About Sander
Every brand has a voice worth hearing. Not every brand knows how to make it heard.
I work with fashion and beauty brands to find that clarity, and build everything around it. From brand positioning and communications strategy to creative direction, campaign development, and VIP activations at the moments that define culture. Cannes, Venice, Paris Fashion Week backstage, built on 14+ years of experience and an international network of photographers, stylists, session artists, and PR partners.
Previously Global Director of Communications at Balmain Hair. Six years in editorial and marketing at ELLE and Harper's Bazaar Netherlands, including its founding launch. Now based in Dubai, working with brands across the region and internationally.
Areas of expertise: brand positioning and communications strategy, PR and media, creative direction, campaign development, VIP and celebrity relations, high-visibility brand activations.
Dutch
Native or bilingual
English
Native or bilingual
Can work on-site
Dubai (up to 50km)
Experience
- Balmain HairDirector of CommunicationsFASHION AND COSMETICSJanuary 2021 - February 2026 (5 years and 1 month)As Global Director of Communications at Balmain Hair, I led the brand's full communications ecosystem — PR, social media, influencer strategy, VIP relations, and creative direction — across all global markets.
- Directed creative vision for brand campaigns, launches, and editorial productions
- Built and led integrated global PR, influencer, and ambassador strategies from the ground up
- Secured brand presence at Cannes Film Festival, Venice Film Festival, The Academy Awards, British Fashion Awards, and the Grammy Awards
- Successfully launched the brand in the U.S. market
- Increased social media reach by 250%
- Established high-profile ambassadorships and strategic brand partnerships
- Orchestrated global events and international press initiatives
- Theeboom StudioStrategic Communications & Creative DirectionFASHION AND COSMETICSFebruary 2026 - Today (6 months)Dubai City, United Arab EmiratesTheeboom Studio is a strategic communications consultancy and creative direction studio for fashion and beauty brands, based in Dubai. The studio works with a small number of clients at any given time — from brand positioning and communications strategy to campaign development, VIP activations, and creative direction.
- Develop brand voice, positioning, and communications frameworks for fashion and beauty brands
- Advise on PR strategy, media positioning, and influencer and talent relations
- Direct campaigns and creative productions — concept, brief, casting, photographer, stylist, production
- Produce high-visibility brand activations at Cannes Film Festival, Venice Film Festival, Paris Fashion Week backstage, and Fashion Trust Arabia
- Ongoing communications partnerships for brands that want consistent senior input
Selected Clients: Balmain Hair, Maison Éloure, EAUde1974, NationalityWoman - ELLE MagazineMarketing & Online ExecutiveFASHION AND COSMETICSJanuary 2016 - January 2020 (4 years)Amsterdam, NetherlandsAt ELLE Netherlands I held a dual editorial and commercial role at a time when magazine brands were finding their footing in digital and video — and helped shape what that looked like for the title.
- Spearheaded the brand's first video initiatives, building a format from scratch
- Led influencer collaborations at a time when the practice was still being defined in the Dutch market
- Oversaw digital content strategy and cross-platform storytelling
- Managed brand partnerships and commercial collaborations
- Led event execution and end-to-end project management for key editorial and commercial initiatives
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Education
- Bachelor’s Degree in International Media & Entertainment ManagementInHolland University of Applied Sciences2014Focused on media, brand strategy, marketing, and the commercial dynamics of the international entertainment industry. Completed study abroad programs at Johnson & Wales University (USA) and Dankook University (South Korea).