P&G
128 product variations smoke-tested in 45 days
For Procter & Gamble.
Utrecht · NL · Benelux · EU
Agentic Marketing
Consultant
Not a prompt engineer. A senior marketing leader who builds and runs AI-agent workflows inside marketing teams, with a person approving what goes live. Agent workflows in production since 2023.
WHAT IS THIS
An agentic marketing consultant is not a prompt engineer.
It's a senior marketing leader who treats AI agents as a new layer of the marketing operating system, the same way the previous generation treated MarTech, automation, and cloud. The job is to decide what should be done by an agent, what should stay with a human, and how the two surface to the board.
WHAT YOU GET
- An agent stack inside your existing MarTech, not a parallel one
- A 30/60/90 plan, and a way to measure throughput
- Board-ready reporting that agents draft and humans approve
- The stack documented, and the knowledge transferred to your team
- An engagement structured to satisfy the Dutch Wet DBA, audit-ready for legal and procurement
THE RECORD
Launch and venture work. Agent workflows in production since 2023.
Nestlé
oleus.com launched across Europe using Lean Startup
For Nestlé.
BNP Paribas
A shell corporate venture, validated and handed back within four months
For BNP Paribas. It was created and run to validate landlord energy needs after the Ukraine crisis.
METHODOLOGY
Four stages. Nothing improvised.
1. Diagnose what's worth automating
I map the workflows that repeat and need no creative judgment first. Anything where the answer is a recipe gets an agent. Anything where the answer is taste stays with humans.
2. Build the agent stack
n8n, Zapier and Make for orchestration and Claude for reasoning, for repetitive work such as content briefs, campaign QA, weekly reporting and lead routing. Wired into your existing MarTech, not a parallel universe.
3. Run the agents inside the marketing function
Agents aren't a side project. They sit inside the marketing team's daily rhythm: generating drafts, surfacing anomalies, drafting board updates. The human team approves, edits, ships.
4. Measure throughput, not effort
Old KPI: hours worked. New KPI: experiments shipped per week, time-to-first-result, board-ready reports drafted by agents and approved by a person. Anything that doesn't move those gets cut.
PRACTITIONER GUIDES
How to build it, step by step.
Guides for the work before a first agent goes live: what to build first, how to set it up, and where it goes wrong.
Getting started with AI agents in your marketing workflow
Pick one frequent, well-defined task, build it with a single AI step in n8n, Make or Zapier, and approve every output until it earns trust.
READ THE GUIDEHow to set up a marketing intelligence agent
An agent that reads your data, flags what changed against normal, explains the most likely reason with the numbers and proposes the decision someone should make. Seven steps.
READ THE GUIDEHow to build a brand agent
Your brand rules as an agent that drafts on-brand copy and reviews everything before it ships, citing only approved facts. Six steps.
READ THE GUIDEAgentic marketing vs marketing automation
Automation follows rules written in advance; an agent works toward a goal. Where each one fits.
READ THE GUIDEThe Agentic Shift
The October 2026 edition report on what agentic marketing delivers today: 33 pages, 216 sources, every figure linked.
READ THE GUIDE15+ years. These are places the work was done, not endorsements by those companies.
FAQ
Questions that come up.
What is an agentic marketing consultant?+
An agentic marketing consultant is a senior marketing leader who designs and operates AI-agent workflows inside a company's marketing function. The agents are not a side project. They are the daily operating system, with a person approving what goes live. The role combines CMO-level strategy with hands-on agent orchestration (n8n, Zapier, Make, Claude).
How is this different from marketing automation?+
Marketing automation executes recipes: if X then Y. Agentic marketing executes intent: given this goal and these constraints, plan and act. Automation needs a rule for every case. Agents can handle cases a rule did not anticipate, and they can get those cases wrong, so a person approves before anything spends or promises.
Who do you work with?+
The offer is for enterprise and scale-up marketing teams, usually in the Netherlands or Benelux. I take on situations such as a leadership vacuum, a high-stakes launch, post-merger integration, or putting the first agent workflows into an existing team.
How quickly can the first agent go live?+
My target for the first useful agent is two weeks. After that the plan follows the published timeline: a first board-ready report by day 30, the engine built by day 60, and scale, measure and transfer by day 90.
What does it cost?+
From €5,000 to €25,000 per month, set by how much of the function I take on and how many days a week that takes; €25,000 is a full mandate with P&L ownership. Monthly cycles with a 30-day exit clause. Engagements are structured to satisfy the Dutch Wet DBA: clear deliverables, independent working methods, no employment relationship. Audit-ready for legal and procurement.
Where are you based?+
Utrecht, Netherlands. Operating across NL, Benelux, and EU.
CONTACT
Joris van Huët
Agentic Marketing Consultant
Utrecht, Netherlands
Operating across NL · Benelux · EU
A property of MarketingUpgrade.pro. Engagements are structured to satisfy the Dutch Wet DBA, audit-ready for legal and procurement.
NEXT STEP
30 minutes. No pitch deck. Just whether this is a fit.
On the call: where you are now, what an agent stack would do for you, and whether the engagement makes sense. If it doesn't, you'll know in 30 minutes.
More on the methodology at marketingupgrade.pro/blog: guides on agentic marketing, interim CMO work and MarTech.