From her previous role at Ingenico, Laurence Piens grew into her current position within Axepta BNP Paribas six years ago. After the acquisition in 2021, she made the transition and remained on board as Marketing Manager. “I was given the opportunity to continue my work, but within a new environment with new challenges,” she says.

A connecting role within the company  

For Laurence, marketing is much more than just strategies and advertisements: it’s a connecting factor between different teams. “Marketing is like a vehicle that drives through the entire company. We are active on many levels, often behind the scenes. From sales to customer care, from logistics to finance, we support them wherever we can, for example with the right communication materials, tone of voice, or visibility to the outside world.”

The collaboration with BNP Paribas Fortis is also an important part of her job. “Think of joint projects where you work simultaneously with our own teams and external partners. That requires a lot of coordination.”

The versatility of the job: from strategy to creation 

No two days are the same for Laurence. “That’s what makes it exciting. We work on diverse projects and campaigns, and the best part is that you can often work on them from start to finish: from brainstorming to following up on the results.”

Together with her team, she coordinates both paid and organic communication. “For example, we work with an external agency for campaigns, but we also create a lot of our own content internally, from customer stories to social media posts. In those customer stories, we show our added value in a very authentic way.”

At the same time, there are always a number of larger projects that she follows up on. “Take Net Promoter Score (NPS), for instance. We want to continuously learn from what customers tell us. So, we work together with different teams, from customer care to sales, to capture that feedback and really do something with it.”

Room to build and grow together 

What Laurence values most about her job is the dynamics and collaboration. “No day is ever the same. That variation and the fact that you can guide projects from A to Z gives energy. Moreover, I like working in a team. Everyone has their expertise, and together we bring projects to a successful conclusion.”

She also emphasizes the opportunities you get within Axepta BNP Paribas: “If you show initiative, it’s really valued here. There’s room to share your input, to leave your own mark on your function, your team, and even the company.”

Making a difference, every day  

Whether it’s rolling out a national campaign, supporting sales with targeted content, or launching new customer testimonials, Laurence and her team ensure that the customer is always at the center. “As the marketing team we are the company’s showcase, but also a facilitator for other teams. And this versatility makes it incredibly exciting.”