Break away from the pack and become
In 2024 I started Demarrage Digital with the aim to turn 10 years of experience at Greetz, Google & Philips into a freelance/interim offering and take on digital & marketing challenges such as..
Building the brand vs. driving performance
Constantly balancing budgets, KPIs, channel-mix and audience targeting between creating awareness and increasing conversions. But what if you don’t have to choose?
In my experience, marketing is a constant effort to do 2 things right; create mental availability (be recognized, distinctive, preferred) and ensure physical availability (be there at the decision moments).
If this sounds a bit too much like Les Binet, I can only plead guilty and acknowledge I’m a big fan. Spoiler, two other heroes of mine are Avinash Kaushik and Grace Kite!
Marketing's contribution to business KPIs
What to rely decision making on? Those 13 PowerBI dashboards which never show the same numbers, GA360 telling Google media works best, the quarterly brand-tracker that is just a bit too generic for your needs or the expensive MMM-study that has now locked-in that consultancy firm?
Sorry, I don’t have the simple answer either. But since publishing my first attribution case-study a decade ago I’ve always and everywhere deep-dived on the true impact of marketing investment on business outcomes.
I like to combine empirical marketing studies (let’s trust what has been proven) with simple incrementality tests and assess whatever is in place already (MMM, brand trackers, attribution models, dashboards), to work towards DUMB goals; Doable, Understandable, Manageable, Beneficial.
Strong campaigns in everchanging environments
From ideation to briefing and from media plan to go-live, managing a campaign from start to finish involves many deliverables, stakeholders, shifting timelines, channels, curve-balls, budget decisions and simply put blood, sweat and tears.
Luckily, I’ve managed my fair share and it’s one of the more operational elements to marketing I love most! Whether it’s a product launch, a rebrand, market expansion or seasonal ‘let’s just do what we did last year‘ campaign, I’m Prince2 certified and follow simple project management principles to ensure planning, budget and output stays on track.
Selection and adoption of ad-tech, vendors & agencies
There’s a tool, vendor and agency for everything, and then there’s a tool,vendor and agency to manage those tools, vendors and agencies… And since a couple of years, all of them are powered by AI and will solve your business challenge within days.
Reality is different. You have an existing mar-tech stack, you’re balancing what to do in-house and where to bring in agency expertise, and need to be able to scale up or down and stay flexible on costs.
I’ve done multi-market ad-tech roll-outs (wow 3 hyphenated words in a row), RFPs, switched operations from agency to in-house execution and worked on numerous vendor agreements and am happy to discover what works for you.
Guide, retain & grow a digital dreamteam
More to come
Embed marketing across countries, departments and stakeholders
More to come
de·mar·ra·ge /
sudden acceleration in pace to break away from the peleton and win the stage.
Digital Marketing Activation
Campaign Project Management
Interim Senior & Lead Roles
Get in Touch
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