Olga Kruidhof
Marketing & Communications Professional
- 45 years old
- Is Nedapper since 2022
- Studied Commercial Economics (Saxion)
- Works for UV Solutions
- Is not one for big words, she says what she thinks and does what needs to be done
“For me, learning something new means daring to take the plunge every now and then.”
Building things up
I’m someone who gets energy from creating something new. As soon as things become too predictable, I start to itch for change. I’ve felt that in previous jobs as well: after about four years, I’d sense it was time for something different, something that would give me new stimuli.
I’ve done many different things, but always in marketing. I’ve worked at agencies, had my own consultancy, and carried out several interim projects specializing in digital marketing. Always in environments where I had the freedom to build something from the ground up. That allowed me to see how things work behind the scenes in all kinds of different organizations. And I loved that.
I even wrote a book on online marketing once, completely by chance. I was asked to give a workshop, and the author of the accompanying book didn’t deliver on his commitments. They asked if I wanted to take over. I had never done it before, but I thought: why not give it a try? That’s kind of how things go with me. Something crosses my path, I say yes, and that’s how I learn the fastest, and keep it fun for myself.
“When things get too predictable, I start to itch. I want to build something new, create something from scratch.”
The click was there instantly
At CRV, where I was responsible for international marketing, I often came across Nedap’s content about our collaboration. CRV helps dairy farmers breed healthy and efficient herds. I thought: they’re doing a great job, that’s a professional company and that sounds like something for me. When I was ready for a new challenge, I decided to apply. That’s how I ended up at UV as Marketing & Communications Professional.
I found the market fascinating; sustainable, technical products and complex topics. That appealed to me. I was also drawn to Nedap’s culture: a lot of freedom, a lot of trust, an entrepreneurial spirit. I sensed that right away in my interview. It wasn’t about my knowledge or experience, but about who I am, what drives me, and how I like to work. I found that refreshing and it felt right from the start.
A flying start
“We started from scratch, and within three months, we had a strategy, a proposition, and a trade fair booth. It was exactly the kind of energy I was looking for.”
I started on January 1, 2022, and a week later, the Nedap Marketing Academy began. That was the perfect introduction. I got to know a lot of people quickly and gained a good overview of the organization. That really helped me, because our first trade fair was already in May, and we had nothing yet.
Together with the UV team, I’ve developed the strategy and proposition for UV in just three months. It was a pressure cooker, but also incredibly fun. Everything still had to be built: the strategy, visuals, materials, you name it. I was looking for dynamism, and that’s exactly what I found.
Working at the crossroads
I love working at the intersection of marketing and creativity. Creativity is only interesting to me when it leads somewhere, when it has an effect. And I always want to stay close to the market, to add something meaningful to the customer’s story. At UV, I do that partly through the UV Alliance, a partnership we’ve set up with other organizations.
The idea behind the Alliance is to make our customers stronger while also increasing our own visibility. It’s a clever form of marketing, a way to build something together. The UV Alliance is something I’m really proud of.
“It’s a smart approach, our customers borrow our authority, and we borrow theirs. We help each other grow. That works better than any campaign.”
Energy from renewal
Now my role has evolved. The UV marketing foundation is solid, which gave me space to explore new projects within Nedap. Projects where I can contribute my digital marketing expertise. I’m now the product owner for Nedap’s new company-wide website, which we’re currently developing. It’s an exciting, state-of-the-art platform that will put us ahead in the market. And what’s great is that it brings me together with all the other marketers across Nedap, we get to create something amazing together.
That cross-unit collaboration left me wanting more. It showed just how much knowledge and creativity we already have within our own organization. So now we’re building an internal creative hub, where we collectively bring the Nedap Story to life, each from our own domain. That way, we’re truly tapping into the expertise and creativity we already have.
“You don’t always need to look outside. Everything we need is right here in-house.”
Entrepreneurial at heart
Entrepreneurship is something I grew up with. My father ran his own business and had a knack for finding creative ways to attract customers. He had never read a marketing book, but he instinctively understood what worked. I got that from him: thinking differently, finding solutions, just doing it.
And sometimes things don’t go as planned, and then I think: if it can’t be done the usual way, we’ll find another way. Or, as Tom Poes (a Dutch comic strip character) would say: “Let’s come up with a clever trick.”. That really sums me up.
The best compliment I’ve received at Nedap came from a long-time colleague who said, “It’s a great concept, but there’s one thing I regret: that I didn’t come up with it myself.”
I’ve been here almost four years now, longer than anywhere else so far. That says it all. The culture fits me perfectly, there’s room to grow, and there’s always plenty to do. All it takes is to recognize the opportunities and have the courage to act.