TIMELINE WORKING EXPERIENCE
AN OVERVIEW OF MY ACTIVITIES OVER 25 YEARS
Education
- DIPLOMAS & CERTIFICATES -
MAY – AUG 2019
CERTIFICATES Competitive Strategy and Organization Design
Ludwig-Maximilians-Universität München (LMU), online via Coursera
OCT 2008 – MAR 2009
CERTIFICATE STRATEGY MANAGER, EXECUTIVE PROGRAMME IN STRATEGIC MANAGEMENT
RSM Erasmus University in Rotterdam (NL)
JAN 2002 – DEC 2004
MASTER OF SCIENCE (MSC.) IN MANAGEMENT
Nyenrode Business University in Breukelen (NL)
JAN – JUN 1997
DIPLOMA MARKET RESEARCHER OF THE DUTCH ASSOCIATION FOR MARKET RESEARCH AND INFORMATION MANAGEMENT (NVMI) IN AMSTERDAM
Post-graduate course, via SRM in Amsterdam
SEP 1988 – JUL 1991
BACHELOR (B.) IN COMMERCIAL ECONOMICS / INTERNATIONAL MARKETING MANAGEMENT
The Institute for Management and Business Studies Holland in Utrecht (NL)
Education
- COURSES & TRAININGS -
2010
Marketing Insights & Proposition Development
3MO (A. Levi), Rotterdam (NL)
2009
Pyramid Principle: Writing Advice for Decision Making
De Monchy, Rotterdam (NL)
2007
Global Brand Planning, Strategic Marketing Course
Monitor Group / ZS Associates, Roseland (US)
2007
Consultancy Training
Schouten & Nelissen, Zaltbommel (NL)
2005
Principles of Pharmaceutical Marketing
Organon, Oss (NL)
1997 - 2004
SPSS: great variety of trainings, among other: factor, cluster, discriminant, correspondence and regression analysis
SPSS Benelux, Gorinchem (NL)
2019-2015 Working Experience
EMPLOYMENT, INTERIM MANAGEMENT, AND FREELANCE PROJECTS IN REVERSE CHRONOLOGICAL ORDER
ATTITUDE & USAGE STUDY, FREELANCE PROJECT FOR BOEHRINGER INGELHEIM
JUN - SEP 2019
Boehringer Ingelheim is a pharmaceutical company that markets a.o. drugs for the treatment of Diabetes Mellitus Type II. The recommended treatment plan issued by the Dutch General Practitioners Association (NHG) has been adjusted.
I have coordinated the development of the questionnaire and research set-up to assess the current attitude and usage of treatment plans for Diabetes Mellitus Type II and the likelihood of changes as a result of the adjusted recommended treatment plan.
CONSULTANT INSIGHTS AT RFB-INTELLIGENCE
MAY 2018 - APR 2019
RFB Intelligence used to be part of RedFoxBlue and is specialized in data analysis for the structural improvement of marketing and sales.
My role was to lead data analysis projects; making sure that useful insights will be obtained and presenting the results to client companies, such as Media Info Groep, a media monitoring company, and Dumco, a manufacturer of footwear for orthopedic and podiatric purposes. Due to our methodology and analysis, these companies were able to identify their most valuable as well as their loss-making customers. We also analyzed their cusomters' behavior and advised our clients on how to retain their valuable customers and where to find similar prospects in their market.
FEASIBILITY STUDY, FREELANCE PROJECT FOR NUUD CARE
NOV 2017 - FEB 2018
Nuud care is a start-up company established in 2017. The founders' mission is to sell a healthy and effective deodorant mainly in The Netherlands and Europe.
I have conducted a quantitative analysis to assess the market potential of the new deodorant as well as a qualitative analysis to assess the drivers and barriers per stage of the customer journey. Based on this study the shareholders revised their approach and decided to continue their investment.
MARKETING INTELLIGENCE MANAGER, INTERIM POSITION AT POSTNL
OCT 2015 - SEP 2017
Cross-Border Solutions (CBS) is the business unit within PostNL that is responsible for the international postal delivery services, especially resulting from e-commerce activities.
My role was to identify opportunities and threats for cross-border delivery solutions, especially resulting from e-commerce activities. My main achievements are the assessment of volumes on international trade lanes of e-commerce and traditional mail, and
a deep-dive into three different types of competitors for PostNL’s International Reverse Logistics. This enabled PostNL to evaluate and revise its current reverse logistics strategy.
