Thijs Plug

Thijs Plug is the Global Head of Communications and PR at VanMoof, a position he assumed in late 2023 following the company's bankruptcy and subsequent acquisition by Lavoie, a British subsidiary of McLaren Applied.14

Career Background

Prior to his current role, Thijs Plug has had an extensive career in communications and media:

• He joined VanMoof in May 2023 as the Global PR Lead.3
• Before VanMoof, he worked as the Dentsu APAC marcom lead.2
• He also served as Managing Director at futurefactor.2
• Earlier in his career, he held the position of deputy executive editor at Quote Magazine.2

Role at VanMoof

Thijs Plug's role at VanMoof has evolved significantly since he joined the company:

• Initially hired as the Global PR Lead in May 2023.3
• Experienced the company's bankruptcy and subsequent acquisition during his first ten weeks.1
• Following the acquisition, his role expanded to Global Head of Communications and PR.14

In his current position, Plug is responsible for:

• Brand collaborations
• Paid and organic influencer programs
• Product and lifestyle PR
• Internal and external communications1

Approach to Communication

In the aftermath of VanMoof's bankruptcy and acquisition, Plug's focus has been on:

• Transparent communication about the company's rebuilding process.1
• Prioritizing quality over speed in their communications.5
• Balancing the need to keep customers informed while avoiding unrealistic promises.1

Thijs Plug describes his experience during VanMoof's bankruptcy as "intense and educational," likening it to "an MBA in crisis and reputation management".1 His current challenge lies in making the company's behind-the-scenes work visible to customers while managing expectations during VanMoof's rebuilding phase.1