Highly motivated and passionate communication professional with over 15 years of experience in social media, influencers, PR, digital marketing, and team leadership. I bring a unique blend of strategic thinking, creativity, and cultural curiosity to every project, crafting strategies and campaigns that resonate deeply with audiences. My work is fueled by an insatiable curiosity for exploring cultures and a love for uncovering authentic stories—whether through fashion, music, beauty, travel, or interior design. With a well-developed creative eye and a deep understanding of target audiences, I’ve developed world-class content and strategies that drive results and achieve a variety of KPIs across platforms. I’m particularly passionate about collaborating with brands that value sustainability, diversity, and meaningful storytelling. From leading iconic campaigns like Erdem x H&M to shaping Zalando’s inclusive #WeWillHugAgain campaign, I thrive at the intersection of creativity and impact. Specialties: Team leadership and strategic direction, Social media, PR & Influencer/Talent strategy and content creation, (Digital) PR and crisis communication, Reactive marketing, Paid social media creative and asset production, TikTok
I am volunteering teaching Digital Marketing with a key focus on Social Media, PR & influencer Marketing at ReDI School of Digital Integration. ReDi is a non-profit school providing migrants and marginalized locals free and equitable access to digital education.
I am a social media, PR & influencer expert with over 15 years of experience working with global brands in fashion, beauty, and lifestyle, including H&M and Zalando. Combining a well-developed creative eye, a deep appetite for culture, and an innate curiosity, I craft strategies and creative content that inspire and connect audiences. Previous clients include: H&M, Joli, Sesamy, Donald Schneider Studio/Elho Freestyle, Flight Story, Smarts, Cure Media, Booking.com,and Comet. Book me for: Social Media & Influencer/Talent Strategy, Creative Direction, Content strategy & Editorial plans, Crisis Communication, Values Communication with a focus on Diversity, Inclusion, and Belonging, Reactive Cultural Marketing I’m passionate about collaborating with brands that cultural authenticity, empowerment of people and meaningful storytelling.
• Leading the Zalando Social Media Beauty team • Leading the Zalando Social Media Beauty voices (Talent, Influencers & Creators) • Development and implementation of the global Social Media and Content strategy for Beauty • Development and implementation of the global Social Media Beauty Voices Strategy • Development of Beauty Social Media Visual Guidelines • Development of Beauty activations in order to drive talk-ability and awareness • Define and own Social Media & Influencer Beauty budget
• Leading an steering agency to create excellent and innovative Social Media Strategy & content • Leading a team of 13 channel experts on Instagram, Youtube, TikTok and innovation channels • Leading team focused on Designer, Streetwear, Sports and Beauty • Development and implementation of the global Social Media and Content strategy for Zalando • Establish and drive KPIs and targets for global Social Media channels • Establishing tooling & measurement framework based on Social Media Strategy • Development of Social Media Brand Guidelines • Set-up of Social Media Content Calendar & planning process • Define and own Social Media budget • Recruitment and Development of Team
• Responsible for project leading and managing global Social Media campaigns for 70 markets • Development of campaign/project strategy for Social Media channels • Briefing of agencies, art directors, photographers, videographers and (external) partners • Production of content at fashion events and campaign shoots for a variety of channels and markets • Influencer and celebrity collaborations • Launch of new social media channels • Development of modus operandi for paid social media • Leading a project team • Evaluation and analysis of social media campaigns, projects and activities • Work together with Customer Service and PR to ensure key messages for social media • Collaborate with media agency on paid social media plan • Real-time posting on Instagram Stories, Snapchat, Instagram and Twitter for smaller projects • Copy writing for smaller projects • Support and training for local market social media managers • Supporting social media for H&M's expansion to new markets • Increasing social media knowledge in-house by giving presentations and sharing inspirations and insights.
• Responsible for the Dutch H&M social media channels • Content and community management • Influencer strategy and collaborations • Real-time posting on Facebook and Twitter • Crisis management & webcare • Training of new international colleagues on strategies and information systems • Paid Social Media • Support in organisation of PR events, such as the opening of the biggest H&M in Europe in Rotterdam, several Conscious Exclusive event, the launch of Isabel Marant in Amsterdam and H&M Loves Music. • Tracking online publications
• Liaised with contacts and press (PR) • Tracking of press publications • Organization of events such as the opening of the Amber exhibition and ArtEZ fashion shows • Part of the editorial team for the program book and the catalogue
• Market research for new platform to sell fashion called Hippas • Development of social media channels • Webcare • Support in the organisation of events • Search engine optimisation
• Overall support for the Head of Brand Image (Marketing) & the PR manager • Liaised with contacts and press (PR) • Assisted in organisation of in-house events (award shows, Paris fashion week, product presentations, interviews, sample sales) • Writing press releases • Sample traffic • Celebrity dressing
• PR assistant at Schoon den Boer PR (Elle Style Awards 2012, AIFW january 2012) • Lay out design assistant E-book 'Raw chocolate made easy' for 'Some-like-it-raw.com' • PR assistant at Jan Schoon (Elle Style Awards 2011, AIFW) • PR assistant at Viktor & Rolf (S/S 2011) • Dresser at Mercedes Benz Fashion awards, Coiffure Awards and Atelier PRC