I’m Jenoff Van Hulle.

My background is in digital performance marketing: strategy, execution, optimisation, and measurement. Over time I became obsessed with the layer behind all of it — the system that makes quality repeatable.

Because that’s what breaks first when teams try to scale.

What I focus on now

I build marketing workflows that are grounded in an organisation’s knowledge, positioning, and tone of voice.

In practice, that means:

• structuring knowledge so it’s usable (and searchable)
• designing retrieval and guardrails so output stays accurate and consistent
• automating the repetitive work while keeping humans in the loop
• connecting execution to measurement so learning compounds

Vector databases and retrieval are useful here — not as a trend, but as a practical way to keep marketing work anchored in what’s true and on-brand.

What I believe is changing

A lot of “old-school manual work” is being absorbed by automation: initial research, first drafts, versioning, repurposing, and routine analysis.

Most teams don’t lack ideas. They lack a repeatable way to ship. Expertise sits in docs, decks, wikis, tickets, and people’s heads. When that knowledge isn’t structured, output drifts.

The marketer’s role shifts upward:

• from producing everything manually
• to designing workflows, setting standards, verifying output
• and improving the system based on performance

That combination — systems + judgement — is where I like to operate.

Why SEO & GEO matter to me

Search is one of the best reality checks we have: it forces clarity around intent, language, differentiation, and distribution.

I stay close to SEO and the shift toward Generative Engine Optimization (GEO). As discovery and conversion move from list results to AI-synthesized answers, being cited requires even stronger authority and structure.

I apply that discipline across all channels — content, ads, and measurement—so everything reinforces the same positioning.

How I work

I’m direct, analytical, and practical. I care about what ships, what can be maintained, and what can be measured.

If you’re building (or rebuilding) a modern marketing engine — grounded, consistent, and scalable — I’m happy to connect.