Created the long-term strategic marketing plan and build the brand in market through media and own channels. Developed brand identity, executed integrated communication campaigns to reposition the Brand from a "old fashioned Brand for 50+" to an appealing young at heart Brand that welcomed thousands of millennials and young adults as new customers. Initiated and led the joined commercial e-commerce calendar which was build on search data, fashion themes, retail moments of truth and what happened in society. Steered away from selling overstock of winter jackets in spring to showing continously and with high frequency new collections in Fashion, Home & Garden and Beauty. Launching large scale promotions starting at Saturday night 00.01 hours that brought in millions of revenue even before the sun came up next day.  

Attracted new talent and blended it to a creative and successful mix of talent and raised the bar for brand management, copy and online design, editorial content and creative art direction. As a result of the steep growth Wehkamp.nl was successfully sold to APAX Private Equity partners.