Daniel Passtoors

Responsible for the global campaigns in 65 markets (excl. NL) Strategic owner of the organic social media strategy and brand content. Successfully established and led the 'Social Ambassador Program' (KLM employees), resulting in increased authenticity, employee engagement, and organic reach. Leading a team of 9 (creatives + campaign managers) Full budget responsibility for campaigns and activation creation Successful integration of creativity with performance metrics, digital media and AI-driven content optimisation Resposinble for upper funnel brand management Realized a cultural change regarding AI within the teams

End-to-end responsible for products such as paid seats, upgrades, and lounges (600M portfolio) Product marketing, Stakeholder management across departments; focus on CX, revenue and operations Key product innovations: premium cabin light fares, new digital seatmap and seat selection in business class

Two-year traineeship with four rotations in HR, Strategy, Operations, and Commerce Focus on leadership, change management, and organizational insight Learned to switch between strategic thinking and operational execution Followed multiple leadership training courses within the KLM development program