Evolving Digital

• S2E9 – Jennifer Schoop: Building trust through integration: navigating complex marketing campaigns

  In this podcast episode, we speak with Jennifer Schoop about the art of leading integrated marketing campaigns across diverse stakeholder groups. We explore how effective marketing leadership requires creating environments where technical and creative teams can bridge their communication divides. Jennifer shares candid insights from her experience transforming a failing automotive campaign into a success story by breaking down silos and fostering genuine collaboration. Throughout our conversation, she reveals practical approaches for maintaining stakeholder trust during periods of uncertainty and transformation. In this episode, we cover the following subjects: How Jennifer successfully transformed a failing automotive marketing campaign by bringing diverse stakeholders together in one room to address fundamental communication challenges. The unique dynamics of bridging the gap between technical product teams and creative marketers who often speak completely different languages. Strategies for creating psychologically safe environments where team members feel empowered to ask critical "what if" and "why" questions that drive innovation. The importance of regular reconnection points throughout complex projects to maintain alignment and stakeholder trust. How AI is dramatically changing the economics and timelines of creative production, with designs that once took weeks now possible in minutes through prompts. The evolving relationship between brands and agencies in an era where AI is accelerating production capabilities and changing budget considerations. Practical approaches to determine when to pursue perfectionism through extended collaboration versus when to accept "good enough" to maintain momentum. Managing stakeholder expectations throughout transformation by creating structured environments that balance creative exploration with delivery deadlines. The balance between bringing everyone together versus online meetings. Links:LinkedIn Evolving Digital https://www.linkedin.com/showcase/evolving-digital-podcastInstagram Evolving Digital https://www.instagram.com/evolvingdigital.podcast/?hl=enFacebook Evolving Digital https://www.facebook.com/profile.php?id=61566815356179LinkedIn Jennifer Schoop https://www.linkedin.com/in/jenniferschoop

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• S2E8 – Michel Claassens: The transformation cowboy: creating systems within systems

  In this podcast episode, we speak with Michel Claassens about the evolving nature of leadership in digital transformation. We explore how organizations must adapt their leadership approaches as AI redistributes knowledge and power throughout their hierarchies. Michel, a digital transformation veteran with experience across Phillips, Signify, and AkzoNobel, shares candid insights from decades of leading complex initiatives, revealing both the strategic frameworks and practical tactics that differentiate successful transformations from failed ones.In this episode, we cover the following subjects:Why digital transformation always has "the component of transformation attached to it" requiring leaders to connect across all organizational layers.Michel's comprehensive transformation methodology that balances external customer-focused streams driving revenue growth with internal streams focused on efficiency.How different organizational cultures demand different leadership approaches to "challenge the status quo" without being labeled disruptive.The fundamental shift occurring as AI democratizes knowledge throughout organizations, dissolving traditional information hierarchies.Why transformation must be "owned altogether" by the organization rather than isolated within a single team or function.Michel's practical experience using AI tools like notebook alarm and perplexity in his daily work and how this shapes his view on organizational change.The critical importance of starting transformation "from a customer perspective outside in" before connecting to strategy.How transformation leaders must adapt their styles to match the maturity of initiatives throughout their lifecycle.Strategies for building effective "wolf pack" teams and managing complex stakeholder networks during transformation.Why organizations often fail to recognize the true urgency of digital transformation until external pressures force their hand.Links:LinkedIn Evolving Digital https://www.linkedin.com/showcase/evolving-digital-podcastInstagram Evolving Digitalhttps://www.instagram.com/evolvingdigital.podcast/?hl=enFacebook Evolving Digitalhttps://www.facebook.com/profile.php?id=61566815356179LinkedIn Michel Claassenshttps://www.linkedin.com/in/michel-claassens-2265b66

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• S2E7 - Giels Brouwer: Scope, Scout, Match: a universal data framework for decision making

  In this podcast episode, we speak with Giels Brouwer about the critical gap between data collection and decision-making that hampers many organizations. We explore how his systematic scouting framework can transform how companies identify opportunities and talent. Giels, serial entrepreneur and founder of SciSports and Akela Hub, shares candid insights from his journey that began with a football management game and evolved into a thesis that generated partnerships with over 100 football clubs and €10 million in funding.In this episode, we cover the following topics:The entrepreneurial journey that led Giels from playing Football Manager to revolutionizing actual football scouting through data analytics.Giels' powerful three-step Akela Scouting Framework (scoping, scouting, and matchmaking) and how it applies across industries beyond sports.Why the difference between market leaders and followers isn't better data, but better decision frameworks for acting on information.How Giels applies his "ship first, perfect later" philosophy to launch ventures with minimal infrastructure but maximum confidence.The art of discovering "hidden gems" in talent acquisition and why most traditional recruitment methods miss valuable candidates.Practical applications of AI tools in both personal and professional contexts as amplifiers of human capabilities rather than replacements.The search-find paradox: why having more data often makes finding the right information more difficult rather than easier.How Akela Hub is transforming talent identification by applying (sports) scouting methodologies to broader business contexts.The balance between data-driven decisions and human judgment in complex decision environments.Why Giels intentionally keeps his teams small to maintain creative energy and decision-making agility.Links: LinkedIn Evolving Digital https://www.linkedin.com/showcase/evolving-digital-podcastInstagram Evolving Digital https://www.instagram.com/evolvingdigital.podcast/?hl=enFacebook Evolving Digital https://www.facebook.com/profile.php?id=61566815356179 LinkedIn Giels Brouwer https://www.linkedin.com/in/giels

