Strategy and AI advisor
Organic is where brands learn what works. AI lets you do it at scale.
I help brands turn organic social from a side channel into the testing ground that feeds the rest of the funnel.
1 idea20 executions3 winners
How it works
01
Test on organic
Organic shows within days what people watch, save and share, before any media budget is spent.
02
Scale with AI
One brand idea becomes twenty executions. People choose the idea and guard the brand. AI produces the variants.
03
Move the winners down the funnel
What proves itself organically goes into paid, product stories and sales content. Conversion ads are still tested in paid, but they start from what already won attention. The audience decides where the budget goes.
AI only pays off when you redesign the work.
New tools on top of old workflows make teams faster at the wrong things. I redesign roles, process and measurement so AI gives you more brand work that performs, not just more content.
Three shifts, three teams built
Each time the industry shifted, I built the team that came next.
1 → 6
Weber Shandwick
Digital entered PR. I co-launched the creative studio and grew it to six people.
1 → 12
MediaCom
Content entered media. I built the content label from one person to twelve and tripled its revenue.
20 → 60+
Blauw Gras
Social became the lead. I was head of strategy while the agency tripled in size.
I have worked independently since 2023, most recently as Head of Social for VodafoneZiggo's three brands.
Worked with
- VodafoneZiggo
- McDonald's
- Samsung
- Truus
- Joe Public
- Dawn
- Alfred
- Springbok
- Monkeys & Bananas
Three ways to start
3 weeks
Scan
Know which creative works before you spend media budget. Three ideas, a test plan and a pilot case.
8 weeks
Pilot
One brand idea, twenty executions, tested organically, winners into paid. A working example with numbers.
Ongoing
Embed
Roles, process and measurement adjusted, with guidance for the team until it runs without me.
Interim
Interim Head of Social
For brands in transition: a team between leaders, a reorganisation, or a social and AI strategy that needs someone to run it. Four days a week, available from June 2027.