AniBlurbs (Column)

Anibal's thoughts on Online Marketing Strategy, Service Design, Tech, Innovation, Business and more…

Anibal do Rosario’s Extended Online Résumé

Hey there, my name is Anibal do Rosario and this is my extended online résumé.

My LinkedIn profile is mainly focused on my Online Media / Tech experience, dating back to mid-2004.

The page you’re reading right now outlines my complete professional background and formal education in detail; going all the way back to 1999, and well before that.

If short on time, please check one of the two links below instead for the tl;dr version:

• Questions or suggestions? Feel free to reach out via my LinkedIn profile »

1-Minute Summary:



As an Online Product Manager & Product Owner at DTG, I’m currently fascinated by the dynamics between Scrum in theory Vs. the day-to-day reality of applying it in an enterprise environment.

I enjoy the challenge of transforming our Business Strategy & Product Vision as efficiently as possible into simple Product Requirements and gaining insight on the impact thereof on:

• Maintenance;
• Testing;
• ROI (UX, NPS & SEO / SEA).

This requires staying in tune with various stakeholders throughout the value chain, as well as switching from a high level to the nitty gritty, across various applications and (external) platforms on a daily basis.

I’m constantly in search of striking the ideal balance between gut feeling and hard data. And challenged by finding the sweet spot between hands-on tactical operations on the one hand, and maintaining an “academic” / analytical approach on the other.

My “True North”? Focussing on maximum long-term results for End Users and other stakeholders.

Above all, I always strive to learn new stuff, so feel free to contact me if you would like to exchange some thoughts & idea’s about where the future of Digital Strategy, Marketing, Service Design and Tech is heading:

Twitter: @AnibalDoRosario
Google Plus: +Anibal do Rosario



Specialities & Interests:

     Online Business Development
     Online Product Development / Management
     Online Product & Customer Lifecycle Management
     Service Design & Upstream Marketing
     Customer Experience / Satisfaction
     Corporate Identity Development / Branding
     SEO / SEA
     E-mail Marketing
     Mobile Marketing


+ I care strongly about:

  • End-users
  • Autonomy
  • Service
  • Customer Intimacy / Customer Delight
  • Privacy by Design



Google AdWords Qualified – Search Advertising
Google | License 496758 | December 2010

Certified Scrum Product Owner
Scrum Alliance | September 2013 – Present



  • English (Full professional proficiency)
  • Dutch (Native or bilingual proficiency)
  • Creoles and pidgins, Portuguese-based (Native or bilingual proficiency)
  • Portuguese (Elementary proficiency)



Content Manager
SCIP, Amsterdam

• Content management for:

• Email campaigns, Social Media, Copywriting and Editorial work for “Ervaringswijzer”.

The goals of SCIP are as follows:

— Promote social participation and self-actualization for mental healthcare clients.
— Stimulate that the renewal and improvement of care comes in the dominion of those directly involved.
— Stimulate projects and initiatives emerging from the demand of the clients.



Product Manager Profile Services
DTG, Amsterdam Zuid-Oost
JAN ’14 – APR ’16



Jr. Product Manager Traffic
DTG, Amsterdam Zuid-Oost
SEP ’12 – DEC ’13

My responsibility as an Online Product Manager / Owner for (Dutch, Internet Yellow & White Pages), is gaining more quality traffic for our advertisers and extending our reach as a platform.

• SEO Product Management:
— Defining the Product Roadmap & Product Vision
— Backlog Management, Test Management, Product Requirements
— Quality Assurance of all User Stories from a SEO perspective
— Content Management

• SEA Strategy (Tablet, Smartphone & Desktop)
• SEM Agency Management

• Syndication Partnership Management of 3rd Parties such as:
— /
— (Sanoma Media)
— (Yelster Digital)
— Tupalo
— Your organization? Call: +31-204-086400

• Product Management of Syndication API and DTG Developer Platform
• Managing Traffic Budget / Online Media Spend for
• Liaise with Finance and Legal departments, in close conjunction with the Product Director, w.r.t. negotiating new and existing contracts with our (prospective) partners, agencies and vendors.
• Liaise with our Web Analyst and external consultants on traffic reports.

