Bangkok Metropolitan Area
Building the HYROX365 ecosystem across APAC by: • Owning the HYROX365 value roadmap across APAC, prioritizing initiatives that improve partner retention and commercial performance • Leading and coaching the SEA regional sales team across six focus markets (SG, ID, MY, TH, PH, VN) to scale the partner network • Owning key accounts for multi-location operators (big-box chains), delivering turnkey HYROX365 rollouts across multiple sites • Driving local adoption through partner-led community activations, helping gyms convert everyday members into HYROX athletes
Drove the rollout of HYROX365 across Asia by: • Scaled the affiliate network across Southeast Asia and enabled partners to integrate HYROX across marketing, programming, and tech to unlock new revenue streams • Built the Global Enterprise Sales Framework and client onboarding playbooks for multi-location chains (internal enablement + external rollout) • Developed sales and ops tools with developers, including a Google Maps lead-gen scraper and a mobile chatbot for partner account management
EIGERR LP supports growth-stage companies with freelance commercial consulting and interim leadership. Typical work includes turning unclear direction into a strategy and actionable commercial roadmap, then driving execution with teams. Ideal for companies scaling, entering new markets, or needing extra senior capacity. Engagements often focus on defining channel, category, and customer priorities, lifting profitability through RGM initiatives (price/promo), and building commercial frameworks and execution playbooks.
Interim Head of Marketing for Flash Coffee Thailand, serving customers across Bangkok via 100 iconic yellow stores, it's own FC App and 4 delivery platforms. My key results include: • Led the 360-degree online and offline marketing campaign to premiumize the brand through the launch of a new menu and seasonal innovations • Optimized pricing architecture and promotional spend aligned with channel strategy and targets • Introduced proximity and perfect store guidelines to attract new customers and increase average order value • Increased 3rd party platform contribution by optimizing performance marketing spend and organic traffic via SEO initiatives • Supported the Managing Director throughout the acquisition process of Flash Coffee Thailand by Turn Capital, including conducting due diligence
Business Unit Lead for Season, Do it Yourself, and New Business categories across the Netherlands, Belgium, and Germany. Full P&L responsibility and lead of a team of 35. My key results include: • Uplifted margin per order by navigating customer visits to composed product line-ups • Improved seasonal product margins by tendering brand assortment and capitalizing on private label products • Managed the development of an in-house marketing tool, generating vendor investment and an increase in visits • Led the identification (strategy, business case) and experimentation of new business categories to quickly scale leading customer product journeys • Rationalized the portfolio by reducing 30% of long-tail products
Responsible for the P&L and NPS of the Photo & Video category across the Netherlands, Belgium, and Germany (online and offline): • Led a cross-functional team of 15, including category management, customer journey, content, media, buying, and supply • Delivered a +3% value share increase in the video category by launching exclusive product marketing campaigns with brands like DJI and GoPro • Led the German market expansion (org design, go-live and business integration) for 6 product types in just 2 months
Global Revenue Manager for JDE Peet's Retail organization: • Created a data-driven revenue management methodology (pricing, promotions, assortment and mix) for the Global Retail organization, resulting in +3% margin improvement • Led local teams in Europe, APAC, and Africa to implement revenue management strategies across six in-market projects • Built and maintained a Global revenue management community to ensure continuous adoption and capability development across the organization