Nona Stabel.

The challenge

A strong product, happy customers and a founder with a clear sense of what the company should be. What was missing was a complete brand to carry that, and a route to market the team could repeat every week.

The choice

Nona started with the question of what Driftawave is really up against. The answer shaped what the brand had to prove. On that foundation she built the go-to-market strategy: a few deliberate growth routes, and an equally deliberate view of what Driftawave won't do.

What changed

Within two weeks the company's first complete brand book was in place, and it now underpins everything that follows. Then came target segments and personas, the GTM plan and a weekly rhythm that shows the team where to focus.

Read the full Driftawave case

The challenge

Growth rarely stalls because people stop working hard. It stalls because commercial teams stop working as one: the CEO tells a different story from sales, the company grows faster than the way it works, and marketing spend is hard to defend.

The choice

Look from the inside first, in conversations, calls and meetings, and only then advise. Then make the choices with the team and put them into practice, through three services: Clarify, Align and Grow.

What changed

One clear commercial story, teams that steer by it together, and a way of working the company can keep running on its own afterwards.

Nona runs projects under her own name with the same approach as at STOF. When a challenge needs more than one perspective, she takes it on with Carlijn through STOF.

Visit Nona Stabel Marketing at nonastabel.com

The challenge

A region of different markets, languages and buyers, and a sales process in which marketing only counts if it brings a deal closer. Global campaigns rarely worked as-is for a customer in Amsterdam, London or Stockholm.

The choice

Tie marketing directly to sales priorities. With the regional VP of Sales and the BDR team, Nona chose the target accounts and built account-based programmes around them: executive roundtables, dinners, webinars, regional events and a strong presence at trade shows and conferences. She adapted global campaigns to the language and timing of each market.

What changed

The region gained one go-to-market strategy that marketing and sales carried together, from first contact to customer retention. Campaigns were judged on their influence on pipeline, with dashboards both teams used, and marketing contributed to steady pipeline growth across the region.

That's why Nona knows what it's like when marketing and sales each have their own plan. She sat between them for seven years, and knows what it takes to get them on the same side of the table.

The challenge

A strong slate of films and series in development, but no logo, no brand language and nothing to take to financiers and co-producers. The first brand direction centred on nature and cast Warana as a documentary maker or an activist brand. The founder knew exactly what he wanted to make; the problem was the framing, not the projects.

The choice

Nona moved the positioning from ‘nature as subject’ to ‘worlds as inspiration’, with Endurance as the central philosophy and Cinema That Endures as the promise. Broad enough for features and series, and premium enough for an international market. She designed the logo, a turtle beneath an arch, with a palette of green, cream, navy and gold.

What changed

Warana now presents itself as one recognisable international production company, with one identity and one story, from logo to pitch deck. The brand book sets out the positioning, brand convictions, values, tone of voice and visual identity. The pitch decks give each project its own colour within one house style, and are built so the founder can keep them up to date himself.

Read the full Warana Film Company case

The challenge

Two brands that each needed their own identity, and two audiences at once: parents buying online, and retailers selling the shoes in their stores. Most of the online channel still had to be built.

The choice

For each brand, Nona built one line from brand to checkout. She set up a separate online store for Braqeez and BunniesJR in Magento 2, wrote the marketing plan and managed the planning and budget. Around that she built the whole online channel: search engine optimisation and advertising, email marketing and automation, content, social, reviews and affiliates. For retailers she created incentives, campaign imagery and promotions, so the brand said the same in store as it did online.

What changed

Both brands gained their own home online and one story for consumers and retailers alike, with a customer loyalty programme and an omnichannel approach that connected the online store, the physical store and social media. Every week Nona adjusted course based on the data, from conversion to campaign results.

This is where it started for Nona: making sure a brand says the same thing everywhere, online, in store and in every campaign.