Chapter 3.1: Reflection zoom in 3-5 tasks
Task 1: Event management - ESPHM (European Symposium of Porcine Health Management) and Serbia PCR workshop 2025
European Symposium of Porcine Health Management
Serbia PCR workshop 2025
Marketing materials
European Symposium of Porcine Health Management
ESPHM 2025
Situation: ESPHM is the first event/ tradeshow I have been involved in since January. IDEXX always has a booth and representatives here. It is an annual event, and this year it happens in Bern, Switzerland. Taking advantage of this, IDEXX has organized a tour around the IDEXX facility in Bern one day before the ESPHM happens. Therefore, the preparation is now more than only for ESPHM. My responsibility is to support all tasks related both for the tour and also for the tradeshow ESPHM.
Task: The stakeholders involved were Silke (PSV Swine) and Kristina as the project lead, Marta and I supported from Marketing perspective, and other 6 people from the Sales, and Global Medical Affairs team. The activities/ tasks were various, ranging from taking note during preparation meetings, communicating with all internal (IDEXX) stakeholders about the progress, to sending the invitation (embedded the registration link) to all potential participants (IDEXX partners) in the IDEXX Bern facility tour, and tracking the registration. Regarding the ESPHM, Marta gave me the chance to take over some tasks of a regular employee rather than an intern. Specific description lies in the Action part.
Action: The first task I received was to create a landing page to show about the IDEXX facility tour agenda, include registration form and all contact/ other information related. I also joined in all preparation meetings to keep track of the progress and see how the event preparation looks from a Marketing perspective. Then, I was also managing the list the of registered, communicating with them about the details (by designing a booklet), arranging the lunch (contact with Sonja - Administrative Associate Sr in IDEXX Bern and also the food supplier), designing the menu for lunch, the name card, the General banners to welcome guests, managing the print and shipment, brainstorming the dinner theme and proposing some ideas for IDEXX goodies/ merchandises.
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Regarding the ESPHM, I was responsible for registering all IDEXX participants on the event’s website, processing the payment of the trade show tickets - which I thought was easy. But it turned out that I needed to work with the Finance department to request the payment that involved lots of small (complex) steps - requesting to create a vendor in the system, once getting the code for the vendor, I needed to request the payment with the invoice attached. In the end, I managed it and Marta was really satisfied with the result. She left the task to me and I reported the result to her! In addition, I also decided on the goodies quantity and managed the shipment to the event!
Result: The landing page, booklet, Dinner theme proposal can be found here. The General banners can be found here. Overall, everyone was satisfied with my artwork and my added values to the preparation of the event. More details can be found in the feedback forms of Marta and Kristina.
Result: The landing page, booklet, dinner theme proposal can be found in Appendix 12. The General banners can be found in Appendix 14. Overall, everyone was satisfied with my artwork and my added values to the preparation of the event. More details can be found in the feedback forms of Marta and Kristina.
Reflection: I have really enjoyed the event management, which I told Marta from the beginning that I would love to dive into! Generally, it is such a chance for me to know about event management from A to Z: when to start the kick-off meeting (4-5 months before the event happens), what to discuss in each meeting, which actions should be performed from the Marketing support side. Specifically, I learnt about a new tool to create the landing page (Instapage), and the integration of the form registration and the Mailchimp to automate the confirmation email for the registered! I used Canva and Indesign to design all materials. My communication skill improved significantly when I had the chance to communicate with both internal stakeholders when I proposed the goodies ideas to Kristina and Silke, when I talked to all IDEXX participants to confirm their presence for me to register them, when I emailed the Finance team about the payment! Besides, external communication includes sending invitation emails to all potential partners to register for the IDEXX Bern tour, talking to Karen (from Groen) to ship all materials to the event location in time.
Event list management
Marta (Marketing Associate) who is responsible for event management
Investigating the events, Monday.com
Serbia PCR workshop 2025
Situation: Serbia PCR workshop is the event that I feel like I can work mostly autonomously during the preparation! It is the event that IDEXX co-hosted with VSI, most of the preparation is led/ managed by VSI - Veterinary Supply International. From the IDEXX side, there is some support from Marketing!
Task: I was invited to join a planning meeting with Artur (Sales Consultant and project leader), along with Marta and Angel. During this meeting, Artur requested support from the Marketing team. Rather than coordinating through Marta and Angel, I took ownership of the marketing deliverables and worked directly with Artur. My responsibilities included:
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Creating a landing page for the event
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Coordinating email communications
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Designing the event flyer, banners, and certificates
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Organizing the shipment of goodies
Additionally, I maintained direct communication with Srdjan from VSI to ensure he was updated on the progress of all marketing support.
Action: I successfully delivered all the support they needed - Appendix 12 (5). I used all resources (photos, information about the Internal Sample Control flyer, etc) from Box - the internal document storage to complete the tasks as well as possible. I proactively contacted Artur and Srdjan for feedback and improved to make all materials the best versions, ensuring it was tailored to the audience and aligned with IDEXX branding standards!
