Michael Klazema

Michael Klazema

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Enterprise AI & Transformation Leader | AI Strategy, Operating Models, Products, Content Systems & Governance | Ex-EY Chief Marketing Technologist
Netherlands
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  • Xablu
    Venture Partner for GoToM8 — XABLU Venture Studio
    Xablu
    Aug 2025 - Current (1 year 2 months)
    Building an AI-driven commercial intelligence capability connecting external market signals with internal Marketing, Sales and Product context. Responsible for product vision, operating model, roadmap and MVP validation, including AI-enabled workflows that turn fragmented commercial data into structured insights for planning, account prioritization, messaging and activation. Defined governance, human validation and feedback mechanisms required to make AI-supported commercial decisions reliable at scale.
    Developed AI-enabled use cases for market movement detection, segment insight, account research and sales messaging, connecting external signals and internal commercial context to planning, demand shaping and activation.
  • ContentValueChainai
    Founder and Author
    ContentValueChainai
    Aug 2025 - Current (1 year 2 months)
    Developed the Content Value Chain, a systems-based framework for diagnosing and redesigning how organizational knowledge, workflows, governance, technology and AI operate across end-to-end commercial and content processes. The framework is used to identify structural constraints, standardization opportunities, technical capabilities and process redesign priorities for AI-enabled operating-model change.

    Expressed through The Content Value Chain book and the LinkedIn newsletter. Delivered as a portfolio of value focused services with a clear ouput, including:

    1) Content Value Chain Diagnostics and Operating Model Design: understanding and redesigning how knowledge flows through your organization
    2) AI-Readiness Mar
  • EY Studio
    EY Studio+ Chief Marketing Technologist | Amsterdam Studio leadership team
    EY Studio
    Jun 2025 - Feb 2026 (9 months)
    EY Studio+ is EY’s global design, sales, marketing, customer experience and technology organization. Member of the Amsterdam studio leadership team, responsible for Innovation and Experience Design across Service Design, UX, Product Management and Experience Technology, leading 20+ staff.

    LATEST PROJECTS

    ✪ Program lead for digital transformation of the marketing and sales operations for a global women's health pharma company identifying $20M+ in process efficiencies and labor arbitrage through value chain analysis. Subsequently, designed an operating model for a new commercial global business service with a focus on go-to-market content, sales operations and B2B campaigns. The operating model included new team structur
  • E
    Chief Marketing Technologist EY Consulting | Amsterdam Studio leadership team
    EY VODW
    Dec 2023 - Jun 2025 (1 year 7 months)
    Responsible for sector + account management as well as a coaching and directing a team of managers for the Service Design, UX Design, Experience Technology and Product Management competence groups.

    KEY PROJECTS

    ✪ Workstream lead for growth focused martech assessment and digital experience portfolio strategy for a European snack food manufacturer. Secured board approval, redesigned the B2B commerce portal, including sales enablement and customer service processes built on SAP. Collaborated with cross-BU stakeholders for the various routes to market, CIO office, ERP team and external agencies to secure agreement on technology adoption and standardization.

    ✪ Strategy lead for the end-to-end digital customer j
  • EY
    EMEIA Experience Technology Practice Leader | Chief Marketing Technologist | Director
    EY
    Jul 2021 - Jun 2025 (4 years)
  • E
    Director | EMEIA Customer Experience Technology Practice Lead EY Consulting
    EY VODW
    Jul 2021 - Nov 2023 (2 years 5 months)
    Added responsibility for the go to market solutions, capability and community building for the Experience Technology practice for EY’s Design and Engineering Network (IXD) in Europe, Middle East, Africa and India.

    KEY PROJECTS
    ✪ Adobe practice build; led alliance with Adobe across EMEIA, deploying solutions for hyper-personalization, content management (CMS, Workflow, PIM/DAM), marketing activation and campaign execution, and consumer engagement and personalization on Adobe Experience Platform, Workfront, AEM, and Marketo. Ensured standardized consulting and deployment processes and adoption across multiple European markets.

    ✪ Launched and scaled the EY Adobe Academy, a European change management and adoption prog
  • EY
    Chief Marketing Technologist and Competence Lead Marketing Technology
    EY
    Jan 2019 - Jun 2021 (2 years 6 months)
    After EY's acquisition of VODW, I have started to work with EY clients across Europe to help them navigate the customer experience and marketing technology landscape, lead digital transformation projects and design and implement operating models for digital centres of excellence, global business services and inhouse agencies and digital teams.
  • Mobly
    Interim Chief Technology Officer
    Mobly
    Mar 2017 - Feb 2018 (1 year)
    Together with a team of designers and data scientists from VODW, I developed the SaaS start up Mobly for Baloise Insurance; a mobility as a service platform for drivers of used cars in the Belgium market.

