Until recently, Sylvia worked as a brand consultant at Claessens Product Consultants, a design agency in Hilversum. In that position she advised international - mainly beverage and tobacco - companies on brand packaging, corporate identities and portfolio strategy.

Creativity
“At Claessens I supervised a team of designers and project managers. Positioning, vitalising and redefining brand presentations were especially a challenge as advertising restrictions are valid in these industries.”
Being closely involved with the creative process and with clients, improvising and communicating were aspects that also attracted her to this job.

Architecture
From 2001 to 2005 Sylvia worked as a marketing and public relations manager for the Dutch architectural firm Merkx+ Girod. “It was a very all-round and diverse job.” Amongst other things she investigated the feasibility of their own furniture and lighting brand, supported the commercial activities and structured the internal and external company communication.

Department store
After studying business economics in Groningen, Sylvia started her career at de Bijenkorf. Subsequently she worked there as an assistant buyer, market researcher and as a buyer for the lighting department. “My job consisted of making commercial choices, translating trends, product development, selecting, sourcing and negotiating for a profitable productgroup. As a market researcher I developed a good insight into the key success factors of retail and a department store in specific.

Under water
Sylvia’s versatility is also apparent in her private life. After finishing her studies she travelled, worked and improved her Spanish during a trip of seven months through Latin America. In Thailand she followed a divemaster course. “Diving is entering another world, it gives me an enormous adrenaline rush.”

Adventurous
Besides travelling, Sylvia also maintains an elaborate social life, frequently visiting cinema, expositions, concerts and practicing sports. “All of these are important to me: I’m curious, adventurous and enterprising. I want to expand my horizon and look beyond my own preferences and fascinations – this is a quality I also put to use when I am working.”

Energy
Sylvia expects to contribute her knowledge, imagination and experience at ULURU. “We are continuously creating and developing new concepts. I want to be part of that from the start – brainstorming and the first sketch – ‘till the end: client presentations and the execution of a plan. Interesting is that we hardly ever have to amend a proposal. When a client does not go along with it, we can evolve and execute it ourselves so none of the ideas are lost. That gives energy.”