ABOUT

About Hide and Seek

We are a young, ambitious and fun team with offices in both Eindhoven and Amsterdam. We are living apart together, that way covering The Netherlands from South to West and North to East. For us and our customers this works just perfect.

We are a team of experts in online advertising and work with all the online advertising tools every single day. The aim of Hide and Seek is to always be the agency of choice. That’s why we always involve our customers, communicate closely with our customers and make sure we are fully transparent and cooperative in everything we do.

2011

Roots – Google Dublin

Erik Theelen and Sabine Roex – met at the EMEA HQ of Google in Dublin, where they worked as a team. Sabine brought in the customers with an action plan and Erik build the campaigns and ensured success. They worked closely together and realised they were a great team.

2014

Founding Hide and Seek

During their time at Google they realised there was a need for a new, a different, a more customer focused online agency. An agency, that would always put the customers first. That’s why they founded Hide and Seek in January 2014.

2020

Hide and Seek today

Our team consists of all fun and different personalities. 
Not only our team is great, our customers are great too. They vary from small to big, from Dutch to Australian, from Festivals to a webshop for window blinds. We love them all and hope to work together for many more years to come.

2025

What about our future?

Our aim is to grow, but to never grow too big. We like our flexibility, we like our personal approach, we like our close relationships. And our aim is to always work the way we work today.

2011

Roots – Google Dublin

Erik Theelen and Sabine Roex – met at the EMEA HQ of Google in Dublin, where they worked as a team. Sabine brought in the customers with an action plan and Erik build the campaigns and ensured success. They worked closely together and realised they were a great team.

2014

Founding Hide and Seek

During their time at Google they realized there was a need for a new, a different, a more customer focused online agency. An agency, that would always put the customers first. That’s why they founded Hide and Seek in January 2014.

2020

Hide and Seek today

Our team consists of all different and fun personalities. 
Not only our team is great, our customers are great too. They vary from small to big, from Dutch to Croation, from Festivals to a webshop for elderly people. We love them all and hope to work together for many more years to come.

2025

What about our future?

Our aim is to grow, but to never grow too big. We like our flexibility, we like our personal approach, we like our close relationships. And our aim is to always work the way we work today.

Our approach

H&S tree
1
Get to know all the ins and outs of the customer. The more you know the customer and its audiences, the bigger chances of success.
2
Every customer is different, and therefore needs a custom made strategy. There is no such thing as ‘one size fits all’.
3
Select the right services, channels and formats that fit best with the products, messaging and audiences.
4
Optimise, expand, innovate, communicate, strategise and start again with step 1, it’s a never ending story.

Our approach

H&S tree
1
Get to know all the ins and outs of the customer. The more you know the customer and its audiences, the bigger chances of succes.
2
Every customer is different, and therefore needs a custom made strategy. There is no such thing as ‘one size fits all’.
3
Select the right services, channels and formats that fit best with the products, messaging and audiences.
4
Optimise, expand, innovate, communicate, strategise and start again with step 1, it’s a never ending story.

Why Hide and seek?

 

Knowledgeable

The knowledgeable online advertising agency. Online advertising is not something that can be learned from a theory book. It is a continuous process of trial and error, innovation and testing. That is what we do. Continue until we find out what works best in every different case.

 

 

Strategic

The strategic online advertising agency. We never simply do what our customers ask us to do. We always start with taking a few steps back. This way, making sure that what we plan to do is exactly what it is the customer wants us to do.

 

Personal

The personal online advertising agency. We see ourselves as one team with our customers, sharing the same objectives. That’s why we always involve our customers, communicate closely with our customers and make sure we are fully transparent in everything we do.

 

 

Different

The different online advertising agency. We do not stick to a so-called normal. We do not have strict times, deadlines, means of communications. We just stick to ourselves and of course… to our customers. Just like us, our customers are always different too.

