About me

I am Joke. Nice to meet you.

Logo Joke Claessen

Building value driven narratives has been my playground for 30+ years. Today value is undeniably linked to ESG . I believe we live in an era where we truly can make an impactful difference by making the right decisions to build a better present and future for all. Building a world where wellbeing for all is at the core and people can thrive. Whether this world is your team, your company or the big world out there.

Driven by a deep personal need to contribute to a better world I’ve spent the last 3 years improving  and mastering my sustainability and impact driven skills . Studying at Vlerick and Cambridge. Taking a behaviour change course at HO Gent, a regenerative leadership course in Austria and even following a 5 day food forest training with Louis De Jaegher. These 3 years have led to the development of a strategic framework that can help marketeers, entrepreneurs, leaders, HR- and other roles to develop their impact narrative. From strategy to action.

Clients & Cases

Ecotone

Organise an in company congress on innovation in sustainability that pushed the global marketing teams of all Ecotone brands to embrace an innovative mindset.

Define speakers – host congress – The Ripple Effect keynote – communication

beliès

Define an impact ambition for the beliés offer during a 2 day workshop. Translate ambition into action and content strategy, followed by a workshop to define a product innovation roadmap

On-going optimization of visual identity

Vlaamse Overheid

Develop a wellbeing roadmap to implement the wellbeing strategy and engage internal stakeholders in all government departments

Optimize the Welzijnskompas communication in collaboration with OhMyPeople
Develop impact ambition for Welzijnskompas and define related actions

Clipper

2 day workshop @Lyon to sharpen the impact
stakeholder set and drive innovation and action

Truly engage global Clipper team to embrace sustainability
fully

Follow-up to define long term marketing plan

Teach & Talk

OM Collective

Marketing Congress

In house @companies: keynotes and impact events

HOGent

Erasmus Hogeschool

UA

Roularta Masterclasses

Rubio

Define impact ambition and communication strategy. Besides marketing initiatives and campaign development this also resulted in business and organisational changes.

Focus on behaviour change of stakeholder set.

Guide pitch process to define Rubio’s ad agency.

Colruyt Group

5 year communication strategy lead working on all Colruyt Groupretail brands Colruyt, OKay, BioPlanet, Collect&Go, Dreamland, Dreambaby

Development of internal Inspiration Academy

Brand Strategy, inspiration sessions, workshops, coaching

ETEX

Support ETEX corporate communication strategy on sustainability as strategy lead at agency June20.

From global summit to sustainability narrative.

Marketing roles

 

Effie Jury member

Member pre-jury Belgian Marketing Awards

Board member Belgian Association of Marketing

Member BAM Sustainability ThinkTank

Marketing Congress Content team member

Libeert

Lead on Open Change chocolate project for ALDI Global.

From inspiring and coaching Libeert staff to developing an on-line workshop format for Libeert and Aldi stakeholders.

Developing new packaging proposal with Libeert’s packaging partner agency Quatre Mains