About the organization: DTG -formerly know as De Telefoongids BV- connects consumers to businesses via its own online media, as well as those of various 3rd parties.

DTG’s online IYP Search & Find Services engages over 4.5 Million Unique Users on a monthly basis, making our websites and mobile apps rank among the top-tier of high-traffic online destinations in the Netherlands.

Furthermore, DTG has the most complete Dutch Local Businesses database, with relevant & up-to-date information on over 600.000 businesses and +6 million households.

DTG has evolved into the leading Online Marketing Services Agency for small businesses in The Netherlands. Offering practical Online Media advice, as well as a broad range of Online Profile, Presence & Performance Services tailored to SMB’s.



SEO Copywriter
De Telefoongids & Gouden Gids, Amsterdam Zuid-Oost
JUN ’12 – AUG ’12

Note: De Telefoongids has been rebranded into DTG. Hired as a temporary employee via a staffing agency.

• SEO website, On-Page: Keyword Analysis.
• SEO Copywriting for various online sections of based on Keyword Analysis.



Marketing Consultant » internet strategy, Amsterdam
APR ’11 – MAY ’12

Marketing and Digital Strategy consulting for various Start-ups.

“The EN Project” (work title) -Business Consulting & Design Corporate Identity. Not involved with the Online Marketing Strategy / website.
–About the organization: “The EN Project” is a fashion label / distributor, currently operating under the radar. -SEA consulting (2nd opinion) for a new online initiative in the housing industry.

Note: Volunteer job as a service to friends. Goal: To keep the strategic marketing cogs in my head spinning and stay current on industry developments, whilst trying to find a new job during the Late-2000s recession.



Digital Strategist / Columnist / Graphic & Web Designer » internet strategy, Amsterdam
JUN ’05 – MAY ’12

You’re here! :) was a side project which initially saw the light of day as a study project, becoming my vehicle for online consulting, graphic & web design projects for smaller clients.

Since 2008 it has mainly become a vehicle for hosting AniBlurbs; an independent, online collection of columns, essays and links containing my thoughts on Online Marketing Strategy, Service Design, Tech, Innovation, Business and more…



@AnibalDoRosario Online Cases, Amsterdam
JUN ’10 – DEC ’11

@AnibalDoRosario is my online repository for Internet Marketing & Online Strategy Cases, Facts and Figures.

Whereas AniBlurbs is an online column discussing the “Why?” (Strategy), @AnibalDoRosario is about the “What?” and the “How?”; taking a more practical, hands-on approach towards Internet Marketing & Online Strategy.



Medior Online Marketer
eFocus, Utrecht
AUG ’10 – APR ’11

• Developing SEA Campaign Strategies in close conjunction with Lead / Senior Online Marketers.
• Creating, managing and optimizing new and existing Google AdWords PPC campaigns, in close conjunction with Lead / Senior Online Marketers.
• Consulting, research and implementation of:
— E-mail Marketing Campaigns
— Web Analytics
— Online Media selection- & procurement
— Content Management
— Social Media Quick Scans

Kluwer, Estée Lauder, Clinique, Sanidrõme, InfoSupport, iBlue makelaars, Event Company, ShopWorks, eFocus, Medicore, Cure4Finance and ZNetwerk.

About the organization: eFocus is a Dutch Top 10 Full-Service Internet Agency: Web Development | Online Marketing | Conversion Optimization

At eFocus Online Marketers develop and implement Online Marketing Strategies and Campaigns. We focus on increasing (relevant) traffic and business to your online channel via Search Engines (Paid and Organic), Online Campaigns and E-mailings.



Online Marketer
Persoonlijk Zorgnetwerk, Amsterdam
FEB ’10 – JUN ’10

Note: Originally hired as an Online Marketing Manager for subsidiary Factuurdesk / GroenVerhagen.

