Amsterdam, North Holland, Netherlands
Creating clarity in complexity and helping organisations lead with humanity in an AI-shaped world. I have spent my career leading and transforming global businesses across beauty, luxury and consumer goods, most recently serving as CEO of a €2.3B international organisation. Along the way I have worked across multiple markets and cultures, building brands, integrating acquisitions and guiding teams through periods of growth and change. At heart I am an operator. I enjoy the complexity of running businesses and creating clarity where others see noise. Over the years that has meant launching global luxury platforms, reshaping commercial strategies, scaling international organisations and helping teams navigate moments where the path forward is not always obvious. What matters most to me, however, is the human side of leadership. Businesses succeed when people feel trusted, stretched and supported. I care deeply about building strong teams and cultures where people can do their best work. When that happens, performance tends to follow naturally. In recent years I have also spent time studying AI and digital transformation. The pace of change is extraordinary, but it has reinforced something I have long believed. Technology can accelerate organisations, but leadership still determines whether change succeeds. The leaders who will thrive are those who combine data intelligence with emotional intelligence and use technology to strengthen human connection rather than replace it. I remain endlessly curious about how organisations evolve and how leaders grow. Whether I am working inside a business or supporting leaders through coaching and advisory work, my focus is always the same: helping people and organisations navigate complexity with clarity, courage and humanity. Based in Amsterdam, I have spent my career working internationally and continue to be energised by global perspectives and diverse teams.
Leadership Strategist, Executive Coach, Keynote Speaker After many years leading international businesses and building high performing teams across continents, my work now focuses on helping leaders navigate complexity with clarity and conviction. Through Better Minds, I coach and challenge senior leaders to strengthen their presence, sharpen their thinking and lead in a way that is both commercially strong and deeply human, particularly in an AI accelerated world. I speak and facilitate on modern leadership, transformation and culture, drawing on experience from global organisations and forums including INSEAD and the European Parliament. I care deeply about supporting leaders at pivotal moments, especially women stepping into greater scope, helping them expand their impact and lead with confidence, integrity and purpose.
Associate Partner at Elixirr | Strategy, Innovation and Transformation | CPG, Retail and Luxury At Elixirr, I work with our Partner team to shape and deliver strategy and transformation across consumer goods, retail, beauty, mobility and luxury. I bring CEO and Managing Director experience into client conversations, helping leadership teams define the right ambition, make clear choices and translate strategy into execution. My approach is pragmatic and commercially grounded. I understand what it takes to drive change inside complex organisations, and I am particularly energised by work at the intersection of brand, customer experience, technology and culture. Always open to conversations with leaders who want to challenge thinking and build organisations that are ready for what comes next.
I chose to take six months out to invest in what I believe defines modern leadership: technological fluency and deeply human capability. Through INSEAD’s AI for Business Transformation programme, I strengthened my ability to move AI beyond hype and into real strategic value, understanding that technology only delivers when paired with judgement, ethics and culture. In parallel, I trained with the Co Active Training Institute, deepening my capacity to lead with presence, trust and clarity. I am convinced the real power sits at the intersection of AI and coaching. AI accelerates insight and scale, coaching ensures we remain human. This period sharpened me as a leader and grounded me as a person. It is space more leaders should give themselves.
I led a €2.3B global mobility business through a period of significant market disruption, strengthening its position as a digitally advanced global leader. • Oversaw a business of 4,500 employees across more than 20 brands, aligning strategy, performance and culture at scale • Positioned Pon.Bike as a future focused mobility player, sharpening commercial direction and long term value creation • Led integration, commercial strategy and brand alignment across manufacturing and global supply chain • Deployed AI driven systems to increase operational efficiency and organisational readiness amid shifting investor priorities • Accelerated leadership alignment and cultural integration, delivering early impact during a critical strategic pivot