Michel Brok 🎯

Tracking Architects

Tracking Architects empowers eCommerce and funnel website owners to maximize revenue from their marketing efforts through advanced server-side conversion tracking and data analytics.

Eigenaar

Team6

Team6 helps FMCG and retail businesses to improve business performance with data. Our focus is to make strategies work by bringing ways of working, data and technology together.

Founder

A.S. Watson Group

Helping the marketing team to use data to 1) make better decisions in target audiences, offerings and content and 2) increase relevancy and therefore increase customer lifetime value. 

Results:

- Created and implemented the CRM Data Strategy
- Implemented cross-functional CRM data team
- Implemented the CRM data-driven process
- Implemented algorithms for optimizing promos

Data Lead CRM a.i.

Danone

Leading 2nd Digital Transformation wave of the Dutch CBU for all Danone brands (dairy, plant based, medical & baby). Build the data foundation to take better decisions and actions to drive business value for the CBU.  

* Developed the data strategy and roadmap together with senior management
* Build the cross-functional data team overseeing data analytics, data science, architecture and platform
* Managed the local data platform and architecture (Azure) implementation
* Managed the integration of all digital channels in Azure data lake
* Delivered 3 use cases: customer 360 together with CDP, Marketing Mix Modeling & MROI (causal attribution)

Head of Data

Leading the Digital Transformation for the Benelux BU with focus on improved customer experience. 

* Building the digital environment and BU digital capabilities
* Transforming marketing strategy and operating model
* Shape and build the marketing technology stack, integrate within marketing operations
* Delivering and activation of digital products & services
* Leading design, experience, digital product & engineering teams

Head of Digital

E.ON

Responsible for e-commerce and digital marketing for the residential, SME market and large enterprises.

* Development and implementation of the digital transformation roadmap for the Benelux cluster
* Development and execution of the digital marketing & e-commerce strategy to drive brand awareness, customer acquisition, retention and NPS 
* Marketing technology: implementation of the Adobe CMS and migration existing digital platform, implementation of the customer self-service portal and connection between digital platform and SAP
* Management and optimization of traffic channels  SEA, SEO, affiliates, retargeting campaigns, display advertising and online partners
* Management and optimization of webconversion with A/B testing, data analytics and UX-optimization
* Implementation of the E.ON self service portal to increase self service and drive NPS and decrease costs
* Implemented Lean wow and performance driven mindset
* Managing and coaching multi-disciplinary online team (4 fte)
* Operational excellence day-2-day optimization working method

Team Manager Online Marketing

Essent

Responsible for online sales and lead generation for residential and SME market.

	Defined and implemented annual online sales plan, defined targets, budgets and weekly sales forecast
	Accelerated performance based sales & lead generation by optimize traffic sources (display advertising, SEA, SEO, affiliates) and CRO for Essent.nl. Managed referral and price comparison websites
	Implemented marketing campaigns ATL/BTL in online channels in collaboration with marketing and sales department 
	P&L responsible for digital sales

Digital Marketing Manager

Tribal

Helping clients driving business growth with developing and executing online marketing strategy focussed on increasing website traffic and conversion optimization.   

	Development and implementation of new online advertising campaigns to increase numbers of leads and / or sales
	Managed and optimized existing SEA and SEO campaigns
	Aligned projects with usability and web analytics experts 
	Evaluated campaigns by analysis with Google Analytics
	Reporting to customers and team lead

Online Marketing Consultant

Lensvelt Medical

Improving company awareness and developing customer service proposition to support customer acquisition and relationships.


	Development and implementation operational marketing plan
	Coordinated and implemented marketing activities such as product / price promotions, trade fairs, managed and implemented online advertising campaigns, website optimization and e-mail marketing
	development of services products and related concepts and responsible for activation via website, sales channel and fairs

Marketing Specialist

Marketing Automation & Data Expert | Helping retail & CPG to drive customer engagement at scale.

Business & Agency Owners – Listen Up:

The #1 reason your ad campaigns hit a wall?

INACCURATE DATA.