• Strategic Marketing Plan Factuurdesk / PZN
• Repositioning Factuurdesk and PZN
• Reformulating Strategy, Mission & Vision
• Rebranding Corporate Identity and website for Persoonlijk Zorgnetwerk, in conjunction with management.
• Marketing & Communication, eCopy, press releases, cross- & up selling and Social Media for the following subsidiaries:
— Factuurdesk
— ePGB
— ZoekPgbZorg
• Forging and maintaining strategic partnerships.

Notable Achievements:
Convincing management that Online Marketing was not the solution for our problem, rather we had to restructure and rebrand first, making use of single-sign-ons, cross-selling, offline promotion, strategic partnerships and branding in conjunction with Online Marketing.

About the organization: Our main goal with Persoonlijk Zorgnetwerk (formerly known as “PZN”), is to deliver solutions to any questions which care providers and those requesting care as well as those in need of care, might have, with a strong focus on the Dutch Home Care: – Online invoicing and time registration/tracking solution for small to medium sized teams and businesses. – Online Personal Home Care Budget accountability, invoicing and time registration solution, for those holding a Personal Budget.

ZoekPgbZorg – The largest Dutch online marketplace connecting Home Care providers with those in need of care.

Per Saldo Hulpgids – Online niche marketplace connecting professional Home Care providers with those in need of care. – Dutch news site covering the latest developments in the Dutch Home Care & Guidance industry: @Thuiszorgnieuws



Internet Marketer
GAMsystem, Amsterdam
MAY ’09 – OCT ’09

Note: Merged by VC into Payter, a mobile NFC payments platform, eventually closed down due to the Late-2000s recession. Spiritual succesor: IAM system (

• Responsible for (B2B)
• Responsible for (B2C)
• Strategic Sessions with Marketing / Business Development and CEO regarding:
— Proposition and Positioning
— Exploring new business models (e.g. White label, cloudbased, et cetera).
• Managing external IT / Internet Agency
• Customer Service
• Developing custom Management Information- and Mailing applications for / and in close affiliation with our B2B partners.

Additional Responsibilities:
• “Flying Creative Keep” designing new GAMcards.

About the organization: GAMsystem provided customer registration systems (GAMcard) and loyalty programs to the Hotel And Catering Industry, municipalities, foundations and more.



Customer Care Representative Estate – ING Retail Sales & Service Call
ING Nederland, Amsterdam
DEC ’08 – MAY ’09

Service Representative during rebranding / transition from “Postbank” to ING, consulting & servicing family, notaries and/or friends with regards to bank and savings accounts of customers who’ve passed away.

Note: Hired as an temporary employee via a temporary staffing agency.

[Being a strong Service Design / Customer Intimacy advocate, this was especially interesting as an “in-between / recession” job, as it allowed me to talk directly with the consumers during a major rebranding of a Triple A-brand and experience firsthand (confirming my theory on) the large chasm at large corporations between Promise / Advertising / Branding on the one hand, and Delivering Service / Consumer Perception on the other.]



Account Manager Interactive
ACA/JES Communicatieadviesbureau, Amsterdam
NOV ’07 – APR ’08

Had a multi-disciplinary role at this agency at a time when leading Online colleagues left the team. The online success we’ve managed to achieve together with our clients lies in part in the basic groundwork those team members have laid out in the past.

• Interactive Project- and Account Management for the Royal Dutch Navy key account, co-responsible -together with their own Online / Recruitment department- for their Online Marketing strategy and Online Media-purchase.
• Online Media Strategy / Planning and “sparring partner” for
— Royal Dutch Shell
— Rabobank
• Managing AdWords Accounts for aforementioned clients.

Additional responsibilities:
• Online Evangelist
• Training the Media Executive on (implementing) Interactive Marketing.
• Internal Audit of our custom CMS + Report and recommendations.

Notable Achievements / Results Royal Dutch Navy:
• Fully booked “Infodagen” -Recruitment Days- for the first half of 2008 (key campaign objective).
• Record-breaking amount of applicants in April 2008 (the last record dates back to 2005).
• Conceived three huge web projects, of which two were green lighted and set on track just before I left.
• Recruiting Successfully Awards: 3rd Dutch Recruitment Site 2008 (

About the organization: Rebranded into “ACA Communicatie”, now part of “Steam”.



