You notice it the moment you meet Peter: here stands a man with a mission. Driven, full of ideas, and with a hefty dose of experience. As Sales and Marketing Director, Peter is the driving force behind Popay’s branding, both in the Netherlands and internationally. Meet a visionary with an eye for the long term!
Peter, tell us: who are you and where do you come from?
“My background is in marketing and communication. After my studies, I started at a communications agency, where I worked my way up from junior project manager to client service director. That’s where I really learned the trade and developed a passion: helping companies achieve their goals. What has always stayed with me is the importance of listening carefully to clients and understanding the core of their question. From there, you can analyse and think along strategically. I have been working at Popay since the end of 2019, where I carry that ambition forward.”
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A great background. So how did you end up at Popay?
“It started through Job Journey, a talent development platform that was still in its infancy at the time. I was asked to help think about its positioning and marketing strategy. Before long, I came into contact with multiple facets within Popay and discovered a higher purpose. The organisation was fragmented across several countries and cultures, and management was keen to make it into one single Popay. That is why I also started working for Popay Global.”
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Nice! So what exactly do you do?
“So I work on two levels. Locally, I focus on the growth of the various solutions Popay has to offer. Internationally, I make sure Popay becomes stronger as a brand. We are building a global branding strategy so that customers worldwide recognise our added value. I see myself as the linchpin between management, country managers and marketing staff.”
That sounds varied. What makes your role unique?
“The fact that I wear several hats. This makes my work varied, but also challenging. Besides marketing and sales, I am also busy getting people moving. Both within our team and among our clients. It is my ambition to turn Popay into a globally strong brand that is recognised for its innovative HR solutions.”
What does a workday look like for you?
“No two days are the same. I have a lot of conversations, from demos at educational institutions to strategic meetings with management and country managers. One day I am busy with brainstorming sessions, the next with the practical execution. Over the past year, we at Popay Global have started working methodically from the same perspective and have pioneered at major international trade fairs.”
What characterises you in your work?
“I am driven and always work with the long term in the back of my mind. I want people to recognise Popay and see the added value. That calls for consistency and a clear vision. On top of that, I see myself as a motivator. I try to bring colleagues along in my story and, together with them, work towards that dot on the horizon.”
Sounds good! What really gives you energy?
“When I see that our work has impact. When clients and colleagues notice that our branding rings true and they confidently tell others what Popay means to them. That team spirit and that shared ambition are things I find fantastic.”
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And what can you absolutely not stand?
“When people dig their heels in. Change always brings resistance with it, but that must not hold back growth. A team only really works when everyone pursues the same goals and dares to hold each other accountable for them. That calls for collaboration, openness and focus.”
What is the finest compliment you have received?
“When I was in Morocco for the Global Management Meeting, they called me ‘Mister Branding.’ I found that rather funny. It is a confirmation that my work has impact and that I can inspire people to help build a strong brand. That is motivation to keep going like this.”
Finally, Mister Branding, what is your greatest ambition?
“To put Popay on the map worldwide. A brand that transcends borders and attracts customers through its quality and reliability. In addition, I want to ensure that our solutions are scalable and make a real impact. In the coming years, we are going all in on growth and professionalisation. My mission is that everyone worldwide knows what Popay does and why we are unique. A wonderful challenge!”