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Peggy Spaapen
Sr. Manager Strategie - Merkpositionering - Marketing (CMO) - Centraal Beheer Particulieren
Peggy Spaapen is a seasoned marketing strategist currently serving as the Chief Brand, CX/EX & Marketing at Centraal Beheer, a prominent insurance company in the Netherlands. With over 15 years of experience, she specializes in brand positioning, digital marketing, and online communication. She has been with Centraal Beheer since 2014, initially joining as the Manager of Digital and Market Communication and later advancing to her current role in January 2024.12
Professional Background
- Current Role: As Chief Brand, CX/EX & Marketing, Spaapen leads a team of 53 specialists focused on brand strategy and digital transformation. She is responsible for the creation and execution of marketing campaigns, including the well-known "Even Apeldoorn bellen" campaign.13
- Previous Experience: Before her tenure at Centraal Beheer, she worked for nine years as a digital and social media expert for various brands and spent six years as the European Manager of Online Communications at IBM/Sterling Commerce.12
Key Responsibilities
- Brand Positioning: Spaapen oversees the alignment of brand strategies across Centraal Beheer's various divisions, ensuring a cohesive brand experience for customers.
- Digital Transformation: She focuses on integrating digital innovations into customer interactions and marketing strategies to enhance customer engagement.24
- Campaign Development: Spaapen emphasizes a data-driven approach to campaign creation, utilizing insights to optimize performance and maintain brand relevance in a changing market landscape.24
Leadership Philosophy
Spaapen believes in the power of storytelling and aims to transform Centraal Beheer into a "love brand," focusing on customer experience and service excellence. She advocates for balancing short-term sales tactics with long-term brand building strategies to achieve sustainable growth.45
In summary, Peggy Spaapen is a dynamic leader in marketing and brand strategy at Centraal Beheer, dedicated to enhancing customer experiences through innovative marketing practices.
![[Merken100] Peggy Spaapen: Centraal Beheer is de helper ...](https://marketingreport.nl/images/2024/q2/PeggySpaapen_CentraalBeheer_MarketingReport.png)


