Evolving Digital

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=61566815356179⁠

LinkedIn Jennifer Schoop ⁠https://www.linkedin.com/in/jenniferschoop

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-podcast

Instagram Evolving Digital https://www.instagram.com/evolvingdigital.podcast/?hl=en

Facebook Evolving Digital https://www.facebook.com/profile.php?id=61566815356179

LinkedIn Jennifer Schoop https://www.linkedin.com/in/jenniferschoop

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-podcast

Instagram Evolving Digital

https://www.instagram.com/evolvingdigital.podcast/?hl=en

Facebook Evolving Digital

https://www.facebook.com/profile.php?id=61566815356179

LinkedIn Michel Claassens

https://www.linkedin.com/in/michel-claassens-2265b66

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-podcast

• Instagram Evolving Digital https://www.instagram.com/evolvingdigital.podcast/?hl=en

• Facebook Evolving Digital https://www.facebook.com/profile.php?id=61566815356179

•  LinkedIn Giels Brouwer https://www.linkedin.com/in/giels

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 guest

Dilemma: 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-podcast

Instagram Evolving Digital https://www.instagram.com/evolvingdigital.podcast/?hl=en

Facebook Evolving Digital https://www.facebook.com/profile.php?id=61566815356179

LinkedIn Judith Wolting https://www.linkedin.com/in/judith-wolting-6891172

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

In this podcast episode, we speak with Niek Meijer about the challenges of completely replacing a digital foundation while simultaneously growing a business. We explore how Toelevering Online navigated a complex replatforming journey that expanded from a planned 4-month project to a year-long transformation. Niek, Director of Product and Technology, shares candid insights about carrying the entire business on his team's shoulders during this critical transition, the courage needed to admit when they took wrong turns, and how they ultimately succeeded in launching new markets despite these fundamental changes.

In this episode, we cover the following subjects:

• The limitations of their original e-commerce platform for scaling a complex, custom-built solution in the construction industry.
• How to recognize when your technological foundation has become a barrier to future growth rather than an enabler.
• The reality of extending transformation timelines and managing stakeholder expectations when projects expand beyond initial scopes.
• Balancing the competing demands of maintaining day-to-day operations while rebuilding core systems from the ground up.
• Strategic approaches to international expansion during a period of foundational technological change.
• The organizational challenges of restructuring into a group model while simultaneously transforming the technical architecture.
• Practical strategies for maintaining competitive advantage and innovation capacity during extended replatforming efforts.
• Measuring success through organizational KPIs and ensuring alignment across departments during transformational periods.
• How the company's culture evolved through the challenges of replatforming and how it ultimately contributed to their success.
• Lessons learned about a replatforming project.
• Question from the previous guest
• Dilemma

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 Niek Meijer https://www.linkedin.com/in/niekmeijer2

In this podcast episode, we speak with Wendy Dirne about why digital transformations often fail despite substantial technological investments. We explore how successful transformation requires focusing on people rather than just technology, examining the human limitations organizations frequently refuse to acknowledge. Wendy, a digital transformation specialist, shared compelling insights from her international experience at AkzoNobel, Philips, NXP, and Signify, where she witnessed firsthand how refocusing on human elements fundamentally changed outcomes for struggling projects.

In this episode, we cover the following subjects:

• The true definition of digital transformation in manufacturing and high-tech contexts beyond the buzzwords.
• Common misconceptions organizations have when approaching digital transformation initiatives.
• Why focusing on mindset, skillset, and organizational context is crucial for transformation success. 
• Real-world examples where neglecting human elements led to failure despite significant technological investment.
• How Wendy's experiences across major international corporations shaped her human-centric approach to digital change.
• Practical strategies for keeping employees at the forefront of digital initiatives while driving necessary technological advancement. 
• A case study showing how reframing a struggling technology project through a human lens transformed its outcomes.
• Emerging trends that emphasize the people side of digital transformation in industrial settings.
• Methods for preparing your workforce for future challenges by adopting a people-first mindset.

• The psychological aspects of change management that determine whether new technologies get embraced or rejected.
• Balancing innovation with organizational readiness and cultural considerations.

• Question from the previous guest

• Dilemma

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 Wendy Dirne

https://www.linkedin.com/in/wendydirne

In this first episode of our new season, Mark Geljon, Consultant and Business Developer at Witteveen+Bos, takes us on a journey into the future of business innovation. We discover how technology and creativity are coming together to redefine customer experiences and shape the organizations of tomorrow.

Mark shares his unique approach to storytelling and how it helps companies achieve their goals using technology without losing the human component. He takes us inside his groundbreaking Maker Cave project, that he leads as a impact engineer and storyarchitect, where hands-on creativity inspires employees and drives innovation.

With the rise of AI, we dive into the balance between automation and human ingenuity. Can we remain both creative and embrace technology? And what ethical challenges come with using AI in an increasingly digital world?

In this episode, we cover the following subjects:

· Customer journey reinvention: How companies can design digital interactions that still feel personal and human.

· Storytelling for business success: How powerful stories help companies achieve their goals and increase customer engagement.

· Innovation in action: The Maker Cave project as an example of how hands-on creativity can transform organizations.

· AI and creativity: How companies can embrace AI without losing human creativity and how technology can contribute to innovation.

· Ethical considerations: What are the ethical challenges of AI and what should we not let technology take over?

· Empathy and relationships: Why human connection and emotional intelligence are crucial for businesses in the future.

Links

Evolving Digital

LinkedIn

https://www.linkedin.com/showcase/evolving-digital-podcast

Instagram

https://www.instagram.com/evolvingdigital.podcast/?hl=en

Facebook

https://www.facebook.com/profile.php?id=61566815356179

LinkedIn Mark Geljon

https://www.linkedin.com/in/mgeljon

In this episode of Evolving Digital, Ton Kuper, CEO and founder of C4Real, takes us behind the scenes of the importance of visual tools in simplifying complexity and driving digital transformation. We dive into how Ton’s unique background shapes his approach to modern sourcing strategies, where technology meets human leadership. Throughout the conversation, Ton emphasises the importance of curiosity, continuous learning, and leading with purpose in an ever-changing world. In this episode, we cover the following topics: The challenge of complexity: why simplifying complex processes and products is crucial in the high-tech and manufacturing sectors.Visual storytelling as a key driver in digital transformation.How companies struggle to communicate complex innovations to their clients, partners, and employees and the role of visual storytelling, VR and AR in bridging that gap.Real-world examples: Cases where visual tools accelerated digital transformation in businesses.The future of visual technologies in digital transformation: emerging trends and AI-driven visual

experiencesLinksLinkedIn Evolving Digitalhttps://www.linkedin.com/showcase/evolving-digital-

podcast Instagram Evolving Digitalhttps://www.instagram.com/evolvingdigital.podcast/?hl=en

Facebook Evolving Digitalhttps://www.facebook.com/profile.php?id=61566815356179

LinkedIn Ton Kuperhttps://www.linkedin.com/in/tonkuper