It’s the frustration holding back ambitious advertisers like you — those who are ready to scale but can’t break through.

At this stage, you’re trying to lower ad costs and increase value. But if the data you rely on is off, making the right decisions becomes nearly impossible.

Here’s the real issue:

Inaccurate data doesn’t just impact your decisions — it also sabotages the advertising algorithm.

The better your data, the better the algorithm can identify your best customers.

But getting accurate data and conversion tracking right is easier said than done.

That’s where the Data-Driven Scaling Formula comes in — putting accurate conversion tracking at the core of your strategy.

The Data-Driven Scaling Formula empowers ambitious business owners like you to scale faster by leveraging the right data at the right time.

The formula is made up of three key parts:

	1.	Enhanced Performance Tracking: Best-in-class server-side tracking combined with smart data usage throughout the entire customer journey. This ensures both you and the advertising algorithm are making better decisions and taking smarter actions.

	2.	Precision Algorithm Training: Fueling your advertising algorithm with high-quality data to significantly improve targeting. Now, you’re only spending money on customers who bring real value.

	3.	Transform Data into Growth: Gain control over your business’s growth by understanding what works — and what doesn’t — in both marketing and sales.

Curious about how we’ve helped others scale smarter?

Send me a DM, and let’s chat!

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Hi, I’m Michel – The Conversion Tracking Guy.

With over 18 years in Digital Marketing, I’ve witnessed firsthand how advertising platforms and marketing systems are becoming increasingly data-dependent. Yet, proper conversion tracking and data architecture are often overlooked because they seem complex or costly.

I’ve helped over 250 business owners unlock the full potential of their marketing with server-side tracking and analytics. In almost every case, the results were clear: a significant boost in performance.

Let’s talk about how accurate data can transform your business.

Co-Founder

AldrichX is a data-driven marketing agency that helps 6+ figure fashion eCommerce brands to grow their business whilst they can keep focussing on building their brands.

Hospitality Excellence Resort Accommodation (HERA)

Hotel and property management, Marketing and PR services, Strategic Advisory
 
https://heraccommodation.com

Raffolux

BoD, Non Executive Director

Peach Greece Holdings

Managing Director

Kodak Alaris

Reckitt

Global CARE Director, Content & CX, eRB

CARE (consumer acquisition retention extension) is the consumer centric growth model for Reckitt’s brands

the CARE team is part of eRB (e-business), the digital part of the organisation that focuses on all digital touch points (ecommerce, D2C, tech & data enablers, CRM, performance marketing)

Director Global CARE, Content & CX, eRB

Specialised Nutrition
UK & Ireland

Leading the digital transformation for topline. 
Designed and delivered new digital strategy to unlock incremental value from the integrated specialised nutrition business.
Delivered best in class tech and data set up for digital activations, resulting into significant efficiencies in marketing spending through automation, increase in digital media ROI through personalisation and engagement, market share growth (with 30% less marketing budget), increased consumer lifetime value and unlocked new channels (Direct selling). 
Digital transformation program instilled new behaviours in the organisation: agility, anticipation, data driven mindset, digital savviness
Designed the Digital Centre of Excellence per area of expertise, to support the broader digital transformation of the organisation. 
Introduced a digital governance forum to facilitate the visibility of company wide digital projects and enable the prioritisation based on business impact, digital maturity and customer centricity, with a focus on the end game of e2e digital design to delivery.

Head of Digital Centre of Excellence

Early Life Nutrition UK

Responsible for Media, CRM, CX and Social Media.
Leading the digital transformation for the ELN UK business: 1) introducing new systems and technology, 2) data architecture with CLV framework and KPIs, 3) media and CRM journey planning, 4) organizational set up and ways of working.

