Please can you introduce yourself and provide a brief history of your digital marketing journey?

I work as a brand strategist at C&A where I lead the kids wear marketing activities, and I have worked for different consumer brands in the last 14 years across Europe. My journey started in Public Relations where the focus has been on creating exciting brand experiences for press and customers. But the realm of PR is not always as tangible for brand impact. That is why I moved on to social media and digital marketing – to really see where we can create the biggest measurable impact on the business.

What aspects of the ‘Full Funnel Marketing Strategy’ session at DMWF Europe on the 26-27 November, are you most excited about as a speaker?

Digital marketing is one of biggest vehicles to really understand our audience. But it is not enough to just analyse the performance data of advertisements. My ethos at C&A is to always start with consumer insights and a hypothesis that I want to solve or improve on.  Some key questions are how can we create better engagement? How will certain channel activations connect to the audience? What story do we need to create to stand out?

In the end, what we want is a cost-conscious mechanic to reach the right people with a message and product that resonates with their lives, builds trust in us as a brand and long-term loyalty for an increased shopping frequency.

Which project from the past year stands out as your proudest achievement?

My proudest projects happen in the background. They are not big seasonal campaigns but smart brand and marketing strategies that sustain business growth over time. The best project in the last year was working on the new marketing strategy for the kids department and identifying new growth levers. My proudest moment is when we can confidently say that our way forward resonates with the right customers.

What marketing advancement and trend are you most enthusiastic about in the digital marketing landscape?

Undoubtedly the use of AI. I am a freak for optimising processes and cut work flows to an efficient minimum. AI can help us to test and personalise our offers based on consumer data, create the content for it and optimise media placements. We can use tools that assist us in analysing qualitative and quantitative insights faster, to be able to focus on other areas that otherwise would fall short in our fast-paced work environment. In a highly competitive fashion retail market, speed is key.

What single piece of advice would you give to a friend working in the digital marketing space?

Extend your horizon from one channel to the 360 degree approach. One digital marketing activation is always part of a bigger eco-system that supports the business as a whole. When we can connect the dots from channel to channel, from channel to creative, to brand strategy, we create the maximum halo effect on the entire brand.

Lastly, could you share what is your favourite marketing campaign and why it resonates with you?

My favourite campaign is Roger Federer and Zendaya for ON this summer. There are not many brands that can surprise with celebrity endorsements in the flooded media landscape any more. The pairing is a perfect mix of bridging universal light-heartedness with a strong value message on the brand’s products. I signed up for a tennis class on the spot, including new ON sneakers…