I build AI workflows for small businesses and marketing teams, and I teach the people inside them to build their own. A lot of that work is about the customer: what they ask, what answer they get and where they drop off.

• My own product from idea to sale: developed a digital product for online business owners and put it on sale on cocoon.productions, writing and building the product page, the explanation of how it works and the demo animation myself.
• Reading the customer journey for conversion leaks: analysed 27 existing articles for conversion leaks and built two new clusters from them, each article with one clear claim and a measurable buying question as its heading.
• Turning customer questions into set answers: designed a knowledge base with one approved answer per customer question, each with its source, owner and review date, plus a chat agent that answers only from that knowledge base and hands over to a person when the question needs it.
• Spotting repeatable patterns: seeing which questions and tasks come back every week, so they’re worth building once, and which parts really need a person every time.
• Setting up skills in Claude: writing, testing and maintaining skills, so the expertise lives in the system and you don’t have to explain it again in every conversation.

• Account management and client relationships: first point of contact for the most important clients. I built trust by communicating openly, giving regular updates and delivering consistently.
• Guiding the client from concept to handover: managed the full lifecycle of creative projects, from the first concept and the strategy to delivery and handover to the client.
• Content strategy: developed and delivered content strategies for Bouwinfo, an online platform, and for a wide range of clients, including in-depth guides.
• AI in content creation: used Google Gemini Enterprise, Midjourney and Synthesia for high-end commercial visuals, which sped up production and widened the creative range.

• B2B content marketing: developed and delivered content for Indeed Inspiration, the regional B2B platform, with thought leadership campaigns aimed at employers in the Benelux.
• Employer branding for major clients: delivered campaigns for clients including Ghent Police and NMBS (Belgian Rail), to strengthen their digital recruitment presence.
• Regional collaboration and localisation: worked with the Benelux content team to align campaign materials, localise the messaging and keep the brand story consistent across every platform.

• Creative production: carried out the full go-to-market strategy for the Paymate product launch, and turned the high-level goals into concrete campaigns.
• Managing an external agency: managed the partnership with performance branding agency Grava, now Fightclub, and directed their work, so the campaigns stayed data-driven and in line with the product goals.
• Coordination across teams: main link between internal stakeholders and external partners, tracking campaign performance and adjusting the brand message.

• SEO and discovery: ran targeted discovery and SEO campaigns to grow organic traffic and online visibility.
• Optimised copy: wrote search-focused copy for every digital channel, balancing SEO practice with the brand story.
• Performance review: tracked the analytics with the wider marketing team, evaluated campaigns and adjusted the content strategy based on the numbers.