Liesbeth Eikenaar is a Sr. marketing manager but mainly a brand builder with passion. Liesbeth loves to create structure in the brand chaos out there. Liesbeth is a marketer that builds brands, so when they are in their momentum of going through the rollercoaster and are on their way down, you need her. Liesbeth loves digging into the history of a brand and building up from the fundaments that every brand has. She believes "Why come up with a new story if you can add to the ones that are already there"
What was your very first job?
My very first job was working with people that were making sure that weeds did not grow in the public gardens (and then I do not mean the Dutch weeds). But you are probably referring to the one that I have chosen to make a career in. I worked at an investment company writing the prospectus for projects to attract investors. Of course with a focus on marketing – I quickly realized that writing between the lines was not really my thing. You have to experience this as well in order to make a decision that lays closer to you as a person.
Please describe, in your own words, what your job is and what work it entails.
I work at a Dutch third generation family owned fashion house where I build the main brand. The brand needed a refreshed image and concept on the visual and marketing identity. I am creating this with the full team.
How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?
I discovered that I really got a lot of energy from the creative world, from working with people that want to have fun in what they do. Work hard, create but never letting the end goal out of their side. I ended up in fashion by a series of circumstances, it was never my aim. But I have to say that I am very fortunate to have been working in sports and leisure and fashion. The jobs that I had, the brands that I worked for are amazing and I am still proud to have been part of it.
In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
I read a lot, I browse a lot and talk a lot (with other people and in general as well). I am always very curious about the WHY. I keep asking my team and colleagues and other people questions to keep up with what is going on and I still see that I develop myself. Therefore never a dull moment. I like to learn and therefore, it is natural daily behavior for me to keep my work fresh, innovative and relevant.
If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
Building up the heritage shoe brand Palladium, I started at the moment when content was not a word that entered the daily dialogue and was part of a team that was given a carte blanche to set up a fresh start for this footwear giant from the 90’s.
We managed to build up a documentary series that was aimed at all segments in the market. We created influencer campaign, but also mainstream ones. But kept true to the essence of the brand and its history. We managed to build a culture around the brand, I really believe there is nothing better than that. And now it is a successful and recognized brand again, we woke up the giant from a longtime sleeping period! Still when I see the documentaries we made, I am proud of the creative work and the innovative approach.