Personal
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Date of Birth: 21-04-1970
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Children: 2 girls
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Nationality : Dutch
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Civil Status : Living together
Short biography of Mariska Kloezen
With 20 years of professional experience I have developed as a truly integrated communication professional. I have worked
in all disciplines of advertising and communication; ATL, BTL, Digital (including Social Media), Retail, B-to-B, Government,
Non-profit, Corporate Communicatiion and Internal communication. I have a track record of building strong (client) relationships that have resulted in effective creative and award winning work, sustaining growth with my clients. I have integrated
innovative operating models and was successful at change management. My management style can be described as
coaching leadership and my personal motto is; always try and deliver on your promises.
Since 2013 I have worked as an independent marketing and communication professional. I have fulfilled assignments
concerning strategic questions like positioning, branding strategies, developing (long-term) communication strategies in
combination with overseeing hands-on project management. I have the ability to make theory and strategy into concrete
and realistic projects and can motivate people on executing the projects without loosing sight of the strategic intentions.
From 2010 onwards I was Lead Account (Client Service Director) and Management Team member of EuroRSCG 4D (a top 20
digital agency according to the Won Report, 2010). I managed to end client churn by implementing due process and structure,
avoiding contract terminations, generated organic growth by building on existing relationship and won local new business.
My success in business growth was achieved by optimizing performance figures, revitalizing client relations and expanding
into other areas on existing clients. This amounted to a truly integrated package offer (i.e. along side digital campaigns, also
social media activity and above the line components). In addition, I successfully evolved the project management department
into an account floor that focuses on building long-term relationships with clients.
Before EuroRSCG 4D I worked as Senior Account Director at S-W-H (now Indie), one of the top creative agencies in the
Netherlands. I enabled a new and innovative operating model where we added creative talent to the creative process
outside the business like writers of children’s poems, pastry bakers, artists, industrial designers, etc. This led to outstanding
creative work (awarded Gold Lamp at the ADCN Netherlands) and improved performance figures. It is my believe that
advertising is not always the solution, but the solution should always be creative. This operating model of utilizing creative
talent outside the advertising industry became the new operating model for S-W-H (now Indie).
Qualities
Innovative, curious, authentic, open minded, straightforward, excellent people skills and operational excellence.
Experience
Mariska Kloezen independent marketing, communication professional
2013
present Clients: Ogilvy & Mather Amsterdam, Dutch Federation of Cancer Patients Organizations (NFK), Dutch Broadcasting Associations (NLZiet), NUON/Vattenfall Amsterdam (United Energy Works), Being There Amsterdam (advertising agency). My
assignments concern: account set up, branding strategies, brand management, campaign management, internal communication campaigns, launching campaigns, positioning strategies, account management, rebranding strategies and overall
communication advice. For more specific information please see the assignment information enclosed.
2010
2013
EuroRSCG 4D, Amsterdam, Client Service Director, Lead Account, member of the Management Team
Clients: Volvo NL (Automotive), Interpolis, OHRA (Insurance), ECB, Rabobank (Financial), Reckitt Benckiser, Unilever (Heart
brands) (FMCG), (New) Business Development. My biggest successes are;
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Retained and revitalized client relations of which contract termination had been announced.
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Maintained all client relations after management break-away beginning of 2011.
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Realized better performance figures on projects by optimizing process management.
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Professional development of the account management and project management department.
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Various new business wins.
Mariska Kloezen interim marketing, communicatie & organisatie
Kerkerinklaan 71, 2071 RK Santpoort-Noord · +31 6 51468168 · [email protected] · skype : mariska_kloezen
2005
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2009
S-W-H (now known as Indie), Amsterdam, Senior Account Director
Clients: Bolletje (FMCG), energie:direct (low cost energy supplier), Simyo (prepaid phone provider), Frico (dairy products
Halfvoller international), FrieslandCampina (FMCG brand Slankie), Univé, (insurance) Wessanen (FMCG brands Zonnatura
and Beckers), Eiffel (financial), Weekenddesk (leisure brand Bongo).
Key performance:
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Enabled a totally new and innovative approach on campaign strategy and campaign management (which
later formed the basis for the business model of Indie) this led to a Gold lamp (ADCN) and growth in income.
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Prolonged the client relations of which contracts were under pressure.
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Various new business wins.
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Enabled innovative award winning campaigns; Bolletje, Univé, Weekenddesk, Zonnatura, Slankie.
2004
2005
Freelance & interim Account Director, Amsterdam
2002
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2004
Ubachs/Wisbrun (now known as JWT amsterdam), Amsterdam, Senior Account Manager
Interim assignments fulfilled for various agencies including Cooper & Cross, Y&R and S-W-H.
