Head of Marketing bei Twente Enschede

The FC Twente Case: Turning Big Data insight into effective Marketing Campaigns

Tom Schreurs, a Dutchman from Enschede, has been the Head of Marketing at FC Twente since 2016. He started working for FC Twente’s Marketing & Communication’s team in 2008 while at the same time running his own on-line marketing business Propagandisten.

Tom holds a bachelor degree in Art and Technology from the Saxion University in Enschede and before that he studie Media & Entertainment. His technology background and his experience in delivering webshop and websites for clients makes Tom a technology savy Marketer, a rare breed indeed.

Tom was the last man standing from the marketing team when FC Twente was circling the drain due the financial mismanagement in 2016. During this periode Tom, a live long fan of the club, took charge of the marketing of FC Twente and helped the club survive the most difficult period in it’s existence. His ‘Twente Lives’ campaign, the season ticket campaign after the clubs future was secure, won the Communicator Most Clicked award with an unheard open rate of 83% and click through rates of around 75%. The campaign went on the sell 1.500 more season tickets then the year before.

Based on the succes Tom and his team are now working on implementing a digital, data-driven and personalised marketing strategy accross every source of income for the club. In order to better serve FC Twente's fans, sponsors and increase revenues.