 

WHAT THEY’RE SAYING

Hide and Seek is an integral part of BALR.'s decision-making unit. BALR. values Hide and Seek's expertise in digital marketing as our partnership goes far beyond managing all of our paid digital channels. Next to introducing new features, channels and tools Hide and Seek consults us on our marketing tech roadmap, e-commerce development, influencer marketing and social channel growth. Hide and Seek truly helped us grow our business.

BALR.Thomas van Mastbergen

Let the cobbler stick to his last is a saying to which we refer often at Red Wing Shoes. No wonder that we are in need of expertise to get our beautiful brand to the right audience online. Hide and Seek has submerged themselves fantastically into our Red Wing brand. Due to their succesful contributions to our online marketing, our online shoestore is the strongest growing branch. Hide and Seek is an expert company that knows their way in this ‘new world’. In short, an agency we would want to recommend to everyone!

Red Wing Shoes AmsterdamMenno van Meurs

We are super proud to be able to engage Hide and Seek as our major business partner for online advertising and marketing. Hide and Seek knows how to create online campaigns for multiple goals in several channels - regardless of whether it's Google, Facebook, Instagram, or YouTube. The expert convinces through quality, very fast and good communication and a useful PAROOKAVILLE dashboard which enables a quick live-insight into our online-performance.

PAROOKAVILLEBernd Dicks

For Futureproof.community Hide and Seek has provided a significant added value in increasing the number of visitors thanks to their specific knowledge. Their proactive way of thinking and willingness to delve into complex matters to optimise the Google Ads for our community are highly appreciated.

MVO NederlandIris Carolina de Gruijter

Targeted budgeting provides serious savings. Hide and Seek has up to date knowledge of business and is not only involved in realising, but also in designing the campaigns; good and friendly contact and able to switch well between the different target groups of our events. All this together makes Hide and Seek a valuable partner within our organisation.

BOD EventsMagchiel Koekkoek

Meet the team

Not only are all our customers very diverse, our team members are too. All different and fun personalities that we are very proud to have in our team. Every day is a good day to go to the office, with a fun and positive team like ours.

Take a look at our team and read about them individually in more detail.

Erik

Erik Theelen

Co-Founder

Erik Theelen is medeoprichter van Hide and Seek. Voor Hide and Seek werkte Erik tweeënhalf jaar bij Google op het Europese hoofdkantoor in Dublin als Sr. Account Strategist. Bij Google werkte Erik nauw samen met nieuwe high potential klanten uit de Benelux, om samen hun marketingdoelstellingen te bereiken met behulp van Google AdWords en andere producten van Google. Door het werken met een gevarieerd portfolio aan klanten met uiteenlopende doelstellingen heeft Erik een brede kennis opgebouwd. Zijn specialismen zijn Google AdWords (Search, Display, Mobile en YouTube) en Google Analytics. Daarnaast heeft hij ervaring opgedaan in SEO en Website Optimalisatie. Erik is Google Partner en is Google AdWords, Display, YouTube en Analytics gecertificeerd.
Voor Google werkte Erik eerder bij Philips Consumer Lifestyle als Marketeer en bij Apple Retail. Hij studeerde Marketing Management aan de Universiteit van Tilburg. Erik werkt voornamelijk vanuit kantoor Eindhoven. Meer informatie of wilt u in contact komen met Erik? Neem dan contact op via het onderstaande e-mailadres of telefoonnummer.
Sabine

Sabine Roex

Co-Founder

Late 2013 Erik came with the idea to start an advertising agency. During our time at Google we both worked with many different online agencies, but not one worked in a way that we considered top-notch. So why not do it ourselves? I did not need to think long and now it is already more than five years later. Within Hide and Seek I focus on the organization of our team, I keep myself busy with new customers, I maintain relationships with existing customers and I also now and then manage a campaign myself. Every day finding new and better ways to reach our customers’ audiences continuous to fascinate me. Playing the game and outsmart competition. But certainly, also knowing out customers through and through, ensuring a great relationship for both sides and thus being strong together. This is what makes me tick and gives me the energy to every day push ourselves to be even better. All of this together with our great team, which I am very proud of.