Clients a.o.: Alex Investors Bank, Transavia, Quaker Oats, ANWB.
Clients: C1000 (Retail), Eyewish Groeneveld (Retail), Nationale Nederlanden (Insurance), Rabobank (Financial) and Quest
(Publishing).
Key performance: set up and roll out of a new strategic and long-term brand campaign for Rabobank Netherlands (the
Jochem de Bruin campaign). Running the hectic daily business of retailers (C1000 and Eyewish Groeneveld) while maintaining due process which led to client satisfaction and profitable campaigns. My biggest successes were building solid client
relationships, process control and cost control. This resulted in successful campaigns both creatively and financially.
1999
2002
FCA!Retail, Amsterdam, Account Manager
Clients: Gall&Gall, GWK, Halfords, Schiphol Plaza and Shell Retail (all Retail clients).
Main performance: after a successful pitch on the Gall & Gall account I managed the roll out of a whole new retail strategy.
This not only led to a new campaign strategy, but also to new store and shop design. In this job I had my first experiences
with forced mergers/reorganisations and managed to turn the negative emotion in my account group to a positive emotion
to motivate my team again.
1998
1999
FHV/BBDO, Amsterdam, Account Manager
1996
1998
Cooperative Trade Combination United Retail, Huizen, Advertising Manager
1993
1995
Artifex advertising, Gorinchem, Account Excutive
Clients: Albert Heijn (retail/food), Smiths Food group, Nutricia (FMCG).
Retail chains: Electro World, Euramco, Globital, Witgoedspecialist and Audio-Videospecialist.
Clients: Machine factory Rademaker, Cocon Arkel, (B-to-B) Housing Association Beter Wonen.
Education
1988–1993 HEAO Small Business (Hogeschool Inholland, Haarlem, graduated 1993, BA-degree)
1982–1988 HAVO (GSCE) Hoogeveen
Languages
Courses
2007-2008
2004
1998
1998
Human Academy Zeist, Masterclass Leadership
Human Academy Zeist, Personal Tryout
SRM marketing communication-B
IAA Advertising
Native Dutch
English fluent verbal and written
German fluent verbal and moderate written
References: on request.
Mariska Kloezen interim marketing, communicatie & organisatie
Kerkerinklaan 71, 2071 RK Santpoort-Noord · +31 6 51468168 · [email protected] · skype : mariska_kloezen
Assignment Information
Ogilvy & Mather Amsterdam
Project: Client Services Director/Business Director a.i.
Project duration: 9 months
From April 2014 I worked as Client Services Director (Business Director) at Ogilvy & Mather Amsterdam.
My assignment was to (internal) lead the several new business projects that the agency was involved in. My role
in this mainly entailed:
- Project management and (strategic) guidance of campaign strategy and creative concept development.
- Overall pitch lead and responsible for the process.
Next to this I functioned as Business Director on the newly won client Rabobank Nederland (on which I was also
pitch lead). I was responsible for setting up (and management of) the account team, steering the further strategic
and creative development of the chosen concept and roll out of the first three campaigns.
Federation for Cancer Patients Organizations
(Nederlandse Federatie voor Kankerpatiënten-organisaties (NFK))
Project: Development of positioning strategy and long-term communication strategy
Project duration: 6 months
For NFK the assignment was to develop a positioning strategy and a long-term communication strategy because
the NFK wanted a stronger brand reputation with the general public of the Netherlands. (And next to this I was
asked to write a plan so NFK would be granted a project subsidy.)
This is important since cancer is becoming a chronic disease in the Netherlands with more people diagnosed
with cancer every year. Therefore the disease affects us all. Whether you are an employer, a health insurance
company, a schoolteacher, fa relative, a friend or a colleague of someone who is diagnosed with cancer, the
consequences of the disease affect us all.
It is NFK’s mission to contribute to the quality of life of those who have been affected by cancer as much as
possible. This entails advocacy for the patients by the NFK at medical institutions for the best healthcare, government institutions i.e. for subsidizing medicine, law’s on medicine, trade unions for improving working conditions,
financial and insurance companies for improvement of mortgage conditions and life insurance etc. Within all
these organizations the advocacy of the NFK is well known and enjoys a great reputation of being a very professional expert in the field.
But the general public is unaware of all this good work and if the public does not know about the NFK, how are
they to find them? This is where I came in. First I looked for a brand strategist. We teamed up and developed a
new positioning strategy, a long-term communication strategy, a new name and developed a new logo for the
NFK. Since NFK is a non-profit organization, budgets are tight. So for communication strategy I had an extra
challenge and had to look for ways beyond the traditional advertising.
