Can you tell us something about your background and how you ended up at Vrije Universiteit Amsterdam?
‘After completing my VWO, I took a gap year to travel and explore potential fields of study. I ultimately pursued a Bachelor’s degree, followed by an MBA in Toronto. I then began a career in consultancy and business, with roles at TomTom, FrieslandCampina, Douwe Egberts, and Keune Haircosmetics. Although I valued this experience, I realised I wanted my work to have a greater social impact, which led me to the field of education. I began at Utrecht University of Applied Sciences and later joined VU Amsterdam, first as a communications advisor at the Faculty of Law and more recently taking on additional responsibilities at FGB.’
What do you enjoy most about your role at FGB?
‘Returning to this field feels like coming home. At Utrecht University of Applied Sciences, I was closely involved with programmes such as physiotherapy and movement studies, so it’s rewarding to work in this area again. What I particularly enjoy at FGB is the open and direct culture—colleagues truly engage with your ideas, and through these conversations, we all become stronger together.’
What are your biggest challenges at FGB?
‘The faculty is currently facing challenges with student intake, where communication and marketing play a key role. In collaboration with the programmes, we are tackling the biggest issues in order to refine our recruitment efforts. Our focus is on streamlining recruitment, clearly defining programme propositions, and ensuring alignment across all campaigns. In addition, our account team is strengthening collaboration through a structured approach, including an account planning cycle and clearly defined priorities’
What is your strength as a communications advisor?
‘I am originally a marketer and enjoy working in a data-driven way. For me, data are not an end in themselves, but a tool for examining issues objectively. I use analyses and dashboards to make well-informed decisions together with the programmes—for instance, determining how to position our programmes in the market and selecting campaigns that best meet the needs of prospective students. Together with the team, we translate these insights into a compelling story for our target audiences.’
What role does marketing play in education?
‘For me, marketing is an integral part of the organisation, just like HR or ICT. It’s a collaborative effort, working together with others to drive the organisation forward. As a communications advisor, you contribute knowledge and insights about market dynamics and the needs of target groups, helping to shape a shared direction.’
What do you like to do besides your work?
‘I enjoy staying active—I run, practice yoga, and love skiing. This year, I even tried something completely new by taking a modelling course. I also cherish spending time with my family and experimenting with creating delicious meals together.’
