Projects

Hopefully, you don't buy a house every year. That is why this project didn't start with the technology, but with the people. Together with colleagues from marketing, UX, data, and product, we translated customer insights into understandable and personalized digital customer journeys and propositions. From first-time buyers to homeowners looking to make their homes more sustainable. By breaking down silos, testing, and above all, listening, we improved the experience step by step.

Energy isn't exactly getting any simpler. At Essent, I built customer journeys and new propositions around sustainability and the end of the Net Metering scheme. From dynamic energy contracts to home batteries. Working across teams and silos, we made customer communication more personal, propositions more relevant, and retention a greater part of the overall customer journey.

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A credit card might be in your wallet, but the user experience is increasingly in your phone. At AMEX, based on customer research, we developed a revamped app with Apple Pay and more relevant visibility of card benefits. This way, the app becomes not just a place to manage your card, but also to get more out of your membership.

Running campaigns all over the world with a small international team from Amsterdam. At Booking.com, as Team Lead, I helped build the growth and development of the partner channel. With smart automation and a scalable digital approach, we were able to drive and optimize campaigns globally – without needing a huge team.
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As Digital Marketing Manager, I led a team of digital marketers and strategists. My role was not only to guide the strategy but, more importantly, to create room for growth. By collaborating with surrounding teams (such as data science, tech, and brand) and focusing on innovation, we built a future-proof digital approach across media, campaigns, and channels.

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​Digitalization is more than new tools and campaigns. As Digital Lead, I helped the team take the next step digitally: from new capabilities and campaigns to better app adoption. At the same time, we made sustainable impact more visible. In doing so, we brought digital growth, team development, and the bank's mission closer together.

A single strategy for all of Europe sounds efficient. Until every country operates just a little differently. At Philips, I worked across countries and products on a joint e-commerce strategy. Through smart automation and digitalization, we made it possible to roll out campaigns at scale and with local relevance – with Black Friday as one of the key activation moments.