’s-Hertogenbosch, North Brabant, Netherlands
Managing Director and former Senior Marketing Executive with 20+ years of experience in Marketing Strategy, Customer Experience, Innovation and Business Transformation across Philips, Unilever and KMTP/Groei & Bloei. I currently serve as Managing Director of KMTP/ Groei & Bloei, the largest Dutch and Flemish membership community for gardeners. In this role, I am responsible for strategy, organizational performance, growth, member engagement, partnerships and transformation. Throughout my career I have held senior leadership roles spanning Marketing Strategy, Customer Experience, Commercial Growth, Innovation, Proposition Development and Organizational Transformation. I have worked across FMCG, technology, health and membership organizations, leading change in complex stakeholder environments and translating strategic ambition into practical execution. My experience includes global customer experience, transformation programs and product innovation at Philips, brand leadership at Unilever and leading the renewal and modernization of a nationwide membership organization. Across these roles, my focus has consistently been on strengthening customer experience, accelerating growth, improving organizational effectiveness and delivering sustainable business results. Areas of my expertise include: • Managing Director/ General Management • Chief Marketing Officer (CMO) Leadership • Marketing Strategy • Customer Experience (CX) • Customer Strategy • Business Transformation • Organizational Transformation • Growth Strategy • Innovation Management • Proposition Development • Brand Strategy • Membership Growth • Stakeholder Management • Change Management • Executive Leadership I am particularly drawn to leadership roles within sectors facing major societal transitions, such as sustainability, climate adaptation, healthy living environments, food systems and the energy transition, where collaboration across organizations and stakeholders is essential for long-term success. I am open to both commercially driven and societally oriented organizations with the ambition to strengthen customer relevance, organizational effectiveness and long-term impact.
Managing Director of the largest gardening association in the Netherlands & Belgium, including a nationwide network of 100+ local subsidiaries, a national gardening magazine and digital media platforms. Leading organizational transformation and renewal focused on customer experience, membership growth, digital development, organizational effectiveness and long-term societal impact.
Led Cluster Marketing Operations and Customer Lifetime Value teams (15 FTE), with new capabilities created as part of a broader marketing transformation. Responsible for strengthening marketing quality, value proposition development, launch excellence and cross-business planning across six businesses at different maturity levels. Initiated global Customer Experience and Customer Lifetime Value programs and led commercial transformation initiatives, including Configure Price Quote (CPQ). Member of the Innovation & Marketing Management Team and responsible for marketing budget oversight. Achievements include: • Embedded Value Proposition Creation and portfolio simplification into standard ways of working across the business • Built and secured executive sponsorship for a global CX & CLV enterprise program, which became a strategic business priority and contributed to sustained commercial growth
Brought in to define the Experience Design strategy for Services & Radiology Solutions in order to strengthen customer and user centricity in proposition development and business transformation. Achievements include: • Embedded service blueprinting and Experience Design into standard Solution Value Proposition Creation and development processes • Expanded service design capabilities beyond annual operating plan targets • Developed the Business Value Proposition for Radiology Solutions as foundation for renewed strategic direction
Led Upstream Marketing teams for Kitchen Appliances in Hong Kong and India, covering 12 global product sub-categories representing approximately 40% of global Kitchen Appliances turnover. Achievements include: • Delivered double-digit growth across key global portfolio drivers over three consecutive years • Initiated and realized innovation-led turnaround of the India Juicer and Mixer Grinder business • Repositioned and revitalized the mature and price-sensitive kettle category, resulting in renewed double-digit growth
Established and led the Kitchen Appliances China Upstream Marketing team, responsible for the China innovation roadmap and marketing leadership during post-merger integration. Achievements include: • Built fully operational and engaged marketing and innovation teams from the ground up • Led the launch of new product sub-categories including Soy Milk Makers, Noodle Makers, Soup Makers and Multicookers
Responsible for strategic evaluation and repositioning a venture in the intimacy and wellbeing category, including strategic assessment of market adoption, proposition fit and long-term commercial viability. Achievements include: • Provided strategic direction on the underlying causes of underperformance following launch, including proposition-market fit, adoption barriers and organizational readiness • Led complex stakeholder alignment and decision-making across the business, ultimately resulting in an orderly closure of the venture
Responsible for both downstream and upstream marketing of Andrélon Styling, including go-to-market communication, brand performance, strategic positioning, innovation and activation. Achievements include: • Led the successful relaunch of Andrélon Styling, resulting in a 20% increase in value market share • Developed and launched four consumer insight-driven innovations • Delivered high-performing communication campaigns, significantly improving brand health and campaign effectiveness metrics
Led local brand activation for the Sun Machine Dishwash portfolio in the Netherlands and contributed to European innovation projects within the category.