    Mobly Go and Mobly Car Expert were the first digital app based products on the market. Mobly Go is a driver assistance system similar to those offered by most car manufacturers in their upper mid-range vehicles and above. The difference is that Mobly supports all makes and models, even in the second-hand market. Thanks to the connection via a smartphone app and a simple dongle, Mobly does not require the car to be fitted with expensive additional equipment. The second initial product, Mobly Car Expert, is aimed at customers want
  • E
    Senior Manager | Competence lead marketing technology
    EY VODW
    Jan 2016 - Jun 2021 (5 years 6 months)
    VODW is the #1 marketing consultancy organisation in The Netherlands with a focus on digital transformation of the entire customer experience, from acquisition and onboarding to process innovation and loyalty and churn reduction programs. We support companies in all phases: digital strategy, concept development, realization and optimization.

    In 2016 VODW and VODW Digital merged their activities and adopted an agile way for working, creating a competence focused organization and purposely assigning multi-disciplinary teams to client assigments.

    I lead one of our agency's five competency areas (Strategy, Transformation, Data, UX Design and Marketing Technology) and a team of digital strategist and marketing technology co
  • E
    Senior Program Manager VODW Digital
    EY VODW
    May 2014 - Dec 2015 (1 year 8 months)
    VODW Digital is VODW's in house accelerator for defining and driving digital innovation at our clients. I advise clients on the latest marketing technology trends and their impact on the organization, define their product development and marketing technology architecture road maps as well as the possibilities for customer-oriented strategies and innovative concepts to more expeditiously make greater contributions to business goals.

    I help with the evaluation and selection of new marketing technologies and integration with existing systems where the connection with current and desired customer journeys plays an important role.

    Following digital strategy projects, I take the lead and responsibility for the actual digital
  • S
    Advisor
    Science Rockstars SaaS pioneer in Persuasion Technology
    Jan 2012 - Oct 2014 (2 years 10 months)
    Science Rockstars combined behavioral science and technology and created the first persuasion focused SaaS platform based on the 6 Principles of Persuasion made famous by Dr. Robert Cialdini. The PersuasionAPI creates persuasion profiles of individual customers based on their responses to different influence strategies and dynamically adapts the contents of your digital channels to suit your customers needs.

    Science Rockstars combines intelligent algorithms with our own behavioral research to make powerful cloud based recommendation and persaonlization engine. The foundation of this research was developed by one of the founders, Prof. Maurits Kaptein, based on his early work at the Stanford Persuasive Technology Lab.

    L
  • backgroundcheckscom
    Vice President, Product Management and Digital Marketing
    backgroundcheckscom
    May 2011 - May 2014 (3 years 1 month)
    Responsible for marketing, online sales and the candidate and customer experience. Overseeing the entire marketing technology stack, product management of the SaaS application, online acquisition, SEO, Content Marketing, direct sales, customer onboarding and retention for both the B2C and B2B channels of backgroundchecks.com, and consulting partners on utilizing our platform. backgroundchecks.com is the SMB focused subsidiary of Hireright.

  • backgroundcheckscom
    VP Online Marketing
    backgroundcheckscom
    Apr 2009 - Apr 2011 (2 years 1 month)
    Responsible for e-commerce sales, online marketing and affiliate partner management for the B2C and B2B channel. backgroundchecks.com was a subsidiary of General Information Services (www.geninfo.com) - the largest independently owned and operated background screening firm in the US. GIS was acquired by Hireright.

