🐶 Jacco van der Kooij

Do you know a large Midwest family? Well, if you do, then you know me.  I am the youngest of eight, raised in a small farmers'​ village in the Netherlands. If I picked an apple from the wrong tree on my way home from school, my parents would know about it before I got off my bike.

The family name is like a bank account, and my family has put their savings in it for over 50 years.  We are not rich, but the van der Kooij's are known for our hard work, and willingness to help others. So we never needed a lot of money. For my family, our reputation is the most valued asset and trust is the currency we trade in.  Every day.

Fast forward to today, a time where the subscription (SaaS) business model is impacting organizations big and small.   Why?  Because in the subscription business you MUST make a client successful!  You have to earn an honest word-of-mouth reference by exceeding a client's expectation. You have to work hard and build a reputation. I recognize this as these are the norms and values I was raised on, and I know exactly what to do.

Welcome to my village. Pop. 12,000. Established 2005.

Founder

Winning By Design helps customer to design, build and scale their sales efforts.  With offices in San Francisco, Amsterdam, Sao Paulo, Antwerp, Shanghai and Sydney we help clients big and small with a process driven approach to sales.  The right process executed by trained professional will help you earn more business from the right customers.

Jacco van der Kooij

TrustEngine

As a member of the Executive Team, Emil will be collaborating closely with the CEO as well as the rest of the C-Suite to support the growth of the company's portfolio of mortgage technology solutions. 

Key focus areas include:
* Lead Generation
* Customer Marketing
* Strategic Positioning and Messaging
* Thought Leadership

VP of Marketing

ProperExpression

Advising the ProperExpression team on healthcare technology customers.

Advisor

The Cerebrations Podcast

Founder, executive producer, and host of The Cerebrations Podcast, a series of video interviews with guests focusing on various topics of leadership, coaching and management, as pertaining to the career growth and success of senior sales and marketing executives.

Founder and Host

Inspirata

• Leading marketing / public communications efforts related to strategic repositioning from a digital pathology company to a global leader in AI-powered oncology informatics.
• Managing the launch of a completely redesigned corporate web site.
• Building the company's digital marketing capabilities to enable effective, holistic lead-generation campaigns.
• Implementing HubSpot as the core CRM / marketing automation system. Migrating legacy data from ConnectWise and Prophet CRM.
• Creating Inspirata's first automated sales ops dashboards with deal pipeline / revenue projections and individual sales rep activity.
• Partnering with external developers to scope and build an innovative data-management approach to enable unique benchmarking capabilities leveraged in Inspirata's digital marketing campaigns.

Vice President of Corporate and Digital Marketing

DrFirst, Inc.

• Played a key role in a highly matrixed environment where Marketing supported 5 distinct sales organizations.
• Designed data-driven demand generation and customer acquisition programs, involving the creation of highly personalized and unique content used for attracting new leads and dislodging stalled prospects.
• Implemented innovative marketing approaches to generate thousands of leads for the nascent Consumer and Home Care markets.
• Increased new lead generation by 200% while reducing per-lead acquisition costs by 30%.
• Conducted research studies to define the addressable market and competitive landscape for new offerings.
• Leveraged emerging mixed reality / VR technology to create immersive demos for the company's complex portfolio of solutions.
• Managed a team of digital marketers, analysts, graphic designers and web developers.

Senior Director of Marketing

Byte Back, Inc.

Byte Back is a 501(c)(3) non-profit providing computer training and career services to underserved adults in Washington, DC. Its programs provide a pathway to technology skills and fulfilling living-wage careers for thousands of individuals in the District who struggle with underemployment, unemployment, and poverty. As a member of the Board of Directors, Emil contributed to the governance and strategic future of the Byte Back organization.

