Sandra Macele

Marketing Consulting I Organizational Restructuring I Recruiting and Talent Development in MKT I Marketing Process & Budget Optimisation I Strategies (Creative, Communication, Product, Channel) I Creative Direction I Performance Marketing I Marketing Services (Video Production, Photography, Copywriting etc.)

Markets: EMEA & USA
Verticals coverage: B2B, B2C, B2B2C, G2C

INDUSTRY EXPERIENCE: Technology ● Government ● Fashion ● Architecture ● Pharma ● Media ● Banking ● Food Retail ● Other Consumer Goods

P.S.: Not all clients are stated here.

Chief Executive Overthinker

EKWB

Department Reorganization I Led diverse marketing teams (creative, product, communications, digital/e-commerce) 40 people I Strategies for Marketing, Sales, People I Budget Optimization I Crissis Management I Talent Recruitment & Onboarding I Markets: US & EMEA I Verticals coverage: B2C & B2B

Chief Marketing Officer

Transforming creative unit inside marketing | Consultancy on strategic projects I Creative strategies I Mentoring I Markets: US & EMEA I Verticals coverage: B2C

Marketing Consultancy

Doorson

Marketing Services I Marketing Consulting B2B

Creative Director and Consultant

SENSILAB

Performance Marketing I Creative Services I Marketing Consulting

Intra lighting d.o.o.

Creative Marketing Services I Marketing Consultant B2B

Creative Director & Consultant

Erpium / Creative Agency

Marketing Campaigns production and execution.

Creative Director

Ministry of Economy and Technology

Content and Communication for the activities of ministry I Processes organization

Strategic Marketing Consultant

HBO GO

Online marketing support for HBO Adriatic region.

Director and Producer

HS PLUS

Creative Department organization I Performance Strategies I Process Setting I Talent Onboarding I Markets: EMEA I Verticals coverage: B2C

Strategic Consultant

Studio Moderna

Led 20+ member creative department I Drove client results with impactful and engaging content, setting the stage for sustainable growth I Branding & Performance 

Markets: EMEA
Vertical coverage: B2C

Head of video production

Stop Milking Leads. Start Building People. I Community System Fuelled by your data >>> Check featured

YOU
You are choosing to work with people who believe in doing the right thing. You challenge the status quo and expect the same integrity and accountability (you have) from those around you.

ME
I’m a constructive idealist—bold enough to challenge outdated systems, yet grounded in making authenticity, impact, and trust commercially viable. With a background as a creative director, CMO, and consultant, I combine strategic thinking, sharp people instincts, and fearless storytelling to push brands and leaders to be both real and revolutionary.

I’m running 13 people through my new cohort. Meanwhile, I personally ran through all seven stages of an existential crisis.

Had a full 4-day anxiety spiral + impostor syndrome trial version that included:

“I suck. Shut it all down. Become a florist.”

I didn’t need a tranquilizer, but let’s just say the option wasn’t off the table.

Mistake #1:
I called it a Sprint.

Someone later corrected me:
“Sandra… this is an INTENSIVE.”

😃 

Mistake #2:
People were (and still are) REALLY invested.

I completely miscalculated how the structure of the cohort
would directly impact their emotions.

It is beautiful.
And terrifying (weight of responsibility).

Like watching human nature under a microscope.

But here’s the biggest upside:

From inside that meltdown of mine I had ...
I finally see clearly what people struggle with at scale with social media. 

And where any of us can help, and can not help.

So I wrote a mini report.

If you enjoy my content, I also have a newsletter: https://lnkd.in/eVyiJhHA

I study how emotion shapes trust and how trust earns market authority | Identity & Positioning | Brand Strategy

The Game is Psychological 

In my region, we have a term for that forehead vein that pops out when someone is being ridiculous: “žila glupača”. Literally, the stupidity vein.

It activates when:

→ you enter a dumb conversation
→ face someone with zero critical thinking
→ you’re smiling on the outside, screaming inside
→ when you listen to someone who complains for sports

Nothing works.
Everything is hard.
Life is unfair.

