Amelia Folkema

Senior Brand Strategy Lead @ Toyota Motor Europe

Brussels, Belgium

Strategic Brand Leader with a decade of international experience, currently steering the brand narrative for Toyota Motor Europe. Expert in fusing data-driven insights with creative storytelling to drive market share. An AI-forward strategist proficient in leveraging automation and holistic team management to streamline workflows. Proven ability to build frameworks that scale across 30 markets, to improve effectiveness through governance, KPI design, supplier management, and cross-functional alignment. Strong at translating complex topics (product, tech, ESG, regulatory context) into clear narratives and enabling markets to execute consistently. Track record of reducing operating costs and delivering concrete efficiency gains.

Tech stack

Miscellaneous

Project Management

Marketing skills

Social media

Back-end

ETL Datawarehouse

DataStage

HR / Sourcing

Strategic Recruitment Planning

Language

Native English

English

Native

Dutch

Native

French

Good

Spanish

Average

German

Average

Japanese

Average

Work experience

Since 2018

Senior Brand Strategy Lead @ Toyota Motor Europe

01 April 2021 -

Architected the new brand strategy framework and narrative pillars, improving alignment and consistency across markets.

Media Strategy Lead @ Toyota Motor Europe

01 September 2022 - 30 June 2024

Created and rolled out a holistic communications framework for media investments across 30 countries.

Marketing Campaign Strategy Lead @ Toyota Motor Europe

01 April 2021 - 31 October 2022

Directed the European launch strategy for 2 vehicles, achieving Silver at the IAB MIXX Awards and consistently outselling launch targets.

Communications officer @ CLEPA (European Association of Automotive Suppliers)

01 September 2020 - 28 February 2021

Managed external communications for the automotive supply chain sector during critical EU regulatory shifts.

Freelance Linguistic Consultant @ Freelance

01 January 2010 - 31 December 2020

Specialized in academic/corporate translations (Dutch/English) and AI linguistic pattern recognition.

Communications officer @ UIA (Union of International Associations)

01 January 2018 - 31 August 2020

Managed all internal/external communications, including annual reports and board reporting.

Education experience

Since 2017

Public relations @ Dublin Institute of Technology

01 January 2018 - 31 December 2018

Master of Arts in Public Relations (First-class Honours). Awards: PR Institute of Ireland Award (Best Student), Teneo PSG Innovation Award.

Business Management - Marketing @ UC Leuven-Limburg

01 January 2017 - 31 December 2017

Bachelor in Business Management - Marketing (Summa Cum Laude). Awards: 1st place strategic communications plan.

Amelia Folkema

Tech stack

Miscellaneous

Back-end

ETL Datawarehouse

HR / Sourcing

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Welcome on board!