Brand Activation Manager
Joléne Matthysen
To create a successful event, it is important to be able to marvel, to imagine how spaces could look, to turn initial rough ideas and sketches into a memorable event. To understand how atmosphere works, how experiences are created, and how you turn a story into an experience. Our Event Team consists of creative makers, innovative thinkers, and decisive doers. Indispensable for a successful event! Discover who we are and what drives us.
| Job title | Brand Activation Manager |
| Mission at SugarFactory | Telling the story of SugarFactory in such a way that you not only see or hear it, but also feel it. |
| What I do | From strategy to storytelling—within budget and with impact. I ensure that the right target group discovers what SugarFactory has to offer at exactly the right moment: from characterful spaces to creative total concepts. |
| Style | Combines the down-to-earth attitude of the Netherlands with the passion of South Africa. |
| Why I love it | I get to work on a brand that gives space to creativity. No campaign is standard, and that keeps it exciting! |
| Signature move | Deadline approaching? Creativity at its peak. |
| Fun fact | Every month I try out a new creative AI tool – sometimes useful, sometimes fodder for hilarious failures. |
| Favorite event at SugarFactory | The AXA XL Market Event by Day & Nite Event Agency – a New York-themed experience that fit our industrial setting so well that it felt like the Bronx had landed in Amsterdam for a moment. With live graffiti artists, real basketball players, energetic breakdancers, street food, and DJs, you were truly transported to the streets of New York. |