…and suddenly you feel the pressure rising in your forehead.

My stupidity vein activates at point #4.

What about yours?

P.S.: In my newsletter, I answer your questions every Sunday: https://lnkd.in/eVyiJhHA

13 points of a reality check

Brian Berkenstock was the first one to go. By the end of his story, I remember glancing at Olga and Humaira — all three of us were right on the edge of the ugly cry in front of everyone (my cohort).

:D

I’m so proud of Brian.

He’s one of the kindest, most grounded, and most deserving people I know.

Deserving of success.

Humble.
Patient.
Good to the core.

(And let’s not forget: elite-level emotional regulation :D)

Always your cheerleader, Brian.

May you keep creating beautiful words —
and shaping the world we all get to live in.

Your offer’s confusing | I make it clear and memorable | This means positioning, branding, and messaging that connects | Cats can be fuzzy, your offer cannot

There's no HOOK for today's post.
Just some...hesitation.

I'm doing something a bit out of the ordinary for me.
Sharing a personal story.
(With the help of Sandra Macele and her Authority cohort!)

I've been trying to walk a delicate line on LinkedIn.

On one side is BUSINESS.
On the other is SOCIAL.

The biz side is a piece of cake.

I have oodles of experience.
A solid offer.
And killer testimonials.

The personal/social side has been a challenge.

I like the social sharing aspect of LinkedIn.
And getting to know people beyond their banners.
But I don't like "trauma dumping." 
Which feels both revealing and artificial at the same time.

I first need some guardrails for myself.
Here's where I landed...

I'll try to share stories to inspire or help us look at things in a new light.

Let me know how I did.

A Life of No Regret

The coolest grandmother on Earth, G. Kofi Annan granny 🥰

Love your story K, everything is so inspiring! Respect!

For many more debates on our calls!

👏

I help health brands 2X clients/patients & grow revenue using a AI-enhanced demand + acquisition system ✪ Fmr @Saatchi, @Ogilvy, @McCann

What if everyone who rejected you was actually... right?

Hear me out.

My granny flew 5,000 miles to tell me I was ruining my life.
My professor compared me to an alcoholic.
My friends said my work wasn't worth $10.

They were all correct.

I spent years trying to conform.
Until my same rejected work sold for 6X more...to strangers.

The rejection was never about me.

This changed how I see every "NO" forever →

Finding Value in Rejection

This lady here 👇 sent me a very nice message Friday evening. 

“Hi, hello hello!
I’ve been nominated to ”Empower Her Woman of the Year”. …”

“… This ”Bad Good Girl” has something very appealing and recognisable in it. Big thanks for that!”…”

(Shortened message)

I am extremely proud of Annika Mohlin 🌱 

Even though I did help her with messaging, the key ingredients are the following:

- she breathes for her “Bad Good Girls”
- she’s a remarkable networker
- she’s approachable
- she’s a talented communicator 
- she has good emotional regulation (this online business requires it)
- she never gave up

The messaging alone can be a huge help, but YOU need to be the person, who is “obsessed with people you serve” first. 

No branding and messaging solutions can give you that. 

Hugs to Sweden and all the Bad Good Girls. I am one too 🤗

I help female leaders lead and succeed without self-compromising • Leave the good girl behind ​>​> lead with boundaries and presence • Nästa grupp i Ledarprogrammet Perspeqtiv startar februari 2026 🔭

”Stort grattis! Du är nominerad till Årets Empower Her kvinna. Vill du acceptera nomineringen?”

Ja men det är väl klart som attan att jag vill!

Någon har tänkt på mig och det jag bidrar med – det betyder SÅ mycket. Känner mig glad, stolt, rörd och överraskad (lite som när man hittar en kantarell ☺️).

För mig handlar mitt arbete om att stärka kvinnor i självledarskap, inifrån och ut. Jag vill att fler ska skaka av sig den ”duktiga flickan” och en gång för alla landa i att det inte är fel eller fult eller själviskt att prioritera sig själv.