FREELANCE TUTOR AT FONTYS ACADEMY FOR CREATIVE STUDIES (ACI)
AUG 2014 - AUG 2015 & SEP 2012 - JUL 2013
Fontys Academy for Creative Studies is a university of applied science specialized in educating professionals for the creative sector.
I have given lectures to 4th and 2nd-year students in International Marketing, Business Economics and International Business Culture (the latter module I have also created). Also, I have coached students working in project groups and on their theses and I have graded many theses and final assessments.
2014-2010 Working Experience
EMPLOYMENT, INTERIM MANAGEMENT, AND FREELANCE PROJECTS IN REVERSE CHRONOLOGICAL ORDER
SENIOR RESEARCH CONSULTANT AT SDL
AUG 2013 - JULY 2014
SDL offers a wide range of solutions to enhance online customer experience across multiple digital media channels for client companies.
My role and main achievements were to lead or take part in virtual ethnography and social media research projects for client companies to assess the drivers and barriers for their customers per stage of the customer journey and to recommend a social media strategy to improve their customer journeys and their (online) revenues. My client projects included AbbVie, Boston Consulting Group, PepsiCo/ Frito-Lay, Adidas, Canon, and Vodafone. My study of a customized patient flow of HCV-patients enabled AbbVie to improve their online communication, especially with regard to the carriers of the Hepatitis C-virus that may themselves not be aware of it.
(FREELANCE TUTOR AT FONTYS)
SEP 2012 - JUL 2013
See previous description
CONCEPT TESTING & DRIVERS OF CHOICE STUDY, FREELANCE PROJECT FOR DELPHI BIOSCIENCE
MAR - JUL 2012
Delphi Bioscience is a start-up life sciences company established in 2006 by three gynecologists. Their mission is to develop screening solutions for vaginal and cervical infections. The Delphi Screener was developed as a new female-friendly and reliable sampling device which can be used to screen for HPV and assess the risk of a.o. cervical cancer. It is currently owned by Rover Medical Devices.
I led an international qualitative market study among 60 gynecologists and general practitioners as well as a quantitative study among 1000 women in five countries in Europe and Asia to test alternative communication concepts and messages and to assess drivers and barriers of choice for the Delphi screener. Based on the results, it was clear which communication concept and messaging per country would be most effective. Also, it provided important insights into possible enablers and barriers among gynecologists and GPs per country.
COMPETITIVE INTELLIGENCE MANAGER, INTERIM POSITION AT PHILIPS LIGHTING
MAR - AUG 2011
Philips was a global market leader in the lighting industry. With the transition to LED, the competitive landscape is undergoing fundamental changes attracting new entrants and changing business models. In 2018 the lighting division was sold and it currently operates under the name Signify.
My main responsibilities were two competitive deep-dives into one new Asian player and one existing European player to assess the potential impact of different strategic groups on Philips’ strategy. I have prepared a presentation to the Senior Management Team and have organized several workshops with senior and regional managers. Because of the results from the deep-dive into an Asian competitor, the Board had decided for a deviating approach concerning this competitor.
PROBLEM DEFINITION & RESEARCH QUESTION AND SET-UP, FREELANCE PROJECT FOR "DE ZONNEBLOEM"
JAN - FEB 2011
“De Zonnebloem” (translation: “The Sunflower”) is a charitable foundation working to prevent the social isolation of disabled people by organizing adapted vacations for this socially vulnerable group. I was asked to assess the potential demand for a different offering. My contribution, however, was to re-define their strategic business decision, and subsequently the research question and set-up with regard to a management proposal that implied a major shift of current policy for the whole organization. My redefinition of their management dilemma has saved this organization a lot of wasted time and effort as well as costs.
FEASIBILITY STUDY, A FREELANCE PROJECT FOR DOORN & ROOS
JUL - SEP 2010
Doorn & Roos is a small advertising agency with 10+ employees. The founding partner had the opportunity to establish a venue for qualitative interviews in the center of Utrecht. I have conducted a qualitative study among 11 market researchers to assess the potential attractiveness of such a venue. Although at first, it obviously seemed an attractive idea, it turned out that it clearly was not. Consequently, the investment was altered so that the location could serve a different purpose.