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Result: All marketing materials were completed on time and delivered successfully. They were well-received and highly appreciated by both IDEXX and VSI teams. The materials were used prominently during the workshop and acknowledged by Artur and other team members (Chapter 5). This project showcased my ability to manage marketing support independently while maintaining strong collaboration with stakeholders.
Reflection: This experience demonstrated my capability to work autonomously, take ownership of cross-functional projects, and communicate effectively across different teams. It also helped me build confidence in managing event marketing end-to-end, and deepened my collaborative relationship with the Sales team and external partners.
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Bonus: From managing two events and participating in regular planning meetings, I recognized the need for greater efficiency and consistency. As a result, I developed a MASTER template to streamline note-taking during meetings and created marketing materials and goodies order forms. This template has helped automate key parts of event management, improving both accuracy and turnaround time for future events (Appendix 7)
Task 2: Infographic/ Summary sheet about LPD NPS score: Visualize the data from the survey result to spread internally and externally
Situation: At the end of each year, IDEXX LPD EMEA conducts an NPS (Net Promoter Score) survey to evaluate customer satisfaction and loyalty. The survey includes questions like, "Based on your experience with IDEXX, how likely are you to recommend us to a colleague?" The data collected is essential for understanding how well we are meeting customer expectations across various markets and for identifying areas of improvement. Specifically, in December 2024, we had the survey result and Yusi (Marketing Specialist) presented it in a powerpoint.
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Task: In early March, I was asked by Yusi to create a visually engaging one-page infographic or summary sheet to present the 2024 NPS results. The goal was to make the data more accessible and shareable internally across departments, and externally with selected stakeholders. The design needed to highlight key insights, including the overall score, regional performance, verbatim feedback from customers, and year-over-year trends - while aligning with IDEXX’s new branding.
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Result: The final infographic was well-received internally and praised for its clarity, professionalism, and alignment with the new IDEXX look and feel (Appendix 13). It has since been used in internal communications and by sales representatives in the field to highlight customer satisfaction. It helped transform raw data into a powerful storytelling tool that reinforced IDEXX’s commitment to listening to and acting on customer feedback.
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Reflection: This project allowed me to sharpen my skills in data visualization and storytelling, while also applying branding knowledge in a new context. I learned how to balance detailed information with visual simplicity to ensure the message was not only informative but also engaging. Most importantly, it showed me the value of turning customer insights into meaningful communication that drives internal motivation and customer trust. In addition, I used Figma to design and Yusi really loved the idea!
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Bonus:
Kristina also asked me to help her with designing a graphic explaining the PCR controls that would be used in a digital paper. The challenge was to create a clear and concise visual that included four icons but only three pieces of accompanying text, requiring thoughtful alignment between imagery and messaging. I began by carefully reviewing the scientific content to ensure I fully understood what each control represented. Then, I designed custom icons that were simple, consistent with IDEXX’s visual style, and instantly recognizable. I also worked closely with Kristina to refine the layout, ensuring that the graphic remained visually balanced and easy to understand, even at a glance.
This task deepened my understanding of how to translate complex scientific concepts into simple, effective visuals, especially when working with content constraints. Pinar also asked me to help with some visuals, such as adding the pop banner into a sell sheet. It reinforced the importance of clarity, visual hierarchy, and close collaboration with subject matter experts. It also gave me confidence in contributing to educational materials where precision and branding are equally important
(Appendix 5).
Task 3: Email marketing - ongoing project
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Situation: The LPD segment at IDEXX has recognized a need to approach the vets in the US by email marketing strategy. While the CAG has a well-established and effective email approach, LPD has unique challenges and requires a tailored strategy. Matthijs identified this gap and challenged me to take work on the project - from research to execution - as a high-autonomy assignment.
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Task: My objective is to develop and implement an email marketing strategy for the LPD segment that reflects its distinct audience and business needs. This includes conducting market research, defining audience segmentation, identifying key messaging themes, and setting up systems for automation, A/B testing, and performance analysis. The final goal is to build a sustainable, insight-driven email marketing approach that supports both awareness and engagement in the LPD space.
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Action: To start, Matthijs and I met with internal stakeholders including Yusi, Jingyue (Email Deployment Lead, Global Web Team), and Benoit (Digital Marketing Growth Partner, Europe and APO) to gather input and understand existing resources and constraints. I created a central document to organize meeting notes, research insights, and a strategy outline, which is now serving as the foundation for the plan. I'm also exploring tools like Canva and Adobe Suite for content creation and testing messaging variations, while building in automation (Mailchimp) and tracking mechanisms to support data-driven decisions.
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Result: Result (in progress):
The project is ongoing. The strategy framework has been recognized for its clear structure and relevance, and I’ve been encouraged to move forward with pilot campaigns. This initiative is expected to lay the groundwork for a more scalable and effective email marketing process for the LPD segment (Appendix 11).
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Reflection: This project has given me the opportunity to lead a high-complexity, high-autonomy initiative that combines strategy, creativity, and data analytics. I’ve learned how to build a marketing framework from scratch while tailoring it to a specialized audience. It has strengthened my confidence in strategic thinking, stakeholder collaboration, and the ability to make decisions that drive measurable outcomes. Most importantly, it’s shown me the value of continuous testing and optimization in digital marketing.
