I am working with Calvin Klein's senior leadership to develop several strategic foundations for the brand including:

- A new brand experience playbook outlining the principles and tactics for the brand to show up across diverse touchpoints
- Best practice and consumer research to identify new brand opportunities
- Creative strategy & principles for specific brand experience projects
- In-store communication & wayfinding strategy

Work with Head of Brand to develop diverse brand initiatives to transform Loop Earplugs from a scale-up to a category leader and help millions worldwide protect their hearing in style:
- Creative and strategic brief for Loop's first ever brand campaign
- Set up and launched quarterly brand tracking and reporting
- Develop campaign strategy for Loop launches, such as the 4th Tomorrowland x Loop Earplugs partnership
- Launch consumer research and user research to generate ownable claims & messaging
- Identify & launch brand experiments to expand into new use cases such as Loop Earplugs x Team Belgium Olympic Games partnership

I was the Head of Strategy at UXUS, an award-winning brand experience agency based in Amsterdam, part of Interpublic Group. I led the strategy department managing a team of senior, mid and junior strategists on brand strategy, brand experience, campaign development, retail marketing projects including the following achievements:

- Expanded UXUS' service offering with strategy services, generating additional agency income through new strategic offerings
- Grew and mentored the strategy team and skillset within agency, with strategy voted as #1 agency USP by clients
- Led crucial client accounts for UXUS including Bentley, Waitrose, Starbucks, Bottega Veneta, Clinique, LEGO, W Hotels
- Developed new signature methodologies and frameworks, establishing UXUS' thought leadership, resulting in high profile client commissions
- Launched & lead UXUS Diversity, Equity & Inclusion (DE&I) initiative

Strategic and creative consultancy focused on brand experience transformation:

- Developed a new shopper marketing strategy for LEGO targeting millennial families
- Led brand experience strategy and journey mapping for Swarovski, repositioning the brand as a modern style icon
- Provided copywriting for publications of TANK, award-winning Dutch design agency

I led the marketing & communication department at Manifesta, the 4th largest contemporary art biennial/exhibition in the world, overseeing the international and local (edition-specific) teams across all key marketing workstreams:
- Oversaw the development of Manifesta 12 Palermo's brand identity and website
- Oversaw digital marketing and PR efforts, resulting in 450,000 visitors and tier-1 media coverage (Guardian, New York Times, Vogue).