Carolien Ottjes

About Carolien Ottjes

Carolien Ottjes is a strategic marketing and communication professional with over 20 years of experience in positioning, transformation, and brand development. She helps organizations set their course, sharpen their stories, and realize both internal and external movement.

As CMO of Diergaarde Blijdorp, Carolien is the driving force behind the transformation of a traditional zoo into an impact organization for nature restoration. Under her leadership, Blijdorp developed a new positioning, an integrated content and marketing strategy, a renewed brand identity, and multiple public and B2B campaigns. She also achieved significant team growth (from 5 to 17 FTE), a digital transformation, and new strategic partnerships with, among others, Rabobank, Viessmann, and Dopper.

For this innovative and data-driven approach, Carolien was nominated for CMO of the Year in 2024. The jury praised her vision on brand strategy in a societal context, her leadership style, and her ability to achieve both impact and growth. Under her direction, revenue grew by 18%, the number of subscribers increased by 30%, and customer satisfaction improved significantly. Her work demonstrates how marketing can provide direction, change, and meaning to an organization.

Carolien was also a finalist for Rotterdam Businesswoman 2025 and the founder of OTT Concepts, through which she guides other organizations in strategic change.

Her presentations are strategic, inspiring, and practically applicable. She connects marketing with mission – and shows how to turn vision into change.