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

Steffie Veen-Vroomen. Leading an internal digital agency for MSD NL specifically for human medicine with data, digital, CX, content, design & agile experts. Started my digital transformer journey at ING more than 10 years ago with a program called ‘Paperless’. Before that did some ‘old-fashioned’ marketing communications, product development and marketing.

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

Connecting and exchanging experiences, ideas and learnings with other innovation enthusiasts and a lively discussion around how to create most business value out of innovation.

What aspects of the ‘Navigating the digital transformation roadmap’ session at DMWF Europe on the 26-27 November, are you most excited about as a speaker?

The discussion we will have around measuring and acting on the ROI of MarTech investments because that is a highly complex though very important topic to ensure continuous investments in future technologies.

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

Getting the organisation to think, act and live by 1 set of marketing and salesforce effectiveness metrics incl targets besides the existing sales metrics. Metrics that all levels of the organisation understand, track and value and that can be replicated across other markets within our region. Next to that I see all our investments in understanding and acting on customer needs, finally starts to pay off.

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

Being part of the Dutch healthcare ecosystem, we are obviously worried about non-specialistic influencers providing disinformation on eg Tiktok. I’m therefore very enthusiastic about the recently launched quality label for influencers as a way to prevent for example an increase in unwanted pregnancies or non-existing side effects of vaccination.

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

Plan, act, measure, learn, optimize and repeat.

Lastly, could you share what is your favourite marketing campaign and why it resonates with you?Operations Rivers of light for the Colombian government by creative agency Mullenlowe https://www.youtube.com/watch?v=phC8ZN-H8c0. It’s innovative, it’s tapping into to culture and values of the audience they are trying to reach, it’s emotional AND it has been so massively effective.