Floor Veegens - Brand & Marketing Manager

I am an analytical strategist who loves defining the dot on the horizon. Committed to bringing dreams to life. Telling stories backed by data. Always aiming for continued growth. Activating people to discover and act upon it.

PROFESSIONAL EXPERIENCE

Brand & Marketing Manager | 2022 - Present, Microbe&Lab/ Suresy

• Define and manage brand identity, positioning and planning
• Define and validate GTM and (digital) marketing strategy
• Define and manage long and short-term marketing plan
• Develop and deploy (growth) marketing campaigns
• Define channel strategies, optimise social media deployment

Marketing & Communications Manager | 2020 - 2022, Veiligheidsregio & Brandweer

• Internal: program fostering cultural change
• Brand-marketing: performance driven mentor-hero strategy
• Employer branding: strategy, identity and campaign
• Managerial: high performing digital MarCom team

Strategist & Business Development | 2020 - 2021, We Are Salt

On- & offline community for the modern adventurer

• Strategy: consumer journey design
• Marketing: community driven growth strategy
• Commercial: optimisation of conversion ratio mechanism

Country Lead Netherlands | 2020, thankyoucaretakers.com

Collecting and livestream messages of gratitude to healthcare workers globally.

• Strategy: growth marketing
• Influencer: collaborative activation tactics & events

Brand Marketing Manager Netherlands | 2017 - 2019, IQOS by Philip Morris

• Brand design positioning and strategy
• Marketing communications, GTM and expansion strategy and activation
• Trend insights program and activation mechanism
• Brand toolbox and framework development and management
• Qualified traffic generation through direct and indirect retail
• Developing and initiating detailed cross-functional project plans
• Business case approval by global leadership team
• Route to market strategy for a new category in restricted market

Brand Manager Benelux | 2012 - 2016, Philip Morris

• Achieving first brand growth in the Netherlands since the launch with customer centric approach in collaboration with retail
• Redefining brand identity, positioning and strategy incl. retail strategy and activation mechanisms
• Manage annual global brand and commercial plans cycle
• Orchestrate Academy program engaging colleagues in unprecedented business challenge
• Introduction of portfolio dashboard solution enhancing evidence based and performance driven marketing plans

Brand Strategist | 2006 - 2011, Creative Brand Agencies (APSBB & GvdW)

• Finding the essence of established brands as well as startups
• Catching revolutionary ideas in a compelling strategy, making them effectively work with concept and creative teams
• Leading digital transformation

Global Brand, Marketing and Communications Specialist | 2002 - 2006, Royal Ahrend

• International development, coordination and activation of corporate and commercial marketing, e-commerce and communication projects and campaigns.
• From corporate identity design, the development and launch of a new corporate intranet, market research to web development, trend research and organising international events and sponsorship.

CRAZY ADVENTURER

• Riding a bike from Amsterdam to Santiago de Compostela, without any riding experience.
• 12 day trekking in the last European Wilderness, Sarek. No electricity. No path. No network. Fully self-sufficient.
• Completing the hardest trek on the Annapurna circuit. With Thorong La, at 5,416 metres altitude, as climax.

EDUCATION

• Digital Leadership | 2022, Growth Tribe
• Inclusion & Diversity | 2022, Leiden University
• Brand Strategy & Storytelling | 2021, Hyper Island
• Online Digital Marketing | 2020, Hyper Island
• Digital Strategy | 2019, Hyper Island, Stockholm (SE)
• International Management | 2001 Haarlem Business School
• Business Administration | 2000, RGU (UK)

FIND ME

E.:  floor@veegens.nl

P.:  +31 6 51 52 11 76

A.:  Jan den Haenstraat 40D

      1055WH Amsterdam (NL)

LI: floor-veegens

IG: @veegens