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Why do people do the things they do? And how can we influence this behavior with content? What makes some content effective and other content not? These are questions that have played an important role in Jildau Stoelwinder's life for years. Even as a child she was fascinated by human behavior and the role media played in it. But with a wide range of interests, it took a while before the above questions were partially answered. A bachelor's degree in American Studies was followed by a master's degree in Persuasive Communication after which the focus on content, media and behavior became a reality. As a marketer content was created and used daily to make people aware, have them consider things and act accordingly, and as a lecturer in content & media strategy, the mechanics of using content effectively are continuously a topic of discussion. Within the professorship this knowledge and passion is built on by, among other things, researching human behavior within the domain of plant-based food consumption.
Jildau has been working at NHL Stenden University of Applied Sciences as lecturer and program coordinator of the Master Content & Media Strategy since 2020. Before taking on this role, she used her knowledge and skills with regards to content and media in the cultural field as a marketer for the music venue SPOT Groningen and marketing manager for international showcase festival Eurosonic Noorderslag (ESNS).