    backgroundchecks.com offers a Software as a Service (SaaS) order platform and XML based API criminal content solutions for da
  • DYMO
    Director - Web, Digital Marketing & Customer Relationship Management
    DYMO
    Aug 2005 - Mar 2009 (3 years 8 months)
    In Newell Rubbermaid's technology business unit, I oversaw the global web strategy and execution of our digital marketing and CRM program plans and online activities for 20+ international sites. I had P&L responsibility for DYMO's US direct to consumer sales and execution of interactive marketing, online merchandising and e-mail marketing activities. Led globally distributed online product development organization - including coordination with our European HQ in Belgium. Project and Program management of all major site functionality and user experience enhancements, including the introduction of a new content management system and e-commerce platform.
    • Increased web revenue by double digits and achieved 2005, 2006 and 2007 revenue tar
  • Blast Radius
    Director, Strategic Consulting / Client Strategy
    Blast Radius
    Oct 2002 - Sep 2005 (3 years)
    Shortly after Blast Radius opened their first European office, I joined to lead online strategy and oversee the execution and service delivery for their launch client Nintendo and the majority of new European based clients, requiring the coordination of globally distributed design and development teams in The Netherlands and Canada. Responsible for client success, consulting, account development, total book growth and client satisfaction. I also provided tactical online marketing advice for clients like Nike-Philips, Tom Tom and Ilse (the largest Dutch search engine).
    • Developed community and loyalty website concepts for Nintendo of Europe resulting in the concept being claimed by Forrester as the best practice for connecting with us
  • LECTRIC Verder met Internet
    Lecturer
    LECTRIC Verder met Internet
    Jan 2002 - Jan 2005 (3 years 1 month)
    Developed and taught masterclasses and extended Internet courses on a part-time basis, including their first online marketing and email marketing courses. Attendees were business professionals from companies such as KLM, MEXX, Philips, Volvo, Rabobank Nederland, Fuji Color, Postbank.
  • Molenaar Lok Consultancy
    Practice leader CRM
    Molenaar Lok Consultancy
    Oct 2001 - Aug 2002 (11 months)
    Responsible for transforming their existing services into solutions offerings for e-Business, fulfillment and CRM.
    ● Developed an integral CRM offering for the Molenaar & Lok Group of companies; the CRM roadmap to ROI, centered on creating and maintaining the business case for CRM projects.
  • MessageMedia
    Sales and Marketing Manager Benelux
    MessageMedia
    Sep 2000 - Aug 2001 (1 year)
    I opened the Amsterdam office for MessageMedia, a US firm which created packaged software licenses, a SaaS platform and outsourcing services for e-mail marketing campaigns. I launched the email marketing company in the Netherlands and executed and oversaw all sales, marketing and consultancy activities.

    ● Major client wins including Air Miles, KPN – Het Net, SNS Bank, Wellowell.nl, Transavia airlines, VNU, Postbank, BP – Freebees and BOL.

    In addition I personally advised various customers as well as my previous employer VODW Marketing on the aspects of e-mail marketing and the integration of email into overall communication str
  • V
    Senior Consultant and Manager Competence Center Email Marketing and Email Management
    VODW Marketing
    Aug 1998 - Aug 2000 (2 years 1 month)
    Based on early consulting success, recognized published e-commerce ROI models and speaking engagements, I got responsibility for setting up, managing and marketing a new competence center for electronic customer interaction, with a focus on e-mail marketing & management. I acquired new clients, lead and facilitated client workshops and project managed the implementations.

    ● Launched the first transactional website for Transavia Airlines in under three months
    ● Developed inbound and outbound email communication concepts and plans for Air Miles - Loyalty Management Netherlands reducing reliance on print and mail
    ● Designed multi-channel CRM strategy and concepts for the consumer and small business market for ING Bank
Education verified_user 0% verified
  • BI Norwegian Business School
    Master, Marketing
    BI Norwegian Business School
    As part of the EU Erasmus university exchange program I spent an MBA semester at the Oslo Business School, part of the BI Norwegian School of Management
  • Maastricht University
    MBA, International Management and Marketing
    Maastricht University
    Graduated the Master's programme of Economics and Business Administration at the University of Maastricht, the Netherlands.

    The program included a semester at the Norwegian School of Management, in order to deepen my knowledge of marketing and entrepreneurial business development subjects.

    Maastricht University is renowned for its cross-disciplinary problem based education approach and international focus, with a very high percentage (>50%) of exchange students in the masters programme.

    As part of the programme all courses from the second year on were taught in either English or German.

    The MBA also included a compulsory internship in a foreign country (Austria: developing export and market pen
Projects (professional or personal) verified_user 0% verified
  • E
    EY Studio+ global training courses for Adobe, Martech and Customer Experience solutions
    Jun 2024 - Aug 2025 (1 year 3 months)
    Acted as learning sponsor and lead Subject Matter Expert for three new courses
    1) Adobe alliance and how EY works with Adobe and implements Adobe Experience Cloud solutions
    2) Marketing Technology knowledge, frameworks and delivery methodologies for senior consultants and managers
    3) Customer Experience solutions, delivery methodologies and supporting technologies
  • L
    Launching a new mobility provider in the Belgium marketing for insurance company Baloise
    Mar 2017 - Jan 2018 (11 months)
    Mobly.be

