Rijksmuseum

Senior Digital Content Manager2023–2025

I led digital content for the national museum of the Netherlands, and modelled the strategy on a mycelium network.

Reach
Nearly 70 million people a year
Engagement
7 percent
Growth
60,000 new followers in three months
Team
10 creatives and a large pool of freelancers
Formats
Which one catches your eye, To hell with rules

Every channel fed the others, the way hyphae move nutrients through a forest floor. Web, social and newsletters became one connected system instead of separate calendars.

Complex scholarship had to stay exact and still be something you would send to a friend. I worked on that balance with copywriters, community managers, SEO specialists, photographers and video makers.

In 2024 the museum became the fastest growing Dutch museum on Instagram. Campaigns included Frans Hals, Lee Ufan and work on environmental issues.

I developed formats that make the collection easy to share: close looks that ask which one catches your eye, and one-minute films such as To hell with rules, on The Night Watch, with more than 130,000 likes.

A marble Cupid raising a finger to its lips, on black
A marble portrait bust lit from one side
Two stones in a pool of still water, a still from the Lee Ufan trailer
Watch the Lee Ufan trailer
A grid of nine earrings cropped from portraits in the collection
Which earring catches your eye?
A Japanese print of a ghost in a paper lantern
Which print captures your eye?
To hell with rules
A gilded figure beside a mirror in a dark gallery
A chandelier with lit candles in warm light

Photography Amie Galbraith.