buying, presentation and sales of premium design products, apparel, accessories and skincare. That resulted in global press coverage, interest among potential employees, partners and clients, ultimately converted to exponential growth of the business.
DIESEL Store Manager, Dec. 2004 - Oct. 2008
Managed five retail stores and employees and was also involved in buying. Selected as one out of six global ambassadors for a project initiated by Diesel headquarters, aiming to increase sales and profits by better positioning the brand to deliver a relevant and impactful retail experience. As part of the initiative I delivered local consumer trends to global headquarters in Italy, educated and inspired store and retail managers on brand and consumer insights and reported the initiatives success in market to global counterparts.
DIESEL Sales Associate, Oct. 2001 - Dec. 2004
O B J E C T I V E S
Actively stay sharp and savvy on markets, cultures and trends, dig deep in people’s behaviour, specifically leverage my passion for youth culture and lifestyle.
Be the voice of the people that we create products, services and experiences for.
Use my strategic and creative skill-set to create valuable insights that lead to positive change and result.
Contribute to the company’s success using my conceptual thinking, commercial sense and passion to contagiously inspire, encourage and influence the people around me. Share my vision with others to motivate them to be courageous and think differently.
E D U C A T I O N
PRESENTATION & STORY TELLING TRAINING This Memento 2015Intensive training for self presentation, storytelling with emphasis of self expression as a competent speaker.
COURSE INSPIRING LEADERSHIP THROUGH EMOTIONAL INTELLIGENCECase Western University, 2013 - 2014
Study in the psychology and neuroscience of successful leadership and how emotional intelligence competencies create and maintain resonant leadership that result in desired positive change of individuals, teams and organisations.
MANAGEMENT TRAININGS Diesel, 2004 - 2008Task Management / Time Management / Communication / Action plan design / Customer Service
People Management / Atmosphere Management / Recruiting / Presentation skills / Visual Merchandise
GRAPHIC DESIGN Grafisch Lyceum Eindhoven, 2001 - 2002
Subjects coveredTrend watching / Marketing & media / Technical drawing / Illustrating
Application usedAdobe Photoshop / Adobe Illustrator / Adobe InDesign
HIGH SCHOOL, CULTURE & SOCIETY Mill-Hill College Tilburg, 1995 - 2001 Cultural subjects like music, drama, drawing and art history. General subjects like Dutch, French, English, German, economics, mathematics and history. Additional subject: Management & Organisation.
* All photos are taken during my gigs in youth culture throughout Europen by Atlynn Vrolijk. All rights reserved.