Task 4: Visual creations both digital and physical formats - LinkedIn and Facebook posts (JPG, GIF) and roll-up banners
Rask 5: Communicate with different colleagues and external agencies/ partners
Situation: As part of IDEXX’s ongoing marketing initiatives, there was a need for visually impactful materials to support both online campaigns and in-person events. This included content for LinkedIn, email banners, internal cheat sheets, and large-format roll-up banners. These assets needed to follow the new IDEXX branding and effectively communicate complex scientific messages to a range of audiences.
Task: I was responsible for designing visual materials in both digital and physical formats. This included:
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Two roll-up banners (general animal and technical focus),
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A GIF for LinkedIn supporting the PCR campaign,
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A cheat sheet, LinkedIn post, and email banner for the IPC/IAC campaign.
For the roll-up banners, I also managed the print process, including coordination with the supplier, reviewing proofs, and approving final production.
Action: I first aligned with the our team and Sales team to clarify campaign goals and messaging. For the roll-up banners, I created clean, brand-compliant designs, selected appropriate imagery, and ensured scientific content was easy to digest from a distance. I worked with external print vendors to request, review, and approve high-quality printed versions.
For the PCR campaign, I designed an animated GIF tailored for LinkedIn’s format and audience. I also developed a concise cheat sheet for the IPC/IAC campaign, summarizing key technical information. To maintain consistency, I adapted the cheat sheet content into a LinkedIn visual and a branded email banner, using Adobe Suite (InDesign) and Canva.
Result: All assets were delivered on time and were well-received by both the marketing team and the wider business (Appendix 13 and Appendix 14). The roll-up banners were used at events (Serbia PCR workshop 2025), gaining positive feedback for their clarity and alignment with the new branding. The digital materials, including the GIF and LinkedIn posts, helped increase engagement across IDEXX’s social channels and provided useful reference materials for both internal teams and customers.
Reflection: This project allowed me to further develop my visual communication skills across multiple formats. I learned to adapt complex information into clear visuals, manage end-to-end workflows including print production, and apply the IDEXX brand guidelines in creative yet consistent ways. It strengthened my ability to work autonomously while managing multiple creative outputs in parallel. I was also versatile/ flexible in using different tools (Canva, InDesign) for different visuals (GIFs, banners, cheat sheet).
Bonus:
There were other tasks related to visual creation that improved my InDesign skills. It was to update the FAQ PRRS PCR file (interactive), and create the roll-up banners for South Africa events (Appendix 13 (5)). I remembered that I struggled about how to export the file as the printing version (that requires to have “marks and bleeds”). Thanks to the quick support from Angel and Marta, I knew more about InDesign and how to export the version for printing - which is different from exporting the digital version only.
Situation: In preparation for events and to ensure brand consistency, I was responsible for managing merchandise, shipment logistics, and design requests - tasks that required clear and efficient communication with multiple internal and external stakeholders.
Task: My goal was to coordinate effectively with various partners-including vendors, designers, and global marketing teams - to ensure that all event materials were accurate, brand-compliant, and delivered on time. I also served as a point of contact between area managers and the MarCom team in the US to update distributor information on IDEXX’s official Livestock website.
Action: To begin, I visited Groen, the print company storing IDEXX LPD merchandise, to review our available event materials in person and evaluate what could be reused or needed updating. I then worked with them to coordinate timely shipments of marketing materials and goodies for events across Europe. In parallel, I communicated with Katja from Firm, our design agency partner, to create and update event visuals including banners, flyers, and rebranded icons, ensuring everything met the latest IDEXX branding standards. Moreover, I also communicated with A&Q Business Gift to order the IDEXX napkin, and Leon to order the IDEXX notebook. Additionally, I used Workfront, a new tool for me at the time, to collaborate with the MarCom team in the US. Whenever IDEXX area managers informed me of changes to distributor information, I took responsibility for clearly conveying those updates to MarCom and following up until changes were published on the official website.
Result: My communication skills have been improved significantly (Appendix 6). All shipments and design materials were delivered accurately and on time. Partners appreciated the clarity and responsiveness of my communication. The updates to the website were made efficiently, strengthening trust between field teams and the MarCom department. My ability to coordinate across multiple time zones and teams contributed to the smooth execution of events and consistent brand representation.
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Reflection: This experience sharpened my cross-functional communication skills - especially when managing complex logistics, working with international stakeholders, and using new tools like Workfront. I learned the importance of being proactive, responsive, and detail-oriented in every interaction to ensure projects move forward smoothly and stakeholders stay aligned.
Bonus:
I also didn’t hesitate to reach out directly to the customer support teams of Mailchimp and Instapage whenever I encountered questions or technical issues. Rather than waiting for someone else to step in, I took the initiative to troubleshoot problems independently - asking specific, solution-oriented questions to resolve issues quickly. After finding a resolution, I always made sure to communicate updates to Marta and Angel, ensuring they were informed and the team could benefit from the knowledge I gained. This proactive approach not only helped keep our campaigns on track but also demonstrated my ability to work autonomously while maintaining strong communication with colleagues.
