Lars Groeneveld

Lars Groeneveld is a marketing professional with extensive experience in both BTL campaigns and digital marketing strategies. Currently serving as Marketingmanager BTL Campaigns for KPN since December 2022, Lars focuses on base management and churn reduction. Previously, Lars participated in KPN’s prestigious Young Talent Program, recognized as Best Traineeship in the Benelux in 2018 and 2019, and held roles in brand strategy and marketing communications, where notable achievements included a significant increase in brand awareness. Additional experience includes working as a Loyalty & Growth Marketer at The HEINEKEN Company, contributing to B2B loyalty program development and trade marketing. Lars also has a solid educational background with a Master's degree in Economic & Consumer Psychology and a Bachelor's degree in Psychology from Leiden University, complemented by additional training in Big Data consumer interactions and fitness.