The ask
“We have strong digital capabilities, but we want an independent view on where we can improve and what we might be missing.”

The situation
The brand had established teams, agencies, platforms, and tools in place, but ways of working and assumptions varied across markets and partners. This made it harder to maintain consistency, evaluate work clearly, and turn campaign activity into repeatable learning.

There was a need to identify where the system was working, where it was creating friction, and what needed to change across strategy, creative, media, measurement, and team alignment.

What I did
I conducted a structured review across creative, media, platforms, tools, and ways of working, including interviews with internal teams and external partners.

I identified the key gaps limiting effectiveness and helped establish a shared set of principles for how digital work should be planned, executed, evaluated, and improved.

Result
Stronger alignment across teams and partners, clearer standards for execution, and a more consistent foundation for improving campaign effectiveness over time.

The ask
“How do we strengthen our brand in digital while continuing to deliver strong digital performance? And what capabilities are we missing to do this well?”

The situation
The brand was successful and growing, but brand and digital teams were operating largely separately. Brand activity was driven primarily through ATL, while digital activity was focused on performance, with limited connection between the two.

This created a gap between how the brand was being built and how it showed up in digital campaigns.

What I did
I reviewed how brand and digital work were planned, executed, and evaluated, then identified the structural gaps limiting stronger integration.

I clarified how brand strategy could translate more effectively into digital execution, including the capabilities, roles, and ways of working needed to support both brand building and performance.

Result
Stronger alignment between brand and digital, clearer priorities, and a more effective team setup to support both long-term brand building and short-term performance.

The ask
“We use creator content across markets, but how can we do it more efficiently and measure real impact?”

The situation
The brand was actively using creator content across campaigns and markets, but the role of creators, media support, reporting, and global coordination were not consistently defined.

This made it difficult to scale effectively, understand what was working, and manage creator investment across markets.

What I did
I redesigned how creator strategy, media support, and measurement worked together, helping teams define clearer roles for creator content within the broader campaign ecosystem.

I also helped align internal teams and agencies around a more consistent way to brief, produce, amplify, evaluate, and scale creator work.

Result
Clearer structure, stronger market alignment, and a measurement approach that helped creator content become more scalable and accountable.

The ask
“We’re running campaigns and tracking performance, but we don’t have a clear view of what’s actually working or how to improve it.”

The situation
The brand had ongoing campaigns and reporting in place, but limited clarity on what was driving results.

Creative was not consistently designed for digital or mobile environments, testing lacked a clear structure, and reporting made it difficult to understand what to improve.

This meant the team was active, but without a strong enough foundation for consistent learning or better decision-making.

What I did
I reviewed the campaign setup, creative approach, media structure, and reporting framework to identify where performance visibility was breaking down.

I then helped clarify how creative and media should work together, how results should be evaluated, and what the team needed to track to make better decisions.

Result
Clearer performance visibility, stronger digital-first creative direction, and more confident decision-making around investment, testing, and creative improvement.

The ask
“We’re launching a new product and brand. How do we set up our campaigns, creative, and measurement to give this the best chance of success?”

The situation
The brand was preparing to launch a new product in the Netherlands without existing brand recognition, reviews, or an established campaign structure.

Several fundamentals still needed to be defined, including how the product would be introduced, what creative assets were needed, how campaigns would be structured, and how early results would be interpreted.

This created a high-risk launch environment where early performance could easily be misread.

What I did
I worked across creative, media, creator activation, platforms, and measurement to establish a stronger launch foundation.

This included defining the creative asset needs, setting up a measurement framework, aligning platform and media teams, supporting the first phase of creator activation, and creating practical tracking systems to make reporting usable.

Result
A more structured launch setup, clearer visibility into early performance, and a foundation that allowed the brand to learn, adapt, and improve over time.