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De aanpak

Door datagedreven te werk te gaan door middel van het goed bijhouden van de performance van online content staat Emerce vandaag de dag nog sterker in de markt.

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Er is namelijk altijd wel wat te doen en geen week ziet er hetzelfde uit."},"child_css":{},"css":{},"id":"Quote_2","label":null,"module_id":191630456690,"name":"Quote_2","order":30,"smart_type":null,"styles":{},"type":"module"},"Stats_1":{"body":{"description":"Meer conversies","module_id":191630456696,"value":"+6,4%"},"child_css":{},"css":{},"id":"Stats_1","label":null,"module_id":191630456696,"name":"Stats_1","order":21,"smart_type":null,"styles":{},"type":"module"},"Stats_title":{"body":{"html":"

De resultaten

Als Product Manager bij Vue Cinemas heb ik mij de afgelopen jaren gericht op het optimaliseren van de website en app om de gebruikerservaring te verbeteren en de conversie te verhogen. Door A/B-testen, UX-optimalisaties en gerichte verbeteringen voor zowel de desktop- als mobiele versie hebben we de online customer journey efficiënter gemaakt.

De uitdaging

Vue Cinemas wil de optimale beleving aanbieden aan iedereen die de bioscoop wil of gaat bezoeken. Dat bezoek begint eigenlijk al voordat de bioscoop zelf wordt bezocht, op bijvoorbeeld de website of app. Het is dus de bedoeling dat het online proces vooraf aan een bezoek zo vlekkeloos mogelijk verloopt. Er valt veel te winnen bij de optimalisatie van de online platformen, iedere procent toename van het doorklikpercentage in de conversiefunnel maakt verschil in de gebruiksvriendelijkheid van duizenden mensen en daarbij de omzet van Vue.

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De aanpak

Het development team is week in week uit bezig om de gebruiksvriendelijkheid zo veel mogelijk te waarborgen en verbeteren waar mogelijk. En voor dit proces is er een product manager nodig. Iemand die het product, de website en app beheert. Maar het zijn niet alleen de bezoekers die je zo goed mogelijk moeten helpen, het zijn ook je collega’s. Zo maken wij gebruik van een custom made CMS die uiteraard gebouwd is voor de collega’s. Ook zij moeten vlekkeloos met de website kunnen werken waar nodig is.

Als product manager bij Vue Cinemas ben ik dus niet per se bezig met een marketingvraagstuk zoals SEO, SEA of contentmarketing. Eigenlijk ben ik bezig met een proces dat nooit stopt. Er is namelijk altijd wel wat te doen en geen week ziet er hetzelfde uit.

Binnen Vue werken wij met een 2-wekelijkse sprint via de software Jira. Zo bestaat ons bord uit verschillende onderdelen, denk aan in progress, client review en ready for live. Om te zorgen dat dat allemaal volgens de planning verloopt, ben ik daar dagelijks mee bezig. Soms bestaat dat uit het aanmaken van tickets en/of een sprint, het geven van feedback of het testen van de nieuwe features/ applicatie.

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Waar ik trots op ben

Een van de mooiste resultaten vind ik dat ik al bijna drie jaar met veel plezier voor zo’n mooi bedrijf mag werken. De verantwoordelijkheid die ik binnen het team krijg en de ruimte om mijn eigen identiteit en visie kwijt te kunnen in mijn werk, maken deze rol extra bijzonder.

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de aanpak

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Hun input was essentieel voor het creëren van relevante en authentieke content."},"child_css":{},"css":{},"id":"Quote_2","label":null,"module_id":191630456690,"name":"Quote_2","order":37,"smart_type":null,"styles":{},"type":"module"},"Stats_1":{"body":{"description":"meer volgers op LinkedIn","module_id":191630456696,"value":"+22%"},"child_css":{},"css":{},"id":"Stats_1","label":null,"module_id":191630456696,"name":"Stats_1","order":21,"smart_type":null,"styles":{},"type":"module"},"Stats_2":{"body":{"description":"groei in sessies op de website","module_id":191630456696,"value":"+24%"},"child_css":{},"css":{},"id":"Stats_2","label":null,"module_id":191630456696,"name":"Stats_2","order":22,"smart_type":null,"styles":{},"type":"module"},"Stats_3":{"body":{"description":"groei in engagement","module_id":191630456696,"value":"+48%"},"child_css":{},"css":{},"id":"Stats_3","label":null,"module_id":191630456696,"name":"Stats_3","order":24,"smart_type":null,"styles":{},"type":"module"},"Stats_4":{"body":{"description":"groei in conversies op de website","module_id":191630456696,"value":"+57%"},"child_css":{},"css":{},"id":"Stats_4","label":null,"module_id":191630456696,"name":"Stats_4","order":25,"smart_type":null,"styles":{},"type":"module"},"Stats_title":{"body":{"html":"

Het resultaat

Door consistent te werken met een contentplanning konden alle marketingkanalen structureel gevuld worden. Dit zorgde voor een aanzienlijke toename in online zichtbaarheid. De nieuwe huisstijl werd hierbij consequent doorgevoerd, wat bijdroeg aan een sterkere merkuitstraling. Het resultaat: het websiteverkeer bereikte een recordhoogte en de conversies worden inmiddels nauwkeurig gemonitord. Hierdoor kan er gericht worden gestuurd op verdere optimalisatie.

