Fractional CMO and CEO for scale-ups and mid-market companies that need board-level thinking, AI-native strategy, and someone who actually builds, not just advises.
Let's talkBased in the Netherlands. Working with ambitious companies across Europe.
Most scale-ups hit a ceiling. You have a solid marketing manager or head of marketing, maybe even a small team that's doing good work. But there's no one connecting marketing to the boardroom. No one translating commercial strategy into a plan that actually moves revenue.
And then there's the AI question. Every board is asking it, every team is experimenting, but very few companies have someone in leadership who genuinely understands what AI changes about marketing, operations, and growth, and what it doesn't.
Sometimes the challenge runs deeper. The company is between CEOs, leaning on a CFO to keep things running, or the founder needs a sparring partner who has sat in that seat before.
That's where I come in.
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I step into your leadership team as your Chief Marketing Officer, typically 2 to 3 days per week. Not as a consultant who hands over a strategy document and leaves, but as a member of your team who owns the outcome.
Not every company needs a full-time CEO to move forward. Sometimes what's needed is an experienced operator who can step in part-time to provide strategic direction, challenge the leadership team, and keep momentum while the company finds its next permanent leader, or decides it doesn't need one yet.
This isn't about tools or demos. It's about helping leadership teams understand what AI actually means for their business, where it creates real leverage, and how to move from experimentation to execution.
I work with companies that are past the curiosity phase but stuck on implementation. That means building AI into marketing workflows, rethinking how teams operate with AI as a multiplier, and making sure the strategy is grounded in what the technology can actually do today, not what a vendor promises it will do next year.
I typically engage for an initial period of 3 to 6 months, with the option to extend. The goal is always to build capability, not create a permanent seat for myself. I work embedded in your team, join your meetings, and operate as if the company were my own.
Every engagement starts with 2 to 3 weeks of going deep: understanding your market, your team, your numbers, and where the real leverage is.
I join your leadership meetings, work alongside your people, and take ownership of outcomes. This isn't advisory from a distance.
I work with a small number of companies at a time. If we work together, you get my full attention.
I've spent 18+ years in marketing, digital strategy, and commercial leadership, moving between agency life, corporate environments, and building things from scratch. For the past several years, I've been deep in the intersection of AI and marketing, not as an observer but as a practitioner, building workflows, testing tools, and figuring out what actually works versus what just makes for a good LinkedIn post.
Most recently, I led the central marketing organization at Normec, connecting marketing across 100+ companies in 20+ countries. Before that, I had the privilege of working with some of the most admired companies in the world, including Netflix, Vodafone, IKEA, and Albert Heijn, always at the intersection of strategy, technology, and storytelling.
I started young. While still in college I launched a social media consultancy that, within six weeks, had me on a call with Myspace Europe about their Dutch launch. That early sense of "just figure it out and build something" never left. It's the same energy I bring to AI today: less theorizing, more doing.
My philosophy
I don't think leadership is about having all the answers. It's about creating the conditions where smart people can do their best work, where decisions are made from understanding rather than noise, and where every challenge is treated as a chance to learn something.
As a manager, I'm a coach first. I care about helping people discover their strengths and turn those into something meaningful. Growth that only serves the company but ignores the people building it isn't growth worth having.
Speaking and teaching
I speak and teach on marketing transformation, AI in business, leadership, and the future of how brands connect with people. I've spoken at events for BVA, MWG, IAB, and many others, and I regularly guest lecture at universities. My sessions are built around practical insight, a bit of humor, and the belief that the best conversations leave people ready to act.
Some of the most rewarding work I do isn't for companies. It's for people who are just getting started.
I've spent years lecturing at universities like HKU, UVA, HVA, and NHL Stenden, and I keep coming back because nothing beats watching someone make a connection that changes how they think about their career. Marketing, AI, leadership, building something from nothing; these are things I've learned the hard way and I'd rather share them than keep them to myself.
If you're a young professional or student figuring out your path in marketing, digital strategy, or AI, I'd genuinely like to help. Whether that's advice over a coffee, an introduction to someone in my network, a guest lecture for your program, or just an honest conversation about what this industry actually looks like from the inside.
For young professionals and students
I'm always open to connecting with people who are curious and driven. A few ways I can help:
Don't overthink it. Just reach out.
I share what I'm working through: AI and marketing, leadership in scale-ups, the changing role of the CMO, and whatever else is on my mind. Most of these start as LinkedIn posts and articles.
AI & Marketing
It started with a search for a pair of suede loafers and ended with an existential question about the future of search. Part 1 of a four-part series.
Read on LinkedIn →AI & Marketing
The final part of a four-part series on the future of search. What happens when AI doesn't just answer questions, but starts shaping which answers you see?
Read on LinkedIn →AI & Business
AI tools are everywhere, but most businesses still struggle to use them meaningfully. This piece explores why that is, and what enterprise AI might actually look like.
Read on LinkedIn →AI & Agencies
When execution becomes abundant, the value of execution collapses. The agencies that survive this aren't the ones adopting AI fastest, they're the ones that relocate their value before the market does it for them.
Read on LinkedIn →AI & Critical thinking
If generating content, code and strategy becomes easy, the differentiator moves toward judgment. I call this the critical-thinking-gap, and it's where the next generation will make its biggest impact.
Read on LinkedIn →Giving back
After a day with students at NHL Stenden, a reflection on why hiring young talent matters more than ever, and why I hired one of them on the spot.
Read on LinkedIn →Drop me a line. I'll get back to you within 24 hours and we can set up a call to see if working together makes sense. No pitch decks, no proposals before we've talked.