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(international, strategic) marketing & marketing research

Work Experience

Unilever, Sara Lee/DE, Friesland Coberco, Philips, KLM
Since April 2001 owner of , that offers interim-management. Major assignments:
- Liaison manager for Philips DAP, November 2003 –
• Coordination of all input from Philips personnel into a consumer buying behaviour retail study.
• Managegment of research project for Philips.
- New Business Development manager with Friesland Coberco Dairy Foods, January 2002 – August 2003
• Development of strategy in functional foods for total FCDF
• Responsible for setting up and extending new functional food concepts, brands and products within FCDF
• Successful development of a marketing concept for kids in Asia, up and including package and pack design, promotional ideas and communication. Launch in Indonesia, Vietnam, Thailand and Malaysia as of February 2004.
• Analysis of underperforming functional food brand (Calcimex) on the Asian market, plus development of a marketing strategy to regain its market share.
- Programme manager with KLM Facility Services, May 2001 – April 2002
• Responsible for managing a change management programme of twenty projects aimed at cost reduction and market orientation of KLM FS. Projects were particularly aimed at cost control, efficiency improvements through IT and improvement of customer relations.
• Facilitation of programme on senior management and line management by stimulating changes and by advising on organisational set-up.

- Setting up a cross-cultural marketing company for services in cross-cultural marketing, consumer insight and communications. From September 2003.
• Publications (in Dutch):
o A. (2004). De mondiale consument als universele vergissing. Tijdschrift voor Marketing, 38, januari 2004, 40-41.
o A. (2003). McDonald’s springt in culturele valkuil. Adformatie, 31, 16.10.03.


- Creation Director at Yiggers Consumer Company, July 2000 – February 2001.
• Direct reports: two content officers, one editor.
• Responsible for content management of the Yiggers website, especially:
• Functional design
• Look and feel of the website
• Editing
• Development of content strategy
• On-line research of visitors
• Responsible for account management.

- Manager of the Research, Planning and Forecasting Department within the Strategic Business Unit RYO of Imperial Tobacco Group, July 1998 – July 2000.
• Direct reports: two market researchers, one sales forecaster, one operational planner, one secretary.
• Responsible for starting up this department
• Responsible for all strategic marketing research worldwide
• Responsible for monitoring all sales forecasts and production planning worldwide. This comprised about 50 countries and four factories.
• Responsible for all operational planning regarding packaging and product design.
• Responsible for the strategic (1- and 3-year) planning of the business unit.
• Responsible for business intelligence
• Important projects:
• Portfolio rationalisation worldwide (reducing 60% of all SKU’s) (end responsible)
• Introduction of new segmentation model (end responsible)
• Culture change project after the take-over of the company by Imperial Tobacco.
• Education:
• Creative communications programme by Executive Performance Training.

- Manager of the International Marketing Research Department of Douwe Egberts Van Nelle Tabaksmaatschappij, subsidiary of Sara Lee (from May 1995 – February 1998).
• Direct reports: six researchers, one secretary.
• Responsible for reorganisation of the department to enhance effectivity
• Responsible for worldwide marketing research (total value 6 million Dutch guilders)
• Member of the Commercial Team, which is responsible for the worldwide marketing and sales activities (this team consisted mostly of general managers).
• Important projects:
• Introduction of project management into the operating company (end responsible)
• Introduction of the ‘Big City approach’ to support marketing and sales in new target countries (end responsible)
• Introduction of the Drum cigarette (partialle responsible)
• Introduction of a Management Information System (partially responsible)
• Education:
• Marketing management course at MCE Brussels.
• Course on Managing People at De Baak Noordwijk.
• Financial management course at MCE Brussels.

- Consumer researcher at the Unilever Research Laboratories. (May 1992- April 1995).
• One direct report: an assistent-manager.
• The set-up, management and execution of two big projects, including financial management
• Consumer reseach to support research projects
• Project:
• Organisation of a congress of Unilever market researchers in the Foods business worldwide.
• Education:
• Introductory Unilever course (Carrousel).
• Congresses on consumer research in UK, US, The Netherlands.

Education

PhD Decision making

University Degree Psychology (specialisation Methodology and Statistics of the Social Sciences, University of Leiden): 31.03.1988.
PhD Social Sciences (specialisation Decision Sciences, University of Nijmegen): 05.10.1992.

Skills

analytical, creative, sensitive, pragmatic & strategic

Languages

Dutch, English fluent

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