Spargle meets Lea van Oosten
The timeless advice of “Trusting your gut feeling” has often been dismissed as a cliché, but for Lea, instinct and courage have proven to be instrumental in her journey. She is a Freelance Project Manager Membership Acquisition & Activation at PVH, specifically for the Tommy Hilfiger brand. Her story illustrates how following one’s true passions can alter your path and also offers a glimpse into the realm of membership marketing at one of the world’s largest lifestyle companies.
Inspirator: My mother and aunt, both ambitious and self-made women!
Book: A Long Petal of the Sea by Isabel Allende >
Documentary: Our Planet >
“Realizing it wasn’t my true path, I transitioned to marketing & communications.”
Was working in a global fashion company something you had always envisioned?
No, not at all. My family works in the social field, getting into fashion and marketing was quite an unexpected twist. The same applies to my decision not to finish my Law studies. Realizing it wasn’t my true path, I transitioned to marketing and communications. Alongside my studies, I pursued freelance work, a unique choice at the time since few peers were doing that. This journey eventually led me to adidas from brand communications to the membership team, where I spent four years. Now, through Spargle, I’m back freelancing at PVH, still in the membership field.
Could you please elaborate on the responsibilities you currently hold at PVH?
I work within the membership department, exclusively focusing on the Tommy Hilfiger brand at PVH. The core objective of membership remains consistent: creating unforgettable member experiences, ensuring each interaction with the brand is exceptional. This stretches from organizing collaborations with celebrities like Shawn Mendes, to offering rewards such as meet & greets and events in multiple cities, to orchestrating trips to Disneyland Paris. Just like many jobs, it is demanding, yet the incredible team and rewarding outcomes make it all worthwhile. And most importantly: it is so much fun.
What are significant challenges you encounter in your role?
I’d say there are two main challenges. Firstly, handling diverse groups and a wide range of stakeholders. And secondly, the complexity of the projects. Our projects break down into lots of tiny steps, making it tough to keep the big picture. Striking the balance between fostering relationships with external partners, while also keeping the helicopter view on meticulous planning is quite a challenge. Personally, I like this challenge. I’m a people’s person and I genuinely enjoy growing solid relationships in order to get to collective success.
“My inbox rarely crosses 20 emails, it’s my personal sanity trick.”
Besides the stakeholders, how are you able to keep the helicopter view?
Friends used to call me “Lea Lijstje” (List Lea), which is funny, because it is so true. I’m someone who likes to organize – my inbox rarely crosses 20 emails; it is my personal sanity trick. Besides the fact that I like to be organized, it is also key for seamless project management. Of course there are always days where it gets harder to prioritize. I then try to recalibrate and regain focus. Another thing that helps me is to consistently reflect on myself, but also on us as a team: what can we learn from this for the next project? In the end you learn by doing.
What is a typical day at the office for you?
The great thing about my job is that there is always variety. Every project throws curveballs at you and the team, so we often have to creatively deal with issues that we could not have predicted. When we’re close to launching a project, however, my calendar fills with back-to-back meetings. Thankfully, in downtime between pressing deadlines, I get the chance to shift gears. From organizing to more creative freedom. Think conceptualizing new ideas and strategizing for the next phase. I like the routine that comes with bringing campaigns to life, but the creative variety keeps things exciting.
“I’m anticipating a shift towards community-driven memberships.”
What upcoming trends do you see happening at Tommy Hilfiger (PVH)?
I can’t speak for all of PVH, but in our membership team, gamification is on the rise. While we already have giveaways, I see gamification more as tasks leading to specific rewards. Another membership trend I’m anticipating is the shift towards community-driven memberships. Currently, memberships are usually individual, lacking a vibrant sense of community. Platforms like Instagram do offer potential, but are primarily for individual interactions. My hope is to nurture real connections, like sharing outfit advice and offering each other mutual support, in platforms that bring members together such as Discord or otherwise.
What would your golden advice be to the younger generation?
Others have said it before me, but I stand by something I grew up with, which is to work hard and grow by going outside of your comfort zone. The rewards might take a while, but in the end effort gets you to your desired results. In addition to that I would say: keep on networking, get to know lots of people and get yourself out there. Last, but certainly not least, follow your instincts. They are your best guide.
“Follow your instincts. They are your best guide.”
