Description

Consulting and execution in digital marketing, with a focus on CRM, retention and lifecycle marketing. Over 15 years of digital marketing experience (agency and client side).

I help brands unlock more value from their existing customers by building stronger customer relationships and engagement, designing effective loyalty programs, creating relevant retention campaigns, and optimizing digital touchpoints based on customer insights, behavioral analysis, and lifecycle interactions.

Ultimately driving higher customer retention, increase CLV, and sustainable growth

Languages

Dutch
Native or bilingual
English
Fluent

Workplace preferences

Can work on-site

Amsterdam (up to 50km)

Disney+ Benelux
Sr. Manager, Customer Engagement, Retention and Product
December 2021 - August 2025 (3 years and 8 months)
• Developed targeted retention and loyalty strategies, reducing churn and increasing subscriber lifetime value.
• Designed and executed personalized customer lifecycle campaigns across email, push, and in-app messaging, driving uplift in engagement and optimizing early-life retention.
• Developed and implemented A/B testing to refine messaging, offers, and segmentation, leading to improvement in conversion and reactivation rates.
• Owned and optimized customer lifecycle plans for Benelux, aligning local execution with regional and global strategies to maximize efficiency
• Collaborated with creative teams to develop compelling content, ensuring brand consistency and audience resonance across lifecycle stages.
• Partnered with product management to enhance user experience through new feature rollouts, contributing to an increase in active subscribers.
• Collaborated cross-functionally with product, creative, and CRM teams to ensure seamless execution of lifecycle campaigns across multiple channels.
CRM Lifecycle Marketing Email marketing Marketing Strategy Customer Engagement
Disney+
CRM and Retention
February 2019 - December 2021 (2 years and 10 months)
• Developed the first customer journey mapping for Disney+, defining key touchpoints and communication strategies to enhance subscriber engagement and retention.
• Launched and executed the first lifecycle marketing campaigns, sending the very first welcome emails, push notifications, and in-app messages, setting the foundation for ongoing customer engagement.
• Established data-driven marketing strategies, conducting the first customer data analyses to identify engagement trends and retention opportunities.
• Tested and optimized early retention tactics, introducing A/B testing frameworks that led to measurable improvements in open rates, click-through rates, and subscriber engagement.
Product Marketing Marketing Automation Customer Journey Lifecycle Marketing Go-to-Market (GTM) Strategy
Sony Pictures Entertainment
Sr. Marketing Manager Film1
December 2016 - January 2019 (2 years and 1 month)
• Developed and implemented a new OTT marketing strategy, aligning Direct to Consumer value propositions with commercial objectives, resulting in new product launch, brand building and subscriber growth.
• Managed and executed marketing, PR, and communication strategies, successfully increasing Film1's brand awareness and market positioning as the #1 premium film service.
• Led and developed the local Film1 marketing team (5 FTE), while working closely with Sony Pictures Entertainment's international.
• Directed the digital transformation of Film1's communications, overseeing the restyling of the website, app, email marketing, and social media content, enhancing customer experience and engagement.
• Implemented a digital and mobile app marketing and communication strategy and driving commercial success.
• Managed external media relationships and partnerships, strengthening Film1's brand presence and expanding reach through strategic collaborations.
Digital Marketing Marketing Strategy Strategic Partnerships Team Management Brand Marketing