When growth stalls, the reason has to be understood first.
More campaigns, more media spend or a new agency rarely fix a fundamental commercial problem.
First it has to become clear what's holding customers back, where the organisation is making the wrong assumptions, and which choice is needed to get growth moving again.
For CEOs, CMOs, COOs, boards and marketing teams who need senior marketing and brand leadership immediately, at a critical moment.
When activity stops leading to growth
The organisation has a marketing team, agencies, data, technology and budget. Yet growth keeps falling behind.
Positioning loses its edge. Acquisition gets more expensive. Marketing and sales work from different priorities. A launch fails to gain traction. Or everyone is working hard, but no one has the full picture.
What's needed then isn't another campaign, but clarity:
- What is really blocking growth?
- Which customers and markets deserve priority?
- Why do customers choose, or not?
- Which behaviour needs to change?
- Which activities should stop?
- What should the organisation do first?
The result is a single commercial direction for leadership, marketing, sales, product and agencies.
From complex situation to executable agenda
A good strategy doesn't just clarify what needs to happen. It also clarifies what should stop happening.
That's why every engagement starts with an objective diagnosis of market, brand, customer behaviour, proposition and organisation. That leads to:
- A sharp definition of the real problem
- Clear commercial choices
- A distinctive positioning
- Concrete priorities
- An executable roadmap
- Clear KPIs and ownership
Brand and marketing aren't treated as soft disciplines here. They're tied to commercial performance, financial risk and enterprise value.
Not a lengthy report that ends up sitting next to the operation, but an agenda management and the team can act on immediately.
Proven at commercial turning points
Red Bull
Tightening regulation kept limiting traditional marketing. The approach was rebuilt into a content and activation strategy, without relying on traditional advertising. An early step toward what later became Red Bull Media House.
Bavaria 0.0
Alcohol-free beer was barely a relevant category. New positioning, new consumption moments, always-on activation. 36% market share within three years.
PayPal
A market that overwhelmingly chose iDEAL. The barrier to use was lowered and tied to existing buying behaviour. Roughly 10,000 new users per week.
Avéro Achmea
An outdated product in a saturated market. New positioning, proposition and market approach. Roughly 200% revenue growth versus prior years.
Hero Gaming
Speedy Spel repositioned for the newly regulated Swedish market. Developed in the period leading up to the successful sale of Hero Gaming.
Chess.com
The growth opportunity wasn't more reach, but better activating existing users. Customer journey focused on the step from passive viewer to paying subscriber.
For moments that call for senior expertise, fast
Temporary senior marketing and brand leadership is relevant when:
- Growth is slowing and the cause isn't clear
- Marketing is doing a lot, but can't prove its contribution
- Brand, proposition or go-to-market needs to be redefined
- Sales, marketing and product aren't working from the same agenda
- A launch or repositioning has to land right the first time
- The organisation is too dependent on price, promotions or paid acquisition
- A permanent CMO vacancy needs to be bridged
- It first needs to be determined what marketing organisation is actually needed
- Investors or a new owner expect faster results
- The business is being prepared for funding, acquisition or sale
Three ways of working together
Growth Activation Audit
For organisations that know growth is stalling, but not yet exactly why. Within two to four weeks, the real blockers, missed commercial opportunities and necessary priorities are made visible.
Outcome: a diagnosis, commercial choices, priorities and a business case.
Strategic Transformation Assignment
For a significant, well-defined commercial question, for example a positioning, category development, market launch, growth strategy, or preparation for investment or sale.
Outcome: a strategy, activation plan, KPIs and an executable roadmap.
Embedded Strategic Advisor
For organisations that need extra seniority alongside the CEO, CMO, COO or marketing team for a period. From a few days a month to an intensive interim period.
Outcome: faster decision-making, one commercial agenda, and senior guidance during execution.
Strategy that becomes manageable
Erik Pas has spent more than 30 years developing strategies that connect brand, customer behaviour and commercial growth.
He has worked for and with, among others, Red Bull, PayPal, Bavaria, Achmea, KPN, Hero Gaming and Chess.com. He has also built his own companies, platforms and strategic models.
Surprize Me
Surprize Me grew from concept to deployment in 255 stores. The platform shows which incentives actually drive customers to their next purchase, and connects customer activation to measurable customer value.
OBHI: Operator Brand Health Index
Translates brand performance into information boards and investors can act on. The model assesses brands across four pillars and 26 indicators, revealing where brand strength, commercial potential and financial risk intersect. Its first application was built for iGaming, where brand value is an important but hard-to-measure factor in growth, investment and acquisition.
This combination of strategist, operator and entrepreneur means strategy doesn't just land well in the boardroom. It becomes measurable, manageable and executable.
Experience across FMCG, retail, e-commerce, fintech, SaaS, telecoms, insurance and iGaming.
Recognition
11 international industry awards, including Brand of the Year (NIMA), a Cannes Lion Award, Challenger Award, Fab Award (UK), Golden Award for Topical Advertising ×2, Golden Esprix, LAMP Gold, LAMP Silver, and SAN Accent ×2.
What clients say
“Erik is an incredibly smart and creative brand strategist with a deep understanding of brand preference, positioning, consumers, market perception and business growth.”
Ismael Diagne, COO / Director
“At eBay/PayPal he demonstrated his execution skills by delivering 10,000 new users per week at high speed.”
Robbert de Haan, Marketing Director, eBay/PayPal
“Erik is a fast-thinking strategist and consultant. He can fully exploit the potential of a brand like no other.”
Piet Zee, Senior Marketeer, Achmea
“Erik is a very passionate and creative marketing consultant. He strongly believes in a non-traditional marketing approach. It's real value for money.”
Peer Swinkels, CEO, Bavaria
Get clear on the real problem first
A first call of 30 minutes is enough to determine:
- Where growth is most likely being blocked
- Which question needs to be answered first
- What form of senior support fits