Achievements:
1) 35% efficiencies from upgrading tech platform into Adobe Marketing cloud and automating campaigns; partnering with best in class agencies; launching the new media model for ELN and deduplicating brand agnostic services
2) effectiveness: increased 25% digital media ROI; increased market share by 15% and with 30% less A&P budget;
3) delivered CVJ activations in partnership with retailers and increased LTV by 68%
4) unlocked value from the DMP with a re-set of the data strategy and systems integration
5) designed the digital team and engagement manager roles to accelerate the digital transformation

Head of Growth through Engagement and Consumer Experience | Head of Digital Marketing

Ghost Fashion

Head Of Marketing

Hawes and Curtis

Development and implementation of the Hawes and Curtis brand strategy, for UK and international (USA, Germany). 
Overseeing implementation of the Marketing plan - including campaigns, CRM, events, digital marketing, and PR.
Guiding the day to day activities of the marketing team and ensuring their objectives are implemented. Working closely with senior management and heads of other departments to identify business needs and new collections attributes that would define marketing materials and programs.
Managing social media presence and directing programs to improve social media reputation and recognition.
Developing and delivering marketing and communications strategies including email marketing, paid and earned media campaigns for stores and online, and continuously analizing the competitive environment and researching consumer trends.

Brand partnerships and sponsorships:
- Films and theatre: Warner Bros (The Man from U.N.C.L.E), Pathe (Viceroy's House), Royal Opera House (La Traviatta), The Play that goes wrong
- Professional associations: CIMA, RICS, CIM
- Sports partnerships: West Ham United FC, Bike Channel Canyon team, Northampton Saints Rugby FC
- Alfa Romeo

CSR partners: Prince's Trust, Well Child Awards, UBS, Movember

Member of CIM (Chartered Institute of Marketing)

Head of Marketing and Communications

Procter & Gamble

2nd assignment: July 2014- December 2014

- Brand P&G: Multi-Brand Scale Projects (including Olympics), Trade Advertising & PR 
- Digital Communications, SEO and Content Strategy: Social Media, SuperSavvyMe.co.uk, ShelfHelp.co.uk
- In-store/ Retailer Differentiation and Multi-Brand Scale Campaigns
- Business Skills Workshop for Charities in the UKI
- Product of the Year Awards Leverage
- Cision SPOC and measurement of PR KPIs

1st assignment: Sep 2013- July 2014 

- Positioning Fabric Care into Fashion (Ariel, Lenor with Giles Deacon)
- Global Licensing Agreement with Anya Hindmarch
- Febreze #sleephappy experiential and digital marketing campaign 
- Febreze Roadtrip from Smell/ #drivehappy digital marketing campaign in Youtube
- Designed Flash's campaign with Laura Kemp as ambassador
- Gamification Techniques in Digital Storytelling (training)

Brand Communications Manager

Lady and Lara

Founder & CEO

Anastasia Roumelioti is a board-level advisor and Non-Executive Director (NED) with deep expertise in AI, digital transformation, and ESG-driven commercial strategies. She has a proven track record of guiding global organizations, tech innovators, and high-growth businesses through complex digital shifts, ensuring sustainable growth and competitive advantage in an evolving regulatory and technological landscape.

With a cross-industry career spanning consumer products, retail, hospitality, and technology, Anastasia has held leadership roles at industry giants like Danone, Reckitt and P&G, spearheading digital innovation and AI-driven business models. She has successfully advised C-level executives and boards on integrating AI and emerging technologies into commercial strategies, while ensuring alignment with governance, ESG principles, and ethical AI frameworks.

As an active Non-Executive Director, she brings strategic governance expertise to boards, helping organizations navigate digital transformation, regulatory complexity, and sustainable business growth. She also mentors tech founders and executives, bridging the gap between AI innovation, consumer behaviour, and long-term corporate value.

Anastasia is the Managing Director of a real estate development firm leading a five-star hospitality project, as well as the founder of the hospitality management business HERA LTD. She holds an MBA from the Wharton School and proudly serves as a Penn Ambassador.

 Key Expertise:
•	Board Governance & NED Leadership
•	 AI & Digital Transformation Strategy
•	ESG, Ethical AI & Regulatory Compliance
•	Commercial Growth & Competitive Positioning
•	Corporate Innovation & C-Level Advisory

 Open to NED roles in technology, AI, ESG, and high-growth digital-first businesses.

taplio

The Battle

Michel Brok 🎯

Anastasia Roumelioti

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