Interviews

Melle Bos – The Student Hotel

Melle Bos is the former Global Brand & Communication Director at The Student Hotel. He is responsible for leading brand management, brand communications, content and strategic innovation across The Student Hotel and its brands TSH Collab, The Commons & BedTalks. The Student Hotel wants to create a community for people from all backgrounds. Melle: “We…
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Sjors Fröhlich – BNR Nieuwsradio

Sjors Fröhlich is the former Chief Editor at BNR Nieuwsradio (Newsradio). He was responsible for innovation and digitalisation of the radio station. At the recent Online Radio Awards, he was named Online Radio Ambassador of 2019 for his work on podcasts and radio innovation. Main KPI’s for growth Sjors explains that BNR’s most important KPI…
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Will Howard – Ella’s Kitchen

Will Howard is the Deputy MD of Ella’s Kitchen. He spends his time working with commercial partners across the world, developing new ways to grow the business and help improve children’s lives through developing healthy relationships with food. A major part of his role is looking for opportunities to grow the existing range, as well…
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Samantha Dolan – Aunt Bessie’s

Samantha Dolan is Head of Marketing at Aunt Bessie’s. Sam’s role within Aunt Bessie’s overarches across communication, marketing, promotions, pricing and packaging, along with her team of 6. Sam explains how innovation has changed for Aunt Bessie’s from when it was family owned, to now being owned by Birds Eye: “Aunt Bessie’s is only a…
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Flemming Morth – Royal Swinkels Family Brewers

Flemming Morth is Head of Centre of Innovation at Royal Swinkels Family Brewers, known for its iconic brands like Bavaria, Swinckels’, 8.6, Cornet and Palm. Flemming is responsible for building a healthy innovation pipeline across markets, improving the company’s process, capability and collaboration. The main driver for brand growth Flemming: “Brand growth is all about…
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Maarten Post – HORNBACH

Maarten Post is Marketing Manager at HORNBACH Netherlands, and responsible for marketing, media, internal communication, branding and PR. He leads a marketing communications department of 12 people, working closely on this. Ingredients for brand growth according to Post Maarten: “If I think of brand growth, I think of brand awareness and brand preference. For me…
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Hella de Weger – a.s.r.

Hella de Weger is Head of Brand at a.s.r. Insurances. She is responsible for brand portfolio management which includes the brands a.s.r., Ditzo, Loyalis and De Amersfoortse. Hella: “We advise the board of directors on the role our brands play in our portfolio, whether we should have less or more brands in the future and…
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Willem Verschuur – Toyota

Willem Verschuur is the General Manager Marketing Toyota at Louwman & Parqui, importer of Toyota and Lexus and part of the Louwman Group The Louwman Group is a family owned company in the mobility domain with activities in the Care and Car domain. Willem is responsible for marketing in the Netherlands. Willem: “Toyota is the…
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Roger Bloem – Smullers

Roger Bloem is marketer for Smullers, a snack bar chain with 28 locations at train stations in the Netherlands. Smullers was previously owned by NS Stations but is now owned by Lagardère Travel Retail. Roger is also co-founder of Cityguys: a lifestyle, hotspots and travel platform for men which focuses on food and hospitality. This…
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Willem-Albert Bol – De Persgroep

Willem-Albert Bol is Director of Business Development at De Persgroep, the biggest (multi)media company in the Netherlands. Willem-Albert is responsible for establishing more, big and impactful partnerships with clients, other (media)companies and agencies. Main ingredients for brand growth Willem-Albert explains that De Persgroep’s main KPI for brand growth is P times Q. “P stands for…
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