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

I am a consumer goods marketing professional, with 15 years of experience in companies such as Philips, Diageo, Mondelez and Colgate. And I am currently leading the Philips Hue social media globally. My digital marketing journey started in 2017 in Signify, when I transitioned from in-store marketing to Digital MarCom. This mixed background of offline and online marketing helps me to create omnichannel brand experiences.

What aspects of the Panel: ‘Strategies and Tactics to Navigate Social Media Platform’ at DMWF Europe on the 26-27 November, are you most excited about as a speaker?

I am passionate about adapting to the constant changes on the social media ecosystem and I am particularly excited about improving results via organic communication. The daily task of trying to “guess” what the algorithm wants. Organic social feels like playing an exciting game!

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

I am proud of the creation of the Philips Hue TikTok channel and of the dedicated content that we are starting to publish now, also on IG reels. Initial results are promising!

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

UGC is not particularly new. But now I hear about traditional big brands investing half of their content production budget in UGC. This is new! And changes on how we have been creating brand content for years. I feel that the channels changed a lot on the last 20 years, but the content didn’t change on the same speed. Now we are seeing a content revolution (and I am not even talking about the AI changes, which would be another chapter).

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

I know it can be controversial, but a digital marketing professional can benefit a lot from still living in this world outside of “work”. For example: create a social media profile for a hobby and you will be able to explore new things immediately when the social channels launch them, with full freedom. Or open a small e-commerce to “play” with basic CRM and paid media tools. I think that this is more powerful than any digital marketing training. And it can be very fun!

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

I love marketing and advertising, so I fall in love with different campaigns weekly. A cool one that I watched yesterday is from True Classic, a brand that sells t-shirts targeted for “dad bods”. Their campaigns are able to mix deep consumer insights, clever humour and strong fit to the channels. That type of campaign that I think: “I want to talk to this marketer one day”.