Whenever you feel like a chat to hear more about us and how we work, feel free to reach out!

Julian

Julian Jenner

Online Marketeer

One of the firsts to join the Hide and seek team in October 2014. In these years I've gained a lot of knowledge and experience in the field of online marketing. My specialization is focused on display marketing (Google Display Network) and social marketing (Facebook, Instagram & Snapchat). However, I've also gained quite some experience with Google marketing products (Analytics, Tagmanager, SEA/ Search ads, YouTube/ Video ads, Gmail & Product list advertising/ Shopping). I am also quite familiar with advertising on the LinkedIn network! Because of my broad knowledge, I am able to provide effective and fully customized online marketing strategies for my clients and execute them properly. My strong ability to empathize with any target audience helps me to reach them perfectly with advanced targeting and high-profile advertisements.
Besides Hide and seek I like to travel a lot - especially European city trips to meet up with all of my friends. When I am not traveling, chances are that I can be found either at the gym - or when I am lazy - on my couch to binge watch on Netflix. Either way, my friends and family play a big role in all these activities!
Arnoul 5 jarig jubileum

Arnoul De Wit

Team Lead

I grew up in a 'small' city near Rotterdam. After studying in Utrecht for a while, I started and finished my Media study in Rotterdam. During my study, I became active in organising events and working as a self-employed marketer. After finishing my study I worked on several marketing positions at different companies before fully focussing on online marketing.
After working at several companies I wanted to work at the agency side of digital marketing, so I could have a diverse portfolio of clients and work on multiple projects. In March 2016 I started working at Hide and Seek in Amsterdam and I enjoyed it ever since.
When I am not working I enjoy good food and drinks and having fun with friends, listening to music, going to the cinema and playing some occasional sports.
Jamie

Jamie van der Poel

Online Marketeer

In december 2018, I joined the young and enthusiastic team of Hide and Seek. As account manager I am loving all the online marketing aspects. At Hide and Seek I can learn a lot about this, and I find this very fun and interesting.
Besides Hide and seek I am playing in a handball team as a goalkeeper. I am also passionate about traveling and love to take pictures of the architecture and the culture. If I would get the opportunity to make my dreams come true, I would go to Australia. I would love to see the nature and to spot the kangaroos.
Gabriel

Gabriël Can

Online Marketeer

Born in the east of the Netherlands, I’m living in Amsterdam for almost a decade now. After my BA studies in Advertising, Marketing and Communications, I have worked as a social media- and e-mailmarketer for JACK & JONES and de Bijenkorf. Here I was partly responsible for coming up with, coordinating and the executing creative campaigns and strategies. This is where I first got my hands on the basics of Facebook Advertising. I also have worked as a personal stylist in between.

At Hide & Seek I am able to let my creative side speak in my role as junior account manager, as well as my analytic/communicative abilities. Every day I get the chance to learn the new tricks of the trade of online marketing and execute them for a very cool and impressive portfolio of clients.

My weekends often consist of a party with friends but I also enjoy to hunt for new coffee-spots in Amsterdam, travel the world and (unfortunately) shopping also really relaxes me.

Kelly

Kelly Geerlings

Online Marketeer

About 8 years ago I moved to Amsterdam from the south of the country. Initially, for my Masters in Marketing at VU University Amsterdam, I enjoyed staying in the big city after my studies. After my first job in 'offline' marketing as category manager magazines, I switched to the world of online. I gained my first knowledge at an agency specialized in online fitness marketing. Hide and Seek is the second agency where I have the pleasure of working. Here I can broaden and deepen my knowledge. I do this every day with great pleasure while I work for the coolest customers. Besides work, I love to travel the world, visit music festivals, get sweaty with different kinds of workouts and is watching reality-tv my favorite guilty pleasure!
Jurriaan

Jurriaan Bastinck

Online Marketeer

Hi! My name is Jurriaan and I’m a real import Amsterdammer, for almost 3 years now already. Time flies when you’re having fun I guess! After finishing a Bachelor in Rotterdam which in the end wasn’t really for me, I decided to follow my gut feeling and started a masters in Persuasive Communication at the University of Amsterdam. The best choice that I could have made! During the masters I developed an interest in marketing in the broadest sense of the word, but especially the topic of cognitive biases; judgemental errors in our thinking.

