Merel van Helsdingen

Brand Partnerships Director


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  • Advertising
  • Partnership Marketing
  • Marketing
  • Digital Marketing
  • Brand Strategy
  • New Business
  • Trade Marketing
  • Business Startups
  • Keynote Powerpoint
  • Client Pitching

Work history


Director of New Business Development


Jul 2015 - Aug 2016
  • London, UK
  • Full Time
  • Crowdmix was a UK based tech startup developing a social platform dedicated to music and culture. In May 2016 a closed version of the app was launched with a user base of 3,000 users and two live brand partnerships. The company and the app closed down in August 2016 due to being unable to fund the business. My team of four, Commercial Director, two Brand Partnership Directors and one Brand Partnership Manager, was responsible for: setting up brand partnerships, developing the long term commercial offering, the trade marketing strategy and playing an active roll in the development and roll-out of the product launch. Responsibilities: -­ Establishing and delivering go-to market sales strategy including short and long term commercial offering for brands. -­ Provide high level direct client and advertising/media agency contacts and introductions -­ Creative and strategic solutions for target clients in answer to a specific brand brief or proactively. -­ Liaise with internal stakeholders in the tech team regarding advertiser requirements and new features. -­ Liaise with marketing, music, influencer and artist teams internally regarding advertiser requirements and broader integrated brand & music partnerships on Crowdmix. -­ Working with CMO to develop the trade marketing strategy including creative materials and case studies to target brand and agency clients. -­ Organisation of client hospitality and Crowdmix partnership events. -­ Management and mentoring of Brand Partnerships Manager. Achievements: -­ Landed and managed five of the first five brand partnerships for Crowdmix with ASOS, VO5 (Unilever), Absolut Vodka, Patta and LWE (London Warehouse Events). Management included campaign development, day to day client management and the development of case studies used by the entire business. My target was two partners in 2016. -­ Organised Crowdmix @ Amsterdam Dance Event in October 2015 to create buzz around the brand, establish new brand and partner relationships and cement existing brand and partner relationships. This included production, marketing and PR activity, sponsorship by Absolut, Heineken, Red Bull and Ink Hotel and presenting the results to management and shareholders. -­ Responsible for Crowdmix at Cannes Lions 2016, this included an official Lions partnership, creation and distribution of promotional materials and hosting meetings with relevant brands and agencies.


Advertising Account Manager

Bartle Bogle Hegarty

Feb 2013 - Jun 2015
  • London, UK
  • Full Time
  • Account Manager on British Airways, Virgin Media, Britvic, Jonny Walker and Heineken (Sol). Responsibilities: -­ Responsible for managing strong client relationships as well as relationships with internal teams. -­ Responsible for delivering integrated advertising campaigns (TV, Press, OOH, experiential, social, digital). -­ Responsible for financial management of my clients business and to ensure growth in business and revenue for BBH whilst always delivering outstanding creative work. Achievements: -­ Worked on most of the digital work on British Airways 2013/2014/2015 including Race The Plane, which won the ‘Most Innovative Campaign of the year award’ on Twitter. -­ Worked on the British Airways Holidays campaign which has contributed to a 70% YoY growth of the business. -­ Worked on the launch of an integrated digital platform for Fruit Shoot (Britvic plc..) including a website, social channels, a YouTube channel in partnership with Nickelodeon and an online game in collaboration with Rovio, Fruit Shoot Angry Birds Skills.


Advertising Executive


Jan 2012 - Jan 2013
  • London, UK
  • Internship
  • In my one year internship at Apple Inc. as Advertising Executive I was part of the internal EMIEA Advertising team of three people. This has given me huge insight in all aspects of marketing and advertising from one of the most successful companies in the world working closely with the head of Advertising who reported directly into the USA Advertising team. This year has given me strong client side experience focussing on strategic, creative and partnership skills. Responsibilities and achievements: -­ Built relationships with external media and creative agencies, internal geo-CD’s network, iTunes, the Education and Apple Online Store teams. -­ Responsible for localising TV, OOH, print and digital campaigns across all pillars: iPhone, iPad, Mac, iPod and iTunes. -­ Mostly involved in digital campaign development: briefing the agency, reviewing media plans and creative, managing the feedback process and insuring final creative is of the highest standard. -­ Worked on several digital campaigns: o iTunes digital campaigns, 15 per quarter (display, takeover, GDN, Search, Facebook) o Always-on large scale paid search program across iPhone, iPad, Mac, iPod and iTunes o iTunes festival campaign in UK, FR and DE (GDN, Facebook PPA’s, Search, Twitter). -­ Developed new reporting templates to the agency with my manager’s approval. Information is now presented more clearly which makes it easy to see what optimisations are required and what the long term trends are.



Master of Science in Marketing, Master in Management

ESCP Europe

Jan 2011 - Jan 2012
  • London, UK
  • Masters in Marketing & Creativity in London & Paris focussed on marketing & business whilst highlighting the importance of creativity in marketing. Highly intensive 5 day a week Masters program with 30 students from 11 different countries to create a highly creative and diverse group culture. Due to case studies, seminars and life projects with the likes of eBay, Lego, Pernot Ricard, Starbucks, Westfield and many more we were educated with real business cases through real companies.



Most Innovative Campaign of the year


  • Race The Plane was a Twitter competition for the launch of the new British Airways Dreamliner plane flying from London to LA on it's first journey. We created a life Twitter competition where the real BA Dreamliner raced a digital plane the Tweetliner. The Tweetliner was powered by Tweets #racetheplane. This was the most innovative campaign of Twitter, we were trending in the UK and generated over 30K tweets in 8 hours. Huge success.