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Work Background
BMW GroupEventmanagement & partner relations BMW Motorrad
Jul. 2022 - Jan. 2023Munchen, Beieren, DuitslandEvent management & partner relations of BMW Motorrad
Support & consulting in BMW Motorrad’s experience brand.
BMW GroupDesignstrategy consultant for BMW Motorrad
Nov. 2017 - May. 2021Munchen, Beieren, Duitsland2017-2019 designbenchmarking research, mainly focused on developing a holistic approach and understanding of keytrends and developments with a designperspective. The objective was to create awareness within the company, and generate a holistic and more human centered discussion. 2019- 2021 focus on early phase of the product development process. Supporting and consulting strategy, marketing and design leaders in their decision making process in order to manage their portfolio and to inspire designers in their creation phase. Goal is to create a common goal together by means of designthinking tools, that support a human centric focus. Expert in the BMW Motorrad brand & portfolio.
Incl. Presentations to the Board of Management.
BMW GroupDesignstrategist (Incl. Rolls Royce, MINI, BMW M and BMW Motorrad)
Jan. 2017 - Mar. 2023MunichDesignstrategy consulting and support in portfolio management in the early phase of product creation process for BMW Group including all designstudio’s. Key Responsibilities: -Applying designresearch methods and tools to get a deeper understanding of future customer values and latent needs, conducting research & in-depth interviews and deriving valuable insights to base further decisions and productcriteria on. Combining this with future trend research & insights on overall market/culture changed to ensure a clear outside-in perspective -facilitating workshops and projectmanagement involving strategy, marketing, engineering/vehicle architects and design leaders to ensure an efficient decision making process for every new product planned. Consult in overall productportfolio decisions, and co-develop the overall productstrategies - inspire designerteams in their creation phase and create the brief/kickstart for sketching of the vehicle - support engineering in defining list of product criteria - Presenting the final results to executives and seniors & board of management to ensure the right quality of discussions and making right decisions and support common goals & objectives throughout the company.
Ensure the involved stakeholders& projectmanagers develop intrinsic leadership and involvement in the complete development process. Goal is to create a common goal together by means of designthinking tools, that support a human centric focus. Expert in the BMW Motorrad brand & portfolio, and working with all designstudios: Rolls Royce, BMW M, BMW AG, MINI
Understanding also culturally (every studio and brand differs), what drives people/employees.
BMW GroupDesignresearch Specialist BMW AG
Oct. 2016 - Oct. 2017München en omgeving, DuitslandDesignresearcher focused on topics that drive early phase development that support strategic decisionmaking for cars and motorcycles in the new product development process; incl. designbenchmarking, future trend research. Portfolio wide focus, new products and current ones in the market.
BMW GroupMaster Thesis Strategic design BMW Motorrad
Sep. 2015 - May. 2016Munich Area, GermanyProject title: "Mapping customer needs and defining new drivers of innovation to enhance BMW Motorrad's motorcycling experience." Grade: 9,5 (on a scale from 1-10)
BMW GroupInternship Design strategy and Context
Mar. 2015 - Jul. 2015Munich Area, Germany- Designresearch: in relevant given topics and preparations of management presentations
- Designstrategy: new approaches for the BMW Motorrad strategy (incl. management presentations). - Benchmarking analysis automobiles in User interface topics
- Support in planning of customer studies in car clincs.
TU DelftStudent Assistant
Sep. 2014 - Mar. 2015Product Innovation Management dpt. , Faculty of Industrial Design EngineeringStudent Assistant for the Master courses of the Strategic Product Design programme:
- Brand & Product Strategy (6 ECTS)
- Design Strategy Project (6 ECTS)
Liberty GlobalInternal project part of Master programme TU Delft
Sep. 2014 - Jan. 2015Schiphol-rijkDeveloping a concept + strategy and implementation plan regarding media consumption that fit needs of the customer of the future (2030). In a team of 6 Industrial Design Engineering students from different masters.
Q&A Research & ConsultancyStrategic Design Intern in Retail
May. 2014 - Oct. 2014AmersfoortCould you have imagined that ten years ago ordering your products online for example would become a commodity now? And what about the use of augmented reality in fitting rooms? The way of shopping is changing rapidly. For the project of "The store of the Future" I am analyzing the visions of people on how the shopping experience in the future will look like. The result of this project is to visualize the future of shopping to retailers and provide them with advice on do's and don't to survive our rapidly changing society and market.
Erasmus University RotterdamStudent Coach Management of Technology
Jan. 2014 - Jun. 2014Rotterdam Area, NetherlandsFor the course Management of Technology I am coaching 60 students that are assessing new emerging technologies for Philips Healthcare in the x-ray industry. My role is to guide these students through their assignments, advise them, and supervise their reports. Prior to the course I have followed training in coaching given by Risbo Training Consultancy.
Eindhoven University of TechnologyStudent Assistant
Apr. 2013 - Jun. 2013Faculty of Industrial Eng. & Innovation Sciences and Faculty Industrial DesignAssisting in development of the Bachelor course Customer Centricity, as part of the USE-leerlijn (User,Society & Enterprise). I have developed assignments where students learn how to apply specific design research tools to discover latent customer needs.
Studio AnnaMariaCorneliaIntern Experience Design
Oct. 2011 - Dec. 2011Antwerp Area, Belgium
MyCall CallcentersCallagent Sales
Jun. 2008 - Jun. 2011Nijmegen Area, NetherlandsB2C Projects for different companies like UPC telecommunications, Nationale Postcode loterij, Rode Kruis, CZ insurances, Natuurmonumenten Biddinghuizen, DONG energy, selling products and/or services to customers (inbound and outbound calls).
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