Senior Client Service & Commercial Strategy Leader
About Me
I am a Senior Client Service & Commercial Strategy Leader with over 10 years of international experience driving global client growth and managing high-value CPG portfolios. Throughout my career, I have led cross-functional agency teams to deliver integrated digital solutions across EMEA and MENA regions. My expertise lies in aligning advertisers, agencies, and platform teams around clear growth objectives to deliver measurable business impact at scale.
Previously, I served as an Industry Manager at Google, specializing in full-funnel video ecosystems, commercial partnerships, and data-driven investment strategies. I have a proven track record of securing multi-million-euro joint business plans and driving significant commercial revenue growth through strategic partnerships and performance marketing.
I excel at designing and leading cross-channel digital performance strategies, boosting return on ad spend (ROAS) through structured A/B testing and weekly optimization rhythms. My approach integrates marketing mix modeling, brand lift studies, and incrementality analyses to improve acquisition efficiency and steer investment decisions.
My leadership experience includes managing digital transformation projects and holistic agency deliverables for major clients such as Johnson & Johnson, Mattel, and Coca-Cola. I have successfully shifted traditional linear TV investments toward digital and YouTube ecosystems, achieving substantial media efficiency improvements and brand consideration lifts.
I am passionate about leveraging data-driven insights and innovative marketing strategies to drive client success and commercial growth. Fluent in English, Dutch, and Arabic, with conversational skills in French and German, I thrive in multicultural environments and enjoy collaborating with diverse teams to achieve shared goals.
Skills
CRMStakeholder ManagementDigital MarketingContent CreationGoogle AdsMarketing AnalyticsInfluencer Marketing
Education
MBA
Bachelor of Economics
Experience
Strategic partner to large CPG advertisers across the Netherlands, driving revenue through Google and YouTube Video & Display solutions. Secured multi-million-euro Joint Business Plans by translating media performance and reach data into scalable commercial revenue models. Designed and led cross-channel digital performance strategy for major CPG clients, boosting ROAS through structured A/B testing and weekly optimization rhythms. Collaborated with cross-functional teams (product, sales, data) to connect performance insights to tangible commercial outcomes. Reallocated 15%+ of linear TV budgets into digital and YouTube performance ecosystems, capturing incremental reach in the Dutch market. Applied MMM, Brand Lift, and incrementality analyses to improve acquisition efficiency and steer performance investment decisions.
Served as Senior Account Leader for J&J and Mattel, overseeing client relationships, full digital transformation, and holistic agency deliverables across DACH & Benelux. Advised global HQ and senior stakeholders on market dynamics, influencing multi-million-euro budget allocation decisions. Protected €7.5M+ in annual billings during competitive agency reviews through data-driven performance narratives. Achieved 20-30% efficiency gains by consolidating siloed investments into a performance-led ecosystem. Unified TV, digital video, and performance channels to boost acquisition efficiency and lower CPA across DACH and Benelux markets. Built cross-platform audience strategies connecting search, video, and social to deliver stronger full-funnel performance.
Managed a multi-million-euro digital P&L across MENA, leading digital strategy and media planning for Coca-Cola's brand portfolio. Spearheaded digital activation for the 2018 FIFA World Cup, integrating creator partnerships into the media mix to amplify sponsorship and drive organic engagement. Bridged brand media and commercial sales by implementing Buy Now technologies within video assets, driving direct conversion from upper-funnel campaigns. Shifted agency investment from spray-and-pray to audience-first video planning, achieving a 2x lift in Brand Consideration with optimized acquisition costs.
Directed digital growth for the region's leading e-commerce sports platform, owning acquisition, retention, and influencer strategy. Built and managed an exclusive network of 30+ Brand Ambassadors and Creators across MENA, leveraging organic video content to drive platform and partner brand sales. Led digital acquisition across SEO, SEM, and CRM: creator-led assets to reduce CPA and increase customer lifetime value (CLV).
Managed end-to-end campaign delivery across paid search, paid social, programmatic display, and video for a portfolio of FMCG and retail clients. Built client media plans translating brand objectives into measurable digital KPIs, improving acquisition outcomes through iterative testing. Led onboarding of new measurement frameworks (attribution, viewability) that increased reporting transparency and client confidence. Developed and executed cross-channel digital campaigns for regional and global clients, with a focus on performance and real-time optimization.