CRM / Database Marketing / Online Marketing Specialist
Eindhoven Area, Netherlands
- Current
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- Database Marketing Specialist at De Lage Landen International BV
- Owner at Failsafe Database Marketing (Self-employed)
- Past
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- eMarketing Operations Manager at Organon (Global eBusiness Department)
- Business Development Manager at Office Depot
- CRM Manager at Georgia Pacific
- Direct & Database Marketing Specialist at Iams Pet Food International
- Customer Request Manager at Digital Equipment Nijmegen
- Assistent Purchaser & Transport Costs Analist at EMI Compact Disc
- Education
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- Fontys Hogescholen
- IMF
- SRM
- Recommended
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8 people have recommended Ed - Connections
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156
connections
- Industry
- Marketing and Advertising
- Websites
Ed Sander’s Summary
Here's a description by my co-author for "Event Driven Marketing":
How to align data and databases in such a way that they truly add value to marketing and sales. That is Ed’s passion. Using technology to give the marketer real help. With the emphasis upon that word “real”. Because there too many terms in the world of marketing that blur things rather than clarifying them. Ed believes firmly in clarity in marketing – hence his love of analysis and of concepts like Event Driven Marketing. Particularly because they make results so measurable. And results, after all, are what counts... Just what drives Ed is clear from his contributions to this book: as well as editing the content, he was responsible for the chapter on ROI and the case studies in FMCG.
After studying Marketing in Eindhoven, Ed soon began to specialise in database marketing, online marketing and CRM. This he has done in international positions with Iams Pet Food (part of Procter & Gamble), CRM Manager with Georgia-Pacific, Business Development Manager with Viking Direct, the mail-order division of Office Depot, eMarketing Operations Manager at Organon's Global eBusiness Department [and currently Database Marketing Specialist at De Lage Landen].
His passion for this work and his desire to take on more varied projects prompted Ed to set up his own company, Failsafe Database Marketing (www.failsafe.nl) in 2003. Through this he provides customers with advice, training and project management services. He also publishes in various trade journals.
Ed Sander’s Specialties:
Database Marketing, CRM (Customer Relationship Management), Direct Marketing, ROI calculations, Online Marketing, Customer Value Management, Event Driven Marketing
Ed Sander’s Experience
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Database Marketing Specialist
De Lage Landen International BV
(Privately Held; Financial Services industry)
January 2008 — Present (5 months)
Various projects involving Campaign Management, Event Driven Marketing, e-Business/Online Marketing, CRM for the Business Unit Financial Institutions, which closely cooperates with the Rabobank and Athlon Car Lease organisations.
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Owner
Failsafe Database Marketing (Self-employed)
(Self-Employed; Myself Only; Marketing and Advertising industry)
January 2003 — Present (5 years 5 months)
Note: I'm currently only available as author, guest lecturer and part-time adviser, not for full time projects.
Co-writer & editor for Event Driven Marketing, which won the Marketing Literature Award 2004/2005 (see http://www.eventdrivenmarketing.nl).
In-company training Database Marketing for the full personnel of an e-mail marketing service provider.
Assisted an e-mail marketing service provider in setting up the business rules and procedures for a multi-channel and multi-media marketing campaign for a large Internet Service Provider.
Re-written website for a database management service provider from IT to Marketing focussed.
Written various articles for business magazines, see http://publicaties.failsafe.nl
Setting-up an SLA (Service Level Agreement) for CRM service provider.
Providing e-mail marketing services to UK based record label.
Guest teacher for Beeckestijn Institute for Management Studies.
Speaker at various CRM / Marketing conferences. -
eMarketing Operations Manager
Organon (Global eBusiness Department)
(Public Company; Pharmaceuticals industry)
September 2006 — January 2008 (1 year 5 months)
Management and measurement of global online initiatives for the Conctraception, Menopause and Fertility product groups, including portals, websites, e-mailing lists and eDetails.
