What does it take to turn new software developments into a story the market wants to hear? For Stijn Roefs, Marketing Associate at ABS Laundry Business Solutions, the answer lies in clear communication, close collaboration, and a strong belief that knowledge is worth sharing. From a graduation internship in sales to a central role in marketing communication, Stijn helps position ABS as the knowledge partner for the industrial laundry sector. Here is a closer look at the journey, the role, and the person behind the message.
Stijn’s path to ABS began through a contact within the company, the Chief Operations Officer, who knew he was looking for a graduation internship in sales and marketing. At the time, Stijn was studying Commercial Economics, also known as Marketing Management, at Avans University of Applied Sciences.
He started as a sales intern and used a PDCA cycle (Plan, Do, Check, Act) to improve the sales process for the North American market. After completing his internship, he stayed on at ABS in a part time role, leaving room for the travels he still wanted to make. Upon his return, he joined the company permanently and now works as Marketing Associate.
Stijn describes the work culture at ABS as professional, yet with plenty of freedom. Hybrid working is something he particularly appreciates, as it offers the flexibility to organise the work in a way that suits both the task at hand and the person doing it.
As Marketing Associate, Stijn is responsible for a wide range of marketing communication. He manages the LinkedIn communication of ABS, creates newsletters, and handles advertisements in trade magazines and online newsletters. He also organises and promotes trade fairs and events, such as EXPODetergo International 2026 in Milan. Alongside this, he produces flyers, press releases, and product videos that explain how ABS solutions work in practice.
Stijn adds value by helping position ABS as the knowledge partner for the industrial laundry sector. A key part of this is thought leadership: sharing insights and expertise that help the industry move forward, rather than simply promoting products. By taking care of a large share of the marketing communication, he helps make the knowledge and experience within ABS visible to customers, partners, and the wider market.
Relevant and timely information helps customers get the most out of their software. Stijn makes sure customers stay up to date on what is happening within ABS, from release notes and updates to existing functionality to entirely new features under development. This gives customers a clear view of how the solutions are evolving and which new possibilities they may be able to use in their own operations.
Good marketing communication starts with close contact across the organisation. Stijn works closely with Product Management, who keep him informed about updates and new functionality in ABSSolute Infinity. Together, they translate these developments into their practical meaning for an industrial laundry.
He also works side by side with Sales to promote events and make sure the market knows where ABS will be present. In addition, he supports the Sales team by researching potential markets and identifying where opportunities and market potential lie.
Stijn expects marketing to become increasingly automated in the coming years, with AI agents and other technologies taking on a growing share of the work. AI tools already help to rephrase and present information in a more accessible way.
At the same time, he sees a clear challenge: keeping the creative thinking process at the centre. In his view, it is important not to simply adopt everything AI generates, but to keep developing original ideas and building marketing campaigns independently. AI can be a valuable aid, as long as it supports creativity rather than replacing it.
What motivates Stijn most is the ambition of ABS to be the leader in the industrial laundry market. Through marketing communication, he helps share that ambition with the rest of the world, one newsletter, event, and story at a time. By making the expertise behind the software visible and accessible, Stijn strengthens the position of ABS Laundry Business Solutions as a trusted partner for the industry it serves.
And that's just the beginning!
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