“Do you work in the pension sector? Wow, that sounds exciting ... (but not really).” There are more than enough preconceptions about working for a pension fund or administrator. However, these may not be entirely correct, as illustrated by a series of portraits of people working in pensions every day. One of these is Roel Broen (36), the marketing manager responsible for marketing the ABP and PWRI pension funds. “It is precisely because our participants aren’t entitled to choose their pension fund that we attach so much value to customer satisfaction.”
You have been working at APG for eleven years now. Does that mean that you know all the ins and outs of the pension sector?
“Not really, to be honest. I’d rather not know them, even. In my professional field, marketing and communication, you need to retain a fresh gaze to boost your creativity. If I were to dig deeper into all the intricacies of the pension sector, I would probably no longer be capable of bringing across the message in a way that can be understood every layperson.”
Together with the communications manager, you lead a team of around 40 marketing professionals, communication specialists, and strategists. What is it exactly that you do?
“This can vary from a relatively minor task like compiling a message about a topical item for our public website to setting up a large-scale campaign, such as the ABP Reality Check, which was launched by Queen Máxima. Communication with our employees – and with our pension participants on their behalf – is also included our package of tasks. I, in turn, supervise the team and offer them an environment in which they feel safe and comfortable. Additionally, I make sure they remember who they are working for, because the satisfaction of our participants and their employers is our foremost concern. This is my first managerial position, by the way, and a wonderful development opportunity.”