Léon van Leeuwen · B2B marketer in Sandnes, Norway

That question has run through most of my career. For over ten years I've helped companies with technical products find the message that lands, and build the engine around it.

Based in

Sandnes, Norway

Languages

Dutch (native)
English (C2)
German (B2)
Norwegian (B1)
French (A2)

Skills

B2B demand generation
Sales pipeline development
AEO and SEO
Marketing automation and CRM
Brand positioning across markets
AI workflows in marketing

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Xait

Senior Digital Marketing Specialist

Jan 2026 to now · Stavanger/Sandnes, Norway

I lead digital growth for Xait, a global B2B SaaS company in document automation, owning the journey from first touch to pipeline across international markets. A big part of the job right now is preparing our marketing for how B2B buyers search and research in an AI-first world.

Demand generation: campaigns across Google Ads and LinkedIn focused on pipeline, plus tests on emerging AI-native ad platforms
AEO and organic growth: making sure Xait shows up when buyers ask AI assistants like ChatGPT and Perplexity, alongside technical SEO and content
Web platform: leading the move of xait.com from HubSpot CMS to Webflow
Marketing automation and CRM: lead scoring, nurture flows and segmentation in HubSpot, with a clean handover to sales in Salesforce
AI in daily work: analysis, reporting, content and campaign testing, so more time goes to decisions
Reporting: data from GA4, Semrush and HubSpot turned into clear insights for stakeholders

refurbed

Marketing Manager Netherlands

Feb 2023 to Apr 2025 · Remote

Owned marketing for the Dutch market of this fast-growing marketplace for refurbished electronics, including brand positioning, budget and growth.

Grew brand awareness in the Netherlands by 20 percentage points
Balanced central brand guidelines with what the Dutch market needed
Steered performance marketing and CRM specialists without a direct reporting line
Managed an external PR agency, leading to national media coverage
Built and managed affiliate partnerships to expand reach

Embla Medical

Global Campaign Manager

Mar 2020 to Feb 2022 · Eindhoven, Netherlands

Led global brand and creative campaigns for Össur's orthopaedic products, with clinicians as the main audience. Össur is now part of Embla Medical.

Launches across six markets
Line manager for a team of three content specialists: hiring, performance reviews and development
Scaled the team to twelve people at peak with contractors and agencies, delivering within budget
Turned complex medical technology into clear, credible campaigns

Haskoning

Marketing and Communication Consultant, Water business unit

May 2019 to Jan 2020 · Arnhem-Nijmegen, via my consultancy Leval.one

An engineering and infrastructure consultancy whose buyers are engineers and asset owners.

Developed and ran the marketing and communication strategy for the Water business unit, growing leads by 25% year over year
Worked with cross-functional teams on campaigns for brand awareness and engagement
Analysed market trends and competitors to find opportunities for growth

Specialized

European Integrated Marketplace Specialist

Sep 2018 to May 2019 · Arnhem-Nijmegen, Netherlands

Led the development and European rollout of the Integrated Marketplace strategy, bridging digital and physical retail.

Guided nine local markets through a phased rollout, aligning central strategy with local sales teams and retail partners
Connected physical retail, rider-direct, click and collect, drop shipment and find-nearby into one customer journey

Content and Marketing Specialist

Jun 2014 to Sep 2018 · 's-Heerenberg, Netherlands

Localised global marketing content for Dutch-speaking markets, with a focus on digital and photo and video production
Managed website analytics and social media for the Netherlands and Belgium

Earlier and alongside

Self-employed

Freelance Marketing Strategist · Mar 2025 to Dec 2025

Strategy, conversion and campaign work for e-commerce brands and scale-ups across Europe.

Project Neon

Digital Marketing Manager · Feb 2022 to Jan 2023

Digital marketing strategy in Stavanger: social campaigns, SEO and email for visibility and lead generation.

Leval.one

Freelance Marketing Consultant · Mar 2019 to Feb 2022

My consultancy: digital marketing strategy, campaign analysis and content for clients in energy, e-commerce and B2B SaaS.

Mantel

Marketing and PR Manager · Jan 2013 to Aug 2014

All communication channels, from social media and the customer magazine to print, email, SEA and SEO.

Education

Stanford University
Certificate, Machine Learning · 2019

Wageningen University & Research
Bachelor's degree, International Land and Water Management · 2008 to 2013

Radboud University Nijmegen
Associate's degree, Western History · 2004 to 2008

Tools I work with

HubSpot
Salesforce
Google Ads
LinkedIn Campaign Manager
GA4
Google Tag Manager
Semrush
Webflow
Next.js and React
Claude and AI automation

Something I built

Veault

A digital legacy platform, built around zero-knowledge encryption so that what people store stays private, even from us.

I took it from idea to live product myself: the positioning, pricing, brand, website and the product itself. Building something end to end taught me more about earning trust than any job could.

Visit veault.com

How I work

Clear priorities, then trust in the people doing the work.

Most teams don't need more ideas. They need to know which few things matter this quarter.

Close to sales, because pipeline is the point.

What sales hears from customers is the best input marketing gets. I use it to sharpen the next campaign.

AI to move faster, judgment to decide what's worth doing.

When anyone can produce content in seconds, context about the customer and taste in what you publish make the difference.

Quick to stop what isn't working.

Including my own ideas. I decide upfront what would make me stop, before I get attached.

What people say

“Léon is a brilliant marketing strategist with a deep understanding of digital performance.”

Maxime Füderer, Embla Medical

“His knowledge of marketing automation transformed the way we approach customer engagement.”

Johan Kuipers, Haskoning

Get in touch

I'm happy to talk about marketing for technical products, go-to-market in new markets, or putting AI to work in a marketing team. I occasionally take on a selected project alongside my work.

hello@leonvanleeuwen.com