Enthusiasm is contagious.

SUSAN RABIN

Be a carrier.

ENTHUSIASM · ENGAGEMENT · ALIGNMENT

ABOUT BETTER BUSINESS

Welcome to Better Business, founded by me, Nathalie Soeteman. My mission is to help you achieve your goals through interim management, consultancy, coaching, and training. Let’s work together to drive your success!

Connected for your success

In partnership with Power2Improve I offer coaching, lectures, inspiration sessions, workshops, and training in key areas like marketing, communication, PR, customer experience, brand advocacy, leadership, and change management.

As a board member of Logeion, the Dutch professional association for communication professionals, and a member of the European Association of Communication Directors (EACD) and the European Network for Positive Psychology, I stay connected to ensure your journey is continuously supported and enhanced.

Nathalie SoetemanINTERIM MANAGER, CONSULTANT, COACH, TRAINER

Communication with impact, tomorrow and today

Are you managing a new market, facing a reputation crisis, or navigating another challenging change? Do you need a strategic plan that’s ready to execute? And you still need to keep day-to-day operations running—smarter and more effectively? With over 20 years of experience, I’ve supported multinationals like FrieslandCampina, FedEx, and Vodafone, as well as retailers, financial services, scale-ups, and SMEs. I’ve helped build and run marketing and communication functions, restructure departments, and streamline processes for optimal results.

Immediate action, real results

Clients value my versatile, no-nonsense approach and quick solutions. Some even call me ‘Special Communication Forces.’ I find and make improvements, even when the situation is complex. My approach is pragmatic and strategically business-driven. We work on improvements while the daily work continues, so we see immediate results.

Show and coach for self-sufficiency

I don’t just offer advice; I take action. Together, we’ll set priorities and I’ll guide you and your team every step of the way. This hands-on, results-oriented approach has proven successful time and time again.

Building success together

I support organizations in building and streamlining marketing and communication departments, developing strategies, and executing impactful campaigns. Ready to take your business to the next level? Let’s work together to build your success!

WORK EXPERIENCE

For over two decades, I’ve navigated diverse managerial and consulting positions in B2C and B2B marketing, communication and change. Both in (international) businesses such as FrieslandCampina, Philips, Vodafone, de Volksbank, Primark, Mercedez-Benz/ smart and Telegraaf Media Groep, and for non-profits, including the Maarten van der Weijden Foundation and Special Olympics. I’ve contributed in-house, agency-side and as a freelancer.

WORK FIELD

Delighted to support you and your organization as an interim manager, adviser, trainer and coach, specializing in:

Corporate communication
Leadership communication
Reputation management
Crisis communication
Public relations and media relations
Corporate and social branding
Corporate storytelling
Thought leadership
Marketing communication
Internal communication
Online communication
Brand engagement
Employee advocacy
Purpose marketing and CSR communication
ESG and sustainability communication
Customer experience
Change management

EXPERTISE

My broad and deeply developed expertise summarizes as:

Enthusiasm
Engagement
Alignment

With pleasure I use my knowledge, experience, and skills in the field of marketing, communication, change management, training, and coaching to accelerate and strengthen your transition process.

EDUCATION

In order to guarantee clients the highest possible quality, I stay abreast of the latest developments and best practices. Therefore, in addition to my work, I took the Executive International Master of Science in Corporate Communication at Rotterdam School of Management, Erasmus University. Previously, I completed my Master of Laws studies at Leiden University and the post-academic course Change Management at AOG School of Management.

I am a recognized Superpromoter Consultant, Certified Coach and Master Mentor for the Certified Triple A + Trainer, Teacher and Coach Training Triple A+ Trainer, Teacher and Coach Training. In addition, I followed several courses, masterclasses and trainings in Positive Psychology, transformation coaching, marketing communication, connecting, non-violent communication, (personal) leadership, mindfulness and self-compassion. I took the original Mindful Self-Compassion and Fierce Self-Compassion training courses with founders Kristin Neff and Chris Germer.

