Shannon Offerman

Strategic Data, IT & Marketing leader with a strong background in building and scaling data-driven organisations. Experienced in leading multidisciplinary teams across data engineering, analytics, data science, and research. Known for translating complex data into actionable business insights, driving innovation through AI and advanced analytics, and aligning stakeholders across all levels of the organisation.

Passionate about data, digital marketing, and product management, with a strong interest in neuromarketing and behavioural science.

Manager Data & Insights at Efteling (2025-08 – 2026-05)

Reported directly to the Chief Technology &

• Innovation Officer and held end-to-end responsibility for the Data &

• Insights department, including people, platforms, data governance, products and strategic delivery. Led a multidisciplinary department of 20+ FTE across Data Engineering, Data Analytics, Data Science &

• AI, Research, Business Analysis, Data Architecture and Product Management, including full HR and people-management responsibility. Built and matured an internal Data &

• Insights capability, defining the departmental operating model, strategic roadmap, governance and priorities. Led the development of the Snowflake and AWS data platform as the organisation's central data foundation, supporting customer-data and CDP capabilities, audience creation and activation through the Efteling app and Tealium audience management. Partnered with Marketing, Sales, Finance and Operations to translate business and customer needs into scalable data, analytics, AI and MarTech solutions. Oversaw a portfolio including AI and LLM products, visitor forecasting models, customer journey analytics, customer satisfaction and NPS measurement, and qualitative and quantitative research to improve the guest and attraction experience. Enabled organisation-wide reporting and decision-making through Tableau and other BI and analytics capabilities.

Product Owner Data & Insights Platform at Efteling (2025-03 – 2025-07)

Led Data Engineers and Analysts and owned the roadmap for the Snowflake/AWS data platform and Tableau analytics environment. Translated requirements from Marketing, Sales, Finance and Operations into scalable data products and platform capabilities. Developed the platform as a central customer-data foundation supporting reporting, customer insights, audience management and activation through Tealium and the Efteling app.

Managed stakeholders, priorities and dependencies across business, data and technology teams.

Freelance Technical Product Owner Data Warehouse & Data Lake at Nederlandse Loterij (2024-08 – 2025-01)

Technical Product Owner for two data platform teams consisting of 12 Data Engineers and 2 Data Analysts, responsible for the IBM Data Warehouse and Azure Databricks Data Lake. Owned the roadmap, prioritisation and stakeholder alignment, connecting customer and behavioural data to the MarTech ecosystem, including Braze and CDP capabilities for campaign activation and reporting. Within the highly regulated gambling industry, data security, governance, quality and real-time regulatory reporting were key priorities across brands including TOTO, Staatsloterij and Lotto.

Worked with highly experienced engineering teams in a technically complex, enterprise-scale data environment.

Freelance Team Lead Data & Analytics at DPG Media (2023-09 – 2024-07)

Led the cross-border NL/BE Marketing Data & Analytics team of 10 Data Analysts, Data Scientists and Data Engineers, supporting subscription marketing, customer contact, editorial teams and senior management. Owned the product roadmap, backlog, delivery quality and stakeholder alignment across a MarTech and analytics ecosystem including Snowflake, AWS, Snowplow, Looker, Dataiku, GTM and marketing automation. The team delivered reporting, customer intelligence and AI/ML-driven personalisation using extensive first-party profile, behavioural, subscription and interest data.

These solutions informed daily commercial decisions with multi-million-euro impact, optimised subscription conversion and next-best-offer recommendations, and enabled journalists to understand readership, engagement and article drop-off.

Freelance MarTech Transformation Lead & Product Owner at ABN AMRO (2021-10 – 2023-09)

Led the bank-wide MarTech and digital analytics transformation, migrating from Adobe Analytics to Google Analytics 4 and the wider Google Marketing Platform for 2,000+ users. Owned the migration, change strategy, RFI process, product roadmap and stakeholder alignment across Marketing, IT, Data, Legal, Compliance and Procurement. Directed agency partners, distributed internal teams and a cross-functional key-user community of 25+ professionals, working closely with Google and LevelUp Group/Cloud Nine Digital.

Established GDPR-compliant web and app measurement, campaign tracking and customer-data integrations across GA4, Firebase, DV360, CM360, SA360, BigQuery, Tealium and Selligent. Secured senior governance approval and built the permanent product team and operating model required to manage and further develop the ecosystem after implementation.

Senior Digital Marketing & Analytics Specialist at BMW Group Netherlands (2019-06 – 2021-11)

Responsible for digital marketing, analytics and MarTech across BMW, MINI and BMW Motorrad, as the only marketing specialist working across all three brands. Co-managed a €6 million media budget and directed agency partners across SEA, SEO, paid social, display and affiliate marketing, using Adobe Analytics, Google data, Tableau and the customer data warehouse to optimise campaigns, audiences and lead generation. Worked hands-on with tracking, tagging, data layers, Adobe Launch, Google Tag Manager, platform migrations and ePrivacy requirements.

In parallel, supported BMW's global team in Munich as a Data Analytics Specialist, developing attribution capabilities to connect vehicle sales to marketing activity and identify which channels, audiences, locations and events delivered the highest commercial value.

Performance Marketing & Campaign Manager at Luon Marketing Agency part of IO (2018-04 – 2019-05)

Managed data-driven performance marketing, campaign strategy and product launches for clients across consumer goods, publishing and the public sector, including Unilever brands such as Ben & Jerry's and Knorr, Wolters Kluwer and the City of Mechelen. Responsible for campaign planning, paid media, budget forecasting, ROI analysis and optimisation across search, social, display, native and affiliate channels in Belgium, the Netherlands and France.

Built Google

Analytics tracking structures, data layers, dashboards and reporting frameworks to connect campaign performance with customer behaviour and commercial results.

Digital Marketing Specialist at Cell Signaling Technology / BIOKÉ (2016-04 – 2018-04)

Built and managed the organisation's digital marketing foundation, including the website and webshop, HubSpot CRM and marketing automation, email nurturing, customer journeys, SEO, SEA, analytics and lead generation. Led the end-to-end delivery of international life-sciences events, from campaign planning and communications to stand concepts, interactive activities and lead follow-up. Developed a new digital marketing strategy and sales-enablement capabilities, contributing to a 20% increase in customer loyalty and average annual revenue growth of 15%.

Executive education in Business Analytics: Making decisions based on data – University of Cambridge Judge Business School (2021-07 – 2021-10)

Master of Business & Economics in Digital marketing and data analysis – Erasmus University (2014-09 – 2016-09)

Pre-Master in Business & Economics – Erasmus University (2013-01 – 2014-06)

Bachelor of Business Administration in International marketing and specialization in mathematics – The Hague University of Applied Sciences (2010-09 – 2014-06)