Joyce R.

Responsible for strategic marketing planning (B2B2C). Objectives focused on brand awareness and demand & lead generation. Demand generation: creating (content) journeys in different phases of the customer journey focused on lead generation and conversion. Customer retention, testimonial, and referral campaigns. Sales enablement: providing sales collateral and high-quality content journeys (email and call scripts). Brand management, overseeing consistent use of branding across all owned channels and localizing global brand campaigns. Implementation of new PR/media projects around key topics, providing data, and coordinating external PR agency. Local product launches. Event management (offline & virtual) including webinar programs for B2B2C audiences. Success: B2B Lead generation campaign resulted in 700+ leads with only 7 days of advertising. Success: conceived integrated marketing campaign resulting in the highest product adoption & activation for the new App. Success: wrote email sales cadence with the highest open rate ever within the Global organization.

Airtrade Holland is the largest airline consolidator in the Netherlands and develops travel technology. In this role, I was responsible for all marketing activities. Additionally, I led the branding strategy and the development and launch of a new business travel brand. New brand launch: created branding and online value proposition for a new business travel product, including lead generation & magazine. Affiliate marketing program airlines: wrote and executed promotion plans for airlines on owned channels (approx. €500,000 Ad Spend). Brand management: oversaw consistent use of Brand ID across all owned channels (email and social media). PR/media: wrote press releases.

KWS Infra is the Dutch market leader in road construction and asphalt production. In this role, I was responsible for reaching new segments (real estate) and I set up the local commerce department. New business: effectively reaching new segments. Customer intimacy: customer interviews, project evaluations, and customer events. Engineered marketing: devised an online assessment tool for lead generation. Content strategy: developed thought leadership content for management. Success: presented winning pitch for infrastructure tender Microsoft datacenter (value approx. €10 million).