Anyway! The move from Rotterdam to Amsterdam didn’t go unnoticed with my friends in Rotterdam (the football rivalry and all). Luckily I have been able to settle quite well in Amsterdam, especially since I have joined Hide and Seek. After a month I already felt at home and it was as if i’ve entered the cirkle of trust. After a bunch of relevant theoretical knowledge and a year of work experience in the sales/marketing spheres I’m glad to have found something in which I’m willing to develop myself further and learn more about. Luckily this the place to do just that, so they’re going to be stuck with me for a while longer! In my weekends I frequently make the trip back to my hometown in the countryside to get away from the big city for a while. Furthermore, I’m passionate about discovering new cultures and new things in general as well as snowboarding!

Rosa Hide and Seek

Rosa Dijkstra

Office Manager/Finance

I’ve been born and raised in Watergraafsmeer in Amsterdam. Since June 2020 I’ve been working at Hide and Seek. Here, I’m responsible for all finance and office management related tasks. What makes working at Hide and Seek fun for me must be the great colleagues I get to work with every day. Because of this, it doesn’t really feel like work. Financial accounting often sounds like a punishment to people, it definitely does not to me. I enjoy to fiddle with numbers! In 2019 I graduated in Communications & Multimedia Design from the Amsterdam University of Applied Sciences. Because my affinity in graphic design, I every now and then am working as a freelance webdesigner.
In my spare time I enjoy to visit record stores or plant shops, on the hunt for new treasures. Also I love to sip on a good glass of wine on my balcony with friends. I really enjoy the outdoors as well. Once a year, I go on a hiking trip in the middle of nowhere together with my sister and parents.
Caitlin-poppetje

Caitlin Verhoeven

Online Marketeer

Hi there! I am Caitlin and I think it is safe to call myself a real Amsterdammer by now. When I grew up in Haarlemmermeer, I found my way to the capital city quite often. There was no doubt that I would eventually study and live here (7 years already and I am not planning to leave anytime soon!).

My passion for online marketing started growing during my Master studies in Persuasive Communication. At first I thought that social media and content were my cup of tea. After a year and half of working on the client side of marketing, I noticed I was more drawn to data insights and figures. Where better to start a career in this than at an online agency with a broad range of clients? That's exactly how I ended up at Hide and Seek in October 2020, as a Google Ads specialist.

Most of my spare time is dedicated to sports. You can find me on a hockey field no less than 4 times a week, where I am playing as a goalkeeper. Besides playing hockey, I like to maintain my cardio and strength during Crossfit. On weekends I like to visit a club or festival, cook for my friends and I try to travel at least once a year to a destination far far away. A little sidenote: you can wake me for banana pancakes 24/7!

Jennifer + kat

Jennifer Tuninga

Team Lead

My name is Jennifer and I have been working in the online marketing field for quite a while now. Starting as student in psychology, I surprisingly ended up with a Master in marketing. When I started working for Hide and Seek, I was a trainee and quickly became a 'regular' employee. I've had a short intermission at another agency, but rapidly realised I missed the old nest and returned to Hide and Seek. I have a specialisation in social media advertising and I find combining creativity with data the most fun part of my job. This reflects on my personality as well: my interest vary from playing the violin to acting and from painting (Bob Ross) paintings to writing. I often tend to loose myself in True Crime documentaries and I love to get to the bottom of silly facts. Of course I also enjoy the good things in life like fine dining, clubbing and travelling.
Rens poppetje

