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Director

Work Experience

00/05- to date

Managing Director, Amsterdam, the Netherlands

Responsible for:
·Establishment and development of a management company of sophisticated interactive marketing & sales concepts for both consumers, as well as business clients:
·Conception and management of Internet based community brands for viable market segments; translation into competitive on-line environments; community management.
·On-line marketing management for business clients, making use of: e-CRM platforms and techniques; continuous quantitative on-line customer research; development and implementation of on/off-line consumer marketing campaigns; creation of brand preference and loyalty through creative sponsorships and coalition loyalty schemes.

Tasks (development, implementation & control of):
·Business conception-, modelling -and development.
·Annual Business Plan, incl. financial management.
·Development of applicable competencies: marketing strategy development; data based marketing; on/off-line loyalty programs; web publishing/development; coalition marketing; campaign development; internet marketing; customer servicing.
·Organisation development: personnel; training; coaching; housing; infrastructure, etc.
·Development of an on/off-line loyalty scheme for the various communities.
·Build up of a partner/client portfolio of strategic and tactical partners/clients.
·Consumer marketing management for the community

Accomplishments 2000/2001:
·Establishment of the largest Internet based tweens (9-14 years) community of the Netherlands of over 385.000 members currently.
·Design and co-development of an own e-CRM platform.
·Build up of a team of marketing, e-CRM professionals.
·Introduction of the interactive TV program: music Top 10.
·Build up of a partner/ client portfolio: a.o. Sony Music; EMI music; Mars Company; Ben Mobile; Virgin Music; Universal; Virgin records; V2 music; TLC Domus; Warner Bros; Universal Pictures; Johnson & Johnson and UIP

88/09 – 00/04 KLM Royal Dutch Airlines

98/10 – 00/04 Director Loyalty Management, International Marketing

Responsible for:
·KLM’s international customer loyalty program: “Flying Dutchman” (overall strategy; content management; ICT-management; commercial partnerships; data-base management; direct marketing; SLA’s for operations).
·Membership growth of Flying Dutchman program and revenue increase per member.
·Segmentation of customer groups on the basis of life-time value, customer valuation and development of customer relationships accordingly.
·Development and enrichment of the Marketing Data Base of the Passenger division.
·Strengthening customer relationships by making use of: e-commerce/service; direct-mail, newsletters, service (call) centre and Internet services.
·Optimisation of the partner portfolio ( over 40 partners, i.e. Hertz; Eurocard; Northwest; Hilton) and coalition marketing.

Tasks:
·Rolling strategy -and business plan (incl. KPI’s) and financial control (cost budget: euro xx ml. ++).
·Human resource management for 22 FTE’s (11 managers).
·Development and control of SLA’s with (internal) suppliers, including call centre and back office.
·Partnership -and local establishment communication and co-ordination.
·Process improvement management: communication; ICT; direct marketing; call centre (80 FTE) and back office 120 (FTE); coalition management

Accomplishments 1999/2000:
·Building up a team of marketing professionals (reorganisation of the central loyalty department).
·Integration management within the Wings Alliance with regards to customer loyalty management.
·Management of the operational change of the program (call centre and back office).
·Member of the transition team leading the strategic shift from air transport to integrated added value travel services.
·Increase of membership base with 25%.



96/11 - 98/09 Marketing Manager Germany, Frankfurt

Responsible for:
·Development and implementation of an integral marketing -and branding strategy for the German market for KLM and it’s partners (turnover euro. xxx ml. ++).
·Management of the brand portfolio in the German market: KLM; KLM UK; Northwest; Kenya Airways.
·Capacity planning for 15 Germany - Schiphol Airport lines.
·Revenue management optimisation through balanced pricing / capacity planning. strategies Management of the customer portfolio and orchestrating push/pull strategies accordingly.
·Conducting market analysis (brand positioning studies; competitive benchmarks; trade research).
·Management of the loyalty program and conducting direct marketing strategies on the basis of data base exploration and customer profile mirroring.
·Development and implementation of trade marketing concepts in line with the multi-channel strategy.
·The German customer services department of KLM.

