Rob Lamers

Responsible for the overall marketing performance of the school, where the goal is to deliver inquiries
Responsibilities:
- Marketing strategy to support school’s growth
- Multi-channel prospective customer marketing program which supports effective customer
engagement, retention and parent advocacy
- Responsible for SEO / SEM, Adwords performance
- Social media campaigns via Facebook, Instagram, Twitter, Google+, Youtube
- Content marketing via advertising & advertorials: offline & online
- Event management
Main achievements
- Set up of cross-channel brand campaign ‘Larger Than Life’ with Ogilvy & Mather.
- Transitioning digital ownership of digital communication channels
- Salesforce & Pardot implementation

for the JCS BioTech company, which has Biociar as a main brand. Biocair
is a disinfectant solution that is being sold in retail and via corporate channels.
Marketing responsibilities:
- Define & execute marketing strategy / brand strategy.
- Marketing tactics: Full year plan including execution of all marketing P’s.
- Social media tactics for Facebook, Youtube, Instagram
- SEO / SEM / Google analytics
- Product innovation management: Liaise with purchasing, production, sales to coordinate the entire
process and manage timings to go to market
Sales responsibilities:
- Project Manager for the BioTech growth plan (3 year plan for continuous growth). Coordination of all
involved departments.
- International growth via distributors in Malaysia, Hong Kong and Phillipines.
- National growth via Singaporean retail channel: NTUC, Guardians, Watsons, BHG, Mother Care,
Takashimaya and more.
- Event management
Main achievements
- Defined new KPI & dashboarding / monitoring process
- Set up of new online marketing strategy including:
o Social Media
o Website
o SEO / SEM
o Google Analytics
o Content marketing platform
- Set up of new Retail sales plan including:
o Category Management
o Perfect store
o Field force strategy
o CRM system
- Setting up new business processes (S&OP / Quarterly planning, OGSM), meeting structures for
increased transparency, clear decision making and sharing of business results.

Worked for all field sales teams of Dutch domestic markets:
Responsibilities:
- Being the business expert for Grocery field sales in a retail execution project for 40 Field sales users over 4 divisions in the Dutch market. Set up new KPI’s, working on a new, more efficient way of working to reduce costs and increase sales.
- Setting up new reporting and dashboard structure to give the company more insights on results, status and be able to steer these results.
Main achievements
- Retail Execution:
o € 2, 1 million cost reductions and 2% increase of sales due to the extra number of
customer visits (because of administration reduction).
o The project brought field sales a new, more efficient way of working (and a big change in
behavior); on tablets instead of paper. Which resulted in 3rd place (coming from 8th)
of best FMCG field force of the Netherlands. - Reporting structure
o New, more qualitative KPI’s to drive business more effective
o Dashboards for entire Dutch organization, 24/7 Live
o More structured way of informing and steering the field sales force, via Oracle, Chatter,
Meetings and TC’s

for the Dutch Out of Home market: Wholesale, top
leisure, education, cinema, workplace (via caterers)
Responsibilities:
Sales growth by creating product distribution, integrating category management and promotions at
existing customers or prospects (via networking / references). These deals were made with regional head
offices or via the (bigger) outlets / parks themselves.
Main achievements
- Setting up a Cross-channel and national joint promotion for selected big leisure / hospitality
customers and retailers. Aim was a win-win situation for all organizations. The result was a yearly
promotion with limited costs and huge profits for all:
o Increase number of visitors at leisure parks to increase turnover
o Increase Retailer turnover (via extra Mars sales during promotion)
o Increase Mars turnover (due to extra sales from retailers)
- Almost doubled turnover at two biggest leisure customers in the region by starting a new way of
working and implemented this in a year account plan.
- Gained over 200 prospects via workplace channel via caterers instead of direct approach

for Mars International Travel Retail. This division of Mars
incorporate is responsible for chocolate & gum business at all worldwide airports and
Duty Free areas.
Responsibilities:
- Being project member for the yearly TFWA Cannes trade fair
- Creating and coordinating worldwide Brand activation, mainly for M&M's, Celebrations and
Maltesers.
- Coordinating and creating displays / point of sales materials for brand and promotion support
- Maintaining contact with marketing agencies for designs and material deliveries.
Main achievements:
- Coordinated and presented new 2010 product innovations, biggest success was the M&Ms Candy
Fan, which is still a top seller at worldwide airports.
- Coordinated M&M's World Cup 2010 promotion which increased turnover, gained market share and
was a highly by airport retailers.
- New way of working with Master Data. I structured the data of the Mars product portfolio in a way to
let all divisions work with it properly (logistics, finance, sales), which increased efficiency over all
departments.

for Mars Chocolate and Pet care products in 150 Grocery
outlets in Eastern part of Netherlands.
Responsibilities:
- Distribution of new and existing products (add new / missing products to product portfolio outlet)
- Category management (Shelf presentation of both categories / rights products in right place)
- Activation & promotions; Brand activation and tailor made promotions on shop Floor
Main achievements:
- 150.000 EURO additional turnover per year via portfolio (or facings) extensions
- 400.000 EURO additional turnover per year via promotions and brand activation