Description

Hands-on media campaign lead with 20+ years delivering integrated campaigns across EMEA for Fortune 500 brands. Expert in full-cycle campaign management: strategy development, media planning, agency coordination, budget oversight, & performance reporting. Integrates AI tools to accelerate campaign workflows, from brief development to performance reporting.

Key Deliverables:

- Multi-Channel Campaign Management at Marktplaats, managed B2B integrated campaigns across digital. Oversaw strategy development and worked with agency partners to deliver full-funnel campaigns from upper-funnel awareness through to acquisition. Led creation of annual planning principles to add consistency to campaign planning and simplify the campaign planning process (saving 3 weeks on average per campaign).

- Campaign Planning & Agency Coordination Led the delivery of 75+ integrated campaigns across EMEA in a single year, handling full campaign lifecycle: media brief development, audience targeting, channel strategy (TV, digital, social, OOH), budget allocation, creative review, agency coordination, and performance reporting. Experience spans €50K tactical campaigns to €5M+ multi-market brand launch

-Fast-Paced Campaign Delivery Delivered Uber's first pan-European brand campaign across 10 markets ($25M) in just 7 weeks—coordinating local marketing, global brand, legal, and agency partners. Scaled to 26 countries ($30M) the following year in under 4 months. Markets with brand tracking saw 4% average lift in brand favorability. Thrive in high-pressure, complex stakeholder environments with aggressive deadlines.

Core Capabilities:

Campaign Planning & Execution * Agency Coordination * Multi-Channel Strategy * Budget Management Performance Reporting * Stakeholder Alignment * Fast-Moving Environments * Matrix Organizations * AI-Assisted Workflow

Trusted by: Uber, Marktplaats, Just Eat Takeaway, Tata Comms, Microsoft, Unilever, PwC, & MasterCard

Industry field of expertise

Languages

English
Native or bilingual
Spanish
Conversational
Dutch
Basic

Workplace preferences

Remote only

Primarily works remotely

MARKTPLAATS
HEAD OF PAID MEDIA
E-COMMERCE
June 2024 - October 2025 (1 year and 4 months)
Amsterdam, Netherlands
•Led transition of media structure from hybrid centralized and local structure to 100% localized structure over 4 months. Included Paid Search, Paid Social, and programmatic for upper funnel campaigns through to acquisition and retention, localizing central accounts from the ad tech stack, and negotiating new contract terms with select vendors.
•Created bespoke AI-driven MMM model with a specialist vendor, aligned to local Benelux business needs to measure channel impact and model future budget scenarios. Quarterly automated data ingestion reduced reporting timelines by over 8 weeks versus the global model.
•In partnership with media agency, created yearly media planning principles to add consistency to campaign planning and simplify campaign planning process (estimated to save 3 weeks on average of the planning of campaigns).
•Managed Agency relationships including both strategic planning & offline media and Digital agency that supported with full funnel campaigns. Negotiated the offline contract which delivered 36% in savings year over year.
•Introduced new tactics to including Google Shopping, PMAX for cars for low funnel campaigns and extended paid social footprint to include TikTok and Snap. Google Shopping delivered CPAs 1/3 the cost of traditional Search campaigns.
Paid Media Integrated Marketing Change Management Media Planning Digital Transformation
JUST EAT TAKEAWAY
SENIOR MEDIA LEAD, NORTHERN EUROPE
TECH
April 2021 - June 2024 (3 years and 2 months)
Amsterdam, Netherlands
•Manage integrated media strategy and implementation across 8 countries in Europe to deliver top-of-mind awareness KPIs. Responsible for $25 million in media spend and a team of 4 media professionals.
•Created the 2022 central media strategy and led the budgeting process across 16 markets aligned to align with the new marketing cluster approach.
•Crafted €3 million centralized courier strategy across 8 countries to help drive the recruitment of couriers across the business's priority markets.
•Oversee multi-million Euro agency relationship covering 15+ countries globally at Just Eat Takeaway. Led the yearly retainer renegotiation in face of decreasing marketing budgets, leading to a 32% decrease in yearly fees for 2023.
•Led on TV commitment negotiation strategy across markets saving 20% in 2023 despite declining marketing budgets.
•Interim Head of Media for six months after the departure of the Global Head of Media.
•Co-led the integration with the digital media team towards one integrated planning approach of audio-visual channels.
•Key member during agency media pitch; oversaw the transition of 7 local country teams, 2 weeks ahead of the timeline. My role at Uber along with 25% of the global workforce was made redundant as a result of Covid-19.
Integrated Marketing Media Planning Paid Media Negotiation Agency Management
UBER
INTEGRATED MEDIA PLANNING LEAD, EMEA
TECH
July 2017 - August 2020 (3 years and 1 month)
Amsterdam, Netherlands
•Regional lead overseeing integrated media strategy and buying across 35 countries in Europe, the Middle East, and Sub-Saharan Africa. Responsible for $100 million in media spend and over 75 campaigns in 2019.
•Led media planning across EMEA of Uber's first global campaign in 2019 in close partnership with the global brand and local marketing teams. The campaign was briefed, planned, and implemented in 7 weeks across 4 countries.
•Built and implemented Uber's first integrated media planning process to add structure and consistency to campaign planning from briefing through to implementation. Included the automation of key elements of the planning process to streamline communication and tasks across stakeholders. The process provided a framework for the Regional Brand Excellence Planning Process.
•Brought together search, programmatic, and social channels with offline planning to ensure integrated, through-the funnel media planning as a best-in-class practice for campaign planning.
•Implemented cross-media measurement studies for large integrated campaigns to measure effectiveness of channels.
•Collaborated with the measurement team on bespoke Media Mix Modeling (MMM) to measure media ROI of offline and online channels in brand and performance campaigns.
•Owned and managed EMEA agency relationship which included half-yearly business reviews to measure performance and identify where the agency requires development.
•Co-led with procurement the negotiation of three contract renewals. In aggregate, negotiated $5 million in lower fees along with a 100% decrease in fees as a percentage of spend in comparison to the first contract.
•Implemented Uber's first 3rd party media audit to measure the agency's savings commitment across the top markets. 2018 audit resulted in savings and value to Uber of approximately $3.5 million.
•Grew team from 1 direct report in 2017 to a team of 6 by Q12019. Oversaw the development and performance of all team members.
Media Planning Negotiation Agency Management Brand Campaigns Change Management