Tasks:
·Rolling marketing -and business plan (incl. KPI’s) and financial control (cost budget: euro. x ml. ++).
·Setting commercial policies and alignment of marketing and sales tactics.
·Organisation and provision of management information.
·Human resource management for 15 FTE’s.
·Integration – and process improvement management for: market/product development; customer services; revenue & distribution management; communication & direct marketing.

Accomplishments:
·Build up of a local marketing organisation.
·Development and implementation of a penetration strategy for the focus area North Rhine Westfalia.
·Integration of the KLM UK and Northwest organisation in that of KLM.
·Conducting a brand positioning validation study in the German market through the exploration of the existing “Flying Dutchman” data base.
·Reorganisation of the customer services department.



94/04 ? 96/10 Marketing & Sales Manager (Thail.; Vietn., etc.), Bangkok

Responsible for:
·Gross margin of local commercial organisation: marketing, sales, reservations & ticketing.
·Development and implementation of marketing & sales policies for the above mentioned areas.
·Relationship management to commercial accounts, consumers, trade and local officials.
·Streamlining processes, departments and functions.
·Conducting market research aimed at both the travel trade as well as the consumer / commercial accounts.

Tasks:
·Annual business plan (incl. KPI’s) and control (income budget euro 20 ml. ++ / cost budget euro x ml. ++).
·Setting commercial policies and alignment of marketing and sales strategies, tactics and operations.
·Business development.
·Human resource management for 22 FTE’s (marketing; sales; account management; reservations; ticketing).

Accomplishments:
·Doubling local turnover in twelve months time.
·Complete reorganisation of local commercial organisation and turnaround of the company culture in the Bangkok office.
·Development and implementation of a multi-channel strategy for the Thai market.
·Set-up of a customer data base and the development of direct marketing programs.
·Project management for a new office in Bangkok (location, design, ICT, etc).
·Guiding/coaching the Vietnam and Myanmar offices in sales management





92/07 ? 94/03 Manager Marketing Planning, International Marketing

Responsible for:
·The marketing planning process of the Passenger Business (development of annual marketing plan, leading a team of marketing specialists).
·The business planning process of the Passenger Marketing Department.
·Managing integral marketing projects.


90/12 ? 92/06 Project Manager Customer Services, International Marketing

Responsible for:
·Development of product -and service policies/strategies/processes (on board and ground services) for the passenger service products: First, Business –and economy class.
·Management and co-ordination of implementation processes in conjunction with all service delivery departments.


88/09 ? 90/11 Product Manager TRS, International Marketing

Responsible for:
·Marketing of travel related services and products for both end-consumers as well as trade partners. Examples are: stopover packages; tour programs; car rental programs; event marketing.
·Communication planning and international distribution of printed material amongst KLM’s establishments world wide.
·Development of Holland promotion strategies.

Education

Education: Completion date

·Diploma NIMA-C Strategic Marketing Management
(equivalent of International Master Degree) 1993
·Diploma IAA-Advertising (SRM) 1991
·BAC Diploma Institute of Business Administration and
Economics (HEAO-CE) 1988
·Diploma Upper General Secondary Education 1983

Courses and seminars: Completion date

·Travel CRM Conference, London (ATC) 1999
·‘Meet Don Peppers’, Amsterdam (IIR) 1999
·Enneagram training, Katwijk (KLM) 1999
·Loyalty Management, Amsterdam (IIR) 1998
·Human Resource Management (KLM) 1996
·The Management Class (KLM) 1994
·Kotler on Marketing, Paris (Management Center Europe) 1992
·Project Management (Twijnstra Gudde) 1992
·Service Management, Brussels (Management Center Europe) 1990

Skills

I am a generalist in the sense that I am capable to overcome challenges that cross my road. I have in-depth knowledge of all fields of (service) marketing and customer processes. I reorganised several organisations within KLM and established two new ones.

Languages

Dutch, English, German

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