Content Manager
ID&T Dance-Tunes, Amsterdam
JAN ’07 – AUG ’07

• Directly supporting the General Manager and the Head of Content with acquiring New Business (i.e. record labels).
• Main point of contact for several record labels.
• Drafting / negotiating Licensing-Agreements with record labels.
• Managing the Music Download store, promotions, et cetera.
• Updating the B2B website for record labels and partners.
• Maintain contact with Interactive Agency.
• Writing and managing weekly newsletter (E-mailings in Dutch and English) to over 94.000 addressess.
• Converting, Tagging, Uploading and Managing MP3-tracks.
• Clearing Licenses and Mixing, editing and uploading podcasts for events such as Sensation, Trance Energy and many others.
• Graphic Design.

Additional responsibilities:
• Advising the Marketing Manager with regards to tone-of-voice, staying authentic to our core audiences.
• Consultant / “ear-to-the-ground” regarding:
— A&R
— User Experience & Web Design
— Social Media (EDM community)

Notable Achievements:
• Coined the pay-off “It’s Your Download Store”
• Redesigned E-mailings

Note: part internship.

About the organization: Start-up. Largest Legal Music Dowload Store in the Benelux directly behind iTunes at the time; subsidiary company of leading Dutch dance event organizations ID&T and Q-dance.



Managing Director / founder
Que?! Crossmediabureau b.v., Amsterdam
AUG ’06 – JAN ’07

• Writing Business Plan, Elevator Pitch
• Daily Management of two creative teams
• Project Management
• Account Management
• Managing Project Budgets
• Leading weekly meetings
• “Editor-in-chief” role / copywriting check
• Staying in touch with teachers on a daily basis

Notable Achievements:
Of the 21 “educompanies”, QUE?! was the only one to receive a ++ (A) grade from the Rabobank for my QUE?! Business Plan and Elevator Pitch.

About the organization: QUE?! was an “educompany” with 17 students employed, creating project based “shadow campaigns” whilst pitching against rival Crossmedia Firms.

Assignments for leading Dutch Ad Agencies such as:
• Ogilvy
• Publicis
• KesselsKramer



Project Manager Exposure Support
Sell-Plan Nederland BV, Weesp
FEB ’06 – AUG ’06

• Far East procurement
• Traffic
• Project Manager for various clients (Enterprise and SMB) in
— Telecommunication & Pharmaceutical (premiums)
— Retail (POS)
— World Cup 2006 tie-in merchandise
• SEO consulting for
• Vodafone Nederland
• Casema (now Ziggo)
• Proost&Brand Papier
• Tros / Mooi Weer De Leeuw (Public Television)
About the organization: Sell-Plan offers solutions in two Sales Promotion areas:
• Branded Premiums, Gifts & Merchandise, including Fulfillment and Distribution.
• (Event- and Company) Merchandise.

Note: part internship.



Sales Employee
Praxis DIY – Flagship Store, Amsterdam Zuid-Oost
JUN ’02 – DEC ’06

• Help setting up the Seasonal Shop-in-Shop Stores (Garden Machines, Furniture and Accessories & Christmas), in close conjunction with my Department Manager.
• Order and maintain Shop inventory.
• Maintain contact regarding sales & service with suppliers:
— Bosch
— Kärcher
— Black&Decker
— Weber
— Ubbink
• Training new employees.
• Sales and Customer Service.

Note: part-time from September 2004 onwards due to study and full-time internship / job combo.

About the organization: Praxis Mega & Tuin (Amsterdam South-East) was the Biggest DYI store in The Netherlands at the time and part of retail giant Maxeda (former VendexKBB).



Sales Employee “Oasis” Garden Department
IKEA – Flagship Store, Amsterdam Zuid-Oost
MAY ’01 – APR ’02

• Help designing and setting up the temporary Seasonal Shop-in-Shop Stores (Garden Furniture and Accessories & Christmas), in close conjunction with my Group Leader and the Interior Design department.
• Order and maintain Shop inventory.
• Sales and Customer Service.

