The Randstad, Netherlands
20 years building commercial ventures, partnerships, and teams across five industries, multiple languages and 30+ markets. From selling on the shop floor to building two digital platforms from scratch (including an agency-matching marketplace and a €300m+ e-commerce platform) and leading €1bn+ global portfolios. I’ve brought together 15 competing manufacturers around a shared Net Zero commitment, delivering 47% carbon reduction and establishing a new energy efficiency standard for the sector. What I do best: take complex, multi-stakeholder commercial challenges and turn them into scalable solutions — whether that’s a platform, a partnership model, or a new market. AI-powered tools now sharpen and accelerate how I work — from strategy and financial modelling to operational decision-making.
- Built and led a global commercial team across three continents, directing a €1bn portfolio - Conceived and launched a digital e-commerce platform (POSM e-shop) from concept to deployment across 30+ markets — now processing €300m+ in lifetime order value - Previously built a first-of-its-kind agency-matching marketplace from scratch — connecting marketing teams with the right agency, adopted across the organisation for 3+ years - Designed and deployed regional operating hubs across Asia and Americas (50% faster speed-to-market, 30% lower landed costs) - Facilitated startup growth enabling the collaboration with Chill-it® — from concept through scaled production to commercial launch, driving differentiation and sales in pilot markets (Procurement Leaders Award) - Developed team members into cross-functional leaders – 3 promoted into commercial and marketing roles
Owned the end-to-end strategy for mitigating any negative environmental impact from goods and services related the commercial activity: from events (internal events to festivals) to point of sale, working with Sales, Marketing, Procurement and external partners to reduce waste and carbon emissions whilst contributing to the company commercial priorities. - Established carbon footprint models and reduction pathway for commercial refrigeration, aligning with company’s SBTi commitments (driving 47% carbon reduction during my tenure) - Launched cooling innovation with Red Bull Advanced Technologies (F1 engineering) — adopted by sponsorship team for VIP hospitality at Grand Prix events - Pioneered circular economy initiatives, including converting bottle waste into construction materials for housing in East Africa - Initiated industry coalition in in collaboration with suppliers and peer companies to drive coherent and accelerated decarbonisation of commercial refrigeration (incl. a common standard for energy efficient coolers)
Led global media partnership negotiation and implementation across 20 markets. Conducted global review of brand effectiveness and marketing ROI (15%+ efficiency improvement across 30+ markets).
Within the International Procurement team, leading the EMEA procurement activity with a core focus on Marketing services (including Media, Marketing Technology, Creative (ATL & BTL), Post-production, POSM and fulfilment) - Implemented outsourced production hub for our content production across 5 markets, delivering 5-10% savings - Negotiated and facilitated the implementation of the dynamic content creation solution for the EMEA markets - Led the pitches and media agreement negotiation for our top 5 markets including added value bonuses, hard savings per media and performance related incentives
Taking part in a series of assignments including: - Public sector operator: created a series of recommendations to generate sustainable streams of income outside of the core business, and help the client meet its financial objectives. Created business cases, with revenue generation models, risk and mitigation plans, implementation and delivery timelines. Project led to an opportunity to deliver £3.5m incremental income over 5 years. - Global manufacturer: after forecast accuracy and forecastability analysis, delivered guide to drive improvement and standardisation in sales forecast approach through better collaboration across global sales team and with customers.
Looking after overall UK Marketing portfolio including: Creative agencies (ATL/BTL), Digital, Production (cross categories), Print, Market Research, Media, PR, and Meetings & Events, driving initiatives such as: - Streamlining the agency landscape by implementing a production hub for the BTL activity across B2B and B2C marketing teams (1 production partner across 8 agencies, over 20% savings) - Establishing a cross-functional partner performance management committee (including business review, resources and financial planning) to ensure maximum yield of our marketing budgets