As a psychologist by training, my curiosity into what motivates people in life has taken me into a professional career in strategic marketing. My first step into applied psychology was as a Ph.D. candidate in the field of Communication Sciences (University of Amsterdam) where I conducted research on the topic of brand images, trying to understand how brands are represented in peoples’ memories. Since then, I have worked for a number of multinationals, gaining 15+ years of experience in creating consumer-centric brands and products.
I have worked at Unilever, Philips and Heineken respectively, always in the area of building brands from a deep understanding people’s motivations. Working in global roles allowed for continuously learning about people in all parts of the world, and for experiencing how remarkably similar people are across the globe in terms of their wants, needs, and aspirations. It also confirmed that people’s lives can be improved in small or big ways by brands, yet only if brands truly connect with people in a meaningful way. The last number of years I have trained hundreds of marketers across the world in how to build brands from a people-centric point of view.
In 2016 I started The Brand Faculty, with a mission to put people at the heart of building strong brands. I’m passionate about helping entrepreneurs to make their brand contribute to people’s lives, enhancing lives beyond profit. The Brand Faculty aims to make people-centric marketing capabilities of experienced marketers accessible to entrepreneurs running small businesses, through knowledge sharing, training, and personal mentoring systems.
I live in Amsterdam, am married with three kids and enjoy most forms of watersports in my spare time. Besides joining THNK in a desire to accelerate my personal growth and my professional endeavor, I have given myself two more challenges for the coming year: learn to play the bass, and unlock the psychology of (un)successful marketers.