From secondhand to an iconic brand: the evolution of Marktplaats with CMO Gregory Kukolj – HelloMasters podcast ep. 27

HelloMasters is the marketing podcast from HelloMaaS, the Marketing as a Service platform. In our podcast we talk to movers and shakers in the Dutch marketing world. Get insights on strategies, teams and the role of marketing in this fast moving world.

The Dutch icon

Let’s start with a pubquiz:

  1. Which site attracts 8 million unique visitors per month? 
  2. Which app is on 80% of Dutch people’s phones?
  3. And lastly which platform has been around for over 20 years?

Yes, it is Marktplaats: the Dutch peer to peer platform pioneer!

You name it. Marktplaats has it. 

Find your next race bike, baby romper, vintage closet or a handyman. The average lifespan of a product sold via Marktplaats is 1,6 times longer, so they contribute significantly to the circular economy!

Who is the CMO of Marktplaats?

Gregory Kukolj, CMO at Marktplaats and sat down with us for an in-depth conversation on all things marketing. “Our platform belongs to the people” as Gregory says. 

His marketing journey started at Sony, where he worked in sales and marketing roles in Paris, Amsterdam, London & Brussels. Next up, he moved to Heineken in Amsterdam. “Heineken was a real marketing school for me, brand building and marketing capabilities”. A stint at got Gregory deep into performance marketing, dashboards and conversion optimization.  

He joined Marktplaats as their Chief Marketing Officer mid 2020. He leads a wide marketing agenda from brand, content, performance, advertising, CRM, analytics, PR and front-end development. 

In this podcast

In this HelloMasters we dive into the evolution of the iconic Marktplaats brand. We talk about the look & feel of the platform. Did it or didn’t change? Gregory shares his recommendations on creating a culture for experimentation and locally relevant marketing execution.

Heads up and a contrarian thought: “Finding your ‘why’ will not fix your marketing ROI”, says Gregory. 

Tune into HelloMasters via iTunes en Spotify!


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