Interviews

Marieke van Balen – PepsiCo

Marieke van Balen is one of the 3 Commercial Directors at PepsiCo Benelux. PepsiCo’s brand portfolio is divided in 3 categories: Snacks, Nutrition and Social Beverages; Marieke is responsible for Nutrition which includes the brands Quaker, Tropicana, Looza, Alvalle and Naked. Her role combines both marketing and category management. The approach to combine marketing and…
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Remco Armee – Independer

Remco Armee is the e-Commerce Director at Independer and responsible for a broad range of tasks including marketing, business intelligence and data science, UX and product. Independer was launched in 1999, with the objective to make the financial world more transparent and fair. Nowadays, Independer helps over 1 million clients to make better financial choices.…
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Pijlman en van den Boogaard – EnergieDirect

Growing in a challenger market Realising brand growth as a challenger in the market can be difficult. You want to realise a constant growth and you want it to be long-term. This brings us to Leonoor van den Bogaard, Manager Marketing & Communication and Jorrit Pijlman, Marketing Director, at Energiedirect.nl. Jorrit: “We’re a challenger brand…
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Manon Fennis – XITE

Creating fans through brand growth in the music video industry Music videos are everywhere: we “see” music on smart TV’s, in clubs, on airplanes or at the center of the party. Music consumption across all demographics has developed to music video consumption. Music video service XITE caters to this broad audience, with the focus of…
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Danja Lekkerkerk – D-reizen & VakantieXperts

Danja Lekkerkerk is Manager Marketing & Communication at both D-reizen and VakantieXperts.   What is the most important ingredient for growth? Sales in terms of number of sales and revenue is the most important KPI that is used by Danja to measure success and brand growth. This is not a standalone KPI because it is…
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Erik-Jan Gelink – Transavia

Erik-Jan Gelink, number 11 in this year’s top 100 marketeers, is the Chief Commercial Officer at Transavia and has a broad responsibility such as scheduling, network planning, revenue/yield management, direct (online) sales, indirect sales via tour operators, customer service, branding and all marketing, communications and campaigning. Transavia is part of KLM but can operate independently…
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Jos van den Bergh – Renault

What drives Renault toward Brand Growth? When it comes to buying cars, what drives the consumer to get a specific model or brand? Is it drivability, value for money, quality? According to Jos van den Bergh, Manager Marketing Communication for Renault, it’s all about design for the French car manufacturer. “Design is the main reason…
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Caroline van Turennout & Michiel Rijshouwer – Zeeman

Caroline van Turennout & Michiel Rijshouwer – Zeeman Caroline van Turennout is Manager Marketing & Communication Europe at Zeeman, responsible for the Zeeman brand, its marketing activities and the communication for the 1290 stores in 7 European countries. As well as Caroline, Michiel Rijshouwer also participated in this interview; as the Managing Director of branding…
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Rene Groen & Jeroen Harks – Peijnenburg

Peijnenburg on brand growth: Media is a way to build the necessary memory structures! At Royal Peijnenburg we had the pleasure to speak to Rene Groen, General Manager and Jeroen Harks, Marketing & Category Manager. Rene and Jeroen have a local mandate and they work close together with the Belgian headquarters. They do however determine…
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Jolanda Ravenek – Eneco

  Jolanda Ravenek is Manager Marketing Communications in the Dutch energy market for not only Eneco, but also for Oxxio, Woonenergie and Toon. Jolanda is responsible for all client communication, marketing, PR, loyalty, and campaigns.    What are your main KPI’s for growing your brand? The most important of all KPI’s is churn, according to…
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