About the organization: Location ranked as 11th IKEA store in size & revenue worldwide at the time. Part of the team responsible for rebuilding, as well as running the temporary Garden Department during the major renovation of the Amsterdam store (2000 – 2002).



Team-Leader / Assistant-Manager
Granton Marketing (Triple Dutch Advertising), Groningen
JAN ’00 – FEB ’01

Played a pivotal role in setting up the Groningen branch.
• Taking job interviews
• Coaching & giving Management- and Sales training to the Sales- and Promotion team (approximately 15 to 20 Sales-Promoters and their Leaders)

• Planning Direct Sales-Promotion campaigns in the three northern provinces of the Netherlands for clients such as:
— McDonalds
— FC Groningen
— various local SMB’s such as restaurants, cinemas and barbershops.

• Next to the above still active as a “Canvasser” (Sales-Promoter) on a daily basis.
Notable Achievements:
• Recruiting and building three Sales teams -in conjunction with Management- effectively growing from 4 to 45 team members within the first 2 months.

• High rolling team for seven consecutive weeks in the Netherlands with a weekly revenue north of ƒ12,500 (roughly € 5,672 / $ 8,180).

• Top 5 Benelux office in revenue for 6 consecutive months. (out of a total of 17 offices)
About the organization: An “Offline Groupon, 10 years early” concept. Triple Dutch Advertising Groningen (TDA) was part of Cobra Group Plc. -aka”DS-MAX” in the US.

Specialized in Direct Marketing, Direct Sales- and Promotions, WOM / One-2-One Marketing.

Cobra Group Plc.


Independent Distributor / Canvasser
Granton Marketing (Triple Dutch Advertising), Amsterdam
SEP ’99 – DEC ’99

Direct Marketing, “Canvassing” (Direct Sales- and Promotions), WOM / One-2-One Marketing for the following services in the Greater Amsterdam Area:

• UPC Business subscriptions (B2B)
• Granton Discount Cards for local SMB’s such as restaurants, cinemas and barbershops.
About the organization: An “Offline Groupon, 10 years early” concept. Triple Dutch Advertising Amsterdam (TDA) was part of Cobra Group Plc. -aka “DS-MAX” in the US.

Cobra Group Plc.


Store Clerk
Edah Supermarkten, Amsterdam
APR ’99 – AUG ’99

Sales Employee
Habitat Amsterdam | Classic Art Galleries, Amsterdam
FEB ’99 – MAR ’99


Store Clerk Part-time
Albert Heijn, Amsterdam
NOV ’97 – JAN ’99



2005 – 2008 | Mediacollege Amsterdam – Ma
MBO-4, BOL/4: Media Management

Extracurricular activities:

1) Managing Director “educompany” QUE?! Crossmedia

QUE?! Crossmediabureau is an “educompany” with 17 students employed: Project based “shadow” assignments for Dutch ad agencies such as Ogilvy, Publicis and KesselsKramer whilst pitching against rival Crossmedia Firms.

2a) Internship, Sell-Plan, as Assistant Project Manager Exposure Support
2b) Full-time Job, Sell-Plan, as Project Manager Exposure Support
3a) Internship, Dance-Tunes, as Assistant Head-of-Content
3b) Full-time Job, Dance-Tunes, as a Content Manager
4) Full-time Job, ACA/JES, as Interactive Account Manager
5) Side project,
6) Part-time Job, Praxis DIY, as a Sales Employee


2004 – 2005 | Mediacollege Amsterdam – Ma   (Formerly “GLA”)
MBO-4, BOL/4: Multi Media Design

Extracurricular activities: Initiated side project


1998 – 1999 | Grafisch Lyceum Amsterdam – GLA   (Now “Ma“)
MBO: Graphic Design


1994 – 1998 | CSG Pascal   (Now “Comenius Lyceum Amsterdam“)
HAVO: Dutch, English, French, Biology, Chemistry and Geography


1993 – 1994 | CSG Pascal   (Now “Comenius Lyceum Amsterdam“)




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