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I am a strategist with a camera, fascinated by human behaviour & culture, eager to capture and understand it to add meaning to my work. Through a design-centric approach, I love identifying opportunities for brands on how they can build meaningful relationships with people and add value to their lives. My background in design, retail, communications & broadcasting gives me the skill set to tackle a broad variety of briefs in a collaborative environment.Locked Pro Plan feature
Working closely with start-ups and small business owners allows me to gain a more hands-on approach in addition to doing day-to-day strategy work. At the moment, I’m helping Abracademy (a magic school for kids and businesses) with diverse parts of their business such as user definition, value proposition design, user experience design, content strategy, content creation and team design.
I was permanently employed at TBWA London as a Strategist, working both on editorial projects and integrated campaigns. I’ve worked on campaigns across different categories such as retail, hospitality, charities, TBWA’s cultural platform and product launches of beauty and female hygiene products. I worked closely with the brand strategy partners to create campaigns that live across the customer journey and leverage each platform to meet people’s behaviours, expectations and needs. As a content strategist I was leading Airbnb’s editorial strategy across the EMEA region. This involved listening to Airbnb’s business needs while educating them on key cultural moments and customer behaviours that the team and I identified through primary research, data pattern- and trend analysis. This resulted in engaging campaigns across a variety of digital platforms that leveraged Airbnb’s ever growing community. I also managed the London editorial team of Backslash, TBWA’s global cultural platform. This proprietary platform allows our clients to meaningfully connect real-world insights to business challenges and move quickly from idea to execution.
During a 4 month project for the Victoria and Albert museum I contracted at Made by Many as a product manager with a focus on content strategy. Supporting the strategists in the workshop planning, synthesis and playback. In addition I worked together with the designer during user testing and capturing the Made by Many process by documenting via photography.
I worked in both the Start-up and the Creative lab of the Flemish public broadcaster, where I helped a large organisation rethink media consumption by developing digital formats, content and products. I was responsible for implementing a user-centric research and design process to unlock latent and unmet needs. I organised workshops, ideation sessions and learning sessions for editorial teams, brand managers and heads of departments. Furthermore, I learned how to change a big organisation, by implementing the lean start-up methodology in several projects.
I received an I-Creative grant to do an internship abroad by Flanders DC, the Flemish organization for entrepreneurial creativity. I worked with the strategy group of Scholz & Friends, one of the leading agencies in Germany, on brands such as Bayer, Penny and Bosch. I assisted senior consultants throughout the entire strategy process.
I was part of the digital strategy team in LDV United, Antwerp’s awarded advertising agency. I explored how brands such as Opel and Red Bull could leverage brand infuencers in their communication strategies by creating highly-detailed infuencer maps. In addition, I helped to develop a co-creation campaign called Opel Gabriel, where I learned more about engaging an audience through the craft of storytelling.
The EACA International Summer School is an annual, week long school run in July. Every year they run the school in an exciting and different European city to help inspire ?our participants.