Format FWD
Experience
Over 16 years I have worked for diverse organisations. From large corporates to fast-growing online shops. From B2B lead generation to performance marketing for D2C. An overview, categorised by type.
Current position2020 - present
KickSo The Outperformance Agency
Where the platform was built. Where the approach was proven.
Strategic Director
2020 - 2025
Responsible for the strategic direction of KickSo and its clients. Managed a client portfolio of 25+ accounts, from brand strategy to campaign optimisation. Built and coached the commercial team.
AI Marketing Architect
2025 - present
Development and continued evolution of the AI platform that now powers Format FWD. Standardised AI workflows for analyses, reporting and campaign recommendations at client level. The platform runs live for 25+ clients.
International e-commerce company4 years
123inkt / 123accu
Four years ultimately responsible for revenue, margin, team and international growth.
Managing director and e-commerce manager
4 years
Led an international e-commerce company within the 123inkt and 123accu group for four years. The webshop sold replacement products around batteries and chargers, vacuum cleaners and LED lamps, in more than 25 countries worldwide. Ultimately responsible for revenue, margin, team and international growth. Steering on contribution margin per category, determining the channel mix per country and building out the webshop profitably, step by step, across several markets.
E-commerce
MO
Mooieplinten
Niche e-commerce
My role: Strategy and execution
Building a profitable marketing channel for a specialised online store.
GR
Green-Bubble
D2C plant shop
My role: Growth marketing
Building a customer base and stimulating repeat purchases.
AK
Akuwoodpanel
International D2C webshop
My role: E-commerce strategy
Marketing strategy and channel mix for an internationally growing webshop in wall panels.
Lead generation
GA
Gamestate
Gaming entertainment
My role: B2C lead generation
Campaigns focused on group bookings and events.
ES
Estivo Travel
Travel agency
My role: Seasonal lead generation
Strategy for attracting travel bookings via multiple channels.
SU
Superkeukens
Kitchen retailer
My role: Marketing management
Full funnel from SEA and SEO to email marketing, aimed at appointments and showroom visits.
B2B
BN
BNP Paribas
Financial services
My role: Marketing and communication
Working within a corporate structure at the intersection of marketing and compliance.
BO
Boels Rental
Equipment and tool rental
My role: B2B marketing management
Strategy for both business and consumer audiences, including an international checkout funnel for reserving machines online.
RI
Riwal
Aerial work platforms and access solutions
My role: International B2B marketing
Digital marketing strategy for a pan-European company.
SP
Spie
Technical services and engineering
My role: B2B communication
Marketing for a complex, specialised target audience.
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If you see what I have done for other companies and think: we need this too, let's talk.
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