    From Blue Ocean strategy and definition of a mobility roadmap for Baloise, to definition of initial services, MVP, market tests and launch of a new company and brand with several mobility services for used car owners. Acted as CTO and designed, selected and build the initial back end and marketing technology stack.
  • I
    Introduction of a scaled agile way of working for the marketing tams of health insurer VGZ
    Feb 2017 - Aug 2017 (7 months)
    VODW defined a new agile organization structure for 20+ VGZ marketing teams, each with their own independent mission, headed by a product owner and staffed with people with a variety of skills and competences. As part of this transformation, inspired by similar work we did for energy company Eneco, we hosted various agile kick offs, training sessions for product owners, practice leaders and super product owners and defined and wrote a VGZ specific quarterly release planning process and playbook.
  • S
    Structuring an agile tribe for energy company Essent
    Oct 2016 - Dec 2016 (3 months)
    Restructuring the brand marketing organization for Essent into four new agile working teams, including assisting the original management team with the transition process, re-allocating team members, defining missions, training teams and key roles in the new way of working and on the job coaching.
  • A
    ABN AMRO begeleid beleggen
    Mar 2016 - Apr 2017 (1 year 2 months)
    Market research, design and development of new investing and stock trading value propositions, products and delivery models and systems for ABN AMRO Retail and Private Banking clients.
  • R
    RealNext - new online platform for all Dutch commercial real estate
    Sep 2015 - Jul 2016 (11 months)
    Development from scratch of a new online marketplace and search engine for all the commercial real estate offerings in The Netherlands.
  • M
    MyClearStart
    Apr 2013 - Aug 2013 (5 months)
    MyClearStart is a program proven to assist consumers who may fail a background check based on a criminal record. It helps the consumer by verifying their record's eligibility for expungement or sealing and provides direction to licensed attorneys that can help seal that criminal information.
  • E
    Expungement Clearinghouse
    Jan 2011 - Dec 2013 (3 years)
    The Expungement Clearinghouse expedites the updating of information provided to many commercial background screening providers in the U.S. by securely sharing data about expunged criminal records with participating member companies. The Clearinghouse provides a faster and more coordinated approach for consumers, their attorneys, courts and other sources to efficiently disseminate information about criminal records that have been cleared or updated by the courts to the commercial background screening industry
  • D
    Design for Conversion 2010
    Nov 2010
    Design for Conversion is a highly interactive conference aiming to collectively (as one big family) deepen our knowledge of Persuasive Technology, Experience Design and Evidence Based Marketing, and how these disciplines can learn from each other.

    After attending the first conference in Amsterdam, I joined the organization as a team captain for this 5th event in New York, and guided participants through a real life case study with heavy doses of design thinking, cognitive psychology and persuasion strategy to derive the best conversion optimization approach.
  • e
    e-commerce ROI improvements DYMO US website
    Jan 2003 - Dec 2003 (1 year)
    Defined quick win e-commerce recommendations for DYMO's direct to consumer ecommerce site, resulting in a 10% increase in average order value. As a result, DYMO let Blast Radius redesign all of their global websites.
  • L
    Launch of first transactional Transavia website
    Aug 1999 - Jan 2000 (6 months)
    At the time, Transavia Airlines had not launched a website yet and the board decided in the summer of 1999 that before the year ended they wanted to launch a website capable of handling online ticket sales.

    Building on the theme of fast and easy (snel en gemakkelijk) used during a previous call center project focused on enabling tickets sales by phone, I developed the platform strategy, wire frames, and online marketing launch campaign, overseeing the successful launch 4 months after we started.

