Top marketer in transformation

“If your company is not in transition you have to be careful.”

Retrospective

Marketing Director Theo van Uffelen came to talk about his vision on marketing and the changes in the profession in his characteristic energetic way. He is one of the top marketers in our country with a very strong track record as (Global) Marketing Director in FMCG. Followed by a move to Aegon, where a tough challenge awaited him. Theo talked about his approach in recent years and what FMCG and Finance can learn from each other. About how we as marketers sometimes make things too complicated. About his mantra Understand, Translate, Realize and Tell a Story. About lean/agile as (fashion) terms for something good marketers have been doing for 30 years.

Comments from participants: what did this evening bring to you?

“Got inspiration on how much added value you can have precisely as a ‘senior’ in the field in the context of rapid technological development and digitalization. `No one cares how much you know until they know how much you care’ :)”

“A great story, recognizable issues and definitely points we can apply in our processes.”

“Networking and another glimpse of an experienced marketer. Nice that you organize this kind of evening!!!”

“Understanding that Marketing in fmcg and services is actually no different”

“Insights that with marketing you have to gain the customer’s trust, respond to their problems, that you recognize their problem, accept it and that you have a solution for it. And that on social media, you have to constantly captivate the customer. Every campaign should be thought out all the way through 360 degrees, what do you want to achieve with it and what behavior do you want to change; but stick to the core of your product.”

“Greater understanding of the role marketers can (should) play when it comes to transformation within a company that is originally product-centric.”

The speaker

Theo has been walking around the business world for 30+ years, hand-in-hand with his two professional loves: Marketing (and everything that goes with it) and Organization/Culturedevelopment. Started his career at a company nobody knows anymore, but where the “We from WC-EEND” campaign was born. Worked at the biggest and smallest marketing company in the world, was responsible for brands like Becel, Coca-Cola, Honig, Roosvicee, De Ruijter, Milner, Venz, Lipton, LU… and WC-EEND. Made a right-angle turn in his FMCG career 4.5 years ago to join Aegon as Marketing Director. Doesn’t say “he hasn’t had a day’s regret,” but is convinced it was the best move ever