Taija and her team are building an international top brand
Taija Glas is Team Lead Marketing & Communications. Together with her team, she creates and safeguards Quooker’s brand identity and positions the brand on the international stage. In doing so, she has deliberately shifted the focus: from product to consumer.
“We want the whole world to know what a Quooker is and how great it is to have one,” says Taija Glas. “Everything we do within our department supports that mission. One of our biggest challenges is that the boiling water tap as a product category is still completely unknown in many countries. After all, it’s a Dutch invention! In many markets, we first need to explain what makes a Quooker so convenient. At the same time, we position our brand as the inventor of the boiling water tap: the original, the best and the most innovative of its kind. That requires a very well thought-out strategy, with different accents for each country. Some countries are true tea cultures, while in others the chilled and sparkling water functions resonate much more.”
Communication with impact When Taija joined Quooker in January 2025, she proposed a more consumer-focused approach to communication. “I felt we could do much more to show what a Quooker means for people, the moments when it really makes a difference, and how it changes everyday life. That deserved much more emphasis.”
She developed a refreshing summer campaign, which she and her team rolled out simultaneously in 17 countries. “That’s what makes this job so exciting: at Quooker’s headquarters, we create the campaigns and materials that consumers around the world will see. And we do the entire creative process in-house, from concept to photoshoot and copy. Together, we’re continuously developing and refining our approach.”
Looking for knowledge and experience Taija’s team currently consists of five full-time employees, supported by interns and working students. There is room for growth, as there is plenty to do. “We’re building at a rapid pace. We’ve just launched new websites for all the countries where we’re active. Right now, we’re conducting a large-scale international study into the needs and preferences of potential customers worldwide. Based on the insights, we’ll develop international campaigns and materials. In short, there’s a lot happening — and we could really use the expertise and commitment of experienced marketers and communication specialists.”
Puplished on 29-01-2026
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