Haarlem, North Holland, Netherlands
I’m a senior commercial leader with 20+ years of driving growth and transforming premium consumer brands. I am passionate about scaling omnichannel, D2C and e-commerce businesses, optimizing marketing ROI, and building resilient, high-performing teams. I combine strategic vision with hands-on execution, from P&L ownership and platform migration to team development and capability building. Key achievements include: -Scaling e-commerce from start-up to substantial % of total company revenue. -Improving marketing ROI by 25% through data-driven media optimization. -Building and leading high-performing commercial teams across multiple markets. I believe sustainable growth happens when strategy, data, and people come together. My approach is people-first and data-driven: I simplify complexity into actionable strategies that deliver measurable results. I thrive in fast-paced, data-driven environments where curiosity, testing, change and innovation fuel success. Curious and forward-looking, I continuously explore new business models, technologies, and leadership approaches to create lasting impact. Core Expertise: -Driving end-to-end Commercial & P&L Success -Scaling D2C, E-commerce & Omnichannel Strategies -Digital & Data-Driven Growth Initiatives -Maximizing Marketing ROI & Media Effectiveness Optimization -CRM, Customer Value & Retention Strategies -Team Leadership & Capability Building -Commercial Transformation & Change Management -Stakeholder & Board-Level Collaboration
End-to-end responsibility for E-commerce, media, CRM and digital transformation within an omnichannel premium consumer brand. Key impact & results: -P&L accountable for e-commerce, growing revenue with 25% CAGR and scaling D2C from start-up to substantial part of total company revenue. -Owned and optimized € xx mln+ annual marketing & media budget. Improved marketing ROI with 25% through data-driven prioritisation while scaling total spent. Led media planning, strategy & execution for all branding and performance marketing campaigns. -Built and scaled the Direct-to-Consumer channel, including marketplaces and preparation for EU expansion. -Led digital and data-driven transformation towards a consumer-centric, performance-oriented way of working. Embedded a culture of continuous testing & learning. -Successfully replatformed the digital commerce stack (Magento 2, SAP, CRM), enabling scalability and performance optimization. -Built and scaled a multidisciplinary team from 2 to 15 fte (e-commerce, media, CRM, data, digital development) and managed 6 external agencies (25 fte). -Kicked off internal AI factory (prioritised usecase roadmap & way of working.
Defined and executed the online sales and marketing strategy. -Launched e-commerce, email marketing and professionalised social media and digital campaigns. -Led central digital team and coordinated digital strategy across NL and international markets (BE, DE, DK (Scandinavia)). -Selected and managed agencies and online media budgets. -Laid the foundation for scalable D2C growth and future digital transformation.
Multiple senior commercial and business management roles across consumer electronics categories with full P&L accountability (up to €250M+ revenue). -Regained market leadership positions (TV: #5→#2; Cameras: #3→#1). -Led sell-in to data-driven sell-out transformation across Benelux. -Built strategic platform partnerships (e.g. bol.com: 80% market share in e-readers). -Led commercial teams up to 25 FTE.
Various commercial, product management and consultancy roles within a B2B environment.