Amsterdam Area
Performance has always been my compass - in business, sport and life. As a commercial leader and endurance athlete, I've learned that success demands strategy, structure, and resilience. Whether training for an Ironman or a marathon, or leading a business transformation, I approach every challenge with focus, discipline, and a drive to deliver results. I have a proven track-record, with extensive omni-channel experience in commercial strategy, brand leadership, and market expansion within the consumer-goods, sportswear and active lifestyle sectors. I bring a balance of visionary thinking and data-driven execution. My leadership style is strategic, calm and performance-focused - defining clear direction, commercial goals, empowering teams, and delivering measurable results across global markets. I value trust, respect, honesty, balance and recognition, and believe that great leadership means building high-performing and diverse teams where people perform at their best and ideas thrive, while fostering well-being and inclusion. I'm deeply curious - constantly investigating consumer trends, competitive landscapes, innovations, sustainability and new opportunities to strengthen brand and business performance. Thoughtful and deliberate in my approach, yet agile and decisive in execution, I bring a mindset shaped by endurance sport: disciplined preparation, adaptability under pressure, and the commitment to go the distance.
HEYDUDE (subsidiary of Crocs Inc.) is a leading casual footwear brand with +/- $1B in global revenue. Drove the sales and the general management of both the Partner business across EMEA, LATAM & Asia Pacific, as well as of the International Retail operations outside North America. Led the strategic re-positioning of HEYDUDE's global partner network (post-acquisition), optimising underperforming partnerships. Leveraged Crocs' partner footprint to penetrate new markets, acquire wholesale accounts, and elevate brand execution standards. Accelerated growth by aligning HEYDUDE structures, processes, and GTM approaches with the proven Crocs partner model across cross-functional teams. Implemented unified KPI framework (Revenue, ASP, GM, EBIT) and category focus, so enhancing partner execution and brand-consumer alignment, delivering 20%+ growth in 2025 vs 2024. Developed international retail infrastructure for HEYDUDE launch outside North America. Led creative agency and project teams to develop complete retail toolkit – growth plans, store design standards, specifications, and construction packs – enabling globally consistent execution. Launched 100+ stores and shop-in-shops in first year with consistent brand presentation, establishing scalable framework for retail expansion beyond North America. Led Asia/SEA market entry strategy, leveraging Crocs' infrastructure to develop partner growth plans. Secured strategic partners across key markets, negotiating multi-year agreements that enabled rapid expansion – launching 10 new markets in 2024-2025. Delivered 10x wholesale revenue growth from $400K to $4M in second year through integrated multi-channel approach (retail, wholesale, e-commerce), thus establishing HEYDUDE across critical Asian markets.
Crocs is a leading casual footwear brand, with over $3B in global revenues (EMEA: 25%) Led 150+ employees with 6 direct reports, managing 25 Partners and the retail, wholesale & digital operations across 95+ countries. Responsible for $275M Revenue with full P&L. Managed 20 Owned & Operated DTC Retail stores across Germany, Netherlands, France & Austria and 350+ Franchise stores across EMEA. Delivered exceptional financial performance for the Channel and across key markets, with industry-leading revenue growth, gross margins and EBIT. Achieved 30%+ revenue growth and +12% ASP increase in 2023 through operational excellence and strategic team building, exceeding long-range financial expectations. Led Retail acceleration strategy, scaling franchise partner network with 75+ new, refitted and elevated stores across EMEA. Transformed EMEA DTC Retail from potential divestment to profitable growth channel. Developed and secured Board approval for comprehensive 5-year turnaround strategy, repositioning store concept through competitive analysis and landlord negotiations. For DTC Retail, delivered 40%+ revenue growth, improved gross margin from 53% to 76%, achieved 25% EBIT (exceeded corporate profitability thresholds). Led critical business continuity during Russia-Ukraine crisis, transitioning Russian direct operations to indirect partner model within compressed timeline. Negotiated 4 strategic partnerships, preserving significant revenue despite geo-political constraints. Resolved complex brand protection crisis with Crocs' largest Africa partner involving unauthorised parallel trading that undermined pricing integrity. Led cross-functional investigation, ultimately leading to partnership termination. I was further responsible for establishing and leading the Global Distributor "Centre of Excellence" between EMEA, LATAM & Asia Pacific.
