Summary
Overview
Work History
Education
Skills
Websites
Interests
LEADERSHIP STYLE & VALUES
Timeline
Generic
NIENKE VAN OEVEREN

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, hospitality 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

Marketing Manager (Interim)

Westfield Mall of the Netherlands
01.2025 - Current
  • Led B2C and B2B marketing for the Netherlands’ largest hybrid hospitality-retail destination.
  • Blended retail, food and experience strategy into cohesive omnichannel brand awareness campaigns.
  • Increased digital traffic by 21%, loyalty participation by 60%, and overall sales by 14%.
  • Launched grassroots sustainability event 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

    Customer acquisition

    Public and media relations

    Budgeting and allocation 

    Marketing campaign development

    Data analytics

    Partnership development

    Business development

    Strategic planning

    Staff management

    Project management

    Brand-building strategies

Interests

Tennis, Travel, Cooking, Reading, Pilates, Exploring Subcultures

LEADERSHIP STYLE & VALUES

  • Creative leadership
  • Empathy
  • Cultural Curiosity
  • Inclusive Collaboration
  • Results-Driven
  • Purpose-Led

Timeline

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
NIENKE VAN OEVERENMarketing Director