Utan tvärtom: det är från den platsen vi kan vara ”våra bästa jag”. Det är där hållbart ledarskap börjar 💛

Så att få en nominering som handlar om mod, styrka och systerskap – W🤩W. Rena superinjektionen för att fortsätta med det jag gör!

Tack Anna-Maria och tack alla som ser, lyfter och stöttar kvinnor. Det är en av byggstenarna till ett mer jämställt och mångfaldigt samhälle. 

PS. Någon som är sugen på att gå på galan ihop den 25 november? 🎉 Hör av dig!

I know for the last week you've seen changes on my feed and some have reached out expressing the "concern" around my changed content (you miss my carousels).

However, I am running my first 2 rounds of cohorts which I want to perfect for the future ... 

... and part of the responsibility I took on myself is to support people who enrolled and trust me to guide them.

For you, it might not mean I lot.

For me, I am proud of these people and work they are sharing, because I know how many insecurities they had to overcome in a very short period of time.

This is Humaira Akhter ☕️

The best way you can support me, is to read her story and transfer that support on her if you feel connection.

Thank you for being on this path with me.

And Humaira - you go girl!

Stop finding a niche. Start naming your thread | Guiding seasoned solopreneurs to uncover & package their Genius Offer Blueprint™, one aligned offer without bro-hustle, fake scarcity, or burnout.

This isn’t a rags-to-riches story.

It’s a “wait… why am I still shape-shifting?” story.

I’ve spent most of my life trying to be excellent at work, at everything.

It’s a story I share to mirror you.

For anyone who’s been excellent but never felt like a genius…
For anyone who’s shape-shifted just to belong…
For anyone who keeps performing for permission, they no longer need…

This is a reminder:
You don’t have to earn what you already are.

Swipe through for a story of unworthiness, awakening, and stop proving.

Maybe you’ll find a little of yours in there, too.

P.S. Deep gratitude to Sandra Macele — mentor, friend, and creative mirror, who pushed me to tell the truth, even when it stung. 🙏🏽

The Ache to Belong

If I would bet my LinkedIn coins on somebody from content creators, I would bet on Ceres. 

Mark my words.

I wouldn’t be surprised if in a year from now she is in 100k of following. 

The work ethics are up the roof.

👏

Money Psychologist + Financial Coach ➜ I help women transform your relationship with money through psychology

We all have a story we inherited—from our families, our cultures, our experiences.

But at some point, we get to decide whether that story still fits us.
Whether it still serves us.
Or whether it deserves a rewrite.

Here is what I've learned: you don’t have to reject what formed you to grow into who you’re meant to be.

Transformation begins the moment you stop asking for permission and start living on your own terms.

This is a story of my own transformation, a story about self-empowerment.

How their mockery became my motivation—by Ceres Chua

Nothing screams authenticity more like three ghostwriters and an engagement pod.

🌿 👀 🌿

Goosebumps Margaret Sap . You hold so much beauty in your mind. 

Always your fan!

❤️💗

Self Leadership Development | Intentional Creativity Coach | Consciousness Curator - Now more than ever, radical responsibility means preserving your mind and opening your heart. What changes if you know yourself better?

Most of you reading this don’t know me. To give an idea: I wasn’t the girl with dolls and tutus, but with knights, castles, and cars.
 
From Hetfield’s lyrics to the Psalms of David, I love both thunder and grace.

And in my quiet corner, writing, reading, painting, making music, I travel within just as I’ve traveled all corners of the world without.

I’m appalled by the world’s silence and the permission collectively given to what should never be allowed. 

We live in a voice activated universe, so I answer the call to speak. 

Not to preach, but to witness.
I have a first small story to share. Just a taste.

Nice meeting you too.

Personal Story #1_Joy

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Roel Timmermans

RTMC

Looking to add some instantly available marketing experience to your team? 

Look no further.

Whether you need to add some experience in:

- Creative
- E-commerce
- Brand strategy
- Lead generation
- Full funnel optimization
- Or any other marketing area

And you cannot fill it in yourself,
Because you cannot spread yourself to thin.

