Aimée-Isabelle Roerink, Finance Expert in Berlin, Germany
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Aimée-Isabelle Roerink

Verified Expert  in Finance

Management Consulting Expert

Location
Berlin, Germany
Toptal Member Since
May 4, 2022

An experienced change management and digital marketing leader, Aimée is an established marketing and digital acceleration professional. Her agile project management skills have allowed her to successfully complete complex change and global digital marketing programs. Aimée has executed interdisciplinary projects for various publicly listed companies and has exceptional stakeholder management skills. She has joined the Toptal network to explore new industries and collaborate with new brands.

Growth StrategyHuman Resources (HR)EconomicsFinancial ManagementTransformationFraud Prevention

Case Studies

Work Experience

Head of Product Campaigns

2021 - PRESENT
Serrala
  • Served as the lead of the product marketing team, made up of campaign managers for the company's eight products and account-based marketing associates.
  • Established and created a data-driven and end-to-end analysis and reporting for product marketing campaigns to enable and motivate other teams to increase in-depth campaign reporting.
  • Drove a digital change within the organization by exploring new marketing channels, attribution models, and new tooling.
  • Developed a go-to-market strategy for new cloud product lines by region.
Focus areas: Product Marketing, Change Leadership, Stakeholder Management, Stakeholder Engagement, Digitization, Digital Marketing Strategy, Digital Marketing, Event Marketing, Growth Strategy, Marketing Strategy, Strategic Planning, Annual Budgets, Project Management, Human Resources (HR), Digital Acceleration

Senior Manager of Digital Change Projects

2020 - 2021
Foot Locker
  • Led and managed the global digital acceleration program and project for Foot Locker, working with Accenture and Google to increase digitalization in three main pillars, i.e., data, customer experience, and business activation.
  • Headed the relocation and transition of the Center of Excellence from a German office to an office in the Netherlands, setting up and rehiring all German positions in the Netherlands.
  • Established the new structure for the Center of Excellence, a shared services center, and created all internal processes.
  • Worked with the US headquarters to align processes, team structures, and ways of working.
Focus areas: Agile Transformation, Change Leadership, Change Management, Growth Strategy, Business Relocation, Project Management, Workforce Management (WFM), Human Resources (HR), Digital Acceleration

Head of Marketing for Benelux, France, and Spain

2018 - 2020
SThree
  • Developed a marketing strategy for seven brands, focusing on KPIs such as website conversions for all sites, traffic increase, signing clients, and placing candidates.
  • Accelerated a digital change by leading the marketing data transformation program, focusing on creating and setting up data visualization dashboards, i.e., a data studio, to enable data-driven decision-making globally.
  • Led and managed the marketing team based across Benelux, France, and Spain with ten direct reports and three dotted-line reports.
  • Managed a budget of about €17 million for the team, advertising, job boards, and all other on and offline marketing activities in Benelux, France, and Spain.
Focus areas: Digital Marketing Strategy, Marketing Strategy, Stakeholder Management, Change Leadership, Cross-functional Team Leadership, Leadership, Project Management, Human Resources (HR), Digital Acceleration

Managing Director / Marketing Team Lead

2016 - 2018
Alphacomm Digital Commerce
  • Led cross-functional teams to manage five eCommerce platforms across Europe and the US. Ensured team member and platform growth in all five markets.
  • Managed shareholder return, and I was accountable for profit and loss.
  • Realized 2 million Euro growth in two years by expanding into a new market and marketing channels.
  • Launched a USA B2C eCommerce platform and achieved a six-figure revenue in the first 12 months.
  • Found and negotiated with suppliers and launched 33 products in the first month. Selected successful market-specific payment methods and improved conversion by fine-tuning the in-house fraud-prevention platform.
  • Determined a US marketing strategy and communication plan to reach consumers and build converting marketing funnel. Focused on consumer acquisition combined with building consumer loyalty.
Focus areas: P&L Responsibility, P&L Management, Digital Marketing, eCommerce Management, eCommerce Analysis, Data Analysis, Google Ads, Google SEO, New Product Business Cases, New Business Development, Growth Strategy, CX Strategy, Product Launch, B2C, Business to Consumer (B2C)

CIC Coordinator Benelux

2015 - 2016
Coca-Cola Europe
  • Worked as a part of the change management project team around setting up a new Consumer Interaction Center in the Benelux.
  • Coordinated with different marketing and technical agencies on various projects such as social media marketing, website rebuild, new Salesforce implementation, etc.
  • Led the project team for the website migration and rebuild, including new content production, technical requirements, and ultimately hiring a new website content owner.
  • Coordinated and assessed brand promotions on social media channels and piloted new channels for all Coca-Cola brands. For example, piloting Fanta promotions on Snapchat.
  • Coordinated the hiring and set up Benelux team, including training and recruitment and budget monitoring.
Focus areas: Change Management, Digital Marketing, Social Media Marketing (SMM), Brand Marketing, Website Setup, B2C
2011 - 2012

Master's Degree in Stakeholder Management and Global Entrepreneurship

Erasmus University - Rotterdam, Netherlands

2007 - 2011

Bachelor's Degree in International Business

University of Groningen - Groningen, Netherlands

AUGUST 2020 - PRESENT

Scrum Master Certification

Scrum.org

MAY 2019 - PRESENT

Google Analytics Certification

Google

JANUARY 2016 - PRESENT

Google Digital Garage

Google

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