From campaigns to revenue strategy.
I remember the intensity of working on campaigns where every decision mattered — who we targeted, what we said, where the message appeared, and whether the response translated into real commercial results.
Over two decades, I created, optimized and evaluated campaigns for leading brands in the Netherlands — Shell, Philips, Santander, Amazon and Jumbo — organizations operating at significant scale and complexity.
Over time, I realised the biggest growth problem was rarely a lack of marketing activity. Companies were speaking to too many audiences, using generic positioning, or running campaigns without a clear connection to the buyers most likely to create revenue.
That was the turning point. My value wasn’t simply delivering campaigns — it was helping organizations make better decisions about where to focus their growth.