Board Member

Lynx Insights, LLC

• Transformed GetMyRx from a mobile app offering home delivery of prescription drugs to a virtual pharmacy concierge model. Designed and led research studies that helped develop effective messages tailored to i) patients, ii) pharmacists, and iii) providers.
• Led qualitative research for FinTech startup Flioz to fine-tune its portfolio management app for the US retail investor market.
• Developed a go-to-market strategy for German EdTech company Babbel's ambitious expansion plans in North America.
• Created a marketing plan for language proficiency test publisher Ballard-Tighe's new product release for the US K-5 market.
• Advised EdTech startups Learning Games Studios, Infiniteach, SmartyPal on monetization, product and go-to-market strategy.

Principal and Founder

Rosetta Stone

• Built 30+ brand-extension business cases, which led to 4 M&A deals in language, literacy and brain training.
• Proposed new mobile monetization models that doubled Rosetta Stone's brain training portfolio's revenue.
• Leveraged acquired assets from M&A deals to spearhead cross-audience campaigns resulting in $10M+ synergetic revenue.
• Participated in CEO's strategic offsites for Senior Executive Team. Presented at company's Board meetings.
• Partnered with President--Consumer Business to diagnose challenges facing Japan business unit and design a turnaround plan.
• Led a team of analysts that monitored the broader Education and Technology segments to identify new competitors and spot new trends. Oversaw the creation of 200+ competitor profiles and quarterly technology and social trends reports.

Director of Corporate Strategy

• Developed and oversaw a multifaceted rebranding strategy and new flagship product launch for UK and Germany. Identified local markets' requirements. Oversaw the creation of local integrated marketing campaigns (including TV, radio and print ads).
• Created sophisticated analytical models for international expansion and estimating the impact of software piracy on Rosetta Stone's revenue.

Senior Strategist & Special Projects Manager

Corporate Executive Board

• Played a central role in the integration of an acquired benchmarking company, serving as a bridge for transferring proprietary know-how from the acquired team to the broader organization.
• Collaborated on a daily basis with sales executives and relationship managers to bring in new accounts and ensure their continuous satisfaction with their CEB memberships.

Consultant (Research Director)

• Established a research office in Gurgaon, India. Partnered with India Office Manager to grow local team by 200% in first year.
• Restructured the customized research function for the second largest practice in the company. Merged 6 separate research teams into one shared service, reducing headcount needs by 30% while improving service quality and shortening response time by 20%.
• Directly hired, trained and managed a department of 20 research managers, analysts and research associates in US, UK and India.

Associate Director

• Managed over 300 strategic research and data analytics projects for client CFOs and senior financial executives at Fortune 500 companies.
• Advised senior executives on best practices in corporate leadership, process redesign, and efficiency improvements.
• Built quantitative models using a combination of proprietary and third-party data sources.
• One of the fastest career trajectories at CEB at the time -- promoted from Research Associate to Senior Analyst to Senior Research Manager in 2 years.

Senior Research Manager (Previous Roles: Senior Analyst, Research Associate)

A creative and analytical professional relentlessly looking for new challenges and focused on going above and beyond expectations. Twenty one years across diverse corporate, entrepreneurial and consulting roles resulting in deep, first-hand experience in corporate strategy, market research, marketing strategy and digital marketing. Six years of senior-level decision making at a NYSE-traded EdTech company. Affinity for technology and fast-growing environments. Proven track record in achieving results while boot-strapping.

CAREER HIGHLIGHTS:
• A rare combination of proven leadership in corporate strategy and marketing, with work experiences in both B2B and B2C
• Key roles in 4 acquisitions at Rosetta Stone, designing cross-audience strategies that resulted in $10M+ synergetic revenue
• High comfort level with presenting to top-level audiences, such as C-level executives and board directors

KEY SPECIALIZATION AREAS:
• Competitive intelligence & industry trends monitoring
• Market research (market sizing, brand equity, segmentation, customer satisfaction, new product validation)
• Go-to-market strategy, product marketing, digital and mobile marketing, demand generation, marketing automation, data magement
• Deep EdTech and Healthcare IT industry knowledge. Extensive experience with technology companies (SaaS and mobile)

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Jacco van der Kooij

Emil Mladenov

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