As the Digital Marketing Manager for L’Oréal in the Netherlands, Annelies is responsible for the digital strategy and the development of digital assets for the brands L’Oréal Paris, Men Expert, StudioLine, Garnier, Maybelline and Essie. Annelies started her career at an energy company: Alliander. After several positions, including Market Manager Consumer/Small Businesses where she created the largest viral campaign in the Netherlands in 2010 for Energieveilig, she made the switch to the FMCG industry. With her passion for new media and integrated marketing concepts, she decided to transfer from general marketing to the world of digital marketing and integrated communications. Her career at L’Oréal started with the very successful Pure Active interactive campaign “Spot the Spot” on the Dutch largest social network at the time: Hyves. This has brought Pure Active to the nr 1 position in the young skin segment. In the last few years the digital campaigns were expanded to integrated marketing campaigns such as: the Casting Crème Gloss Glossy Girl Contest and StudioLine Studio Sessions. Next to specific product campaigns, she developed branded content specials, for example the largest Fashion Week Special in the Netherlands. Furthermore she was responsible for the creation and strategy of the social media channels for the entire Consumer Product Division. In 2012, Ilovemakeup.nl was awarded best branded YouTube channel in the Netherlands. During her time with L’Oréal, Annelies has managed to bring this channel from 0.5 million views a year to over 5 million views a year.