Strategic Copywriting & Campaigns

My strategic copywriting and campaigns drive authority by focusing on rich content instead of keyword lists. I create high-impact narratives that deliver genuine information gain, adding unique value that modern AI search engines actively reward. By blending human-centric storytelling with digital intelligence, I optimise your message. This approach ensures your strategy doesn’t just reach the right audience, but converts them through depth and authority.

SEO optimisation and Repositioning Strategy Part-time Executive MBA Leading With Purpose – VU for Professionals (2025-2026)

I completely rewrote the Dutch and English web copy and corporate brochure based on a foundation of competitor analysis, advanced SEO optimisation, and qualitative audience research.
Under the creative hook

“The world doesn’t just need leaders. It needs leaders with purpose”

I wrote an inspiring, storytelling narrative focused on personal impact and ethics.

AI optimisation, alumni email marketing and LinkedIn boosters Executive Master in Coaching – VU for Professionals including rich alumni testimonials (2025-2026)

I interviewed two highly accomplished executive coaches, both successful business owners with backgrounds as a published author and a professional athlete. Through these in-depth interviews, I strategically positioned the Executive Master of Coaching as a unique, advanced behavioral programme where students ‘learn from the best.’ This deep strategic context ensured maximum visibility and AI-optimisation.

Communication and Repositioning Strategy Bachelor Creative Business – HU including SEO optimisation and social campaigns (2024-2025)

While the International Creative Business programme at HU University of Applied Sciences is highly acclaimed by its students, government regulations on international recruitment created a major enrollment challenge. To counter this, we needed to sharpen its market positioning against competing creative and international business courses.

After creating a strategic communication plan, I developed an interactive comparison slider, FAQs, and a social campaign highlighting the programme’s unique international and new-media perspective within the Dutch market. This strategic pivot increased student enrollment.

Lead generation Strategy Faculty of Humanities – University of Amsterdam including SEA campaign (2023-2024)

I was responsible for the SEA advertising copy for over 100 degree programmes. To optimise the student journey, I designed sample timetables and created content for 10 bilingual email flows for both Bachelor’s and Master’s programmes to engage prospective students.

According to the university, my creative SEA ad copy contributed to one of their most successful enrollment years in history.

Launch Communication Strategy Master Population Health – Leiden University (2021)

In just four months working entirely remotely (Covid-19), I was responsible for the communication strategy and launch campaign for the new Master’s programme.

I produced an online launch event focused on the future of healthcare, featuring Royal Philips, which attracted 200 prospective students and stakeholders. I wrote the official press release, stakeholder emails, social ads, copy for the website, corporate brochure, and the script for the promotional video.

This resulted in a completely filled cohort of 25 students right after the official accreditation

Communication Strategy Teacher Education Programmes – VU Amsterdam including social campaign ‘Change Teaching’ and alumni video (2018-2019)

I was responsible for inspiring bèta students to choose a teaching minor or master’s degree. To increase university-wide visibility, I created a strategic communications plan and a clear roadmap for the different qualification routes, successfully aligning all internal managers and stakeholders like OCW.

As part of the ‘Change Your World’ storytelling brand campaign, I created a social campaign featuring an iconic image of Albert Einstein with a modern Snapchat filter. This bridged scientific authority with modern youth culture and successfully inspired the target audience with the key message:

“Change Teaching and Inspire the scientists of tomorrow!“