Cees Hannema

Cees Hannema is the Chief Marketing Officer (CMO) at Omoda, a leading fashion retailer specializing in shoes, clothing, bags, and accessories. Here are some key details about Cees Hannema and his role at Omoda:

Background and Role

• Cees Hannema joined Omoda as Head of Marketing in April 2022.23
• He is responsible for helping to realize Omoda's ambitious growth plans.2
• Hannema was attracted to Omoda due to his affinity for the fashion industry and the company's growth ambitions.2

Approach and Impact

• In his first 100 days at Omoda, Hannema focused on listening and learning about the company:

  • He had introductory interviews scheduled daily for the first 4 weeks.2
  • He worked in stores, distribution centers, and customer service to gain comprehensive knowledge of the business.2
  • He had one-on-one discussions with all 26 employees in his team.2

• Based on his observations, Hannema developed a strategy for the coming years, including:

  • Brand positioning
  • Proposition development
  • Investment planning
  • Organizational structure2

Leadership Style

• Hannema appreciates the more entrepreneurial nature of his role at Omoda compared to his previous positions in larger corporations.2
• He values the flexibility and speed of decision-making at Omoda, while also sometimes advocating for more deliberation on important decisions.2

Views on Omoda's Business

• Hannema emphasizes the importance of Omoda's omnichannel approach, combining online and physical retail.2
• He notes that Omoda has been selling shoes online since 2007, predating competitors like Zalando.2
• Under his leadership, Omoda has expanded its product range to include clothing and children's wear.2

Marketing Strategy

• Hannema focuses on using data and AI to optimize digital marketing campaigns and drive sustainable growth.1
• He has overseen projects such as:
  • Developing a Customer 360 view to better segment and target customers1
  • Implementing AI models to mitigate returns and improve net margins1
  • Utilizing product segmentation to maximize returns on Google Shopping campaigns1

Cees Hannema's leadership at Omoda is characterized by a data-driven approach to marketing, combined with a focus on customer experience and omnichannel retail strategy.