SELECTED WORK.
Different projects.
Real work to show for it.
From website renewals and cross-border campaigns to teams finding a better way to work. Here’s what I took on, who I worked with and what came out of it.
The National Lottery
Corporate website transformation · video production
One website. Many stakes. More stories to tell.
Renewing the Belgian National Lottery’s corporate website meant bringing together different audiences, departments, content requirements and digital systems. As part of a wider ICT and Marketing & Sales programme, I coordinated the corporate website transition.
The project restructured more than 200 legacy URLs into a clearer, thematic and audience-focused architecture, in three languages. The site was delivered on schedule, with room for modular development after launch.
And then came the cameras.
As several departments needed videos for the new site, I started producing explainers and reports. After the website launched, Corporate communications continued the collaboration with video productions across the organisation, for a wide range of platforms and screenings.
Molenbeek for Brussels 2030
Communication leadership · MARKETING · Multichannel campaigns · Team management
From ‘hellhole’ to creatively generous.
Molenbeek has had plenty of stories told about it. But rarely by the people who actually live there. Molenbeek for Brussels 2030 set out to change that narrative as the Brussels Region’s bid to become European Capital of Culture in 2030. I joined in 2021 as a strategic adviser and soon led all communications, branding, campaigns and the teams behind them.
After reaching the final selection round, we radically changed the project’s identity. Creatively Generous opened the candidacy to people across Molenbeek, Brussels and Europe, with inclusion, hyper-diversity and participation at the core. Around 20 young local creators produced campaign content that travelled across continents on social media, public transport, billboards, radio, TV and print.
In 2025 alone, we reported over 3 million online video views, over 600.000 people reached online, over 50 million impressions through outdoor advertising, and more than 300 national and international press mentions.
The title went to Leuven. Molenbeek’s story travelled much further.
Greenpeace Belgium
Content & Social media strategy · Editorial leadership · Website transformation
One planet. A global platform. A Belgian voice.
When Greenpeace International rolled out its new website infrastructure, Belgium needed more than a translation. The content, information architecture and tone of voice were due for an overhaul: less about Greenpeace as an organisation, more about the people supporting its causes.
I led the Belgian content strategy, simplified the website structure and renewed the tone of voice.
Then came the challenge of rephrasing and aligning over 220 articles and pages in two languages. I assembled and led the writing team, coordinating expert reviews, quality checks and publication. The new website launched on time and on point.
And the collaboration continued: developing and implementing a new social media strategy, followed by coaching Greenpeace’s editorial and socials team.
“Maarten delivered high quality results within the set deadlines, often exceeding expectations.”
Vera Zajeca, EU Agency for Support for BEREC
See more testimonials ↗
More selected work
Body of European Regulators for Electronic Communications
Stakeholder communication · Campaigns · Event promotion
Getting the right people involved
For several hybrid BEREC Stakeholder Forums and Public Debriefings, I audited BEREC’s social media presence, developed a digital communication strategy, managed content planning and execution, and ran targeted paid campaigns reaching experts and stakeholders all over Europe.
Not every audience needs a mass campaign. Sometimes reaching the right people on the right substance matters more.
VLIR-UOS
Communication strategy · team coaching · Website renewal
Helping good people work even better
A new strategy, better planning and workflows, and a website to rethink. As part of a project led by Josworld, I coached the VLIR-UOS communications team through developing and implementing a new communication strategy and restructuring and migrating its website, including partner and technology selection.
The work was successfully delivered, with the team taking ownership and me providing advice, practical support and knowledge transfer.
Kapitein Winokio
App launch · Digital campaigns · Livestreams & content
Good content likes to travel
For Kapitein Winokio, I advised on digital communication, coached the team, managed the succesful go-to-market campaign for the Radio Winokio app, optimized webshop customer journey’s and helped develop livestreams for social media and in-app audiences.
The assignment moved between strategy, campaign planning, content creation and practical production. A useful mix when something needs thinking through and making in the same week.
“We produced several campaigns, strong in content, with a good rhythm, and inspiring for an audience of young people in Brussels.”
Maya Galle, ART2WORK
See more testimonials ↗
ART2WORK
CAMPAIGNS · SOCIAL MEDIA · CONTENT & VIDEO PRODUCTION
Young Brussels has other things on its mind.
ART2WORK helps young people in Brussels discover opportunities, build confidence and find their way towards work. But how do you make it resonate with the people you’re trying to reach? I created campaigns combining content, social media and video.
Agentschap Natuur en Bos
Explainer videos · Drone footage · Audiovisual storytelling
Some stories are better shown than explained.
For Agentschap voor Natuur en Bos, I produced videos about Sigmaplan projects, using clear storytelling and visual production, often carried by drone footage, to make complex environmental subjects more accessible.
HUMO
earlier leadership experience
Digital management · Editorial teams · Products & innovation
Keeping an established media brand moving.
Before starting M.Advice, I spent nearly a decade at HUMO, moving from online and editorial leadership into broader digital management and business innovation. I worked across stakeholders, content, platforms, products, audiences and commercial priorities while managing the multidisciplinary team. It often meant juggling all those stakes at the same time.
After starting M.Advice, this joyful collaboration continued for a couple years, focussed on managing flagship digital or hybrid editorial projects, such as the live festivals reporting, Humo’s Rock Rally or Comedy Cup,…
Much of the experience I bring to independent assignments today was built there.
Your project has its own story.
Seen something familiar? Tell me what you’re working on. I’m happy to talk through the approach, the practical challenges and what might be useful in your situation.