I help brands make sense of digital noise and grow with heart and clarity.
About me
My view on being a leader and a manager
Change is the only constant in our world, and I’ve learned that adaptability, foresight, and a bit of strategic curiosity make all the difference. Whether it’s a marketing strategy, a new content strategy or a specific performance marketing approach, I try not to get swept up in trends or noise. Decisions should come from understanding, of people, data, and what truly drives customers. Every challenge, every opportunity to enter a new market, is a moment to learn, to stretch, and to push the limits of what we think is possible.
For me, leadership isn’t about repeating what’s already known; it’s about exploring what isn’t, equipping teams and businesses with the tools and confidence to not just face the future but to help shape it. That takes collaboration, continuous learning, and a shared drive to do things better each time.
As a manager, my focus is simple: help people bring out their best. I want to create an environment where people want to work with me, where we challenge and inspire each other, and where exceeding goals feels like a shared victory. I’m a people person at heart. I genuinely believe everyone carries unique talents that, when guided well, can make something bigger than any of us could do alone.
The most important role of a manager, I think, is to be a coach, to help others overcome obstacles, discover their strengths, and turn those into something meaningful.
In the end, my philosophy is about partnership and progress. It’s about blending the lessons we’ve learned with the innovations right in front of us, to build growth that’s not just for the company, but for every person who helps make it happen.
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My expertise
With over 18 years of experience in the dynamic world of marketing and digital innovation, I’ve developed a skill set that connects strategy, technology, and human behavior. My path has taken me through both creative and corporate landscapes, from agency environments to leading marketing and communications across a fast-growing international group.
At Normec, I have the privilege of building and leading a central marketing organization that connects dozens of specialized companies under one shared brand. It is a continuous lesson in complexity, alignment, and growth, where strategic thinking meets cultural integration. I am learning how to scale marketing maturity, unify brand identity, and bring purpose to transformation across multiple countries and industries. More importantly, I have learned that data and strategy only take you so far; it is people, trust, and clear storytelling that make real change stick.
The digital landscape keeps moving. AI reshapes how we create, ecommerce shifts how we buy, and sustainability redefines what we value. I’ve seen technologies rise and fade, from the early days of NFTs to the steady power of automation and analytics. What matters most to me is not chasing trends, but using innovation to help businesses and their people grow in meaningful ways.
At essence I'm an advisor, I’m not just a consultant. I’m a strategic partner who helps organizations translate complexity into clarity. I focus on turning insights into action, connecting purpose with performance, and aligning teams around a shared direction. Whether it’s refining a brand narrative, developing a go-to-market strategy, or guiding teams through change, I bring a mix of structure, curiosity, and empathy to every collaboration.
Ultimately, my work is about helping businesses grow in a way that feels both coherent and human, where strategy and culture move in harmony, and where ambition becomes progress that lasts. Here’s how that plays out in my work and experience ->
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My exerience
I combine strategic insight with hands-on experience in the fast-moving world of marketing and communications. Over the years, I’ve worked with a wide range of brands, from ambitious startups finding their voice to established international companies refining theirs. What connects them all is a shared goal: to create work that resonates with people, builds engagement, and drives real business growth.
I’ve always believed that marketing is as much about empathy as it is about analysis. My approach blends creativity with data, making sure that every campaign or strategy is not only inspiring but also measurable and results-driven.
My curiosity keeps me close to the evolving edge of the digital world. I study how algorithms shape visibility, how audiences move across platforms, and how technologies such as AI, NFTs, and blockchain influence how we connect and create. These insights help me bridge long-term strategy with day-to-day execution, turning ideas into actions that make a difference.
This combination of curiosity, structure, and practical experience allows me to help brands move from concept to implementation with confidence. My focus is always on clarity, consistency, and impact, ensuring that every story told and every initiative launched truly helps a business grow, inside and out.
Public Speaker Biography
Everyone who has met me knows: I love to talk,a lot! Not just to fill the air, but to share ideas, spark curiosity, and connect stories that make people think a little differently about the world of marketing and creativity.
I’ve spent more than 18 years working in digital and content strategy, though the journey started much earlier. While still in college, I launched my first social media consultancy, and within six weeks I found myself on a call with Myspace Europe discussing the platform’s launch in the Netherlands. That early experience set the tone for everything that followed: curiosity, creativity, and a fascination with how people connect online.
Since then, I’ve had the privilege of working with some of the world’s most recognizable brands. I was part of the team that helped Netflix win the Best Social Media Award and contributed to IKEA being named the best online brand. I’ve developed strategies for Albert Heijn, Cartier, FrieslandCampina, bol.com, Oreo, and the Formula 1 Circuit in Abu Dhabi. Each project has been a new experiment in combining insight, technology, and storytelling to create results that last.
Beyond my corporate work, I love sharing what I’ve learned. I speak and teach on topics such as marketing transformation, leadership, and the future of digital communication. Over the years, I’ve lectured at universities like HKU, UVA, HVA, and NHL Stenden, and have been invited to speak at organizations including BVA, MWG, and IAB, as well as many marketing and leadership events.
My sessions blend practical insight with humor and reflection. I like to challenge assumptions, mix data with story, and leave audiences not just inspired, but ready to act. Because at the heart of every great conversation, whether on stage, in class, or over coffee, is the chance to see the familiar in a new way.