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Aligning Strategy, Story & Growth

Strategic narrative & brand advisory for organisations in transition

Most organisations face the same challenge during mergers, expansion or repositioning:  the brand narrative no longer reflects the strategy. This creates confusion, slows execution and fragments communication.

I help leaders create a story that drives alignment, confidence and growth.

When strategy shifts, the story must shift with it.

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During transitions, brands often fracture and alignment slips. A clear brand narrative stabilises the organisation, protects value and accelerates integration. It brings coherence to decisions, communication and customer experience, xactly when it matters most.

My Approach: The Brand as the Backbone.

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Strategic Narrative Development  The story that turns strategy into movement.

New Brand Narrative

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Brand Strategy & Positioning  A sharp, coherent brand built for growth.

Brand Strategy

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Brand Architecture & International Strategy  Clarity and structure for complex organisations.

Cross border expansion

Louise Doorn - Founder Coachnova.ai

IShe quickly senses what is needed to move forward and brings people together in a way that creates lasting impact

Femke effortlessly bridges cultures and stakeholders — she brings clarity, connection and real progress.

Nanko van Dijk, Founder Kader Group

“She brings people along naturally — public or private — creating visibility, alignment and momentum through her strategic insight and storytelling ability.”

“Femke turns complex, multi-stakeholder projects into real, tangible results."

- Wendelien Geurkink, former MD Smile Software

“With a rare mix of empathy and strategic discipline, she created alignment, honoured legacy and led teams into a shared direction. that felt both true and inspiring.”

“Femke brought together different brands and cultures into one strategic, future-proof story.”

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Is your organisation resilient to withstand discruptions?

Change means growth

With 17 years of experience in strategic brand management and a scientific foundation in Biology and Neuroscience, I bring a rare blend of analytical clarity, creative strategy and commercial instinct. During my seven years in Dubai, I led regional marketing across the Middle East, launched new innovations and products in 20+ countries, and built deep expertise in navigating complex, multicultural environments. I also ran a retail venture backed by four investors, managing operations from Dubai with selling points in eight countries. Early recognised as Young Marketer CE at AkzoNobel, I’ve worked across corporates, SMEs and entrepreneurial ventures — combining pragmatism, intuition, directness and sensitivity to drive meaningful, measurable impact.

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