1.png

the company

Koh is a D2C eco-friendly cleaning product, launched in 2016, now selling to over 1M customers in Australia and the UK. With a rapid growing revenue of over $40M in this financial year (2021) and backed up by 60,000 incredible 5-star customer reviews they're taking on the nasty chemical cleaning industry.

Role (Full-Time & Freelance)

In the multiple roles I've fulfilled at Koh I was mainly responsible for content, social media and marketing campaigns that supported new customer acquisition, customer retention, community growth, as well as brand awareness. From product launches, partnership campaigns, product sales to social give aways.

Some of the projects I’ve managed:

Work page - image(2).png

Content & Social Media

Developed a content strategy and content calendar. Strategised, conceptualised and delivered online campaigns and ongoing high performing and engaging content for paid and organic socials, email, influencers, UGC, website and SMS. Managed Content Marketing team consisting of 6 team members.

Influencer marketing

Developed an influencer marketing strategy. Liaised with external influencer agency for ongoing influencer campaigns and briefings, influencer outreach, ROAS performance and content delivery for owned and paid channels. Also managed and utilised our Koh ambassadors for campaigns and product launches.

Campaign: Adore beauty

Management of partnership campaign with Adore Beauty in order to give back to the Koh community and drive sales during the Xmas period. Managed the campaign end to end, from stakeholder and campaign management to channel strategy, content creation, brand messaging, execution and reporting.

Campaign: Black Friday

Management of Koh’s biggest sales campaign of the year, Black Friday. From project management, to channel strategy, content creation, brand messaging, influencer briefings and management, execution and reporting.

 

Reviews

“From the moment I started working with Caroline it was very clear that she was a powerhouse, with no project too big or too small! In a fast paced start up environment where agility is key, Caroline never failed to deliver creative solutions that both engaged with customers, and drove business objectives.

Caroline isn’t afraid to think outside of the box and has a genuine curiosity for what makes an audience tick. As a colleague and Freelance team member, she always brings amazing energy, with a supportive and motivating attitude (and a wicked sense of humour!).

If you’re looking for a creative freelance marketeer with dedication to driving commercial success, I would highly recommend Caroline!”
— Jane - Head of Brand & comms
 
 
 
 

ExMaterials

The company

ExMaterials is a sustainable architect firm for people with unique wishes. Through impressive architecture they show that aesthetics and sustainability work well together. They build for a future, where natural materials, sustainability and personal health are in the main core of their brand.

role (Freelance)

I’ve helped ExMaterials establish their brand by creating a brand framework, a personality and look and feel. I’ve consulted them on strategic ways to go to market, through a (digital) Marketing Strategy and I developed a Content Strategy to help direct all digital content.

projects that I’ve delivered:

 
 

marketing strategy

I’ve delivered a Marketing Strategy and plan (which constisted of a SWOT analysis, key questions and goals, audience persona’s, a marketing funnel and a communication plan). Alongside this I delivered a Brand Framework (including a mission, vision statement, value proposition and a brand personality).

Content strategy

This Strategy advised ExMaterials on ways to bring their brand to life through content and social media. The strategy highlighted key questions & goals (such as brand awareness and acquisition), content pillars to structure strategy and communication and provided content ideas and examples that gave support to content creation and implementation. Also, I delivered content tactics per channel (Facebook, Instagram, LinkedIn, Pinterest) and a Content Calendar (blank).

 

Review

“Good to work together with Caroline: professional and accurate. She made a professional marketing strategy concept and planning for ExMaterials Architecture ready to roll out by myself. Looking forward to the results later on!”
— Jochem - Founder Exmaterials
 
 
 
 

Deliveroo

The company

Deliveroo is an, in the UK established, food delivery service launched in the Netherlands in 2015. I helped launch and roll out their online and offline marketing strategy for 12 cities throughout the Netherlands.

role (fulltime)

In the two roles I've fulfilled at Deliveroo I was mainly responsible for brand development, new customer acquisition, customer retention and social media growth. I delivered ongoing marketing activations, campaigns and partnerships that supported these business objectives.

Some of the projects I’ve managed:

 
 

Content & Social Media

Created, managed and implemented target audience-oriented content calendars, content and budgets. Channels that I’ve set up and managed are; website blog, Facebook, Instagram, Email (MailChimp) and SMS. Ongoing management of freelance photographers, copywriters, interns and working with external brand and PR agencies to deliver content for campaigns that I’ve created.

Campaign: Advent Calendar

End-to-end campaign management, from concept, to acquiring brand partnerships, to implementation and execution. With developers I created an online Advent Calendar Facebook game that supported sales and engagement during the Xmas period. Customers could win credits by opening Deliveroo bags, the more they opened the more chance they’d win prizes from brands like Hotel L’Europe, Tony Chocolony, Bloomon and Otrium.

Campaign ongoing: Kitchen stories

Kitchen Stories is a concept that tells stories about restaurant business owners, their drive, their passions and their delicious food. The campaign got launched in 2015 and is still running. I developed the concept and implemented this on blog, social media and restaurant channels.

Work page - image (5).png

Customer Retention

I delivered local strategies for email and SMS campaigns. I was responsible for campaign ideation, production, planning, execution, A/B testing’s and defining target audiences. I delivered engaging retention campaigns (stamp card, social media games, an online Deliveroo Food Festival) for existing and new customers via digital channels and reported on customer lifetime value, repeat and conversion rates.

Campaign: spot the roo

End-to-end campaign, from concept to execution. Deliveroo changed its brand’s look & feel and needed a online awareness campaign that supported recognition and education. Along with an interactive agency, I developed the Facebook game 'Spot the Roo', where players spotted Deliveroo elements while biking through Amsterdam (virtually). We incentivised customers to play the game by developing a voucher system for the top 5 players each day.

 

Reviews

“Caroline managed to step up the CRM execution and planning for Netherlands during her stay in Deliveroo NL. When we started working together, CRM and all related topics were pretty new for her, but in a year time she managed to become very familiar with cohort analysis, retention strategy and all different aspects of driving the local aspect of Deliveroo NL.

I was quite impressed by her curiosity and will to learn and execute without ever giving anything for granted. It’s been a pleasure working with her and would definitely recommend her! ”
— Pier Luigi - Head of CRM Global
 
 
“Caroline is naturally an enterprising, creative and energetic person. She began as a Content Manager where she has set the tone & growth of Deliveroo Netherlands.

Due to her good performance and enthusiasm we promoted Caroline to Development & Retention Manager, to further develop this marketing-pillar for the Netherlands. This too has Caroline met with great success.

Due to her endless creativity, dedication and positive mindset she is not only successful in her role but also a very beloved colleague and team member.”
— Evelyne - Head of Marketing
 
 
 
 

Trash to Treasure

Work Page - Headers(1).png

The company

Trash to Treasure is an online and offline shopping experience where you can buy and sell second hand products with a story. Hereby me and my business partner created an awesome business with more than 400 sellers.

Role (Co-founder)

I was mainly responsible for, Brand Development, creating and maintaining internal and external brand identity and look and feel. Online and offline marketing, website development, social media, online campaigns, PR and events. Art direction and styling, creation and production of photo shoots and in-store VM. Operations and management of 3 pop-up shops and webshop.

The brand in a nutshell;

 
 

Ready for the ride?

 
unsplash-image-SGRKqRz77Sg.jpg