o Assisted with the introduction of new Member Relationship Index/NPS research within channels
with all contact with members.
CRM/Marketing Consultant / – /
Royal Automotive Club of Western Australia RACWA in Perth, Australia.
Senior Management leadership course. Exchange program between ANWB and RACWA to exchange
information and best practices. Worked in the CRM and several Marketing departments and service
channels. Introduced strategies, innovations, CRM and marketing activities within both clubs.
Senior CRM Strategy Manager / –
Royal Dutch Touring club ANWB, Strategy department
Build and implemented the Customer Contact strategy based on the Life Cycle of members to stimulate
retention, prevent churn and drive Customer value.
Manager Marketing Intelligence / –
Royal Dutch Touring club ANWB, Customer Knowledge
Responsible for the marketing database, customer knowledge and analytical resources.
With less resources I improved the customer insights within the marketing & sales organisation.
Head of Customer Group Marketing / –
Royal Dutch Touring club ANWB, Marketing & Innovation
My team and I developed different segmentation models based on behaviour, needs and life time value
of members. I converted strategies into new successful propositions for innovations and more effective
communication. Assisted with the implementation of the marketing database IMarketer from Experian
to improve Marketing intelligence. Furthermore I advised senior management and marketers in different