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De uitdaging

Bij Avics werd er hard gewerkt aan het opnieuw opzetten van de marketing- en communicatieafdeling. Er was al een Brand Manager en een Marketing- en Salesmanager aangetrokken, maar om écht stappen vooruit te zetten, was er meer nodig. Iemand die de online kanalen nieuw leven kon inblazen – vooral na de lancering van hun vernieuwde huisstijl en website. De oplossing? Een allround online marketeer die dit traject kon versterken.

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De aanpak

Tijdens mijn tijd bij Avics heb ik een breed scala aan marketingwerkzaamheden uitgevoerd. Zo verzorgde ik nieuwsbrieven en gerichte mailings voor specifieke doelgroepen. Daarnaast was ik verantwoordelijk voor het creëren van uiteenlopende content voor de website, zoals blogs, vacatures, klantcases, categoriepagina’s en het optimaliseren van de websitestructuur. Ook ontwikkelde ik content en campagnes voor LinkedIn, waarmee we de zichtbaarheid en betrokkenheid op sociale media wisten te vergroten.

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Hier ben ik trots op

Om structuur aan te brengen in alle marketingactiviteiten, heb ik een Trellobord opgezet waarmee overzicht werd gecreëerd in alle lopende en geplande taken. Dit maakte het eenvoudig om te zien wie waarbij betrokken moest worden, wat zorgde voor een efficiënte samenwerking. En daarbij heeft de nieuwe medewerker alle toekomstplannen netjes op een rijtje om over te nemen.

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Het resultaat

Bij Dopper is Dion aan de slag gegaan als Performance Marketing specialist. Hij was verantwoordelijk voor het opzetten en monitoren van verschillende paid advertisement campagnes. Denk hierbij aan het inrichten en monitoren van Google Ads en het opzetten van social ads.

De uitdaging

Tijdens de periode bij Dopper kwamen diverse marketinguitdagingen naar voren. Er was behoefte aan effectieve campagnes op non-branded en seizoensgebonden zoekwoorden, in een concurrerend speelveld. De lancering van nieuwe campagnes, zoals voor het Steel-product, vereiste volledige opbouw vanuit het niets. Binnen Europa moest op meerdere markten tegelijkertijd worden gecommuniceerd rond thema's als vader- en moederdag, met oog voor lokale nuances. Daarnaast speelde de noodzaak om merkbekendheid te vergroten in groeimarkten zoals Frankrijk en Spanje.

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DE aanpak

Intern ontstond de behoefte aan een nieuwe manier van campagne-evaluatie, waarbij sturen op POAS in plaats van ROAS centraal kwam te staan. Verder was het essentieel om bestaande campagnes continu te optimaliseren en inzichtelijk te maken in rapportages voor stakeholders. Ook werd er een nieuwe online naamsbekendheidscampagne gelanceerd voor een groter deel van de EU.

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Hier ben ik trots op

Door het fijne team waar we in werkten kon ik direct een vliegende start maken. Samenwerken werd enorm gestimuleerd en ik kon altijd bij iemand terecht als ik een vraag had. Door dit warme onthaal en de korte lijntjes kon ik meteen effectief aan de slag. Mede door de goede sfeer zag ik de mogelijkheid om mijn verse inzichten open te bespreken met het managementteam, wat heeft geleidt tot de opbouw en uitvoering van mijn eigen online naamsbekendheidstrategie voor Dopper's groeiende ambities in de Europese markt!

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De cultuur binnen JobTraining weerspiegelt het motto “practice what you preach”. De waarden en methodes die aan klanten worden geleerd, zijn duidelijk zichtbaar in de eigen werkomgeving. Medewerkers worden gestimuleerd om effectief om te gaan met hun tijd, door bijvoorbeeld tijdsblokken te reserveren voor focuswerk en pauzes in te lassen voor mentale ontspanning.

JobTraining opereert onder twee labels: Hello New You, gericht op de individuele ontwikkeling van particulieren, en JobTraining, dat zich richt op maatwerk trainingen voor organisaties.

