Rik Weideman

I work with executive teams on corporate positioning, identity and communications when organisations need to clarify how they present themselves, internally and in the market, on an interim or permanent basis. Across roles at AkzoNobel, Booking.com, ASML and Exact, I have led repositioning and identity renewal while bringing communications and marketing into one direction, typically during periods of growth, integration and strategic change. My work focuses on translating direction into communication, campaigns and organisational alignment, so positioning becomes part of how a company operates rather than something it describes.

Brand Lead (Freelance) - Exact - Delft

(2025-10)

Leading the repositioning of the Exact corporate brand across the Netherlands and Belgium, working closely with marketing leadership.

• Defned the corporate positioning and brand direction underpinning the repositioning
• Developed the new corporate visual identity and brand standards across NL and BE
• Aligned the in-house studio, marketing communications and campaign output behind a single brand, working with DAWN and Accenture Song
• Drove consistent application across digital and customer touchpoints

Head of Brand, Corporate Communications (Freelance > Permanent) - AkzoNobel - Amsterdam

(2023-05 - 2025-06)

Led the global corporate brand from within the corporate communications team, across every market worldwide, joining interim and moving to a permanent role after the first year.

• Defned Paint the Future as the group's corporate purpose & positioning platform, owning the brief through to board approval
• Delivered the renewed corporate identity and architecture with Interbrand & DesignBridge, adopted as the global standard across all business units
• Built the rollout model that took the new identity worldwide, sequenced by region
• Introduced the brand governance framework now used across communications and marketing group-wide
• Created AkzoNobel's first global EVP, adopted for international hiring and internal communications

Employer Brand & Communications Strategist (Freelance) - Booking.com - Amsterdam

(2023-02 - 2023-10)

Defned the global EVP for Booking Holdings' Centers of Excellence.

• Built EVP used across international hiring and internal communications
• Worked with HR and communications to align positioning across locations
• Developed messaging supporting consistent external and internal use
• Strengthened positioning in priority capability areas

Senior Brand Manager (Freelance) - ASML - Veldhoven

(2022-09 - 2023-01)

Developed corporate brand structure during a period of rapid global expansion.

• Defned brand architecture across business units and audiences
• Set tone-of-voice principles used across communications
• Delivered guidelines supporting consistent application across teams
• Worked with communications teams to align positioning internationally

Brand Consultant / Client Director (Freelance) - Interbrand - Düsseldorf

(2022-06 - 2022-08)

Supported rollout of ASML's global corporate brand transformation.

• Structured implementation of the updated corporate brand
• Applied Interbrand methodology during rollout

Senior Marketing Manager (Freelance) - Liberty Global - Amsterdam

(2021-05 - 2022-04)

Part of the consumer strategy team, working across Liberty Global's operating companies, including Virgin Media O2 (UK), VodafoneZiggo (Netherlands), Telenet (Belgium) and Sunrise (Switzerland).

• Developed central propositions from research through to defnition, scaled across the operating companies
• Defned positioning for expansion into energy and EV charging
• Built naming structures / conventions across the product portfolio
• Co-led internal engagement programme following COVID

Brand & Business Director EMEA - GLIMMA - Amsterdam

(2018-09 - 2021-01)

Led brand strategy and positioning for multinational clients including Nokia, Maersk, Pandora, FedEx, Lexus and LEGO, setting the direction that program teams then delivered, from full rebrands to consistent campaign rollouts across EMEA.

• Set the brand positioning and strategic direction at the outset of each project, defning the approach before execution
• Led full corporate rebrands and identity programmes, from strategy through to rollout structure
• Drove consistent brand and campaign rollout across EMEA markets
• Defned the brand standards and frameworks that delivery teams executed against
• Led senior client stakeholders through positioning and direction decisions

Managing Director - Storeage - Amsterdam

(2017-09 - 2018-09)

Led strategy and delivery for a retail brand experience agency.

• Directed projects for Nike, Under Armour, ASICS, Converse and Hunkemöller
• Delivered store concepts across international markets
• Strengthened the agency's strategic role with clients

Brand & Business Director Benelux - VIM Group - Amsterdam

(2015-03 - 2017-08)

Managed delivery of corporate rebrand programmes across multiple sectors.

• Delivered more than 25 rebrand projects from planning through rollout
• Built rollout structures across signage, digital and internal communications
• Worked with senior stakeholders during implementation
• Supported alignment between positioning and execution

Account Manager - Ogilvy - Amsterdam

(2013-12 - 2014-12)

Managed integrated campaigns for international clients.

• Worked on campaigns for Philips, American Express, BP and IBM
• Coordinated delivery across digital and traditional channels
• Managed collaboration between clients and creative teams

Recruitment Consultant - Wijsman - Amsterdam

(2009 - 2013)

Placed senior and mid-level talent across creative agencies and corporate marketing teams.

Bachelor - Communication - Christelijke Hogeschool Windesheim (2008-09)