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Netherlands: The Social Hub has unveiled a new-look marketing leadership team as it ramps up its European brand-building operation under chief marketing officer Trix van der Vleuten.
The new marketing structure brings together talent from some of the world’s leading consumer and lifestyle brands, spanning digital, brand, public affairs, and commercial marketing. It follows the appointment of former Edelman Italy corporate affairs lead Daniel Hernández Lyon as director of global communications in 2023.
New appointments include Charlie Ayers, former Under Armour and Speedo brand leader, as head of brand; Rosa Dinnissen, director of global public affairs, ex-Airbnb Northern Europe government affairs lead, who previously served as a strategic advisor at the European Parliament; and Shirley Kind, previously director of sales & services at Nederlandse Loterij, as global commercial director.
They join Jeffrey Kloezeman, head of social media, known for pioneering brand activations on platforms such as TikTok and Roblox; Martina Nesti, head of global activations and former Four Seasons Hotels marketing lead, who most recently led marketing & community efforts for The Social Hub in Italy; and Bridget O’Lone, ex-Booking.com and ex-Diageo, as global marketing director.
Together, the team is charged with “shaping B Corp certified The Social Hub’s next brand and commercial development chapter – uniting local storytelling with global strategy to strengthen awareness, connection and consideration in every market across consumer and B2B audience segments”.
Van der Vleuten, who joined as CMO in 2024 following senior leadership roles at KFC Europe and Versuni (Philips domestic appliances), said: “The Social Hub has built a truly unique brand – rooted in community, creativity, and connection. As we expand across Europe, our goal is to elevate that story through integrated campaigns and global partnerships that emphasise the disruptive nature of our brand in the hospitality industry. This new marketing structure brings together some of the most talented creative and commercial minds in Europe from different industries.”
“We have built a team with experience working on world class platforms from the Olympic Games to globally recognised Superbowl commercials. Together, we’re creating a marketing engine built on culture, curiosity, and collaboration, one that helps The Social Hub become a household name in every city we call home.”
Founded by Scottish entrepreneur Charlie MacGregor and headquartered in Amsterdam, The Social Hub combines hotel, student, extended-stay, and coworking experiences under one roof. The business operates more than 10,000 rooms and employs over 1,000 people across 21 hubs in 18 cities.
Highlights:
• The Social Hub has unveiled a new-look marketing leadership team as it ramps up its European brand-building operation under chief marketing officer Trix van der Vleuten
• The team is charged with “shaping B Corp certified The Social Hub’s next brand and commercial development chapter – uniting local storytelling with global strategy to strengthen awareness, connection and consideration in every market across consumer and B2B audience segments”
• Founded by Scottish entrepreneur Charlie MacGregor and headquartered in Amsterdam, The Social Hub combines hotel, student, extended-stay, and coworking experiences under one roof
• The business operates more than 10,000 rooms and employs over 1,000 people across 21 hubs in 18 cities
