# Léon van Leeuwen > Experienced B2B marketer based in Sandnes, Norway. Today I lead digital growth at Xait. For over ten years I've helped companies with technical products find the message that lands, and build the engine around it. Website: https://leonvanleeuwen.com/ LinkedIn: https://www.linkedin.com/in/leon-van-leeuwen Email: hello@leonvanleeuwen.com ## 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 ## Work ### Senior Digital Marketing Specialist, Xait 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 ### Marketing Manager Netherlands, refurbed 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 ### Global Campaign Manager, Embla Medical 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 ### Marketing and Communication Consultant, Water business unit, Haskoning 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 ### European Integrated Marketplace Specialist, Specialized 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, Specialized 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 - Freelance Marketing Strategist, Self-employed (Mar 2025 to Dec 2025): Strategy, conversion and campaign work for e-commerce brands and scale-ups across Europe. - Digital Marketing Manager, Project Neon (Feb 2022 to Jan 2023): Digital marketing strategy in Stavanger: social campaigns, SEO and email for visibility and lead generation. - Freelance Marketing Consultant, Leval.one (Mar 2019 to Feb 2022): My consultancy: digital marketing strategy, campaign analysis and content for clients in energy, e-commerce and B2B SaaS. - Marketing and PR Manager, Mantel (Jan 2013 to Aug 2014): All communication channels, from social media and the customer magazine to print, email, SEA and SEO. ## Education - Certificate, Machine Learning, Stanford University (2019) - Bachelor's degree, International Land and Water Management, Wageningen University & Research (2008 to 2013) - Associate's degree, Western History, Radboud University Nijmegen (2004 to 2008) ## Tools 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 https://veault.com 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. ## 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)