The Randstad, Netherlands
I am a market insights and strategy professional with 10+ years of experience translating customer, market, and competitive research into portfolio decisions, product strategy, and go-to-market execution in complex, innovation-driven environments. My expertise spans the full spectrum of product and portfolio management — from primary and secondary research (pricing studies, voice-of-customer, persona development, brand perception) to portfolio optimization, competitive positioning, and category strategy. I work closely with portfolio, marketing, R&D, and commercial teams to frame strategic questions, conduct the research, and synthesize insights into clear recommendations that balance analytical rigor with practical constraints. I'm particularly skilled at translating complex findings into actionable strategy that drives product innovation and development, portfolio decisions, and go-to-market execution. While my background is rooted in medical technology, my skill set is highly transferable across industries where customer understanding, pricing strategy, portfolio management, and market-driven decisions are critical.
Accountable for end-to-end market and customer research for the global Acute Care business, generating insights translated into product, portfolio, and go-to-market decisions. I lead global primary and secondary research initiatives spanning pricing and willingness-to-pay, customer needs and value trade-offs, brand and customer perception, and persona profiles development. Recent work includes large-scale conjoint studies to inform product design and pricing strategy, global brand equity tracking to guide segmentation, targeting, and messaging priorities, and in-depth Voice of Customer engagements to support portfolio strategy and product development. I partner closely with portfolio, marketing, and R&D stakeholders across the full research lifecycle, from framing the right questions to synthesizing findings into clear, decision-oriented insights used in upstream discussions, annual planning, and portfolio-related decision-making.
In this role, I supported regional strategy, portfolio planning, and new product development across EMEA through end-to-end primary and secondary market research initiatives. My work involved designing and executing customer and market research — ranging from field research and customer engagement activities to secondary analysis — to identify unmet needs, opportunity areas, and strategic considerations for the Medical business. I partnered closely with portfolio and marketing stakeholders to help frame research questions, select appropriate methodologies, and interpret results, acting as a consultative partner rather than a purely execution-focused resource. I also contributed structured market assessments and quantitative market data to inform discussions on strategic fit, portfolio expansion, and multi-year planning.
As part of the EMEA portfolio marketing team, I supported product and portfolio strategy across the Acute Care business, with a focus on new product launches and lifecycle management. I led cross-functional coordination across marketing, sales, R&D, and supply chain to support multiple product launches across the region, while also contributing to portfolio decision-making through business case development, lifecycle planning, and market-based prioritization discussions. My role included supporting portfolio and strategic planning activities by integrating market, competitive, and customer considerations into pipeline and investment discussions.