Marketing Leader
I build marketing strategies that turn creative ideas into measurable business growth across brand, digital, partnerships, and emerging markets.
Janique Smeets
Signature Achievements
Scaling US Market Entry Through Demand Generation
Digital Transformation for Cultural Institutions
Building Strategic B2B Partnerships at Scale
Experience Timeline
Senior Marketing Manager
Leading demand generation and brand strategy for US healthcare technology scale-up
- Drove 300% increase in qualified leads through integrated marketing campaigns
- Built and scaled marketing team from 2 to 8 across brand, performance, and content
- Established thought leadership program generating 50+ industry speaking opportunities
Head of Marketing
Led marketing strategy and international expansion for cultural sector SaaS platform
- Expanded from 3 to 8 European markets, growing client base to 200+ institutions
- Launched partner ecosystem program driving 40% of new business
- Developed content marketing engine producing 100+ thought leadership pieces annually
Digital Marketing Manager
Strategic digital marketing leadership for B2B clients across tech and professional services
- Managed $2M+ annual digital media budget across 12 client accounts
- Pioneered account-based marketing approach generating 180% ROI improvement
- Built analytics and attribution framework adopted company-wide
Looking Forward
Seeking strategic leadership role where I can drive brand growth, build high-performing teams, and scale marketing operations in fast-growing organizations
How I Lead
Data-Informed Creativity
I combine analytical rigor with creative boldness. Every campaign is grounded in data, but powered by human insight and storytelling that resonates.
Cross-Functional Leadership
Marketing doesn't exist in a silo. I build bridges across sales, product, and operations to ensure alignment and shared ownership of growth.
Commercial Mindset
Every marketing investment must tie back to revenue. I obsess over pipeline quality, conversion rates, and customer lifetime value—not vanity metrics.
Scalable Systems
I build marketing engines, not one-off campaigns. Repeatable frameworks, documented processes, and clear metrics that outlast individual initiatives.
Team Empowerment
Great marketing comes from great teams. I hire for potential, coach for growth, and create environments where creativity and ownership thrive.
Growth Thinking
I'm energized by zero-to-one challenges: new markets, new products, new categories. Where others see constraints, I see creative opportunity.
What People Say
"Janique has an exceptional ability to balance strategic thinking with hands-on execution. She transformed our marketing from tactical campaigns into a true growth engine."
"Working with Janique was transformative. Her cross-functional approach brought marketing, sales, and product into perfect alignment. She's a true strategic partner."
"Janique is one of those rare marketers who combines creativity with commercial acumen. Every campaign she runs is beautiful, but more importantly, it drives real business results."
Beyond the Resume
What Energizes Me
I'm at my best when building something from scratch—whether it's a new market entry strategy, a brand refresh, or a high-performing team. I love the creative challenge of turning ambiguity into clarity and strategy into action.
Industries I Love
I'm drawn to mission-driven companies in healthcare, education, culture, and sustainability. Organizations where marketing isn't just about growth—it's about creating meaningful impact.
Leadership Style
I lead with empathy and accountability. I believe in giving people ownership, clear expectations, and the support to do their best work. High standards, high trust, high growth.
What's Next
I'm looking for a Director or VP-level role where I can build and scale a marketing function from the ground up—ideally in a fast-growing scale-up ready to make a dent in their industry.
Let's Build Something Great
I'm open to Director/VP Marketing roles in Amsterdam (hybrid) and leadership opportunities where strategy, creativity, and growth intersect.