Let me help you out. 
I'm a well rounded, (multiple) T-shaped marketer.
And as of October this year I'm available to help out in those moments.

So if you need an interim marketer with lots of experience.
Experience gained in companies and brands like:

- Heineken
- EssilorLuxottica
- Beerwulf
- Denon
- Marantz
- Pearle
- Ray-Ban
- and more

Let me help you out.
Interested, send me a DM.

Happy to have a chat!

Marketing and Leadership Consultant

Wine Reviewer

Wine Reviewer, started as the outlet for a hobby gone out of control, a passion for wine. It is a channel with easy to understand reviews on wines from all across the globe, and in all sorts of price ranges. 

For both sponsored and unsponsored reviews the outcome is always honest, from a personal point of view and there to help spread some of the marvellous stuff that is out there to enjoy.

- Built an 18.000+ follower base on social media
- Creating content that connects consumers to wine brands

Social Media Blogger

EssilorLuxottica

Growth marketing focussed creative team manager. Driving change with agile methodology while providing in-house marketing & brand creative (support) with a lean setup. A continuation of my role at GrandVision into the new mothership which is EssilorLuxottica.

- Set up modular creative approach optimised to deliver business value to 13+ opco's
- Delivering omnichannel campaign communication for use in over 7800 stores across Europe
- Lead multi disciplinary creative team, incorporating motion design, design direction, copy, etc.
- Introduced SEO content scale up program to more than 10 opco's, lowering need for copywriting services.
- Built multi-opco eye-expert content layer, driving additional (in-store) multi-million revenue 
- Piloted new technologies like, AI driven copy and VR ad formats

Head of Creative EMEA Retail

GrandVision NV

Growth marketing focussed creative team manager. Driving change with agile methodology while providing in-house marketing & brand creative (support) with a lean setup. I continued this role after the acquisition of GrandVision by EssilorLuxottica.

- Set up modular creative approach optimised to deliver business value to 13+ opco's
- Delivering omnichannel campaign communication for use in over 7800 stores across Europe
- Lead multi disciplinary creative team, incorporating motion design, design direction, copy, etc.
- Introduced SEO content scale up program to more than 10 opco's, lowering need for copywriting services.
- Built multi-opco eye-expert content layer, driving additional (in-store) multi-million revenue 
- Piloted new technologies like, AI driven copy and VR ad formats

Head of Creative

Digital Marketing Manager

The HEINEKEN Company

Leading that agency (8 FTE) made my role one filled with diversity. Managing muliple disciplinaries, setting our strategy but also aligning with in-house developers, performance marketing, retention specialists, etc. Within the team we pretty much do anything but the actual shooting of material. 

- Realised triple digit e-com YoY growth to 35+ million
- Lead The-Sub to Beerwulf rebranding
- Lead in-house Beerwulf creative agency (8 FTE)
- Lead campaign strategy

Head of Brand Marketing

With The SUB we deliver the ultimate beer experience straight to your home! You can enjoy a growing selection of Heineken portfolio brands like: Affligem, Brand, Heineken, Sol, Tiger, Birra Moretti and others. Perfectly cooled to 2°, home draught beer from a stylish and compact machine.

The specific team I played a role in was there to deliver market penetration. With a yearly triple-digit growth ambition we managed to surpass the expectations set.

With a main focus on the bigger campaigns (Football in summer, Black Friday, Christmas, etc.) my role was to align the performance marketing activities, budget, CPA's on a (if possible) day to day frequency. Fine tuning our creative output (both internally created and externally with various agencies) to the media we pushed by making sure our audiences were as effective as possible, but also the creatives left no room for doubt with massive A/B testing.

Next to the campaign management I also played a role in managing yearly planning, product and persona development, and brand positioning.

- Lead all big scale pan European campaign
- Optimized channel strategy
- Part of product lifecycle management team

Ecommerce Manager

Sound United

Love for audio is what Sound United (previously D&M) is all about. With brands like Marantz, HEOS, Definitive Technology, Polk Audio and Denon (Nr. 1 home theater brand in the world at the time) it caters to audio-lovers all over the world.