The NFK is overarching 24 cancer specific patient organizations. All 24 organizations have their own identity and
communication strategy. It was our goal to come to a clearer positioning for all of them. So we held several
workshops with all cancer specific organizations. This got them involved with the new overall positioning, name
and logo. The aim was that they all would embrace and actively promote the new name and logo, so we could
make a bigger statement in the market. We succeeded in doing so.
Mariska Kloezen interim marketing, communicatie & organisatie
Kerkerinklaan 71, 2071 RK Santpoort-Noord · +31 6 51468168 · [email protected] · skype : mariska_kloezen
NLZiet (the joint Dutch Broadcasting companies NPO/RTL/SBS)
Project: Account Lead in the project team for the launching campaign
Project duration: 3,5 month
I was asked to participate in a project for the launching campaign of NLZiet (an online video on demand service
from the public and commercial broadcasting networks in the Netherlands). My role involved managing the
concept development process, advice on an overview of media possibilities and budget management.
Functioning as an advertising team working directly for the client, two Creatives (Art Director & Copy Writer),
a Strategist and myself came together for the occasion. I found it very exciting and believe this is going to be
a working model we will see far more often in the near future.
Unfortunately the concept was not approved because of political reasons by the various networks and the
project came to a full stop for us. But it was a great experience.
Advertising Agency Being There
Project: Advising on structuring the account/project management department
Project duration: 1 month
For advertising agency Being There I fulfilled a fairly small but very interesting assignment. It entailed having a
second look at the account organization of the agency. The agency had just gone through some changes and
was re-shaped to get through the rough times of the recession. Since I was the outsider these changes did not
affect me and therefore I was uncompromised and impartial. I met with every one in the agency and discussed
their needs, ambitions & emotions and set this against the strategic plans and wishes of the management.
Based on this I wrote my advise on how to structure and change the account and project management department.
I enjoyed this assignment because I love to work with people and really enjoy working on teambuilding.
Mariska Kloezen interim marketing, communicatie & organisatie
Kerkerinklaan 71, 2071 RK Santpoort-Noord · +31 6 51468168 · [email protected] · skype : mariska_kloezen
Nuon/Vattenfall,
Project: project management of the rebranding and launch of United Energy Works
Project duration: 9 months fulltime
In October 2012 Nuon/Vattenfall Amsterdam hired me to manage the rebranding project that was planned for
United Energy Works. United Energy Works is a company formed by a merger of six other Nuon affiliates.
The merger had only recently taken place and people were still not sure about their job, function or responsibilities. As happens in times of merger and reorganization.
At the time I stepped in the branding strategy and business strategy was already developed. Based on this I
developed the plan on how to manage the rebranding.
My first priority was to define the most urgent projects and form and manage internal project teams. These
project teams then handled projects like livery of the wagon fleet, development of corporate uniforms for all
technical employees, development of the corporate identity and style guide so that we could develop the
website, sales material etc.
Next to this it was of great importance to inform and motivate all employees about the new business strategy
and branding. The internal program to do so contained;
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Organizing workshops for the managerial staff in which they were involved in the business strategy.
In cooperation with the HR department develoment of new function requirements and goals based on
the new business/branding strategy. So employees have guidelines on how to live the brand.
Organizing road shows to all offices by the board of directors for Q&A for all employees.
Regular Newsletters/e-dm’s to inform all employees of the status quo and latest successes of the
change. (Motivational information about progress of the new company).
Development of a detailed script on how to handle the re-branding with tasks and responsibilities for
all senior employees.
Development of a toolkit with communication assets which sales people can use for their sales
materials.
Development of a new social intranet system (based on Yammer).
During the rebranding the strategic choice was for the six companies who merged to still advertise and do their
own marketing in the original way. The reason was to make sure sales targets were met. It meant a secure and
detailed alignment with the brand managers of the six brands to prepare and plan the launch of the positioning
campaign of United Energy Works. In regards to this strategic positioning campaign my role was;
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Strategic advice to the board of directors on the creative interpretation, execution plan and media
strategy.
Overall communication management.
Responsible for hands on project management of the launching campaign.
Responsible for the media strategy and buying.
All in all a very versatile assignment with both internal and external communication questions. I enjoyed working
on this assignment in a highly turbulent and politically sensitive organisation in the middle of a merger.
Mariska Kloezen interim marketing, communicatie & organisatie
Kerkerinklaan 71, 2071 RK Santpoort-Noord · +31 6 51468168 · [email protected] · skype : mariska_kloezen