In the heart of Amsterdam, Booking.com’s Trip of a Genius campaign turned loyalty programs on their head, and all it took was a little bit of humor and Brooklyn Beckham. Instead of the usual “loyalty = complicated” vibe, the brand tapped Beckham, known for his, let’s say, less-than-genius moments, to show just how easy and accessible their Genius loyalty program is. The result? A playful social mockumentary that made us laugh while driving home a pretty straightforward point: you don’t need to be a genius to unlock genius-level travel perks.
It was genius in itself, really. By flipping Beckham’s mixed career history into a selling point, Booking.com cleverly demonstrated that loyalty programs don’t have to be a headache—just fun, simple, and totally worth it. The campaign went viral, racking up 9 million views across social media, earning $2.1 million in media value, and sparking a 434% spike in mentions. All thanks to the power of influencer marketing done right—mixing humor, relatability, and a well-known face.
And if there’s one thing we can take away from this, it’s that the right partnerships can launch a campaign into the cultural stratosphere. That’s exactly the kind of creativity and strategy that the top CEOs of Amsterdam’s social media marketing agencies are bringing to the table today.
Top 7 CEOs of Social Media Marketing Firms in Amsterdam
In a city where creativity meets technology, Amsterdam's social media marketing scene is thriving, thanks to visionary leaders who are redefining digital engagement. These CEOs are not just running agencies—they are shaping the future of brand storytelling, content strategy, and online influence. Meet the minds behind the most innovative social media firms in Amsterdam.
1. Toby Southgate
With a track record of scaling global agencies and driving brand transformation, Toby Southgate is the kind of leader who doesn’t just navigate change—he makes it happen. As the Global CEO of We Are Social, he oversees a team of 1,200 experts across four continents, steering the agency’s creative and strategic direction for clients like Samsung, Starbucks, Adidas, and Activision.
His appointment in 2025 came after a series of high-impact leadership roles, including Global CEO at Forsman & Bodenfors, where he championed collaboration, gender pay equity, and creative excellence. Before that, he was Global Chief Growth Officer at McCann Worldgroup, leading key client relationships across Europe and the UK. And let’s not forget his decade at WPP’s Brand Union, where he helped secure the agency’s first major wins at Cannes and the Effies.
Under Southgate’s leadership, We Are Social has continued to expand, including its Amsterdam office, marking the agency’s 16th global location. The city’s vibrant digital scene makes it the perfect hub for social-first creativity, with Sam Grischotti (Managing Director) and Hester Haars (Executive Creative Director) leading local operations. Brands like Crocs have already tapped into We Are Social Amsterdam’s expertise, proving that the agency’s influence in the Netherlands is only getting started.
Southgate’s leadership style blends strategic insight with a deep understanding of brand storytelling, making him a driving force in the evolving world of social media marketing. If We Are Social’s trajectory under his guidance is any indication, the future of social-first branding looks bolder than ever.
2. Robert Withagen
When it comes to turning brands into digital powerhouses, Robert Withagen is the mastermind behind the magic. Leveraging his over a decade-long expertise at Dorst & Lesser, Withagen crafts bold, trend-setting content strategies that resonate across platforms like TikTok, Instagram, YouTube, and Twitch.
Founded in 2011, Dorst & Lesser has built a reputation for full-service social media marketing, offering everything from strategy development and influencer marketing to community management and data-driven social advertising. Under Withagen’s leadership, the agency has collaborated with brands like Alpro, Nikon, Jägermeister, Lidl, and Bavaria, proving that social media isn’t just about engagement—it’s about creating real-world impact.
Beyond his agency work, Withagen is a thought leader in digital innovation, diving into topics like augmented reality (AR) and the future of social interactions. His insights, such as his analysis of Google’s AR glasses prototype, highlight his vision for where technology and social media are headed next.
But it’s not just strategy that sets Dorst & Lesser apart—it’s the creative DNA infused into every campaign. Withagen’s team of 50+ social media specialists thrives on flexibility, innovation, and an unrelenting passion for storytelling. Even their office, the "Watering Hole," reflects this ethos—designed with a fluid, adaptable concept inspired by Taoist philosophy.
Withagen isn’t just leading a social media agency; he’s shaping the future of digital marketing in Amsterdam and beyond.
3. Elvire Jaspers
Elvire Jaspers's entrepreneurial journey began long before WeAreBrain’s launch in 2014. Having successfully founded and sold a startup, Jaspers knows what it takes to build a brand from the ground up.
Today, she leads a team of 70+ innovators, delivering cutting-edge solutions to global organizations and fast-growing scale-ups. Whether it’s AI-driven automation, software development, or strategic consulting, WeAreBrain stays ahead of industry trends under her leadership.
Beyond her role as CEO, Jaspers is a recognized advocate for diversity and inclusion in tech. She has been featured twice in The Next Women 100 (highlighting top female entrepreneurs) and is part of the EY Entrepreneurial Winning Women Europe program. Her passion for innovation doesn’t stop at the boardroom—she’s also an avid sailor, having spent years competing in regattas across the Caribbean, Mediterranean, and U.S. (because navigating the unpredictable waves of entrepreneurship clearly wasn’t challenging enough).
From pioneering AI-driven business solutions to championing women in tech, Elvire Jaspers is a force in the industry. With her bold vision and fearless leadership, she ensures WeAreBrain remains a trailblazer in digital strategy and technology—proving that the future of digital marketing belongs to those who dare to innovate.
