Amersfoort, Utrecht, Netherlands
“Innovative out-of-the-box thinking is your key strength.” — Head of People Operations, ASML I help market-facing organizations, service operations and transformation teams turn complex knowledge into scalable, human-centric, AI-enabled ways of working. Across Philips, Signify, ASML and Booking.com Customer Service, I work at the intersection of Business Operations, Strategic Planning, Continuous Improvement, Service Excellence, Knowledge Transformation and Applied AI. I combine quantitative methods, decision science and a deep knowledge in Artificial Intelligence to build operating models, governance rhythms and AI-ready systems that grow revenue, reduce noise and improve decision quality. Over 13+ years, I’ve built and scaled: • Market Intelligence, customer insight and commercial planning capabilities for Philips/Signify CEE, helping the region reach top global NPS while supporting P&L and SFDC adoption. • End-User Marketing and ABM at Signify, co-creating a global playbook (NPS +80 from >100 marketers) and lifting opportunity pipeline by ~300%. • Sales Enablement transformation in Philips Health Systems, integrating Seismic, SFDC, learning and MCM to cut KAM time-to-knowledge by 30–40%. • Customer-centric Knowledge Management and HR Service Excellence at ASML: LEAN Knowledge standards, genAI tools, One Excellence model and HR services tech roadmap. • Booking.com Customer Service: Business Delivery support in strategic/tactical planning, Jira-first portfolio visibility, dependency management, Continuous Improvement during Agile transformation, and AI & Simplification in a complex B2B service environment. How I work: • Capability Discovery: engage sponsors, map reality, identify friction points and co-create 90-day plans. • Design & Systems Thinking + data, AI and operating model design: simplify journeys, align metrics, improve decision forums and embed enablement into daily work. • Ambiguity-to-structure: turn scattered inputs into coherent narratives, planning artefacts, governance cadences and scalable ways of working. • Cross-domain transfer: GTM, Market & Competitive Intelligence, Sales Enablement, HR Services, Customer Service, Partner Operations, Knowledge Management and AI-enabled Business Operations. Beyond corporate roles, I founded Rainbow Think Tank, an evidence-based equality think tank in CEE. This keeps my work grounded in ethics, diversity & inclusion and human impact. I’m at my best where there is ambiguity, multiple stakeholders, operational complexity and a need to turn scattered knowledge into an AI-ready system that works.
Enabling Booking.com Customer Service as a freelancer, working within Business Delivery on the operational and strategic enablement of Customer Service transformation. My role sits at the intersection of business operations, strategic planning, continuous improvement, Agile ways of working, and AI-enabled simplification in a large-scale B2B customer service environment. I help translate complex business priorities into clearer operating rhythms, better planning inputs, more actionable governance, and practical change interventions for teams working across partner-facing service, product, technology, finance, and business domains. Key focus areas: • Strategic & tactical planning improvement - supporting the evolution of quarterly and annual planning processes by helping teams move towards clearer outcome-led planning, stronger dependency management, better portfolio visibility, and more consistent use of Jira as a single source of truth for planning, prioritisation, execution tracking, and leadership decision-making. • Continuous Improvement & business facilitation during Agile transformation- helping the Partner & Business Value Stream shape a more structured Continuous Improvement approach during its Agile transformation. This includes facilitating cross-functional alignment, clarifying business priorities, connecting operational pain points with improvement opportunities, and enabling teams to work through ambiguity in a more structured, pragmatic, and outcome-oriented way. • AI & Simplification in a B2B Customer Service context - developing and activating practical AI and simplification use cases for Business Delivery and Customer Service teams — with a focus on reducing manual work, improving knowledge flow, accelerating synthesis and reporting, supporting better decision preparation, and creating reusable AI-enabled working patterns for complex operational environments.
Role purpose: Responsibility for a set of Sales & Marketing Capabilities (IT platforms, process, skills) of 18 bEUR+ Healthcare business. Cross-functional team leadership. Key highlights: - Led the enhancement of Healthcare strategy execution, resulting in a significant improvement in sales effectiveness. - Drove global Sales Enablement capability, harmonizing the delivery & integrating Marketing content across a massive 18 billion EUR annual Healthcare business. - Enabled the indirect sales channel through the development of a new approach to Healthcare Go-to-Market Strategy & B2B Partner Marketing capability.
Role purpose: Senior Capability & People leader responsible for Marketing & Sales Growth Strategy + Operational Excellence of 1 bEUR+ Enterprise business. Key highlights: - Advised a community of 50+ Growth Marketers, achieving a 300% improvement in Funnel generation dynamics. - Led the global Account-Based Marketing program, significantly improving P&L performance across key Business Segments. - Empowered the global Leadership Team through the successful delivery of a dedicated SFDC Funnel Analytics program.
Role purpose: Global responsibility for the B2B Go-to-Market Marketing capabilities of 4 bEUR+ Enterprise & Professional Distribution businesses. Key highlights: - Enhanced sales channel productivity through the development of playbooks for Direct End User and Indirect Wholesalers. - Helped successfully establish Agriculture as a new Professional Segment, delivering tailored Market & Customer Intelligence programs.
Role purpose: Full responsibility for Market Intelligence & Strategy Development projects as the member of Field Marketing Management Team of 250M EUR+ business. Supported sales channels: Professional Distribution, Consumer Distribution, Enterprise, Value Added Partners, Original Equipment Manufacturing (OEM). Key highlights: - Developed a global standard for Strategic Marketing Intelligence, enabling informed business decision-making. - Pioneered ABM approaches for effective lead generation in 7 B2B Segments across 5 countries. - Enabled the development of Sales & Marketing Strategy for B2C & B2B Channels with dedicated Market & Customer Intelligence Programs. - Led the M&A exploration and target assessment process for multiple regions.
Role purpose: “Smart & energetic guy in Field Marketing CEE team to support the delivery of whatever we need in our projects & processes”. Key highlights: - Responsible for local change management & deployment of SFDC system in CEE Market organization. - Designed & implemented local processes for CEE Market - Lead & Opportunity Management, Market Sizing & Forecasting, CEX Measurement (Customer NPS). - Increased Digital Marketing effectiveness through the development of standard frameworks for Search (SEM) & Social Analytics.