I recently joined Beeminds as Marketing Lead. I was looking for a fast-moving market and a team that genuinely cares about the work. I found both here. My brief: to make our AI data platform, the Intelligenthive®, more visible in the market.
Waking up to a cheerful Lima
My morning doesn’t start with an alarm, but with my daughter Lima. She always wakes up in a good mood, so it’s no hardship at all. Beyond that, my morning routine isn’t exactly exciting. I have eaten quark with homemade muesli for as long as I can remember. It used to be for the protein and the muscle gain; now it’s simply because it’s quick and easy.
From Spaarndam to the first coffee
I live in Spaarndam, a picturesque village where I ended up eight years ago because of love. Originally I’m from Sassenheim, in the Dutch bulb-growing region. Funnily enough, almost everyone seems to know Spaarndam. I had no idea where it was before I moved here with my girlfriend.
Around half past eight I’m at the office in Naarden. Since I’m still new, I’m finding my rhythm, but the start of the day has already become a small ritual: a coffee, and then working through my priority list for the day. Three things at the top today: keep working on the marketing plan, spar with Laurens, Richard and Stefan at eleven about our positioning, and towards the end of the day get back to my AI-agent team. I prefer to tackle the hard thinking and the strategic questions in the morning. That’s when I’m sharpest and most creative.
Building the next chapter for Beeminds
I’m fully focused on the marketing plan for the period ahead. Beeminds has built a solid foundation over the past few years, and now it’s time for the next step: more visibility in the market. A plan like that touches everything: events, campaigns, customer cases, positioning and product marketing. Today the focus is on the positioning piece: how do we explain, on a single page, what really sets Beeminds apart? That’s what I want to run past Laurens, Richard and Stefan later.
I love markets where the technology is complex and the story has to be simple. That’s exactly where marketing gets interesting.
Eleven o’clock: sparring on positioning
At eleven I sit down with Laurens, Richard and Stefan to go through the positioning piece. For someone still very much in learning mode, this is ideal: three people who each know Beeminds from their own angle, all at one table. On product marketing I also
Afternoons are for working things out
In the afternoon I work out what was thought up in the morning or came out of the sparring sessions. Today that means sharpening the positioning piece with the feedback from this morning’s session, and pushing through until it holds up. Capturing ideas, making plans concrete, writing copy. The afternoon lends itself perfectly to that.work closely with Stefan and Célina.
AI agents as a second team
Towards the end of the afternoon I close the positioning document and pick my side project back up: building a team of AI agents. My ambition is to hand off a good chunk of the operational marketing work to AI, so I keep more time for strategy myself. It sounds great. It isn’t simple. In practice it’s a process of small steps: giving good input, judging the output, adjusting, trying again. Without that investment, AI stays superficial. That AI is going to have an enormous impact on marketing is no longer theory to me. That’s what I want to prove hands-on now.
Padel, a book and the next trip
My evenings are for sport. Padel has become my thing: social, tactical, and so addictive you don’t even notice you’re exercising. The hard graft I save for the gym. Before sleep I pick up a book, right now Geld genoeg, maar niet voor jou (a Dutch book on money and the financial system). The financial world has fascinated me for a while: macroeconomics, investing, crypto. And when I’m not busy with any of those, I’m figuring out where our next trip is heading.
What makes my workday a good one?
I get energy when plans actually come to life instead of staying on paper. In the end you do it for the result. In marketing terms that mostly means, right now: brand awareness and lead generation. When we make headway there, I know we’re building the right things. That’s when it all clicks for me.
share post