    The website front end - which featured a for the time large portion of long form copy destination information pages - was built by Cap Gemini and was plugged into a stripped down version of the Amadeus platform, as the initial
Awards verified_user 0% verified
  • I
    Inc 5000
    Inccom
    Dallas Fort Worth (DFW) Fastest Growing Technology Company
    Listed 2 years in a row
  • W
    Web Award for "Standard of Excellence" for DYMO.com
    Web Marketing Association
    Award received for outstanding achievement in website development.
  • C
    'Most Selling Opportunities' from DYMO.com
    Channel Intelligence
    Most leads from a manufacturer website to dealers and resellers in the category of Office Equipment.
Publications verified_user 0% verified
  • E
    Marketing Technology use and investment in the Dutch market
    Emerce Jun
    Based on research among more than 700 SME and large Enterprise Dutch customers and clients this report analyses the use, investments, management methodology in and future investment plans for marketing technology in The Netherlands across martech solution categories ranging from Advertising and Promotion, E-Commerce and Sales, Content and Experience (including content management (CMS) systems, inbound content marketing platforms, e-mailmarketing, Marketing Automation, Conversion Rate Optimization and Personalization tools) to Data and Analytics (including customer data platforms, DMP’s, predictive analytics, tag management solutions, dashboards, mobile and web analytics) and Relationship and Social platforms (including CRM-systemss, call an
  • M
    Follow 5 Simple Steps to Quadruple Conversions by Targeting Repeat Customers
    Marketing Sherpa Nov
    If the majority of your site traffic comes from returning customers, you need a system to respond to their needs differently from those of browsing visitors. See how a manufacturer created a section of their site solely for repeat customers – with pleasing results. The personal pages are leading to a conversion rate that's four times higher than the one on their standard site.
  • V
    Scaling the Agile Organization
    VODW Jan
    Als je agile principes op grote schaal in je organisatie wilt toepassen, klinken de volgende vragen je waarschijnlijk bekend in de oren:
    1. Wat als één product owner niet meer genoeg is?
    2. Hoe kies ik het juiste framework om agile op te schalen?
    3. Wat kan ik leren van andere organisaties?
    Dit whitepaper helpt je om de keuze te maken tussen Scrum of Scrums, LeSS, SAFe, het Spotify model of een hybride vorm van Waterval en Agile.
  • M
    Privacy by design eisen uit AVG bieden kansen voor marketeers
    Marketing Tribune Nov
    Door volledig en grondig invulling te geven aan de AVG en privacy by design onderdeel te maken van interactive marketing, marketing automation en online marketingactiviteiten, zullen meer consumenten bereid zijn toestemming te geven aan organisaties. Op die manier kunnen marketeers langer en beter de zo gewenste persoonlijke dialoog met klanten blijven voeren. In een recent onderzoek van Manfred Krafft, Christine Arden en Peter Verhoef dat in augustus dit jaar in de Journal of Interactive Marketing werd gepubliceerd onder de titel Permission Marketing and Privacy Concerns - Why Do Customers (Not) Grant Permissions? zijn een aantal factoren geïdentificeerd die impact hebben op de bereidheid van consumenten om toestemming te geven voor intera
  • A
    This Time It’s Personal: Making Online Experiences Unique
    AberdeenGroup Aug
    Case study contribution
    Research author: John Lovett, Research Analyst, Online Customer Experience Practice
  • N
    MyClearStart
    National Assocation of Professional Background Screeners Dec
    The MyClearStart program was developed as an easy-to-use tool and shared resource for background screening companies to enhance the customer experience and soften the impact of communication adverse hiring decisions based on uncovered criminal records during a background check. The program offers the applicant and easy-to-follow guide through the legal process of possible remediation of their criminal history
  • M
    Shopping Cart Design Tests - Color & Size Lift Results 44.11%
    Marketing Sherpa Jul
    Not much marketing data exists regarding color choices on Web sites. This is one reason why so many marketers go with trendy colors or gut feelings. One office supply retailer wanted real answers, so they tested five specific color and button size design elements. The results didn't go as expected...
  • M
    Marketing automation: niet de technologie, maar concrete use cases als uitgangspunt
    Marketingfactsnl Jan
    Wat gebeurt er als we de buzzwords schrappen en echt beginnen met marketing automation? Qua technologie is alles mogelijk, maar welke stappen moet je zetten om marketing automation in je organisatie naar een hoger niveau te tillen? Mijn advies: begin bij de klant en niet bij de tools en technologie en gebruik vervolgens use cases om concreter invulling te geven aan hoe marketing automation de interactie met de klant op deze momenten kan ondersteunen.
  • D
    Labeling Growth
    Direct Magazine Oct
    The Stamford, CT-based company, which markets a variety of labeling solutions for consumers and small to medium-sized businesses, is faced with the challenge of figuring out the purchase patterns in a niche that is heavily researched and shopped online, says Michael Klazema, director of Web marketing and CRM.

    “The challenge we've noticed over last 12 to 18 months is that people take longer from when they started to investigate the product to when they buy,” he says. “Instead of a week as we saw two years ago, now it's about two weeks. The challenge is to understand and respond to this new delayed shopping behavior
  • M
    ROI after the homepage
    Marketing conference Nov
    Keynote presentation during Marketing3 conference in Media Plaza in Utrecht, The Netherlands covering the essentials of a step based waterfall approach to conversion rate optimization (CRO) intially developed in the late nineties by Michael Klazema.
  • e
    Conversion Rate Optimization
    eTail Feb
    Presentation during eTail Palm Springs 2008 Personalization day.
  • M
    How a simple email can increase customer reviews by 1000%
    Marketing Sherpa Mar
    The more confident prospects are about your products, the more likely they'll become customers. An easy way to boost confidence is with customer-written reviews.
  • I
    Kanaalvoorkeuren
    Informatie Jun
    Multichannel preferences of consumers in the Dutch market.