MarTech & Digital Asset Management
Selection, migration and roll-out of DAM and marketing platforms, with metadata governance and bulk ingestion that can be reused in later waves.
Available for new assignments
Interim · Fractional Business Consultant
Strategy that lands.
From AI ambition to working MarTech and data – and people who actually use it.
I help international Marketing, Sales, Tech and Procurement teams make digital automation projects succeed. Strategic where it matters, hands-on where it counts.
20+years of leadership
70+countries on one DAM platform
13years independent
Selected clients
- Heineken
- Nike
- Calvin Klein
- Tommy Hilfiger
- Philips
- Sonos
- Staples
- Canon
My approach
One hand on the wheel, full control of the engine.
I don't get stuck in strategy, and I don't get lost in execution. I connect the two.
- 01
Sharp objective
Which business problem are we solving? I tie every step to a measurable outcome: time, cost, conversion or quality.
- 02
Data first
AI and automation are only as good as the data underneath. I get quality, governance and integrations in order before we scale.
- 03
Agile delivery
As product owner or project lead I deliver in short cycles, including in large-scale SAFe environments with system integrators and agencies.
- 04
Adoption that sticks
A tool only succeeds when teams use it. Training, change management and a clean handover are always part of the job.
Insight
AI integration in seven steps
AI without strong data management is building a house on sand. This is how I approach it.
- 01
Define data-centric AI goals
Which data challenges can AI solve, such as better forecasting or centralised asset management? Tie them to measurable business outcomes.
- 02
Assess data readiness and quality
Audit your existing datasets: are they accurate, complete and relevant to your AI objectives?
- 03
Prioritise use cases
Start where available data offers the highest return: predictive analytics, personalisation or inventory optimisation.
- 04
Establish data governance
Set clear rules for ownership, security and usage. That keeps you compliant and lets teams share data efficiently.
- 05
Build integration and interoperability
Invest in APIs, middleware and cloud so data flows seamlessly between systems.
- 06
Invest in change management
Give teams data literacy and AI training so they embrace new ways of working.
- 07
Monitor and improve continuously
Keep data pipelines and models fresh with built-in feedback loops on relevance and performance.
Curious what this roadmap looks like for your organisation?
Let's talk →
About me
Creative, no-nonsense and focused on results.
Strategy only counts when it lands in the organisation.
I'm Freddy de Jong, an independent interim and fractional business consultant. I bring more than 20 years of leadership in MarTech, IT development, digital marketing, change management, e-commerce and business development, at brands such as Heineken, Nike, PVH (Calvin Klein, Tommy Hilfiger), Philips, Sonos, Staples, Canon and Sony.
Since 2013, through Gewico Consulting, I have helped international organisations automate tasks, decisions and workflows. I do that in a scalable, flexible way, so they work faster and smarter than their competitors. I play a central role in both strategy and implementation, with close attention to stakeholders and solid planning.
My expertise
Where I make the difference
At the intersection of marketing, technology and data – where business goals and IT have to meet.
AI integration & adoption
From use case to working solution. Generative AI and automation that fit your processes and that your teams actually adopt.
Data management & dashboards
One source of truth for media, spend and performance data. Real-time insight in Power BI instead of manual reporting.
Product management & Agile delivery
Product owner and project lead roles in large-scale SAFe environments. Certified Scrum Product Owner.
Omnichannel retail & e-commerce
Merchandise, financial and assortment planning, allocation and replenishment, and content syndication to retail partners.
Marketing spend & business development
Spend management, category strategies and consultative selling, focused on margin, ROI and visible savings.
Two decades inside global brands.
My experience
Heineken · Global MarTech & Creative Business Solutions
Heineken · Digital & Marketing Development
PVH Europe · Calvin Klein & Tommy Hilfiger
Nike EMEA · Consumer Digital Tech
Nike EMEA · Digital Brand Tech
Royal Philips · Global Marketing Spend
Sonos · Global Online Retail Experience
Staples Europe · Business Development
Clients & results
From FMCG and sports to fashion, health tech and consumer electronics. Click a client to see the case.
A new DAM platform and an integrated marketing workflow
Governed the migration of nearly 10,000 assets from legacy systems into a new DAM solution. Supported the handover to a new global creative agency and built bulk ingestion, metadata governance and transition tooling for the operating companies.
Also integrated pre-flight creative quality testing (DBA scoring, API connection) across global brand campaigns.
Global DAM, Lumina media planning and real-time dashboards
Rolled out a Digital Asset Management platform used in 70+ countries, driving brand consistency and lower media costs through asset reuse. Also delivered the Lumina media planning platform.
Real-time media dashboards in Power BI replaced local, manual reporting, freeing teams up for strategic work.
Omnichannel retail planning for Direct-to-Consumer
As (interim) Head of Tech Europe DTC, I led the implementation of an omnichannel retail planning solution connecting financial, merchandise and assortment planning with allocation and replenishment.
Data-driven, transparent decision-making in a traditionally wholesale-led business, contributing to better sell-through and fewer markdowns.
A faster planning and allocation toolset
Project management in a SAFe environment to rebuild the merchandising toolset for all Nike stores and online across EMEA – making it safe, stable and fast.
Major efficiency gains: less time on data preparation, better forecasts and inventory turns, fewer markdowns.
One registration platform for events across EMEA
Platform design, user journey and payment provider selection for centralised registration and online payment for owned and sponsored running events.
Every participant now joins the Nike community and gets to know the brand's apps.
Spend management that links marketing to sales
Developed a global spend management system that sets supplier costs per cost category against sales, including insight into the technology and data suppliers can add to the MarTech stack.
An outside-in view of best-in-class and a phased route to get there, linking supplier performance to marketing outcomes.
From five weeks to daily content updates
Research, business case and implementation strategy for an online asset delivery system covering basic content and rich media.
Product content is now syndicated automatically to key online retailers' CMS systems through daily feeds.
Consultative selling as a growth engine
Built a pan-European sales team for facility solutions with one shared, value-based sales approach and a Salesforce CRM implementation.
The programme became best practice, closed multi-year supply agreements with large corporate customers and drove double-digit overachievement of targets.
Also worked for
- FrieslandCampinaDairy · IT Commerce
- RicohOffice solutions
- CanonTrade marketing
- SonyConsumer electronics
- BenQ / AcerIT distribution
Let's work together
How can I help your organisation?
Need an AI roadmap, a MarTech implementation that's stuck, or an interim product owner? Let's spend 45 minutes exploring it – no strings attached.
Or call directly: +31 6 51 35 36 52 · LinkedIn