The Randstad, Netherlands
I’m a Digital Leader and AI Accelerator with 20+ years of international experience in digital product development, digital marketing, and IT — across B2B and B2C, from boardroom (CEO/CDO) to tribe and team level. What I do now: I help organizations turn AI from hype into commercial results. Not by chasing tools, but by getting the strategy right first and using AI to accelerate teams — making people’s work faster and better, not replacing them. With two decades in the field, I can actually judge whether AI output is any good, which is where most AI initiatives quietly go wrong. I’m an energetic promoter of fact-based decision making. I question assumptions about “the way things are done,” keep a sharp focus on the strategic vision, and translate business goals into user-centric solutions. I’m fast-paced, autonomous, lead the tribe, and get shit done. Sectors I know from the inside: leisure & sports (Customer Journey Lead @ ANWB Recreation; Head of Product @LeadingCourses, Europe’s largest golf booking platform — B2C for golfers, B2B for courses) and B2B2C commerce (400% growth at Ahrend’s e-commerce). Add to that digital acceleration at Roche and the NBA website replatforming. And I practice what I preach: I’m the founder of Reviewrs, a platform for authentic, structured reviews — real reviews, not influencers — built to be indexed by LLMs so brands become more visible in AI search. Now live as an MVP. Want to accelerate your digital and AI ambitions with someone who’s done it — and tells you the honest version? Let’s talk.
I’m responsible for the commercial success and product vision of all owned channels within the Recreation domain. I lead several multidisciplinary teams (product, marketing, UX and development) and act as a central liaison for internal stakeholders — ensuring alignment between our strategic ambitions and day-to-day execution. Together with the Customer Journey Leadership Team, I drive continuous optimization across the full customer journey — from inspiration and orientation to conversion — with a strong focus on data, customer value and sustainable growth.
As an experienced Digital Leader, I have a proven track record of accelerating company growth through in-depth knowledge of digital product development, marketing, and IT. With extensive experience as a Digital Lead and skilled workshop facilitator, I am adept at bridging the gap between traditional silos. I am able to help organizations successfully navigate the complexities of the digital landscape and achieve their strategic objectives.
I successfully drove a 400% growth for B2B2C home office furniture shops, while creating and executing the digital vision for the global 'one Ahrend - Gispen platform'. By leveraging my expertise in product development, digital marketing, and strategic planning, I was able to deliver exceptional results and position the company for long-term success in a competitive market.
Led the replatforming of the NBA website, acting as the pivotal link between internal stakeholders, users, development teams, and UX/UI designers. Established a robust framework for integrating digital product development within the organization.
Digital accelerator at a large pharmaceutical company leading the squads to develop an agile “digital, customer first” mindset and delivered a (GDPR-compliant) blue-print of the future digital approach in Pharma.