Onlangs was JobTraining op zoek naar een tijdelijke vervanging voor hun Marketing Manager, die met zwangerschapsverlof zou gaan voor een periode van zes maanden. De ideale kandidaat moest in staat zijn om de lopende marketingactiviteiten voort te zetten en de eerste stappen te zetten richting een account-based marketingstrategie. Dankzij haar brede ervaring in marketing, kozen ze voor Kiran om deze cruciale rol te vervullen.

De resultaten

In haar rol als interim marketing manager heeft Kiran samen met een content marketeer lopende zaken opgepakt. Dat hield in: Google Ads monitoren en aanpassen, nieuwe trainingen op de website zetten en campagnes voor deze trainingen gaan aanzetten. Ook maakte ze samen met de content marketeer een plan voor de content creatie.

Daarnaast was Kiran ook in de lead voor het opzetten van een account based marketing plan. Hiervoor werkte ze samen met verschillende stakeholders van JobTraining: accountmanagers voor input en collega’s voor de integratie van content. Uiteindelijk is er niet alleen een plan gemaakt, maar is dit plan ook in uitvoering gezet. Dit leidde tot meer awareness onder de getargete accounts. Er werd getest met zowel AI gegenereerde contentcampagnes als handmatig ingestelde campagnes.

Daarnaast was er ook veel behoefte aan leads voor de HelloNewYou label. Samen met de content marketeer heeft Kiran verschillende campagnes live gezet, wat uiteindelijk zorgde voor 509 Meta leads. Daarnaast zorgden de campagnes voor een toename in website
traffic van 116%.

De uitdaging

Het belangrijkste doel van het bedrijf is om mensen te helpen met hun persoonlijke ontwikkeling. Dit doen ze door hen te ondersteunen bij het ontdekken en benutten van hun volledige potentieel, zowel professioneel als persoonlijk. Ze bieden trainingen en begeleiding aan om groei te stimuleren, zelfvertrouwen te versterken en nieuwe vaardigheden te ontwikkelen.

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de aanpak

Google Ads managen;
LinkedIn campagnes managen;
Nieuwe leadgen campagnes opzetten;
ABM strategie opzetten en uitrollen voor 2 accounts;
Nauw samenwerken met content marketeer voor content creatie;
Maandelijkse Marketing cijfers aan het MT rapporteren;
Promoten van de trainingen onder de Metalektro industrie.

Google Ads managen

Kiran heeft de Google Ads-campagnes geoptimaliseerd door data-analyse en A/B-testing, waardoor de prestaties continu verbeterd
werden. Dit omvatte het beheren van budgetten, het analyseren van zoekwoorden, het optimaliseren van advertentieteksten en het
verbeteren van de Quality Score om kosten per klik te verlagen en conversies te verhogen.

LinkedIn campagnes managen

Voor LinkedIn heeft Kiran zowel paid als organic strategieën ingezet. Ze heeft de targeting verfijnd op basis van functietitels, industrieën
en bedrijfsgroottes om relevante doelgroepen te bereiken.

Nieuwe leadgen campagnes opzetten

Kiran heeft innovatieve leadgeneratie campagnes opgezet, waarbij ze verschillende kanalen en tactieken heeft gecombineerd, zoals gated
content, retargeting en marketing automation. Door continu de conversieratio’s te analyseren, kon ze campagnes finetunen en optimaliseren voor betere resultaten.

ABM-strategie opzetten en uitrollen voor 2 accounts

Kiran heeft een Account-Based Marketing (ABM) strategie ontwikkeld en geïmplementeerd voor twee belangrijke accounts. Dit omvatte:

● Diepgaand onderzoek naar de bedrijven en hun beslissers.
● Gepersonaliseerde content en outreach afgestemd op hun pijnpunten.
● Samenwerking met sales om de juiste messaging en follow-ups te bepalen.
● Resultaatmeting via engagement tracking en conversieanalyse.

Nauw samenwerken met content marketeer voor contentcreatie

Samen met de content marketeer heeft Kiran een strategische contentplanning ontwikkeld die aansluit op de buyer journey.Daarnaast hebben ze een A/B-testplan opgezet voor video’s, zodat ze data-gedreven beslissingen konden nemen over content optimalisatie
en effectiviteit.

Maandelijkse marketingcijfers aan het MT rapporteren

Elke maand heeft ze een marketingrapport opgesteld voor het managementteam, waarbij ze niet alleen cijfers presenteerde, maar ook inzichten en strategische aanbevelingen gaf. Ze richtte zich op KPI’s zoals leadgeneratie, conversieratio’s, ROAS en engagement data, zodat het MT gefundeerde beslissingen kon nemen.

Promoten van de trainingen onder de Metalektro-industrie

Voor de Metalektro-industrie heeft ze een gerichte marketing aanpak ontwikkeld. Dit omvatte:

● Segmentatie van de doelgroep om de juiste bedrijven en beslissers te bereiken.
● Contentmarketing en advertentiecampagnes om de trainingen onder de aandacht te brengen.

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