2009-1993 Working Experience
EMPLOYMENT, INTERIM MANAGEMENT, AND FREELANCE PROJECTS IN REVERSE CHRONOLOGICAL ORDER
COMPETITIVE INTELLIGENCE MANAGER, INTERIM POSITION AT ENECO RETAIL
NOV 2008 - APR 2010
Together with Nuon and Essent, Eneco is one of the top three energy companies in The Netherlands. Since the liberalization of the Dutch energy market in 2004, competition has strongly increased. The top three energy companies were holding a market share of around 80% and are now defending their market share. In 2010 both Essent and Nuon have been sold to RWE and Vattenfall respectively. In 2020 Eneco will probably also be sold to Mitsubishi and Chubu.
My main contribution has been an extensive internal and external analysis based on industry and competitive research as well as strategy workshops I organized with senior managers and the management team. The insights into Eneco's constraints and possibilities supported the decision to acquire a discount-label.
ASSOCIATE DIRECTOR GLOBAL MARKET ANALYTICS ANESTHESIA AT ORGANON
APR 2005 - SEP 2008
Organon was a business unit of AKZO Nobel until November 2007 when it was taken over by Schering-Plough which in turn was taken over by Merck in 2009 into Merck, Sharp & Dohme (MSD) as it is currently known in Europe. The main therapeutic areas of Organon were Gynaecology, Fertility, CNS, and Anaesthesia. The products of Organon within anesthesia consist of muscle relaxants of which Organon has a worldwide market share of more than 50%.
My role was to lead the global market research for the Anesthesia franchise – mainly for the launch of a new anesthesia product: an innovative muscle relaxant reversal agent (sugammadex). My main projects included a Drivers of Choice study, a global qualitative study based on which we also developed the Procedure Flow to quantify the business opportunity as well as identify the leverage points in the decision making process of anesthesiologists. These studies enabled the country organizations to identify which parts of the Procedure Flow would impact their sales the most and thus where the focus of their marketing efforts should be. In addition, I have conducted global studies for positioning & messaging and concept testing.
MARKET INTELLIGENCE OFFICER AT ATRADIUS
MAY 2001 - JAN 2005
After the merger of the “Nederlandsche Credietverzekering Maatschappij” (NCM) and the German insurance company Gerling in July 2002, the new company - Atradius - became the second largest credit insurer in the world (after Euler-Hermes). The core product of Atradius consists of credit insurance in which it has a market share of appr. 25% worldwide and (at that time) at least 75% in The Netherlands. In an interesting turn of events in 2008, the 4th global and relatively small Spanish credit insurer Crédito y Caución took over Atradius and the Atradius Group is now part of the Spanish Grupo Catalana Occidente.
My role was to initiate, plan, and execute market research projects to support the marketing effort both in The Netherlands and globally. My main projects included a Market potential and penetration study to assess the potential of credit insurance as well as the market shares, brand awareness and preference for credit insurance companies. Furthermore, a qualitative research into the value creation and capturing of the product “credit insurance”, together with an internal analysis and scenario analysis, enabled us to gain insight into the relationships between the capacity of value creation, distribution system, economic situation and customer size. An interesting relationship was uncovered between value creation and market share per country, leading Atradius to revise their proposed market strategy.
MARKET RESEARCHER AT BOVAG
AUG 1997 – APR 2001
BOVAG is a well-known trade association in The Netherlands that looks after the interests of car dealers and other mobility providers on a retail level, representing sales of EUR 50 Bn. Currently, it has about 9 000 members that represent the employment of at least 80.000 people.
My role was to initiate and execute qualitative and quantitative market research for all the departments of BOVAG. My main projects included the development of a predictive model of annual sales. Together with our customer satisfaction surveys among retailers about their importers, we provided a platform for a meaningful and equal discussion between import organizations and dealers. Another impactful project was a strategic research into the role and added value of BOVAG for its members together with Arthur Anderson.
TRAINEESHIP & VARIOUS POSITIONS AT ABN AMRO BANK
MAR 1993 – JUL 1997
The first job I started as an ‘HBO’-trainee at one of the big commercial banks in The Netherlands. After one year I got the opportunity to lead a small branch office in Utrecht for 1,5 years and after that, I became a Junior Account Manager Private Banking.