Andrew Smith

Andrew Smith

ARIVE, VanMoof
- Chief Marketing Officer
- Global Head of Brand

Andrew Smith is marketing expert and creative leader with 20+ years experience in scale-up companies, global organizations and creative agencies. A true “right brain, left brain person,” Andrew possesses a strategic and data-driven mindset whilst drawing inspiration from the intersection of technology, culture, data, and creativity.

Highlights of his capabilities:

  • Proven track record in driving growth and marketing performance by creating powerful and purpose-driven brands.
  • Extensive global experience leading cross-functional marketing and teams across EMEA, US, LATAM, China and Japan.
  • Exceptional track record in creating and executing brand strategies that fuel meaningful differentiation and growth.
  • Produced multiple award-winning global campaigns for creativity and effectiveness across a variety of categories, brands, and products.
  • Excels in strategic planning, insight and ideation, and full-funnel marketing strategy execution that drives marketshare growth.

Andrew served as Chief Marketing Officer for VanMoof and led the company’s global marketing efforts, overseeing strategy and execution of all marketing initiatives. He led a team of 50+ marketing experts comprised of strategists, communication specialists, in-house creative content creators, growth marketers, CRM/loyalty, and marketing analytics. This high performing team shares a brand purpose of transforming cities for the better by making biking the world’s favourite way to move around.

Andrew also served as Director of Brand Strategy at, leading a department that developed brand growth and positioning strategies, produced integrated marketing campaigns, managed the global social media strategy and key platforms, led’s global brand editorial content publishing, and oversaw the UEFA and ICC global sponsorships. Andrew also led numerous initiatives to grow the brand and customer acquisition globally and within specific markets across EMEA, the United States, Japan, China, Indonesia and Brazil. At, Andrew led a diverse brand marketing and creative team focussed new ways of concepting, developing and measuring brand and content performance. This included restructuring agency relationships and building an in-house agency to enable more agile, data led, experiment based ways of working.

Prior to, Andrew worked in a management and strategic capacity at a variety of agencies and consulting firms including 180 Amsterdam, Saatchi & Saatchi, Razorfish, and Accenture.

Andrew holds an MBA from Columbia University as well as a BA and MA in economics from Boston University.

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