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I'm Laurence Routenaer, a Digital-savvy Product Marketer with 10+ years shaping digital journeys, translating business and customer needs into clear product requirements, and driving adoption across complex platforms. I excel at UX writing, content strategy, analytics, and cross-functional collaboration within Agile environments. I turn insights into actionable improvements that elevate user experience and platform performance, and I'm known for clarity, autonomy, and seamless stakeholder alignment. I thrive on turning data and feedback into practical strategies, leading onboarding flows, digital tool adoption, and multi-channel campaigns. I am comfortable working with IT, UX, Legal, Compliance, Sales, and Regulators to deliver measurable outcomes and scalable content solutions.…I'm Laurence Routenaer, a Digital-savvy Product Marketer with 10+ years shaping digital journeys, translating business and customer needs into clear product requirements, and driving adoption across complex platforms. I excel at UX writing, content strategy, analytics, and cross-functional collaboration within Agile environments. I turn insights into actionable improvements that elevate user experience and platform performance, and I'm known for clarity, autonomy, and seamless stakeholder alignment. I thrive on turning data and feedback into practical strategies, leading onboarding flows, digital tool adoption, and multi-channel campaigns. I am comfortable working with IT, UX, Legal, Compliance, Sales, and Regulators to deliver measurable outcomes and scalable content solutions.

Laurence Routenaer

Product Marketer, UX Designer, Content Strategist, +1

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I'm Laurence Routenaer, a Digital-savvy Product Marketer with 10+ years shaping digital journeys, translating business and customer needs into clear product requirements, and driving adoption across complex platforms. I excel at UX writing, content strategy, analytics, and cross-functional collaboration within Agile environments. I turn insights into actionable improvements that elevate user experience and platform performance, and I'm known for clarity, autonomy, and seamless stakeholder alignment. I thrive on turning data and feedback into practical strategies, leading onboarding flows, digital tool adoption, and multi-channel campaigns. I am comfortable working with IT, UX, Legal, Compliance, Sales, and Regulators to deliver measurable outcomes and scalable content solutions.…I'm Laurence Routenaer, a Digital-savvy Product Marketer with 10+ years shaping digital journeys, translating business and customer needs into clear product requirements, and driving adoption across complex platforms. I excel at UX writing, content strategy, analytics, and cross-functional collaboration within Agile environments. I turn insights into actionable improvements that elevate user experience and platform performance, and I'm known for clarity, autonomy, and seamless stakeholder alignment. I thrive on turning data and feedback into practical strategies, leading onboarding flows, digital tool adoption, and multi-channel campaigns. I am comfortable working with IT, UX, Legal, Compliance, Sales, and Regulators to deliver measurable outcomes and scalable content solutions.

Available to hire

I’m Laurence Routenaer, a Digital-savvy Product Marketer with 10+ years shaping digital journeys, translating business and customer needs into clear product requirements, and driving adoption across complex platforms. I excel at UX writing, content strategy, analytics, and cross-functional collaboration within Agile environments. I turn insights into actionable improvements that elevate user experience and platform performance, and I’m known for clarity, autonomy, and seamless stakeholder alignment.

I thrive on turning data and feedback into practical strategies, leading onboarding flows, digital tool adoption, and multi-channel campaigns. I am comfortable working with IT, UX, Legal, Compliance, Sales, and Regulators to deliver measurable outcomes and scalable content solutions.

Skills

Copywriting

Product Design

Web Design

Experience Level

Copywriting

Expert

Product Design

Expert

Web Design

Expert

Language

French

Fluent

Dutch

Advanced

English

Advanced

Work Experience

Senior Customer Journey Expert at ING Belgium

January 1, 2022 - Present

Leading content, SEO, UX writing, email strategy, and digital adoption initiatives. Onboarding flows, campaigns & cross products campaigns. App maintenance & enhancement. Designed workshops, demos, and training to support digital tool adoption. Improved digital journeys through data insights and user feedback. Stakeholders management (IT, UX, Legal, Compliance, Sales, regulator, ...). Leveraged AI/Copilot to accelerate content production and structure (landing pages, campaigns, …). Product & Project management - SEO, SEA, Geo.

Specialist Customer Journey Expert at ING Belgium

January 1, 2021 - January 1, 2022

Translated complex processes into clear communication. Streamlined flows to improve compliance & onboarding. Coordinated squads for risk & process. Structured & automated communication across the Tribe.

Customer Journey Expert at ING Belgium | Business Lending

January 1, 2019 - January 1, 2021

Built training materials and automated communication flows. Conducted user interviews and optimized B2B digital journeys. Supported Sales teams in adopting new digital tools. Managed COVID-related digital adaptations for Business Banking, including automation upgrades and compliance audits.

Web Marketing Manager | Product Manager | Business Owner at Belgacom (Proximus)

January 1, 2013 - January 1, 2019

Rebranding project, B2B content, chatbot launch, digital identity. Digital content, campaigns, guides, UX assets.

Executive Assistant to the CEO at Belgacom

January 1, 2009 - January 1, 2013

Strategic coordination & communication.

Various Roles - Administrative Support at CBRE / Robert Half International / Unique / Proteine

January 1, 2007 - January 1, 2009

Content creation, newsletters, commercial materials, administrative support.