Learn more about my background and experience on LinkedIn.

How I can help you and your organization

Examples of topics that I can help your organization with:

Reputation management
Brand management
Purpose marketing
Corporate and social branding
Executive communication
Storytelling and thought leadership
Media relations, PR & spokesperson
Crisis communication
Stakeholder engagement
Employer & talent branding
Employee advocacy and influencer management
Launching successful engagement programs
Change management, training & coaching

Consultancy & Interim

Ready to move your organization forward? I can help you achieve your strategic goals—whether as an interim manager or advisor. Together, we’ll make progress happen.

Coaching

Helping managers, professionals, and teams grow is what I love to do. My approach is tailored to your unique strengths and preferences, empowering you to reach your full potential.

Training & Workshops

Looking for the tools to achieve your goals? Through customized training and workshops, I’ll help you gain practical insights and skills. Designed to fit seamlessly into your daily work.

‘Nathalie’s expertise and dedication were invaluable during a pivotal transformation at Thermo Fisher Scientific. Her exceptional support in driving our thought leadership program helped guide our shift from a product-driven approach to a solution-focused, more humanized marketing strategy. Nathalie’s resilience, persistence, and unwavering focus on customer needs stood out throughout this transition. Her ability to craft impactful materials, deliver persuasive presentations, and provide insightful advice was key in gaining C-suite buy-in for this strategic direction. I felt confident and reassured with Nathalie’s expertise by my side. I highly recommend her for any strategic marketing or leadership role.’

MARIÈLLE BUTTER-TIMMERMANS, MARKET DEVELOPMENT MANAGER - THERMO FISHER SCIENTIFIC

‘Nathalie has an integral, strategic eye and knows exactly what’s needed to move the needle.’

DIRECTOR CORPORATE AFFAIRS & COMMUNICATION, CPG

‘A year ago, we only dreamed of this transformation. Thanks to your help, we’re seeing our dream come to life more and more each day.’

TEAM MANAGER, FINANCIAL

‘We’re thrilled with the results and look back positively on our collaboration!’

MANAGER MARKETING & COMMUNICATION, HOSPITALITY

‘Thank you for the surprisingly creative and inventive solutions you’ve helped us find.’

MANAGER MARKETING, MEDIA COMPANY

‘Nathalie has extensive experience and profound communication expertise, built on strong strategic insight. She genuinely cares about people and is a warm, wonderful person to work with.’

MANAGER CORPORATE SOCIAL RESPONSIBILITY, TELECOM

‘Nathalie is a seasoned, dedicated, and inspiring colleague who connects effortlessly and delivers tangible results fast. She played a significant role in enhancing the CSR profile of de Volksbank and advancing CSR initiatives across SNS REAAL.’

DIRECTOR RESPONSIBLE BUSINESS, SNS REAAL

‘With Nathalie’s expertise, our team has grown significantly. She is quick, effective, and brings ideas to life immediately. Her approach is both strategically sound and highly practical.’

BOARD MEMBER, NOT-FOR-PROFIT

‘Nathalie brings energy, charisma, and decisiveness to every project. She has a modern and fresh perspective on communication and is a skilled trainer and facilitator. If you’re navigating change and want to make real progress, Nathalie is the right person to help guide you forward!’

PROJECT LEADER NEW MEDIA, FINANCIAL

HONORABLE MENTIONS

My work has been featured in various respected publications and international platforms. The Customer Ambassador and Superpromoter community programs have been recognized as best practices in influential books like Connect! by Menno Lanting and the Enthusiasm trilogy by Rijn Vogelaar. I’ve also been invited to share these insights on global stages, at seminars, and the BNR Customer Show. Dr. Kevin Ruck’s book Exploring Internal Communication: Towards Informed Employee Voice (2019) highlights my contributions to the global sustainability community, including the advocacy program and the Roving Green Reporters initiative I led. Additionally, my work has been featured in podcasts like Women World Wide with Deirdre Breakenridge and New Business Radio.