Dirk van den Broek – Content Specialist

Dirk is one of the Netherlands' largest discount supermarket chains, serving customers nationwide through its stores, website, and weekly folder. As interim Content Specialist covering maternity leave, I took full ownership of the brand's content operations and led the growth of its TikTok presence, alongside a full revamp of the recruitment website.

RETAIL
SOCIAL MEDIA GROWTH
EMPLOYER BRANDING

Goals

  • Maintain consistent execution of weekly folders, homepage, and website content

  • Grow brand visibility and engagement on TikTok among a younger audience

  • Strengthen the "Werken bij Dirk" recruitment website to better attract and convert candidates

Solutions

Website & Weekly Content Operations

  • Managed homepage, weekly offers, and website updates on a weekly cycle, ensuring accuracy and consistency

  • Oversaw weekly folder production and distribution to external platforms

  • Kept product, pricing, and store-page content continuously up to date

Campaigns & Cross-Functional Initiatives

  • Developed dedicated, seasonal campaign pages with supporting backlinking strategy (think of Easter and Mother’s Day)

  • Built an influencer plan in collaboration with the wider team

Recruitment Website Revamp: "Werken bij Dirk"

  • Conducted a full audit and competitor analysis to identify improvement opportunities

  • Rebuilt key pages for the new recruitment website in Phenom Pro CMS

  • Rewrote copy and refreshed visuals across the site to better reflect the employer brand

TikTok Strategy & Content Growth

  • Ran the TikTok Poule including planning, creator briefings, and coordination with HR

  • Developed a new content calendar and social media strategy, presented to management and Team Online

  • Initiated and led the internal social media meeting, taking ownership of the channel's direction

The Results

  • TikTok grew to +50,000 followers within the engagement period

  • Delivered consistent execution of weekly folders and website updates throughout the engagement

  • Successfully onboarded and trained a successor, including full documentation and handover materials

  • Presented new content and social strategy directly to senior management, shaping the team's ongoing direction

  • Contributed to measurable store-level impact by helping address staffing shortages through TikTok visibility

GET IN TOUCH

Ready to discuss your

interim marketing needs?

Whether you're planning ahead for a transition or need immediate support, I'd love to hear about your organisation and how I can help.

EMAIL ME
LINKEDIN

jaimie@thepurposefilledagency.com