NIENKE VAN OEVEREN
Marketing Director
Bentveld
Summary
Marketing leader with a passion for building bold lifestyle brands and cultural movements. With 20+ years of experience across fashion, design, lifestyle and experience-led brands, I turn brands into communities and strategy into impact. From Bugaboo to Westfield and The Brothel of Amsterdam, I connect purpose with creativity to spark emotion, drive growth and shape culture. Drawn to brands that break rules, inspire belonging, and connect across design, lifestyle and community. Known for leading teams with empathy and clarity while delivering powerful omnichannel brand activations that move people and markets.
Overview
23
23
years of professional experience
2
2
Languages
Work History
Brand Marketing Manager (Interim)
Westfield Mall of the Netherlands
01.2025 - Current
- Led B2C and B2B marketing for the Netherlands’ largest hybrid lifestyle-retail destination.
- Blended retail, food and experience strategy into cohesive omnichannel brand awareness campaigns.
- Initiate, create and lead impactful brand partnerships and - events / campaigns
- Increased digital traffic by 21%, loyalty participation by 60%, and overall sales by 14%.
- Launched grassroots sustainability event (Westfield Good Festival) with +20% awareness uplift; activated local creators and community stakeholders.
Founder & Brand/Marketing Consultant
The Brand Desk
01.2018 - Current
- Founded The Brand Desk to help lifestyle and experience-led brands grow through purpose-driven brand strategy and creative execution.
- Clients include: Westfield Mall of the Netherlands, The Brothel of Amsterdam, TWOIAMILLION, IMA (MediaMonks), Maxxium, JOSH V, Mulder Shipyard, Tiny Miracles.
- Led brand (re)positioning, tribe-building strategies, and omnichannel storytelling for brands blending lifestyle, food, fashion and hospitality.
- Designed community-driven content strategies and creative concepts rooted in brand purpose and local relevance.
Business & Brand Consultant (Interim)
Mulder Shipyard
06.2024 - 12.2024
- Redefined brand positioning to increase cultural relevance and emotional appeal within the luxury experience space.
- Developed GTM roadmap to launch strategic partnerships and captivate niche lifestyle audiences.
- Aligned cross-functional leadership on brand growth and purpose-led content direction.
Marketing Director (Interim)
JOSH V
05.2023 - 12.2023
- Led brand and sales growth in premium fashion: +7.5% awareness, +11.2% sales uplift.
- Implemented omnichannel marketing plan across influencer activations, e-commerce, community-led retail and PR.
- Built and coached a 10-person team with a strong creative culture; responsible for €1.5M marketing budget.
Marketing Director (Interim)
XD Design
01.2022 - 01.2023
- Reimagined XD Design as a purpose-led lifestyle brand with emotional storytelling at its core.
- Launched 5 product collections with +10% revenue and -17% marketing costs.
- Activated category-based campaigns and community content together with internal and external creators.
Global Brand Manager Strategic Partnerships
Bugaboo
04.2012 - 01.2018
- Built iconic global partnerships with Stella McCartney, Diesel, Andy Warhol Foundation, and Van Gogh Museum.
- Launched 360 campaigns across 15+ markets blending fashion, design and community narratives.
- Worked closely with regional marketing leads to deliver local impact with global consistency.
- Managed team of 4, reported to CMO, member of global MT.
Senior Merchandise Manager
Tommy Hilfiger (PVH)
01.2007 - 01.2012
- Directed development and strategy for global womenswear collections.
- Collaborated with creative teams and sourcing to align commercial and brand storytelling goals.
Global Product Manager
MG Holland / Stonefashion
01.2003 - 01.2007
- Developed women’s outerwear collections for international markets, managing full lifecycle from trend to delivery.
- Led sourcing, production and merchandising across Europe and the Far East.
Education
Bachelor of Communication -
Hogeschool Holland
HAVO (Higher General Secondary Education) - undefined
Baarnsch Lyceum
Skills
Digital marketing
Websites
Interests
Tennis, Travel, Cooking, Reading, Pilates, Exploring Subcultures
LEADERSHIP STYLE & VALUES
- Creative leadership
- Empathy
- Cultural Curiosity
- Inclusive Collaboration
- Results-Driven
- Purpose-Led
Timeline
Brand Marketing Manager (Interim)
Westfield Mall of the Netherlands
01.2025 - Current
Business & Brand Consultant (Interim)
Mulder Shipyard
06.2024 - 12.2024
Marketing Director (Interim)
JOSH V
05.2023 - 12.2023
Marketing Director (Interim)
XD Design
01.2022 - 01.2023
Founder & Brand/Marketing Consultant
The Brand Desk
01.2018 - Current
Global Brand Manager Strategic Partnerships
Bugaboo
04.2012 - 01.2018
Senior Merchandise Manager
Tommy Hilfiger (PVH)
01.2007 - 01.2012
Global Product Manager
MG Holland / Stonefashion
01.2003 - 01.2007
HAVO (Higher General Secondary Education) - undefined
Baarnsch Lyceum
Bachelor of Communication -
Hogeschool Holland
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