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• S2E6 – Judith Wolting: Marketing as a growth engine: bridging the sales-marketing divide

  In this podcast episode, we speak with Judith Wolting about the critical misalignment between sales and marketing that hampers growth in many B2B organizations. We explore why marketing continues to be mistakenly viewed as a cost center rather than the growth engine it should be. Judith, Global Marketing and Insights Sales Director at Malvern Panalytical, shares candid insights from her career transition from B2C to B2B marketing, revealing how her team directly contributes to one-third of system order value despite persistent misconceptions about marketing's role.In this episode, we cover the following subjects:Judith's journey from consumer brands to the specialized B2B world of analytical instruments and why she found B2C marketing "boring" compared to B2B challenges.Why 70% of all marketing efforts in B2B get lost in the sales process due to misalignment, and practical frameworks for bridging this divide.How organizations can reposition marketing from a perceived cost center to a demonstrable growth driver with measurable business impact.Judith's approach to change management, including her network of 30 "change sponsors" across the globe who help address the personal fears that accompany organizational transformation.The importance of strategic stopping, Judith's practice of regularly identifying initiatives to discontinue, creating space for meaningful growth rather than accumulating projects that scatter focus.Strategies for maintaining marketing effectiveness through constant business change and transformation.The challenges of global marketing leadership and creating alignment across teams spanning different regions and cultures.How B2B marketing has evolved with digital transformation and what traditional marketers need to embrace to remain relevant.The balancing act between short-term results and long-term brand building in today's demanding business environment.Question from the previous guestDilemma: AI Tools or Growth Research? Judith faces the challenging question of whether to invest in AI-driven personalization tools or expand global market research to uncover new growth opportunities, revealing her strategic priorities in the process.Links:LinkedIn Evolving Digital https://www.linkedin.com/showcase/evolving-digital-podcastInstagram Evolving Digital https://www.instagram.com/evolvingdigital.podcast/?hl=enFacebook Evolving Digital https://www.facebook.com/profile.php?id=61566815356179LinkedIn Judith Wolting https://www.linkedin.com/in/judith-wolting-6891172

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• S2E5 – Melissa Perotti: Data as a strategic weapon: moving beyond management tools

  In this podcast episode, we speak with Melissa Perotti about the reality gap in data-driven organizations and her proven framework for building analytics capabilities that deliver genuine business value. We explore how companies can move beyond simply collecting metrics to creating strategic impact through data. Melissa, Head of Product Analytics - Consumer Journey at bol, shares candid insights from her nine years of experience at this ecommerce platform, revealing the critical cornerstones most organizations miss despite massive investments in analytics infrastructure. In this episode, we cover the following subjects: The unique perspective Melissa gained from her background in both finance and marketing, creating what she calls "the best of both worlds" for data analytics.How organizations can establish a proper "data fundament" before scaling their analytics efforts, ensuring they have the necessary context and framework.Why data work requires both analytical rigor and creative thinking.The four essential cornerstones of Melissa's data framework that separate truly data-driven organizations from those merely collecting metrics.Common pitfalls in data interpretation and how teams can overcome resistance to uncomfortable data truths.Strategies for balancing data-driven decision making with human expertise and judgment.How bol compares to other organizations in data maturity and what they've learned from industry leaders.The ethical challenges facing data professionals, including the tension between personalization and privacy protection.How data visualization and storytelling transform insights into action across the organization.The evolution from basic reporting to predictive analytics and the organizational changes required along this journey.Question from the previous guestDilemma: Personalization or Privacy? Melissa faces the challenging question of whether organizations should prioritize personalized customer experiences or stronger privacy protections when collecting and utilizing data.Links:LinkedIn Evolving Digital https://www.linkedin.com/showcase/evolving-digital-podcast Instagram Evolving Digital https://www.instagram.com/evolvingdigital.podcast/?hl=en Facebook Evolving Digital https://www.facebook.com/profile.php?id=61566815356179 LinkedIn Melissa Perotti https://www.linkedin.com/in/melissa-perotti-1a420913

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