Learning Program Digital Marketing
As an external consultant, I developed the training material to transform Philips' marketing organization (4.000 professionals) into a worldwide digital force. The training program covered Search, Social, eCommerce, Digital Analytics, Content Management and Digital CRM and Lead Management.
Additionally, I introduced the "flipped classroom" training approach to Philips. With a focus on workshops and trainees being trained with realistic cases, this approach ignited the change management process required to transform Philips into a digital marketing organization.
As an external consultant, I developed the training material to transform Philips' marketing organization (4.000 professionals) into a worldwide digital force. The training program covered Search, Social, eCommerce, Digital Analytics, Content Management and Digital CRM and Lead Management.
Additionally, I introduced the "flipped classroom" training approach to Philips. With a focus on workshops and trainees being trained with realistic cases, this approach ignited the change management process required to transform Philips into a digital marketing organization.
Profitable Content Creation
The aim of this project was to shift emphasis from creating content with short value horizons and low consumption to long value horizons and high engagement to generate more revenue at lower cost. In other words, profit!
This project was aimed at improving (1) content creation, (2) content distribution and (3) content monetization activities. Topics included finding alternative, more cost effective sources of content, using more channels to distribute content and extracting more value from the content created and distibuted.
This project was aimed at improving (1) content creation, (2) content distribution and (3) content monetization activities. Topics included finding alternative, more cost effective sources of content, using more channels to distribute content and extracting more value from the content created and distibuted.
Online Growth
We wanted to accelerate growth in the large and diverse online portfolio. Our focus was not to reinvent the business, but to improve on all element of the current online advertising business.
We widened the offering of newsletter types. We cut down the jungle of value propositions and focused on selling 6 clearly defined fomats to advertisers. A solid pricing mechanism was developed to determine the value of our propositions. Sales material was upgraded. Advertiser markets were more clearly segmented. We re-trained our sales staff through e-learning and in-house training to get the edge on competitors. Performance tracking was installed and communicated through actionable management reports. As a result, we we're able to show significant revenue growth in markets hit by the financial crisis of 2008/2009.
We widened the offering of newsletter types. We cut down the jungle of value propositions and focused on selling 6 clearly defined fomats to advertisers. A solid pricing mechanism was developed to determine the value of our propositions. Sales material was upgraded. Advertiser markets were more clearly segmented. We re-trained our sales staff through e-learning and in-house training to get the edge on competitors. Performance tracking was installed and communicated through actionable management reports. As a result, we we're able to show significant revenue growth in markets hit by the financial crisis of 2008/2009.
Portfolio Review
Based on specific criteria derived from strategy, a portfolio was reviewed with the aim to improve overall portfolio profitability and match with the corporate strategy.
The project was special since it did not let excel do the decision making, but let the model highlight products for further scrutiny. The model did facilitate intelligent debate preceding tough decisions.
Consequently, several products were divested or discontinued and overall business performance improved significantly.
The project was special since it did not let excel do the decision making, but let the model highlight products for further scrutiny. The model did facilitate intelligent debate preceding tough decisions.
Consequently, several products were divested or discontinued and overall business performance improved significantly.
Other Projects
> Introducing Net Promotor Scores (NPS) to facilitate customer based business performance benchmarking.
> Brand valuation and positioning for 2 major magazines titles in the Netherlands.
> Divestment of various print and online titles.
> Facilitating innovation workshops to develop new media products in "pressure cooker" setting.
> Developing an acquisition road map: identifying online take-over targets in the media sector based on strategic criteria.
> Introducing Net Promotor Scores (NPS) to facilitate customer based business performance benchmarking.
> Brand valuation and positioning for 2 major magazines titles in the Netherlands.
> Divestment of various print and online titles.
> Facilitating innovation workshops to develop new media products in "pressure cooker" setting.
> Developing an acquisition road map: identifying online take-over targets in the media sector based on strategic criteria.
