Professor Tijs Timmerman

Tijs Timmerman

Tijs Timmerman joined the University of Applied Sciences Utrecht in September 2020 as professor of Marketing & Customer Experience. His prime interest is in helping marketing professionals in commercial and non-commercial organizations to represent, leverage and drive a human perspective on customers in their work.

"Brand builders who love people, build brands that people love"

Trained as psychologist, Tijs started his career as academic researcher in the field of brand management, after which he learned the ropes of commercial brand building at international organizations such as Unilever, Philips, Heineken and as brand strategy consultant.

Field of expertise

  • Brand Strategy
  • Consumer Psychology & Behaviour
  • Marketing

Central to his work is the question of how marketing professionals can uphold a human perspective in creating positive impact on People, Planet and Profit. His focus is on applied research that accelerates the development and delivery of brand-led & human-centric value propositions and experiences. Important enablers in this are the organization’s ability to leverage cross-silo collaboration, and maximizing the potential of creativity and technology to the mutual benefit of customers and company.



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Professor Tijs Timmerman

Tijs Timmerman

  • Professor
  • Research group: Marketing & Customer Experience