After his degree in Business Administration from Nijenrode University Emiel joined Unilever. In a period of 12 years he held several positions in marketing and sales in Foods. He enjoyed the full management development program of the company and developed into a branding specialist. His focus was on building new brands or revitalizing existing ones. (Mora, Unox, Cup a Soup, Lipton). In 1996 Emiel joined MT2, a Dutch mobile operator that successfully bid on the second license for mobile telephony in the Netherlands. His job was to bring the brand alive and in 5 years Libertel was built into one of the leading brands. He then led the rebranding process for the company to become Vodafone: an exercise repeated in several other European countries. Since 2005 Emiel worked as an independent consultant on brand strategies for corporate brands (TomTom, Robeco, BAM), SME’s (Zuyd Hogeschool, Continium, Aseptix) and startups (Toolbox55, iOpener). Together with the former iOpener management he founded Over & Beyond BV.
He is an experienced, creative and result driven brand strategist. He believes that when it comes to connecting the dots it is the brand that links it all together. In defining and consciously building a strong brand he will develop one of the few sustainable competitive advantages for you. On the back of the brand strategy Emiel will develop a marketing and communications strategy that brings your business forward. Emiel has a proven track record for revitalizing struggling brands or building new brands, both local and global.