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Rik Groot is an experienced Online Marketing Manager at Universiteit Leiden since August 2018, where responsibilities include leading digital initiatives and multi-channel campaigns that align with business goals to enhance ROI. Prior to this role, Rik held positions such as Interim Online Marketing Manager and Online Marketing Manager at Leiden Law School, focusing on analytics, SEO, and conversion optimization. Experience also includes self-employment as a day trader in cryptocurrencies and various consultancy roles at organizations such as Visionworks, Philips, and RightNow, specializing in online marketing strategies and knowledge management. Rik holds an MA and BA in Corporate Communication and Digital Media from Tilburg University.