Thijs Willems

Background

About Thijs Willems

Driven leader in (employee) marketing & communication.With over 20 years of marketing experience across retail, energy, insurance, and financial services, I currently lead a pioneering team of 30 FTE as Global Head of Employee Marketing & Communication at Rabobank. We apply strategic, data-driven marketing and communication to help employees make the right choices — easily, meaningfully, and at the right moment.My team operates across three key domains:1. Employee insights & value propositions: We translate CHRO strategic goals into concrete, measurable value propositions and employee journeys, supported by smart communication strategies and marketing technology.2. Employer branding & talent market positioning: We build a distinctive employer brand that connects internally and attracts externally, through impactful campaigns for both the corporate brand and targeted audiences like IT professionals.3. Digital employee experience & knowledge systems: We develop and maintain intelligent content and knowledge platforms — from AI assistants to journey orchestration within HR tooling — that simplify CHRO processes and put employees at the center.My current mission? Empowering employees around the world to make a difference — with the right tools, information, and experience. Always with a focus on impact, innovation, and human-centric design.