RESUME

 
Professional ​
Profile

A creative and entrepreneurial Global Marketing and Communications Director. Over 20 years' experience in building and leading high performance matrix teams with the following expertise:

Areas of
Expertise
  • Global Marketing and Communications Strategy Management

  • Brand Strategy Development and Brand Positioning worldwide

  • Marketing Transformation and Change Management

  • (digital) Campaign and Lead Generation Management

  • Account-based Marketing (ABM) and Sales Enablement Concepts

  • Product introductions worldwide

  • Exhibition presence worldwide

  • Budget Management and Cost Control

  • Team Building and Cross-Functional Leadership

Career
History
Global Marketing and Communications Director
MetrixLab, Rotterdam, Netherlands

​Dec 2015 - present

 

www.metrixlab.com (B2B; ranked no 13, global market research company, 2,000 employees in 14 countries, publicly listed Macromill Group)

Responsible for setting a new direction for the global marketing and communications strategy. Report to CEO with full accountability for budget and marketing KPIs.

Introduced a new brand identity and guidelines. This included internal and external communications across all 14 countries.

  • Restructuring of the global team through setting up expertise areas. The team grew from 3 to 10 covering all areas of marketing, communication and design.
     

  • Implementing a lead generation strategy across key products resulting in a 72% increase in leads in 2018.
     

  • Increased website visits and enquiries by 55% and 13% respectively through utilising SEO / SEA and innovative campaigns. LinkedIn followers grew from 3,259 in 2016 to 25,785 in 2021 (+691%).
     

  • Strengthened client relationships through events, workshops and webinars. Webinars were attended by 50% of leads. Feedback from yearly client event: "Now in its 4th year, conversations become more strategic.”
     

  • Top clients receive a yearly review with new products for next year.
     

  • Our activities show ROI.
     

  • Our sales colleagues publish our LinkedIn post on their profile; together they have over 82,000 connections. Example: “A contact at BFY Brands in the US saw one of our LinkedIn posts and inquired via our website.”

Global Strategic Marketing Lead - Automotive
GfK, London, UK

​Dec 2013 - Nov 2015

 

www.gfk.com (B2B; ranks no 5, global market research company, 13,000 employees in 100+ countries)

Developing strategic marketing plans for the global automotive sector. Implementing campaigns and activities according to strategy, budget and stakeholder expectations. Built collaborative relationships with key stakeholders and global industry leads.

Communication and cooperation with local marketing teams and automotive teams.

 

Implementing new content with influencers. These resultet to facilitate successful execution of marketing initiatives in line with stringent timelines, budgets and stakeholder expectations

 

  • Spearheaded and coordinated the successful launch of GfK’s quarterly client magazine (Connect) and achieved significant growth of 30% in client sign ups on a global scale – circulation peaked at 56k

  • On own initiative, introduced measuring our marketing activities
     

  • Pioneered the design and set up of digital and paid campaigns which became used as a model across other divisions

  • Established and delivered a global PR study on the ‘Connected Car’ initiative and provided expert level support to client teams to facilitate effective communication and engagement
     

  • Championed the introduction of engaging new content from automotive thought leaders which delivered an above-average increase in blog and website traffic compared to other sectors

 

 

Associate Director of Global Marketing
GfK, London, UK

Oct 2009 - Sep 2013

 

Primarily accountable for developing and executing international marketing activities and campaigne. This included working in close collaboration with local marketing teams. 

Responsible for the execution of exhibitions worldwide. Harmonizing the presence across all countries.

Instrumental in leading and coordinating a global re-brand project for the organisation. Responsible for introducing it to the European Region
 

  • Oversaw and coordinated the successful implementation of the global 'Digital Connected Consumer' campaign ensuring integration of all materials across local initiatives and programmes

  • Planned and established a global event strategy in collaboration with local teams to driving ROI and consistency of events

  • On own initiative: Established a marketing community with local marketing teams with the aim to improve communication and marketing initiatives
Early Career Summary
  • GLOBAL KEY ACCOUNT MANAGEMENT: GfK, London, UK                                               2006 – 2009

  • CONSULTANT: Human Resources International, GfK, Nuremberg, Germany               2004 – 2006

  • MARKETING MANAGER: IT Networks Computer, Nuremberg, Germany                       2003 – 2004

  • INTERNSHIP & EUROPEAN UNION PROJECT: Siemens SA, Madrid, Spain                     2002 – 2003

  • CUSTOMER SALES REPRESENTATIVE (PART TIME): Hertz Rent-a-Car, Germany            2000 – 2002

  • BUSINESS DEVELOPMENT MANAGER: Dr Harnisch Publishing, Germany                     1996 – 2000

  • AU-PAIR: Private Family, New Jersey, USA                                                                            1994 – 1996

  • PERSONAL ASSISTANT TO MANAGING DIRECTOR: IPC Europe Ltd, Germany               1992 – 1994 

Additional Experience
Founder | Business owner: YOGA Venture, London, UK
Dec 2013 - Nov 2015

 

  • Founded the business providing yoga holidays worldwide: clients can combine yoga and holiday in stunning locations

  • Managed all aspects of the business including marketing and branding, customer engagement, operations management, business planning and strategy, finance and budget management, social media presence and 3rd party management

 Academic
and Professional Certifications
  • Project Management Professional (PMP): PMI.org, USA, 2018

  • Marketing CPD (Continuing Professional Development) Certificate: The IDM, UK: 2012, 2013, 2014

  • MRS Level 5 Advanced Certificate in Market and Social Research Practice: Market Research Society, UK: 2007

  • Degree in Business Administration specialising in International Economics: Fachakademie fuer Wirtschaft, Germany: 2002

  • Industrial Executive Apprenticeship – Hertel (Global Tool Supplier): Chamber of Industry & Commerce, Germany: 1992

Professional Training
  • Convesation Techniques: VIWIS, Germany, 2021

  • Time and Self Management: VIWIS, Germany, 2021

  • Yearly event attendance of MarketingWeek, UK: 2012-2019

  • Change Management: Digital Marketing & Trends, UK, 2016

  • Google Analytics: The IDM, UK, 2014

  • Google AdWords: SMEcube, UK, 2014

  • Digital Marketing: The IDM, UK 2013

  • Content Marketing: The IDM, UK, 2012

  • Advanced Selling Techniques: CIM, UK, 2012

  • Copywriting for Web & Email: The IDM, UK, 2012