About Sander
I help fashion and beauty brands strengthen their visibility, positioning, and brand impact through strategic communications, creative direction, and high-visibility brand initiatives.
Strategic Marketing Communications consultant with 14+ years of experience leading global brand strategies for internationally recognised brands, including Balmain Hair, ELLE Magazine and Harper’s Bazaar Netherlands.
Expertise includes communications strategy, brand positioning, PR, creative direction, brand activations, and Celebrity & VIP Relations.
Now based in Dubai, partnering with brands across the region and internationally.
Typically engaged for:
• Brand & communications strategy
• Positioning & storytelling
• PR & media initiatives
• Brand activations & high-visibility campaigns
• Creative direction & campaign development
• Celebrity & VIP collaborations
Dutch
Native or bilingual
English
Native or bilingual
Can work on-site
Dubai (up to 50km)
Experience
- Balmain HairDirector of CommunicationsFASHION AND COSMETICSJanuary 2021 - February 2026 (5 years and 1 month)Directed global communications strategy, establishing and leading PR, social media, influencer & VIP relations, and creative direction across all brand campaigns.• Directed creative vision for brand campaigns and launches• Built and led integrated global PR, social media, and influencer strategies• Increased social media reach by 250%• Established the brand’s global PR and ambassador ecosystem• Successfully launched the brand in the U.S. market• Developed strategic retail and brand partnerships• Orchestrated global events and international press initiatives• Secured brand presence at globally recognised events, including Cannes Film Festival, Venice Film Festival, The Academy Awards, British Fashion Awards, and the Grammy Awards• Amplified global brand visibility and market positioning• Developed high-profile ambassadorships and strategic brand partnerships
- ELLE MagazineMarketing & Online ExecutiveFASHION AND COSMETICSJanuary 2016 - January 2020 (4 years)Amsterdam, NetherlandsPlayed a dual editorial and commercial role, driving digital innovation and brand partnerships.• Spearheaded the brand’s first video initiatives and influencer collaborations• Oversaw digital content strategy and multi-platform storytelling• Managed brand partnerships and commercial collaborations• Led event execution and end-to-end project management for key initiatives• Contributed to audience engagement and digital brand growth
- Harper's BazaarMarketing ExecutiveFASHION AND COSMETICSJanuary 2014 - January 2016 (2 years)Amsterdam, NetherlandsJoined the team at launch, playing a key role in developing and executing marketing and PR strategies that established the brand’s market presence.• Contributed to the successful brand launch and positioning• Supported integrated marketing and PR initiatives• Part of the team awarded the Mercur Award – Launch of the Year
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Education
- Bachelor’s Degree in International Media & Entertainment ManagementInHolland University of Applied Sciences2014Focused on media, brand strategy, marketing, and the commercial dynamics of the international entertainment industry. Completed study abroad programs at Johnson & Wales University (USA) and Dankook University (South Korea).