4. Linda Rubin
Linda Rubin is a seasoned leader with a wealth of experience in both the tech and financial sectors, currently serving as the CEO of Grover Agency, a key player within the Grover Group. With over a decade of expertise in investment banking, Rubin began her career at Rothschild and JP Morgan Chase & Co., where she specialized in M&A, IPOs, and equity capital markets. Her financial acumen quickly propelled her into senior operational roles, most notably as CFO at FoundersLane and DACH Country Developer at Trivago.
In 2022, Rubin joined Grover Agency as the Chief Operating Officer (COO) and Chief Investment Officer (CIO), taking charge of daily operations and leading fundraising efforts. Her strategic leadership was instrumental in expanding Grover’s global reach and operational capacity. In November 2023, she transitioned into the role of interim CEO, succeeding founder Michael Cassau, and continues to drive the agency’s innovative approach to marketing technology services.
Grover Agency, part of the Grover Group, specializes in building successful brands for the digital era. Rubin’s tenure has been marked by a focus on growth, sustainability, and scaling operations across multiple markets. Under her leadership, the agency continues to break boundaries in the tech industry, helping brands navigate the fast-evolving digital landscape.
With her background in investment banking and her proven track record in scaling operations, Rubin brings a unique blend of financial strategy and operational excellence to Grover Agency.
5. Chichi Zhang
With over nine years of experience in social media marketing, Chichi Zhang has worked with 120+ brands globally, helping them craft compelling content, data-driven campaigns, and engagement strategies that resonate with digital-savvy consumers. Based in the heart of Amsterdam, Chi Media specializes in social media strategy, content creation, management, and advertising, making it a go-to partner for brands looking to dominate platforms like Instagram, TikTok, and beyond.
But Zhang isn’t just leading from behind the scenes—she’s a digital voice in her own right. With a strong personal presence on Instagram and TikTok, she regularly shares insights on entrepreneurship, social media trends, and marketing strategies, keeping her audience (and clients) ahead of the curve.
Her ability to blend creativity with strategic execution makes Chi Media a powerhouse in helping brands engage younger generations authentically. Whether she’s crafting viral campaigns or educating businesses on the latest digital trends, Zhang ensures her clients don’t just exist online—they thrive.
6. Gaston Kaufer Barbe
Gaston Kaufer Barbe leverages his 15+ years of expertise in leading global powerhouses like Coca-Cola and Avon to scale globally and drive real business growth. This experience has eventually landed him at Toucan Insights in 2018. Ever since, Kaufer Barbe has expanded the agency's reach to over 30 countries, working with multinational corporations and SMEs across industries.
His agency offers a full suite of services, from SEO and social media marketing to branding, content creation, and hospitality marketing—all designed to turn insights into high-performing digital strategies.
Beyond leading his agency, Kaufer Barbe is an award-winning entrepreneur and thought leader. Named "Digital Entrepreneur of the Year" by the London School of Digital Business, he has also been featured in Forbes and other top business publications, providing expert insights into luxury travel marketing and digital transformation.
His influence extends beyond business—he’s a guest lecturer at the University of Arizona and the University of Greenwich, where he shares real-world marketing expertise with the next generation of industry leaders.
With a strategic mindset and global reach, Kaufer Barbe has positioned Toucan Insights as one of Amsterdam’s top digital marketing agencies. Whether optimizing a hospitality brand’s online presence or helping businesses refine their digital advertising strategy, he ensures that every campaign is backed by data, creativity, and results.
7. Melissa Slotemaker
Melissa Slotemaker is a visionary leader, a key figure in Amsterdam's social media marketing scene, and the person in charge of MOOI the agency. With over 18 years of experience in the industry, Slotemaker’s expertise is grounded in her passion for storytelling and creating meaningful brand connections. During his time as CEO, she has played a pivotal role in shaping the agency into a full-service communication powerhouse that specializes in PR, influencer marketing, social media management, and events.
With Melissa at the helm, MOOI the agency has flourished, offering a wide range of services that help brands elevate their presence across various platforms. From crafting compelling PR strategies to managing influencer collaborations, Slotemaker's team is known for their strategic approach and creative flair. The agency's work in social media & content studios ensures that brands stay relevant and engage their audiences through fresh, impactful content, while their event planning and brand experience services create memorable moments that resonate with consumers.
In early 2024, Slotemaker made a strategic move by promoting Youssra Benaya to Agency Director, allowing her to focus on streamlining internal processes, expanding MOOI's network, and driving efficiency—key ingredients for scaling up in the ever-evolving marketing landscape.
MOOI’s visual identity update in 2022 marked a new chapter for the agency, highlighting their evolution from a PR agency to a fully integrated communications firm. This shift emphasized their commitment to inclusivity, connection, and innovation.
Slotemaker’s entrepreneurial journey, which began with her founding MOOI PR in 2007, has been marked by consistency and a deep understanding of the power of authentic communication. As a leader, she continues to drive MOOI the agency towards new heights, making her one of Amsterdam's top CEOs in social media marketing.
The Visionaries Behind Amsterdam’s Social Media Marketing Revolution
Amsterdam has cemented itself as a global hub for digital innovation, and at the forefront of this transformation are the CEOs shaping the future of social media marketing. These leaders—visionaries like Toby Southgate, Robert Withagen, and Elvire Jaspers—have built firms that push creative boundaries, leverage cutting-edge technology, and redefine audience engagement.
From trend-driven strategies to AI-powered insights, these agencies are crafting campaigns that don’t just attract attention but foster meaningful connections. As brands increasingly turn to social media for growth, these CEOs and their firms are leading the charge, proving that Amsterdam is the epicenter of digital storytelling.
