(de)fine art for Nxt Museum
Summer 2024
At Nxt Museum, I led a new brand strategy and campaign to reposition the institution as a frontrunner in contemporary culture — challenging the definition of fine art through technology and pioneering artistic voices. Beyond the campaign itself, marketing led key partnerships with Vogue NL, Amsterdam Dance Event (ADE), and I-DO’s pivotal brand event (Sevdaliza’s performance), extending the museum’s reach across fashion, music, and art. Alongside these collaborations, I developed integrated marketing strategies across digital, press, and experiential channels, reinforcing Nxt’s place as a cultural innovator in Amsterdam and on the global stage.
The foundation of this work continues to shape the museum’s presence today: a brand identity that resonates beyond the walls of the institution, a strong platform for partnerships, and a cultural positioning that secures Nxt’s role as both a local anchor and a global reference point for art and technology.
Campaign assets live in Amsterdam (August 2025).
Growth Strategy for publication turned platform, See All This
Spring 2024
At See All This, an independent art platform, I shaped the brand’s content strategy and developed a strategic growth marketing plan that directly supported both community engagement and business outcomes. I introduced a digital-first approach to complement the print magazine, laying the foundation for what is now seeallthis.com, a subscription-driven platform that extends reach and creates sustainable revenue beyond the analog model. My work not only grew audience engagement but also strengthened the case for external investment, helping secure funding that ensured the brand’s long-term viability.
Image of reader at Soho house event for Amsterdam Art Week, 2024.
Location Tech heads to SXSW.
Location tech takes SXSW April 2023.
Transfer Ideas. Transform the world.
March 2021
Partnering with our CCO, product, and studio creative teams, I lead the testing and implementation of our #BCorp focused, first-user touchpoint of wetransfer.com.
As a Climate Neutral-certified #BCorp, WeTransfer committed to raising awareness about climate change through creativity. This year, WeTransfer is committing to planting nearly 170,000 trees. Together with our partner SeaTrees by Sustainable Surf, we’ll be planting 100,000 mangrove trees in Kenya and restoring 67,000 square feet of kelp in LA. And that’s just to start.
Learn more about our project—and how you can help us plant more—from WeTransfer CCO Damian Bradfield on our blog here.
WeTransfer x Alva Skog Collaboration
February 2021
Partnering with Swedish Illustrator, Alva Skog, with our creative studio, product marketing and design teams, we updated our iconic spot illustrations across our product offering. Get the details and fun gifs here.
Wales Bonner x WeTransfer Pro
September 2020
Partnering with Wales Bonner and our editorial platform, WePresent, WeTransfer Pro sponsored the creative collaboration of Wales Bonner’s spring 2021 collection, Essence, including an exclusive digital publication offering only available through her Pro page.
This was one of the best performing and well-read pieces in WePresent’s history. Discover the editorial collaboration here.
:90 WeTransfer Pro Video
July 2020
Partnering with our creative agency, Preacher, based out of Austin, TX, we created our first WeTransfer Pro demo video that highlights our user’s greatest insight; that they are control freaks, and own it. This has been one of our top performing content pieces for the product across all owned and paid channels.
Watch the :90 video here.