Mijn ambitie is een leidende rol in het (internationale) Marketing / Insights team van een speler in, bij voorkeur, FMCG of Durables, of een baan in consultancy om deze partijen te adviseren. Met mijn ervaring opgedaan bij KPN, Numico (Danone), Campina International, JTI, GfK Benelux en tot voor kort als Marketing Manager bij Nilfisk-Advance denk ik een goede bijdrage te kunnen leveren aan de groei van diverse organisaties.

Belangrijke aspecten:

1. Leiding geven / team beter laten presteren
2. Analyse + inzichten
3. Beïnvloeden / presenteren / expertise
4. Samenwerking met Sales + klanten
5. Strategie (mede) bepalen

Hobby's: uitgaan, reizen, muziek, sport

Ik breng klantbehoeften in kaart en help organisaties daarop in te spelen, zodanig dat een unieke beleving van uw merk ontstaat.

Patrick Bruin, bedrijfskundige en vertegenwoordiger van de stem van de klant. Ik houd ervan organisaties te adviseren wat zij concreet moeten doen om de klant centraal te stellen om op zijn wensen te kunnen inspelen. Dat betekent dat ik onderzoek inzet om van (potentiële) klanten en ex-klanten te begrijpen welke wensen hij heeft t.a.v. merken, (nieuwe) producten of diensten, de communicatie hieromheen, en ook v.w.b. alle stappen in de “customer journey” (contacten die de klant heeft met de organisatie aan de telefoon, op de website/app, in de verkoopruimte, via de factuur etc.). Ik vergaar, verspreid en veranker deze kennis/inzichten in organisaties en pas deze toe bij het ontwikkelen van nieuwe concepten/waardeproposities.

Visie: de klant staat centraal bij elk businessvraagstuk. Het hebben van inzicht in klanten en daarnaar handelen is cruciaal voor de duurzame groei van organisaties op de langere termijn. Het verzamelen en toepassen van klantinzichten dient de basis te zijn van iedere innovatie, NPD, communicatie, marketing- en salesproces én zal leiden tot betere producten en communicatie, vloeiender verlopende en meer kostenefficiënte processen, alsmede een hoger gewaardeerde klantervaring in het algemeen.

Interim and Consultancy assignments
● Inter IKEA Group: Consultant (interim), customer experience (strategic) projects regarding sustainability, innovation, new areas, food, social listening and other initiatives 2022
● Kantar: Director Customer Experience (interim), leading the CX team, managing research, analytics and interpretation, doing presentations, leading workshops and determining improvement areas for companies in (a/o) banking, online travel, packaging, telecom, aviation, automotive, printers/copiers 2021 – 2022
● Inter IKEA Group: Project Leader (interim), leading global strategic insights projects in the field of brand tracking, key market indicators, food research, expansion into new territories, including online/digital and the omni-channel shift when outlets had to close during the pandemic 2020 – 2021
● Jaarbeurs: Interim consultant MICC (Marketing Intelligence Competence Centre), leading and reorganising MICC in a new organisation, initiating new research trajectories for innovation/NPD and (re)positioning brands and titles 2019
● Heineken: Consumer and Market Insights Manager (interim), mainly leading large projects, managing communication research (incl. marketing mix modelling), starting new initiatives for craft and specialty beer, shopper marketing 2018 – 2019
● DSM: Consultancy regarding Marketing & Innovation, building value propositions for new (biofuel) PMCs, leading workshops 2017 – 2018
● KPN: Market Intelligence Consultant (interim), leading strategic repositioning project encompassing both consumer and business market 2017
● Marketing consultancy and business plans for start-ups in emerging countries (e.g. new ferry line in Nigeria, physiotherapy services in Cameroon) 2015 – 2016

The House of Insights Partner 2020 - present
The House of Insights supports companies in developing and implementing their roadmap for a Consumer Insights Strategy
● Established network (TheHouseofInsights.com) with two partners

Marketing Professionals Senior Consultant 2016 - present
Marketing Professionals deliver high quality marketing consultancy on interim and project basis
● Established new network (MarketingProfessionals.nu)

MIC (Marketing & Insights Consultancy) Owner and consultant / interim manager 2015 - present
MIC assesses customers' needs and helps organisations to act upon these, leading to a unique experience of brands
● Websites: marketing-insights.nl; marketing-insights.eu

Nilfisk B.V. Marketing Director Benelux, MT member 2013 – 2014
Worldwide operating manufacturer of cleaning equipment
● Defined and executed/implemented marketing strategies and plans locally
● Co-defined the global marketing strategy as member of the Global Marketing Board
● Lead and restructured the Product Management/Training and Marketing team (7 FTEs)
● Reintroduced the Viper brand in the Netherlands

KPN B.V. Senior Marketing Manager, Insights Manager 2007 – 2012
Dutch ICT and telecom operator, market leader in Benelux
Senior Marketing Manager (B2C) 2011 – 2012
● Decreased churn by >15 per cent in one year’s time
● Initiated and supervised marketing activities to retain consumers of Interactive TV and Digitenne, e.g. introduced retention proposition
● Set up a multi brand strategy, with XS4ALL and Telfort in order to clearly position the different brands and segments
Insights Manager (B2B) 2007 – 2011
● Established the new function and introduced the FMCG way of working, which resulted in launching new products and services based on customer insights

Numico Trading B.V. (Danone) Global Consumer Insights Manager 2005 – 2007
Worldwide operating manufacturer of baby food and clinical nutrition
● Managed a 26 country Global Usage & Attitude study, which lead to a new strategy, new communication platforms and the introduction of various new products (e.g. toddler nutrition)
● Translated the insights, on a strategic level, into brand and new product development
● The responsibilities were translated into the following projects
o Consumer Segmentation model
o Global Usage & Attitudes/Brand Image Tracking Study
o New product development (NPD), Innovation and CRM projects

JT International Company Netherlands Market Research Manager Benelux 2004 – 2005
Worldwide operating manufacturer of tobacco products
● Introduced various innovative research methods to gain more insight into consumers and non-users of the brands
● Introduced new Camel pack sizes and secured the number 2 position on the markets

Campina, group Campina International Market Research Manager 2001 – 2004
Worldwide operating manufacturer of dairy products
● Established the international market research function for Campina; introduction of various new products, based on consumer insights
● Structured and standardised market research processes within Campina International
● Projects, a/o: European concept for dessert products whilst repositioning brands, MIS for Campina International, introducing Breakfast products in Western Europe, Drinks in Central and Eastern Europe

GfK Benelux Marketing Services B.V. Project Manager / Consultant 1998 – 2001
Worldwide operating market research agency
● (Co-)Set up the DIY panel and more than doubled the turnover in two years’ time
● Managed various panels

Fixet Retail (Reesink N.V.) Market researcher 1996 – 1998
DIY Retail and Wholesale
● Set up the new function in a new organisation


Education Institute Date Diploma

Business Studies (MA) Radboud University Nijmegen 1994 – 1996 yes
Logistics & Economy (BA) Business Polytechnic (HEAO) 1988 – 1994 yes
Atheneum Olympus College Arnhem 1982 – 1988 yes

Uitgaan (fine dining), koken, reizen, muziek (concerten), sport