Busch Briar & Backwood stands for Me, Myself & I. Gerben Busch. Expert marketing professional who stands out from other marketers. With a 25+ year track record in ‘digital’, organizational change and ICT. I master customer experience (CX) and the related digital transformation. With your brand as the corner stone as that is what makes your customer journey unique. Stand out.
Expect a crystal-clear strategic context. Your north star. Considering top-level business goals, KPI’s and OKR’s. A smart roadmap ready for instant execution. And a pragmatic ‘getting shit done’ approach that drives acceleration. Both in how customers perceive your brand (brand experience) and in how your business performs. With a keen eye for short-term, scalable ROI.
Services
Interim management
Leading and revitalizing a team or department. Increasing team performance. Or transformation towards a new, customer-oriented way of working. With a new operating model and new processes that drive better customer and employee experience. You want it.
Marketing consultancy
Pragmatic and smart advice on a strategic, tactical and operational level. With a clear customer experience ambition. And the digital transformation that’s needed to accomplish that. With a proven success approach, earlier successfully used with local and global brands.
Program management
With a vast number of ‘flight hours’ on the cross section of marketing (operations), data and ICT, I am the ideal MarketingOps. As a marketer I speak ICT language. And ensure overview and progress based on experience working across all disciplines and business functions.
Product owner
An experience stakeholder manager from C-level down to operations in global and small organizations. Who connects people to realize effective, agile execution based on a digital transformation roadmap. With a keen eye for short-term, scalable results.
Quick scans
A valuable pivot towards a crystal clear customer experience strategy and related digital transformation roadmap. Such as a user/customer experience scan (CRO). A super concrete customer journey map. Or an ICT ‘Fit for purpose’ check. A smooth start to shift up and live your ambition.
Second opinion
An expert opinion in case the execution of your strategy is not what you have in mind. Doubts about a recent marketing automation or data implementation. Or a need for an extra pair of experienced eyes to challenge any agency or technology vendor proposals.
“Strategy without execution is nothing but a dream”
Fast digital value
I deliver results. Short-term ROI, with benefits scalable towards the longer run. With a proven success approach that has yielded promising and sometimes spectacular results for my previous clients. Lower operational costs, more efficient processes, higher turnover and increased brand value. A success approach based on 100s of programs, projects and campaigns for more than 45 brands in more than 20 different lines of business. The heart of my method: strategy made tangible. Down to a level where we will be able to execute. And, consequently, roll up our sleeves and get it done! Based on a transparent roadmap. With business and value case-driven priorities.
My motivation
As an input for new assignments I’ve had them in my hands quite often: strategic advisory reports from ‘The Big Boys’. Too abstract, not ready for execution. Or marketing automation projects nipped in the bud. Also striking: the lack of attention for people in the organization. As digital transformation usually means changing or new roles, processes and procedures. Rule of thumb in any relationship: when you are investing, you will be invested. That is why I help CMOs and their peers and Marketing leadership to validate their customer experience ambition and create a crystal clear strategy. Translate that into a digital transformation roadmap and ensure we execute.
Marketing multitool
To successfully increase your customer experience and accelerate the related digital transformation and organizational change, you need more than a one-track pony: A CRM, loyalty or marketing automation specialist. Someone experienced in either e-commerce or brand communication. Or professionals who master ICT or data. Instead, you need a marketing multitool: a MarketingOps with experience in all domains. Who speaks the ICT language. A benefit: I am a ‘hit the ground running’ type of guy who connects people. Rolls up his sleeves. From effective analyses leading to concrete plans and roadmaps with clear prios in execution. A firestarter with a high energy level.
DESIGN THINKER
Thinks ‘customer experience’. Already since 1993.
CHALLENGER
The status quo is not an option. There is always room for better.
GO-GETTER
Drills down to the core fast. Hits the ground running.
DIRECTOR
Maintains strong overview of plans’ organizational impact.
CREATIVE
Keen eye for new opportunities. Executes concepts and ideas.
INITIATOR
Brings a strong drive, relentless energy and a positive vibe.
Experience and expertise
It is human for people to to put things and other people in imaginary boxes. As it feels fine to label things around you to make it comprehensible. Nevertheless, in case you have the ambition to deliver that perfect customer experience and realize the related digital transformation, a one-trick pony won’t do the job. That calls for a jack of all trades.
Customer experience
Marketing strategy, customer journey map, strategic roadmap, ICT impact analysis, business and value cases, change management. For i.a. global brand Stokke and IJsvogel Retail.
Digital transformation
From ICT impact analysis to implementation roadmap, data strategy, agile development and implementation and related change management. For i.a.: Nederlandse Loterij and global brand Royal IHC.
CRM, loyalty & membership
Design, development, implementation and roll-out of CRM strategy and loyalty programs, including 360° customer data profiles and back-end integration. For i.a. Tommy Hilfiger and Cadillac.
Brand communication
Heading global operations, campaign calendar and budget, creative briefing, omnichannel strategy, concept development, campaign assets (digital and offline) development. For i.a. Grolsch and Vacanceselect.
Marketing automation
Capture functional and technical requirements and criteria, RFI/RFP guidance, marketing automation technology implementation and incremental development. For i.a. Marel and Volkswagen.
Customer data
Breaking down data silos, customer data assessment, 360º customer profile creation, internal and external data source integration, CRM and CDP implementation. For i.a. global brand Rijksmuseum and ARTIS Amsterdam Zoo.
21
Branches
25
Jaren ervaring in 'Digital'
45
Omnichannel strategiëen
437
Digitale & omnichannel projecten
Industry experience
- Retail
- FMCG
- CPG
- Fashion
- Sports
- Automotive
- Travel & leisure
- Media & entertainment
- Aviation/airlines
- Professional services
- Logistics/supply chain
- Manufacturing
- Consumer electronics
- Telecommunications
- Banking & insurance
- Real estate
- Consumer services
- Gaming & gambling
- Not for profit
- Healthcare
- Government
Showcases
The companies that cater for my services and those I worked with in 100’s of programs, projects and campaigns, are local and global brands. Active in B2C and B2B. Where I have worked client- as well as client advisory- and agency-side. What they have in common, is they all have a focus on optimizing their customer experience and contribute to the required digital transformation.