Leading the digital transformation in those years, we moved to making more data-driven decisions, A/B testing our efforts, pushing our engagement with consumers, and creating more brand-awareness and love across all steps of the customer journey.

- Set up full multi-brand CRM program
- Lead A/B testing program
- Managed multiple platform transitions

European Online Marketing & Social Media manager

TG group

TG Group imports quality wines from Italy. We aim to provide a rich tasting experience to consumers as well as to help restaurant owners provide the same experience to their customers. In our opinion as wine-enthousiasts we value good wine and definitely feel that even though it's a cliché life really is to short to drink bad wine.

Within TG Group I focus on different market approaches, B2C (http://vinaio.nl) and B2B (http://tg-group.nl). From those two perspectives we use different brand names and propositions.

Co-owner / Brand & Wine enthousiast

Vinaio

Vinaio.nl was set up to be an e-commerce website focussed on selling high quality Italian wines. Focussing on big regions like Piemonte, Veneto and Tuscany with additional smaller regions.

As part of TG Group, this website was its channel to sell directly to consumers.

Co-owner

Sisow

At Sisow I was responsible for all Marketing and Communication activities, including: Online, E-Marketing, Trade Shows, Workshops, Partnerships, and the occasional consulting of clients in their e-commerce journey.

- Developed and executed marketing and communication strategies to enhance brand visibility and customer engagement for a fintech startup.

- Grew the client base from 5,000 to 24,000.

- Joined as the 1st employee, contributing to the growth of the business to 24 FTE

Marketing and Communications Officer

Building, designing, promoting and enhancing websites

Webmarketeer / designer

Senior Marketing Leader | Ex-Heineken, Ex-EssilorLuxottica (Ray-Ban, Pearle, GrandVision) | available as team lead / marketing director

HEAD OF MARKETING | COMMERCIAL & CREATIVE LEADER | DIGITAL NATIVE

Ready to elevate your marketing strategy and create a thriving workplace where teams flourish? Look no further!

I am a seasoned marketing leader with a proven track record of driving success for renowned brands such as Heineken, Ray-Ban, Denon, Pearle, and more. With a passion for fostering positive work cultures, I empower leaders and teams to achieve sustainable success through innovative strategies and empathetic leadership.

What I Bring to the Table:

🚀 Visionary Marketing Leadership:
As an experienced marketing executive, I excel in developing and executing data-driven marketing strategies that deliver optimal results. My expertise spans across content creation, creative campaigns, and e-commerce support, ensuring comprehensive growth for your brand.

🌟 Positive Work Culture Advocate:
I specialize in cultivating inclusive, supportive atmospheres where employees feel valued and motivated. Through tailored workshops and strategies, I help organizations foster collaboration, communication, and well-being, driving team performance to new heights.

📈 Results-Driven Strategist:
My strategic approach is rooted in data and insights, allowing me to craft compelling narratives and design eye-catching visuals that resonate with your audience. I focus on boosting online sales and enhancing customer experiences through targeted initiatives and conversion rate optimization.

What I Do Best:

Leadership Development:
Working closely with executives and managers, I enhance leadership skills to unlock potential and drive organizational growth. Together, we create a roadmap for positive change and success.

Digital Marketing Excellence:
From crafting engaging content to designing memorable campaigns, I bring a holistic approach to digital marketing. My experience with top brands ensures that your marketing efforts are cutting-edge and impactful.

E-commerce Growth:
Boosting online sales through best practices and targeted initiatives, I help businesses thrive in the digital landscape. My strategic consulting services are designed to optimize your marketing performance and drive significant results.

Let’s Connect!
Whether you’re seeking to transform your company culture or elevate your digital marketing efforts, I’m here to help. Let's create something remarkable together and lead your business to new heights.

Reach out today, and let's make an impact! 🌟

taplio

The Battle

Sandra Macele

Roel Timmermans

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The Battle

Sandra Macele

Roel Timmermans

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Sandra Macele's LinkedIn Performance

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