Rens Greveling

Online Marketeer

Since the beginning of January 2021, I am part of the driven, enthusiastic Hide and Seek team. Together we work on exciting projects and goals which we all accomplish with a unique approach.
Before I started working at Hide and Seek, I worked on numerous projects, mainly for artists and events. I saw and experienced firsthand what it means to work with inspirational individuals and organisations. In hindsight, this was the perfect way to hone my craft. Now, I can cleverly implement my knowledge and experience for Hide and Seek’s clients.
In my spare time you will find me on the fairway, hopefully hitting a hole-in-one on the golf course. Just as I aim to do for our campaigns 😉
Besides that, I like to surround myself with great company and enjoy some good food and wine together. It is the best thing ever.
Being creative is also something I enjoy; I love to make electronic music on my computer and capture captivating shots with my camera. It’s quite some right-side-of-the-brain-activity when you think about it. Luckily, Amsterdam provides new, instant inspiration everywhere I go. I can visit the world’s most exceptional museums and events or absorb amazing city views when I cycle to the Hide and Seek headquarters.
Carmell poppetje

Carmell Kusters

Trainee

My name is Carmell and I am a trainee at Hide and Seek. During this traineeship, I want to learn as much as possible about all facets of online marketing. I believe that my Bachelor in Business Economics and my Master in Communication Sciences provide a solid basis for this traineeship and I am very excited to develop myself as an online marketing expert at Hide and Seek!
I previously gained experience working for an influencer management agency, where I already learned a lot about social media advertising. Furthermore, I have worked at restaurants and clubs for several years during my studies. Although I am not working in that industry anymore, you can definitely still find me at the other side of the bar every now and then.
I was born in Amsterdam but I have lived in a small village in Brabant for most of my life. I recently moved back to Amsterdam and I really enjoy it! One of my biggest hobbies is music, I listen to music all the time and usually sing along too. Besides that, I go running sometimes - although I am not much of a sporty type. But what I probably like most doing in my spare time is to go for a drink or dinner with my friends - which sometimes results in an entire evening of dancing!
Ilse Poppetje

Ilse Mein

Trainee

After living in Groningen for 26 years, I moved to Amsterdam in March 2021. My passion for marketing started during my Bachelor studies, where I majored in Sports Marketing. To broaden my knowledge of marketing, I started a Master in Marketing at the University of Groningen. During this Master studies, I developed a knowledge in the field of Marketing Management and Marketing Intelligence. I graduated in February 2020. What intrigues me about marketing is data: collecting, analysing and transforming data into valuable information to help companies grow is what I like most.
Besides data, I have a huge passion for sports. That’s why you can often find me in the gym or a dance centre in my spare time. Other than that, I also love to travel and discover new cultures. On weekends, I like to hang out with friends while going out for a dance and drinks.
Thanks to Hide and Seek, I am learning all I need to know about online marketing to accomplish my goal: becoming a professional in the field. I particularly want to develop my knowledge in Google ads, social media and data. At Hide and Seek, I am able to do this in a very fun environment.
Simon Gonnet Summer Intern

Simon Gonnet

Intern

Hi I’m Simon. I love advertising. I love people. So it only makes sense to intern at the loving advertising agency. I am currently a student studying advertising at Syracuse University. My goal is to specialise in the strategic side of the business because I believe that good advertising understands the individual. Hide and Seek is a small, tight knit agency that is helping me reach this goal. Besides learning about people, I love to go outside and run, hike, reflect or play tennis (reach out if you think you can beat me).

Wanna join the team?

Our aim is to grow, but to never grow too big. We like our flexibility, we like our personal approach, we like our close relationships. And we like our style. Our aim is to always work the way we work today. Together with you!

Does our approach make you enthusiastic and do you see yourself working at Hide and Seek? Click here to find our current job offers or send us an open application if you think you’re an amazing addition to our team.