The e-Marketing Operations Managers responsibilities:
- driver of successful eMarketing campaigns globally/locally
- creation and execution of campaigns
- management of customer data and knowledge reporting of results
- ROI analysis and proof of concepts
- optimization of concepts to maximize results
Specific projects:
- re-design and optimization of the business process of 40 international e-mailing newsletters
- design and implementation of a three successful multi-channel B2B campaigns for a contraceptive product
- developed a business case proving the positive effect of eDetailing on the prescibing intention of doctors -
Business Development Manager
Office Depot
(Public Company; Business Supplies and Equipment industry)
April 2005 — August 2006 (1 year 5 months)
Implemented a shop-in-shop alliance with TPG for their mailorder.nl website and set up several other alliances with other third parties.
Developed a new structure for a loyalty/retention program based on Customer Lifetime Value.
Developed and coordinated several cross-sell telemarketing campaigns with external outbound call centres.
Coordinated the online campaign promoting the launch of Viking Direct’s B2C webshop, including viral elements, online advertising, sponsoring, affiliate marketing, etc. Written a proposal for improvements of the B2C proposition.
Optimisation of Viking Directs (non-catalogue) customer contact strategy.
Market research projects to gain better understanding of customer needs and behaviour, as well as brand awareness studies. -
CRM Manager
Georgia Pacific
(Public Company; Consumer Goods industry)
2001 — 2005 (4 years)
Leading European e-Commerce Team.
Leading Project Group implementing Customer Value Management.
Implemented E-mail Marketing & Search-Engine Marketing.
Written Internet Strategy for Lotus Professional and implemented new, repositioned website.
Implemented new CRM & Sales Force Automation application (Data Outlet) for the Foodservice market in Holland, Belgium, Germany and UK.
Integrated CRM system with various processes, departments and suppliers.
Managed various DM, TM and Webvertising activities for Lotus Professional, Demak'Up and Lotus.
Developed and implemented a customer-centric Acquisition, Development and Retention (database marketing) strategy.
Promoted a profitability focus for marketing activities and implemented several improvements increasing effectivess & efficiency and decreasing costs. -
Direct & Database Marketing Specialist
Iams Pet Food International
(Privately Held; Consumer Goods industry)
1997 — 2001 (4 years)
Development of a Marketing Database for Influencer & Event Driven Marketing, including implementation and training in NL, BE, UK, NO, ES and South Africa.
Developing and testing Direct Response Advertising (UK), Qualification Mailings (Belgium), In-Bag insert response programs and direct mail for product introductions and cross-selling activities.
Setting up a European consumer database for DM purposes.
Project Management on consolidation and decentralisation of consumer data (half a million records including pet & response data, for 12 countries).
Managing all software suppliers, advertising agencies and service providers involved in marketing programs aimed at breeders in 19 countries. As well as making these marketing programs compliant with new European privacy legislation.
Development of a European Direct Marketing strategy for relationship marketing (retention/loyalty) and trial programs for the Iams and Eukanuba brands. -
Customer Request Manager
Digital Equipment Nijmegen
(Computer Hardware industry)
June 1995 — July 1997 (2 years 2 months)
Developing a procedure and database system for the registration, processing and reporting of complaints and return shipments by customers.
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Assistent Purchaser & Transport Costs Analist
EMI Compact Disc
(Music industry)
May 1994 — June 1995 (1 year 2 months)
Ed Sander’s Education
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Fontys Hogescholen
Bachelor, Marketing, 1988 — 1992
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IMF
Database Marketing
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SRM
(Strategic) Database Marketing B
Additional Information
Ed Sander’s Websites:
Ed Sander’s Interests:
music, bass guitar, concerts, theater, movies, database marketing, CRM, online marketing, reading (fiction and non-fiction), Buddhism, meditation
Ed Sander’s Groups:
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Dutch Database Marketeers member
Ed Sander’s Honors:
The book 'Event Driven Marketing', which I co-wrote and edited won the Marketing Literature prize 2004/2005.
Ed Sander’s Contact Settings
Interested In:
- consulting offers
- expertise requests
- reference requests
- getting back in touch
