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Hilde Smetsers
I ♥ ART
Hilde Smetsers is a dynamic and accomplished professional in the arts and culture sector, known for her innovative approach to marketing communication and her unwavering commitment to promoting cultural engagement. At the age of 22, she embarked on her entrepreneurial journey by establishing her first company in the arts and culture domain—a cross-media communication agency that provided cultural clients with fresh and effective strategies for utilizing new media. This early venture was a reflection of her deep passion for the arts and her belief in the transformative power of culture in society.
In 2014, Hilde founded Cultuurmarketing, an influential network organization dedicated to marketing communication professionals across the arts and culture sector in the Netherlands and Belgium. Under her visionary leadership, Cultuurmarketing has flourished into a vibrant community comprising over 1,100 members. This diverse group includes individuals working in both large and small cultural organizations, all united by their shared mission to connect as many people as possible with art and culture. The organization is on the forefront of cultural engagement, actively organizing more than 30 events and training sessions annually, conducting research, publishing insightful articles, and forming (inter)national collaborations with marketers and industry bodies. In recognition of outstanding contributions in the field, Cultuurmarketing also hosts the prestigious Cultuurmarketing Awards, celebrating excellence in cultural marketing.
As Managing Director, Hilde has created a strong platform not just for networking but also for professional growth and education within the field. Her leadership style emphasizes investment in young talent and fosters an inclusive organizational culture. This commitment is further evidenced in her role as a subsidy advisor for two cultural funds, where she utilizes her extensive knowledge of cultural entrepreneurship, audience development, and sustainable business models to support creative initiatives and organizations.
Hilde's educational background further solidifies her authority in the field. She studied Art & Economics at HKU (Hogeschool voor de Kunsten Utrecht), where she developed a comprehensive understanding of both the artistic and economic aspects of the cultural sector. Additionally, her studies in Autonomous Photography at Fotoacademie Amsterdam endowed her with a profound appreciation for visual arts, enhancing her capability to communicate effectively within the artistic community.
