Merkelijkheid is growing rapidly, and to manage this further growth effectively, our team was strengthened in July 2021 with Xander de Groote. In his role as Senior Consultant, he is involved on the one hand in strategic positioning projects and on the other hand responsible for the successful marketing implementation of those positionings. Over the past six months, Xander has already contributed as a freelancer to several great projects at Merkelijkheid. Because there was a match both content-wise and professionally, the freelance collaboration was converted into a permanent position. Meanwhile, various clients have already met Xander.
Xander has extensive experience advising companies. This started when he began his career at ABN AMRO in the corporate sector. After several years in account management, he chose marketing and communication roles at the head office. Afterwards, he returned to sales as a manager at a district office, serving SME clients from all sectors. Since marketing continued to appeal to him, he did not hesitate long when offered a unique opportunity: setting up ABN AMRO TV with a team of marketers and producers. Content marketing and video production quickly proved to be his ambition, and after successfully doing this for a few years, entrepreneurship was a logical next step. In recent years, Xander has worked as a freelance video producer and content strategist.
Positioning and strategy have always been part of the content marketing challenge, or as Xander puts it, “not just developing appealing tools but seeing them much more as a measurable part of the overall positioning and brand strategy—that is the future of marketing.” It was therefore logical that this was the topic of a casual conversation with a mutual acquaintance and the first meeting between Xander and Tal (founder of Merkelijkheid).
Xander works full-time at Merkelijkheid. When he is not working, he likes to make time for his family with three sons. If they miss him, he is probably exercising.
Merkelijkheid now consists of a permanent team of 10 FTE, and we also work with several regular freelancers and have interns. Merkelijkheid is an absolute authority in the field of positioning but also has the knowledge and capacity for successful implementation with this permanent team. The team consists of consultants, marketers (online and content), designers (digital/DTP), web developers, and project managers. Even after this expansion, we are still looking for new colleagues in digital design, front-end development, and online marketing. Interested, permanent or freelance?