Bill Van De Laarschot is an experienced executive and has spent more than 25 years using direct-marketing principles to implement both digital and traditional marketing campaigns. Before joining Collegis, Van De Laarschot led loyalty marketing at Carlson Rezidor Hotels where he worked to create a holistic approach to hotel loyalty that focused on the entire customer experience and its impact on brand loyalty. In addition, Van De Laarschot spent seven years as vice president of strategic marketing at Digital River where he led strategy and operations for its internal digital agency. Prior experience includes significant agency experience in direct, digital and branding.
What is the best lesson you’ve learned from your long-term career experience?
One of my first jobs involved developing advertising programs for small colleges, and it continues to be interesting to see what prospective students respond to and how the college selection journey has evolved over time.
But perhaps the best lesson I have learned is that helping others succeed is the best path to your own success. It’s great to see employees and partners grow.
Three words that describe your approach to being a leader at Collegis:
Integrity, honesty, collaboration
What was your favorite course in college?
Consumer research. I’m always intrigued by what we can learn from listening to others. This applies to formal research and daily conversations.