Present Work Experience

Position
Planner, Strawberry Frog, Amsterdam, the Netherlands

Competencies
Trend & Society insight, Consumer insight & target audience development, Competitive analysis, Social media and engagement strategy, Life-cycle eCRM programme, Brand strategy, Integrated communication strategy.

Experiences and Responsibilities
  • Support the Strategic Director in daily tasks: collecting desk & field data then present them in a digestible format. Being a partner in analysing insights and developing brand & communication ideas. Fine-tuning presentations & documents. Global & Regional projects.
  • Independently work in regional & local campaigns e.g.: Pampers CEEMEA initiatives, Pampers Russia, Pampers UNICEF, etc.
  • Act as in-house social media guru. Function as a radar on the latest trends, society & community developments. Report and present to Strategy, Creative & Account departments as well as client e.g.: When Gaming Invades Real Life, Online Oxygen, Welcome to the Smarter Web, Online Power Mums, Modern Fatherhood, Parenting 2.0, DSLR online tribes, the drives of happy snappers and advanced amateurs, localising the photography community’ heroes, the most up to date web 2.0 activities, etc.
  • Study and analyse research results in order to translate and communicate the results towards the Strategy, Account & Creative departments e.g.: Pampers' qualitative research for market insights, Canon’s research results for consumer insights, Pan-European campaign trackings, GFK market data, various client's Google Analytic results, etc.
  • Research and understand client’s target market. Share the knowledge to Strategy and Creative departments e.g.: Pampers' consumer segmentation, Sony Ericsson' consumer segmentation, Canon’s consumer segmentation, Kill Zone consumer segmentation, etc..
  • Follow and analyse the client’s competitors activities & campaigns. Create engaging presentation to share the knowledge to Strategy, Creative, and Account departments e.g.: Global Airlines Loyalty Programme, Holidays 2.5, Huggies around the world, Scandinavia & Libero, Call of Duty Modern Blockbuster, Nikon loves blogosphere, Sony Foam City, Panasonic Everything Matters, DSLR Ambassador program, monthly competitors’ analysis, etc..
  • Coordinate focus groups as well as desk & field research for Pan-European campaigns e.g.: focus groups for PIXMA in 4 countries, focus groups for DSC-DSLR combo campaign.
  • Monitor and manage client’s online community e.g. Freecording community in Flickr.
  • Grow knowledge and develop thinking on consumer media usage, the role of the internet in conversations between people & brands, and social media.
  • Independently research, prepare and present case studies of interesting communication campaign as well as award winning industry’s works.
  • Brief the Creative team and inspire them during the process.

Strategy Projects
Pampers Global Interactive Project
Pampers Global eCRM programme
Pampers Regional Interactive Initiatives
Emirates Airlines Group Brand Architecture
Canon PIXMA Brand Book
Canon DSC Online Community & Brand Platform
Canon EOS DSLR Online Community & Brand Platform
Canon Freecording Online Community
Canon DSC, EOS DSLR, and PIXMA MFP Campaigns 2008
Canon DSC & EOS DSLR Combo Campaign 2009
Canon Freecording Camcorder Campaign 2008 & 2009
World Press Photo
Dentsu Amsterdam website
Sony Ericsson (Online)
Kill Zone 3 (Online)
Danone Neocate (Online)
Alcatel Lucent (Online)
Yamaha (Europe)
Heineken (Worldwide)

Pitch & new business
Fiat (Netherland)
Honda (Europe)
EuroFlorist (Europe)
Tommy Hilfiger (Online)
ICI Paris XL (Benelux)
Vodafone (Netherland)