About Maaike
I help brands grow through brand strategy, positioning, creative concepts, and customer experience design.
With 15+ years of experience, I’ve worked with retailers, service brands, public organisations, and creative consultancies to shape strategies that drive real impact. I combine analytical sharpness with creative direction and a deep understanding of people and context—turning strategy into clear and executable ideas.
What I do
- Strategic brand development (retail, service, public sector)
- Concepting & positioning rooted in human behaviour and market dynamics
- Customer experience & innovation workshops
Expertise
- Brand strategy & positioning
- Concept development & innovation
- Customer journey & service design
- Trend analysis & future visioning
How I work
- Directly with brands and organisations
- As strategic support within design & consultancy teams
Selected clients
Brands: Intratuin · Dille & Kamille · fonQ · CBR · Marketing Groningen · Erfgoed Delft
Agencies: SVT Branding + Design · Crossmarks · Wave of Engagement
📍 Based in Madrid, working with ambitious clients worldwide.
English
Fluent
Spanish
Fluent
Dutch
Native or bilingual
Can work on-site
Madrid (up to 50km)
Experience
- Independent / freelanceBrand Strategist / Estratega de marcaMarch 2022 - Today (4 years and 3 months)Madrid, Spain
Independent strategist helping organisations develop brand strategies and concepts that are distinctive, future-proof, and actionable.
What I do- Define brand identity, positioning, and brand promise to build strong foundations.
- Translate strategy into clear, tangible concepts that drive customer experience.
- Connect research and insights in creative ways, using co-creation to ensure strategies are embraced in practice.
How I workI support design and strategy agencies as a temporary strategic partner, or work directly with brand teams on strategy and concept developmentSelected projects- Public sector & heritage: Erfgoed Delft · Marketing Groningen · Gemeente Almere · CBR
- Retail & hospitality: Carlton Hotel Collection · Prénatal · ICI Paris XL · DeKinderkliniek · Dudok · Kooymans
- Agency collaborations: SVT Branding + Design · Crossmarks · Wave of Engagement
📍 Based in Madrid, working with ambitious clients and agencies worldwide - EssenseCX leadSeptember 2020 - March 2022 (1 year and 6 months)Amsterdam, Netherlands
Strategic lead in customer experience projects, focusing on innovation, service design, and omnichannel strategies.
What I did- Led multidisciplinary teams in co-creating customer journeys, service concepts, and omnichannel strategies
- Advised large organisations on customer-centric innovation and transformation
- Leadership Team member: contributed to agency strategy, positioning, and business development
Selected clientsOtrium · Pols Potten · Eneco · Philips Healthcare · Gezonde School - SVT Branding + DesignRetail Brand Consultant → Partner & Management Team MemberFebruary 2008 - September 2020 (12 years and 7 months)Amsterdam, Netherlands
Worked for >12 years at one of the leading Dutch retail branding and design agencies, growing from consultant to partner and leadership team member.
What I did- Developed brand strategies, positioning frameworks, and omnichannel concepts for food, non-food, and service retailers.
- Led strategic projects from insight to implementation, combining consumer research, positioning, and concept development.
- Facilitated workshops and co-creation sessions with executive teams to shape brand vision, customer journeys, and experiences.
- As Partner and Management Team member: co-led the agency’s strategy, positioning, proposition, and team culture; responsible for business development and client relationships.
Selected clientsIntratuin · Dille & Kamille · Dirk van den Broek · Blokker · Giant · DeKinderkliniek · Gemeente Den Haag
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Education
- MSc Strategic Product DesignDelft University of Technology2007Master’s programme combining design, strategy and business innovation. RANKED AMONG THE TOP 30 OF THE WORLD'S BEST DESIGN AND BUSINESS PROGRAMS BY BUSINESS WEEK. • Specialised in consumer research, positioning and concept development for product and service innovation • Learned to translate brand values and user insights into commercially relevant and future-proof solutions • Worked on real-world design projects in multidisciplinary teams. The language of instruction was English, and I collaborated with students from around the world.
- BSc Industrial Design EngineeringDelft University of Technology2005Bachelor’s programme focused on user-centred product development. MOTTO: ‘CREATING SUCCESSFUL PRODUCTS PEOPLE LOVE TO USE.’ • Trained in systematic design methods combining creativity, engineering and human behaviour • Developed concepts grounded in ergonomics, marketing, trend analysis and construction techniques • Emphasis on functionality, usability and emotional connection in everyday product design