Led the Partner Channel Business Unit with 20 Strategic Partners covering 75+ markets and $100M+ revenue. Managing a team of 6 with 2 direct reports, my accomplishments included: Reorganized channel business unit and influenced cross-functional departments to strengthen key role capabilities. Transformed Channel business unit through strategic restructuring. Elevated brand positioning, improved revenue quality, maintained cost discipline, established scalable infrastructure; so positioning the Channel as a key contributor to Crocs' post-turnaround success. Developed comprehensive 5-year growth strategy for EMEA Partner Business Unit. Collaborated with cross-functional stakeholders to create a growth plan, doubling the business within 5 years. Achieved 25%+ CAGR between 2018-2022, establishing Channel as cornerstone of EMEA growth, and as a global growth driver for Crocs Inc. Led regional restructuring, transferring MEA partner management from Asia to Europe. Delivered seamless transition of 10+ strategic partnerships across 25+ countries, within 3 months. Drove brand-consistent presentation across all markets while delivering exceptional category growth: Clog Footwear <20% to >50% SOB, Sandals <10% to >25% SOB, and Jibbitz >5% of sales. Led negotiation and execution of exclusive 5-year partner agreements across EMEA, establishing clear financial expectations aligned with corporate plans and compliance. Improved inventory health substantially, reducing aged inventory from 18+ to <4 months and EOL product from 12% to 3%. Implemented strategic product segmentation; disciplined assortment planning; seasonal buying practices; so repositioning brand for sustainable, profitable growth. Drove franchise retail transformation, addressing need for elevated premium brand execution. Collaborated with Store Design & Franchise teams to implement new global store concept. Elevated operational standards delivering 30%+ revenue increase.
PVH Corp. is a leading fashion and lifestyle company, with several global iconic brands - Tommy Hilfiger & Calvin Klein included - and with global revenues in excess of $8B (International: 40%) Managed 12 strategic partners across 15+ countries with one commercial direct reports and 50+ cross-functional team supports. My accomplishments included: Delivered regional growth for Middle East & Africa to support PVH Europe's $1B to $2B expansion goal (2014-2018). Secured 6 new African distribution markets; stabilized declining North Africa markets; navigated Egypt's 2017 economic crisis; transitioned South Africa to stronger commercial model and partners; and established long-term commercial relationships. Achieved sustained double-digit growth with +16% (2015), +14% (2016) & +10% (2017) through elevated franchise store execution. Improved KPIs and trade densities, driving higher revenue per door and increased open-to-buy capacity. Grew business from $7.5M to $32M within 4 years. Led pilot implementation of industry-first Digital Showroom for PVH Europe, spearheading Middle East & Africa team's testing of revolutionary sample-free, fully digital order processing system. Key member of cross-functional roll-out team that transformed traditional GTM and sell-in process, eliminating bulk physical samples, reducing order processing time by 40%+, and dramatically improving operational efficiency.
Tommy Hilfiger is a leading fashion brand and (now) subsidiary of PVH Corp. Led the Business Development, Sales, Brand Management & General Management of Tommy Hilfiger in South Africa and key sub-Saharan African markets. Cultivated and managed business relationships with distributor partners, wholesale customers, enhancing the brand presence across all markets. Successfully launched 10+ new TH franchise stores and 20+ Shop-in-Shops, driving brand visibility and sales growth. Implemented comprehensive CRM programs and retail planning strategies, contributing to improved consumer engagement.
Canterbury (a subsidiary of Pentlands Group) is a sports equipment brand focused on rugby. As Sales & Merchandising Manager for Canterbury in South Africa, under distribution by Super-Brands, I led the Sales, Merchandising, Planning and Customer Service Departments. I accomplished the following: A member of the executive team that developed the South African Growth Plan and turn-around strategy, following Distribution change in South Africa. Drove country commercial initiatives across South Africa and sub-Saharan Africa. Led the direct Sales Team, 10 x Agents, 5 x Customer Service Representatives, 3 x Product and Merchandising Managers and 1 x Planning Manager. Developed brand strategies for sport and lifestyle, enhancing product merchandising and market presence. Opened 4 Canterbury Owned & Operated Sports & Lifestyle Stores. Managed sponsorship agreements with the South African Rugby Union, including kit development and supply for the Rugby World Cup 2011.
Heineken is the world's leading Premium Beer Brand, with global group revenues in excess of $20B. I was responsible for the creation and implementation of the integrated global communications campaign. I accomplished the following: Led an integrated marketing and communications team with a budget exceeding $6.5M. Achieved the #1 sponsorship brand awareness through the strategic activation across 5-regions and in over 30 markets, driving revenue growth, volume and brand equity. Led Travel & Event hospitality programs across all 48 matches (with 10,000 tickets) and managed external creative and event agencies on execution. Initiated partnership renewal with Rugby World Cup Ltd. for a further 4-8 years.
Nike Inc. is the world's leading sports company with over $50B in global revenues. Responsible for driving the Footwear Category direction for Nike Football and Nike Kids across the Netherlands, Belgium, Sweden, Denmark, Norway and Finland. I accomplished the following: Created, developed and executed the Nike Women's Football Footwear strategic business plan, over-achieving expectations by securing +14% category growth, GPM of 61% and NPM of 53% by championing the Footwear initiatives and sports marketing plans across the region. Key member leading Northern European activities for the global Football campaign of the Fifa World Cup 2006 (in Germany). Repositioned the Nike Kids Footwear business across the region, gaining significant market share.