My Story
I started my career at KLM Royal Dutch Airlines, where I managed a team of 42 at age 26 and learned that the best results come from empowering people, not controlling them. From there, I moved into strategy consulting at EY, before founding and building multiple companies.
At GANDA, I spent 12 years transforming a creative boutique into a multi-disciplinary marketing and digital production powerhouse, working with brands like Microsoft, Heineken, ING and Nestlé. As Director of Operations at Media Republic, I grew the agency from €1.2M to €6.5M in revenue.
Since 2019, I've focused on what I do best: stepping into complex environments as an interim leader and bringing clarity, focus and momentum. Whether it's quadrupling EU sales for Lucid Motors, unifying marketing across 7 labels at Prevermo, or redesigning logistics at Jumbo for €2.8M in annual savings — I move fast and deliver results that stick.
How I Work
A clear pattern runs through every engagement:
- Enter fast, assess the landscape, identify what's blocking progress
- Structure priorities and build a clear execution rhythm
- Design KPI frameworks and dashboards that create accountability
- Align cross-functional teams around shared goals and cadences
- Deliver measurable impact while building capabilities that last
Core Expertise
My work sits at the intersection of digital growth, customer engagement and marketing leadership:
- Multi-market DTC e-commerce & CRM/Engagement growth
- Scaling brand platforms and campaign systems across markets
- Pricing and commercial performance optimisation
- KPI frameworks, dashboards, planning cadences and activation models
- Cross-functional alignment with commercial, marketing, product and tech teams
- Leading and developing high-performing teams (10–65 FTE)
Background
MBA from Maastricht University School of Business and Economics, with a focus on Marketing, Organisational Diagnosis and Entrepreneurship. Certified in Design Thinking. Native in Dutch and English.
Based in Leusden, the Netherlands. Available for interim and project-based engagements across Europe.