Digital driven growth in B2B.
Business focused, human centered
Topics I can help you with
Strategy & Organisation
Choose what to do, and what not to do. It gives you and your people direction and the energy to work towards set goals. Yes with a Big Hairy Audacious Goal but we’ll start with where your organisation is: “You cannot finish if you don’t appear at the start”. An holistic view which we’ll translate to concrete initiatives on your business and organisation.
The biggest driver is change, the biggest challenge is change. I can be on your team for the longer term transition on themes like communication, organisational structure, agile processes, meeting rhythm, KPI’s/OKR’s, team setup, role descriptions and candidate selection.
Brand Positioning & Design
A brand positioning based on who you are now and your ambitions. We get to know you by company visits, creative sessions, personal interviews and your business strategy. We describe your brand positioning, pure and simple.
Based on this positioning we brief brand designers that work towards a visual brand style. You are involved in every step. After that we apply this on your media/assets like digital ads, your commerce platform to the trucks that deliver your products in the right packaging.
We can also help you with implementing your brand style via platforms like Bynder and AI driven tooling.
Concept & Digital Product Design
Commerce concepts that convert because they are based on what your client really needs and designed in the best way possible.
For example a webshop concept based on your sales strategy. From a perfect UX design that is practically tailored to B2B users to a high margin/low returns configurator. We know selling a system if different Fromm selling one single product.
I get to know your organisation, your business and together with your people we design tangible solutions. This needs to be a collaboration where we merge business knowledge with digital application.
Jeroen Heydendael
15 years of experience building digital driven organisations with a focus on strategy, design and tech. Both on agency side and client side.
Worked internationally, extensive experience with cultures of The Netherlands, Norway, Germany & Portugal.
Board room experience in a technical wholesaler (B2B) leading a major digital transition. Along the way I learned to managing change with heart and mind.
Driven by progress, design and people.
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![Plieger Groep logo]()
Plieger Groep
The Netherlands. Strategy, brand, marketing, e-commerce, digital channels, digital transformation, Agile Scrum implementation.
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![Logo Cordes & Graefe]()
Cordes & Graefe
Holding of Europe’s biggest technical wholesaler. International digital strategy and transformation.
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![Logo Heidenreich]()
Heidenreich
Norway. E-commerce and organisational implementation.
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![Brenntag Logo]()
Brenntag
The Netherlands & Germany. Setting up their corporate startup and digital department in Amsterdam. Strategy, organisational setup, e-commerce, concept & UX design.
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![Florensis Logo]()
Florensis
The Netherlands/Europe. Helped this European top 3 young plant breeder with strategy, marketing, e-commerce & brand.
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![Kempen Van Lanschot Logo]()
Kempen
The Netherlands, operating internationally. Rebrand and award winning website.
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![Goudsmit Magnetics Logo]()
Goudsmit
The Netherlands, operating worldwide. Brand positioning.
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![All Things Live Logo]()
All Things Live
Europe. All Things Live is the Northern European event organiser, promotor and booking agency. Brand positioning and design.
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![Rabobank Logo]()
Rabobank Graintell
The Netherlands & USA. Rabobank Graintell supports farmers in selling their commodities like grain at the right moment for the right price.
Challenges I took on before
Strategy that surges forward
Fierce competition, sales channel and pricing challenges, low margins, high transition costs. And those are just the tangible challenges, then you have your organisation and culture. I focus on (B2B) sales and marketing themes, but am aware of the importance of back end themes like logistics, stock and ERP.
Powerful brand positioning
Derived from your business ambitions and your organisations’ identity. With heart and mind, pure and simple. This is the brief to designers for your next big step of your visual brand identity or campaign. For B2B I bring in my specific expertise and understanding of communicating to a more complex field of stakeholders and clients.
Commerce concepts that convert
An e-commerce platform that captures heart and mind. A top search engine, smooth UX, data driven up and cross sell, configurators that advise on complex systems like a bathroom or heat pump. Not neglecting the operational side of these concepts, for example fast ramp up of high amounts of product data powered machines and humans.
Tech architecture powers your business
Coming from a tech architecture that feels like “spaghetti from last month” in steps to a modern architecture while enabling you to grow. Although in boardrooms a “one-logo-architecture” communicates well, I believe more in a Best of Breed approach.
Human change that speeds you up
The biggest challenge is change. Your people, processes and technology. All factors are infinitely sped up if you have a common goal and drive as an organisation. I help with realising this change through diverse approaches that we choose based on your organisation and ambition.
Building teams and culture
High performance teams that have fun. I believe in passionate professionals that not only bring expertise but also are able to move mountains when collaborating intensely without disturbances. I deeply understand creative and digital development processes and how to attract talent that can also connect with your business.
Others about me
Jeroen was not only a strategist, but also someone who was not afraid to roll up his sleeves. In addition to his strategic and operational activities, Jeroen took the initiative to set up a dedicated office in Utrecht, especially for our digital colleagues and start-ups.
He has a unique ability to attract digital talent and drive their growth. Jeroen's deep passion for design and digital innovation is evident.”
Koert Huisman, CEO
The Netherlands
I loved to work with Jeroen. He is genuinely one of the most authentic persons I've met and he gives everybody a lot of trust and freedom without eroding on direction.
Jeroen has got a knack for digital strategy, brand positioning and innovation. Not to mention his awesome social skills and creativity.
Héloïse Bien, Head of Tech
The Netherlands
With his experience and expertise, Jeroen has been a very important sparring partner and facilitator for the success of our commerce project.
Jeroen is very good at seeing the big picture when it comes to digital technology, everything from the customer journey to internal processes, the way of working and the market.
As a person, Jeroen is very open, honest and easy to work with even on complex challenges. I would take every opportunity to work with Jeroen again!
James Bell Ocampo, Digital Director
Norway
Friends I like to work with
Alpha Tango
Brand and digital product design. And building that website or product in no time with a small, senior team.
Tobias was the Design Lead of Dept Agency, Arthur was the Front End lead. So: big agency experience, small studio care. Check them.
Onvolve
Four Symmetrons
My Nepali friends who are able to move mountains. And you know those ain’t small over there. Check their website.
From product data to data science, to development and financial services they can help out while keeping costs in control.
More friends
Seasoned individuals like Joris Cornielje (ex Dept, ex Media Monks), Johan de Meijer, Daan Rietbergen (ex Dumbar), Patrick Klerks (ex Dept) and Mark Holtmann.
And bigger independent agencies like KesselsKramer and the Scale Up Company.
Tea & Talk
Let’s have a green tea and talk about your challenges and how I might be able to help you. There are diverse ways of collaborating that we tailor to your need, for example:
Consultation and sparring partner on regular intervals. On your digital (B2B) business, your organisation, setting up a pitch or you as a leader.
A project like: strategy, brand positioning, a digital commerce concept, UX design of just to help out with a B2B pitch.
Programme: longer initiatives realising strategy, building your commerce platform and managing change.
