The Money Mom

Co-Founder

Marielien (Lean Marielien) Titeux

Go To Market Strategist (Optimize Offers, Channels, Market Entries, Product Launches). 

Client: Goshaba, an online game helping you reveal the traits required to show leadership, adaptability, team spirit and stress resilience.

• Redesigned the business model story resulting in a clarified value proposition and offer - using the Lean Methodology.
• Validated new business model ideas through customer research.
• Created the offer strategy and messages for all other creative output (sitemap, site architecture, content architecture, customer journey flow, sales pitch).
• 4 potential new business models, 4 customer journeys and more than 50 customer interviews.

GTM Strategist

Strategy on agency clients such as Daikin, Bridgestone, Nissan and Athlon.
• Athlon: online research, mapping and redesign of the existing digital ecosystem into a new customer-centric conversion-driven system by implementing 6 customers journeys.
• Bridgestone: redesigned a series of stand alone products into a new Total Fleet Care brand to more quickly meet changing customer needs.
• Daikin: go-to-market plan for a new customer-centric marketing approach: mapping of the situation as is, audience research, product mapping, content and channel mapping, strategy.
• Nissan: qualitative user interviews and redesign of a toolkit for the network to facilitate business growth.

GTM Strategist (channels)

Marketing Automation Strategy

• Mapping out the digital ecosystem according to customer journey, resulting in more clarity and visibility across the company.
• Implemented a "user belief system" aligned to 3 specific persona's driving more conversion.

Head Of Performance Marketing

• A concept and Customer Journey for a new customer portal and functionalities (MyBrands): rethink the way customer data is collected online so that D'Ieteren can collect central data in a transversal way instead of per brand + creates more value for the customer.
• Marketing Permission-Use Cases on data exchange between parties, specifically on customer portals & customer data of the brands.
• Mapping and Customer Journey flows of the digital ecosystem for the different brands during the online Brussels Motor Show 2021.

Project Manager Digital Experiences

• Designed the end-to-end Customer Journeys for the entire Yongo digital ecosystem (entry sources, online content driving conversions, lead nurturing flows).
• Translation into a strategic roadmap.

Digital Experience & Conversion Lead

• Rolled out the Eloqua Marketing Automation “experiment” for Belux in a Lean way of working alongside other European pilot markets. 
• Helped launch the very first e-commerce module on Mazda.be to enable pre-ordering online of the All-New-Electric Mazda MX-30. 
• Lead the digital launch of the All-New Mazda 3 as well as the All-New Mazda CX-30.
• Increased engagement by 8x thanks to strategic email sequences that are customer-centric and showed the right content at the right time in the buyer's’ journey.
• Supported C-level management in coaching junior dealer marketing, social media and CRM staff.

Digital Experiences & Campaigns

• Research of the “Assisted Channels” SQUAD’s communication processes through problem and solution interviews with stakeholders and internal clients.
• Optimized outdated processes and aligned them with the new Lean, user-centric way of working.

Running Lean on B2B channels

Hired to manage the account for the CRM partner in an agile way of working. 

◘ Agile Product Owner of CRM campaigns. 

◘ Picking up weekly client briefs and adding them to the backlog for the production team, anticipating bottlenecks, representing the client’s voice during daily stand up’s, weekly retrospectives and bi-weekly sprint reviews.

Freelance Consultant - BMW Belux

Hired to manage different marketing activities and campaigns, brief and follow up with marketing agencies Smops, Whizpr, Out of the Crowd. 

◘ Led event execution, channel support, lead generation and nurturing campaigns.
◘ Managed Marketing Automation with Marketo specialist (personalised emails with dynamic content for segmented contacts). 
◘ Key event: organised European summit in Park Plaza hotel in London for 120 C-Level representatives.

Freelance Consultant - Trend Micro

Shortcut Advertising

Responsible for account follow up for accounts such as ‘European Health Parliament’ campaign. Worked through Shortcut Agency. 

Flawlessly executed and supported European Health Parliament plenary meetings, coordinating with communication officers and managing production of both print and online communication tools

Accountmanager

Planidoo

Hired to drive customer engagement regarding Planidoo’s events management website, ensuring that potential customers found the site through external means and created accounts.

● Created/presented marketing plan (objectives, strategy, messages, tools, resources, KPIs, ROI)
● Set up digital content plan (categories, topics, where, when, how)
● Coordinated, led and oversaw blog creation
● Implemented paid ad campaigns in Google Search, Display, Facebook and YouTube
● Created marcom tools (both artwork development as well as format adaptation)
● Created digital measurement plan (Google Analytics metrics, set up dashboard and reports)
● Campaign management from definition to execution with internal and external resources
● Agency briefings (Linkman for retention strategy, ActAgency for Branding, Heartwork graphic design)
● Advised leadership team on the website usability issues and optimised landing page

Marketing and Communications Manager

Optimize For Happiness

Provided campaign/event support for 4 sessions (480 attendees aged 18-24) of Ford Driving Skills for Life event, defining targets and communication approach, and executing pre/during/post-event.

Created inbound plan focussing on attracting target audience to the site through blog & social media.

Freelance Campaign & Event Consultant

BRP Europe

BRP (Bombardier Recreational Products) designs and manufactures a range of recreational vehicles from pwc's to ATV's/SSV's, and employs c.8000 staff worldwide. 

Responsible for local marketing, communication & events for Benelux - all product lines, including press/community events, demos & dealer meetings.

● Devised highly successful event methodology and applied it to all events
● Managed trade show participation (for example the European Brussels Motor Show, Belgian Boat
Show and Motor Utrecht)
● Represented BRP on press events, organising press tests and hosting the product walk around
● Drafted and implemented Benelux marketing plan and budget
● Developed, adapted and implemented successful local communication tools (print and online)
● Drafted and implemented the media plan, ensuring marketing activities supported dealer networks, that messages were correct and that events increased sales
● Key example: achieved coverage in c.15 publications for Benelux press event having invited Dutch, Flemish, French & German Luxembourg journalists, test driving on/off-road & on-water products

Marketing communication and events advisor

Pressel Versand International GmbH

Process online orders or by telephone 
Place orders 
Problem solving and invoicing

Commercial coordinator

Quest events

In charge of: (supporting project manager) 
• Participation in team brainstorm sessions 
• Support drafting event concept 
• Set up budget proposal
• Work out quote to customer 
• Draft event sales presentation 
• Support in organizing event 

Event agency, specialized in corporate events.

Events assistant

Accent Jobs

Actively search for, registrate and recruit job hunting candidates. 
Interview, screen candidates and match to client companies. 
Administrative follow up, such as employee contracts etc.

Junior consultant

👋 I'm Lean Marielien (pronounced as "Maryline"). 

As a trilingual Go-To-Market expert I help startups and innovation projects clarify their early client profile and best offer so they become irresistible and drive early revenue in the fastest possible way. 

We achieve this through qualitative research and a lean Go-To-Market process. The businesses I work with want to make smarter decisions, based on insights so they can stop guessing and know exactly where they are going. 

I will not help you to take action - I will help you to take the right action, at the right time. 

You can connect with me in English, French or Dutch. 

I offer a free-of-charge introductory consultation where we can discuss your challenges: 
📅  https://calendly.com/marielien

I am a long time student and certified coach by the world's leading platform for startup acceleration and continuous innovation https://leanstack.com and https://www.leanfoundry.com. 

Ask me anything about my cases for:
Bridgestone 
Mazda
Athlon
Daikin
AG Insurance
D'Ieteren
ING
BMW
Hema

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