Geerte Udo holds a master’s degree in Public Administration from Leiden University. Prior to joining amsterdam&partners in 2006, she worked as a consultant for KPMG and Twijnstra Gudde Management Consultants. Since 2013, Geerte has led the marketing strategy at amsterdam&partners, using her analytical mind to develop strategies focused on the profiling and presentation of Amsterdam and the metropolitan region. She is able to balance the needs of various stakeholders (local residents, companies, visitors) as she implements successful product and service concepts. She closely monitors all regional developments, translating the ever-changing environment into a clear marketing direction and approach. Geerte is responsible for the foundation the Iamsterdamcampaign, which expresses the Amsterdam DNA in a visible, appealing and relatable way.