Amsterdam, North Holland, Netherlands
At oneUp, I lead a team of talented innovation consultants working across consumer products, finance and AgriFood. We use speed, empathy, creativity and judgement to embed innovation as a superpower within companies. Prior to joining oneUp, I worked as a strategist in some of the world's leading creative agencies, including AKQA, Dentsu and BBDO. This experience has made me a multi-faceted innovation leader, comfortable with both the commercial and creative sides of the innovation process. My expertise lies in: -> Consumer research and trend analysis -> Identifying opportunity spaces for innovation -> Setting up innovation teams in large companies -> Inspirational speaking on innovation and technology topics -> Using innovation to create value driven marketing and brand strategies I'm always open to meeting new people and going for coffees in Amsterdam.
- As Managing Director, lead 15 FTE strategy and design team and managed C-Suite relationships with global brands including Hugo Boss, Versuni, and Unilever
Future of work impact program.
- Created a new product vision for Rakuten Viber to differentiate it from WhatsApp, created a new brand identity, consumer messaging and feature roadmap - Established the strategic vision for Inter Miami CF, designed the membership ecosystem and created a launch plan for the club, based on community insights - Created a digital ecosystem strategy for Activia (Danone) to build a cultural movement around gut health, established launch KPIs and go-to-market plan
- Led team of strategists and service designers (7 FTE) across 4 innovation projects to drive 10% of Tommy Hilfiger revenue from digital business models by 2030 - Worked with CEO and EVP to create 3 year business model innovation strategy, designed a stage-gate centred innovation process and governance structure - Led the launch of 3 new business models: translating cultural insights into unique concepts, managing senior stakeholders, ensuring projects meet stage-gate exist criteria and deliver on commercial targets
oneUp is an innovation agency that helps some of Europe's most ambitious companies create new value at speed, with the help of emerging technology. For the past 3 years I have helped run oneUp. - Ran workshops with executive teams on how technology and consumer trends are reshaping their businesses, including lecturing for the Nyenrode University future board members program. - Led project team to establish innovation unit for global Unilever CMO, focused on creating new business models that commercialise sustainability - Managed the customer track of Cargill's EMEA Bakery growth strategy project, identifying insights and translating them into actionable growth opportunities
- Created brand-led growth strategies for The Open Polytechnic, KiwiRail and New Zealand post and worked with creative teams to develop solutions. - Created social change strategies for the Department for Prime Minister and Cabinet, the Ministry of Education and The New Zealand Transport Agency; this involved using human centred design methods to research and map systematic problems and develop solutions
- Re-established the strategy practice and contributed to an 80% new business win rate, building the team to 4 FTE and winning global creative awards - Led the customer value track of Toyota's transformation project, mapping full customer journey to identify revenue generating product and service opportunities - Redesigned the NZ Defence Force’s marketing department around a new strategy centred around using cultural pillars to connect directly with youth audiences
Hired as the first business designer and tasked with establishing oneUp’s business design practice. Partnered with the CEO and Managing Director to develop service offerings and led sales pitches. Contributed to yearly growth of 23%. - Built a business design team of 8 FTE and designed strategy and foresight methodologies. - Led the marketplace strategy for RaboBank’s carbon bank venture: business model validation and establishing the commercial targets for the venture - Ran strategic foresight workshops with C-suite leaders to identify cultural shifts and emerging consumer behaviours, translating insights into creative concepts