Amsterdam, North Holland, Netherlands
A transformational executive leader with more than 20 years of experience scaling some of the world’s most iconic brands. Currently VP of Sales, EMEA at New Balance, I’m responsible for accelerating global momentum and delivering transformational strategic growth across the region along with building the organization of the future. In a career spanning 14 years in senior leadership roles at Nike and as Managing Director of Sport at Frasers Group, I have driven consumer-led marketing and business strategies, led enterprise scale transformations and built high-performance cross-functional teams in matrix environments. I bring a proven ability to translate complex challenges into actionable plans and measurable outcomes. I’m a trusted advisor to CEOs and boards, known for clear thinking, accountability, and tangible impact. My leadership philosophy centres on collaboration, curiosity and continuous learning, fostering sustainable growth while nurturing exceptional stakeholder relationships built on trust and transparency and developing the next generation of leaders. Beyond corporate achievement, I am a dedicated advocate for the industry’s future. As a Founding member of Global Game Shapers, I’m committed to empowering women in the Sporting Goods Industry, championing collective ambition and creating opportunities for the next generation to rise.
Part of the founding team building a global network for women leaders in the sporting goods business. Industry led, expert backed, welcoming men as allies, champions and collaborators. Together we nurture the next generation of leaders, foster inclusivity and build a more equitable, innovative and thriving future for all. Together we rise.
Responsible for taking Frasers “Elevation” strategy to the next level across all sports brands in their portfolio. I have positioned Sports Direct as a premium retailer known for profitability. I developed a comprehensive three-year strategy with clear priorities that have driven significant growth and progress across all business areas. This initiative has successfully established Sports Direct as the recognized “home of sport” and the leading sporting goods retailer in the UK and the broader European market. Throughout this journey, I have fostered exceptional stakeholder relationships grounded in trust.
Head hunted to conduct an in-depth, wide ranging project for Fraser Group in the sporting goods sector. The work centred on identifying and recommending best practice business planning/processes through a key transformation period. Also within the scope of the project is an analysis of the UK market to position their business to optimise opportunities in the home market and across expansion territories in Europe.
Driven by the marketplace, the merchandising function in Nike is responsible for ensuring that the correct product assortment is available (at both retailers and digitally) to respond to the dynamic and varying needs of our consumer throughout EMEA. In a promotion, I moved from sales to reinvigorate the merchandising function both internally, and to our external partners to assist in maximising sales by serving consumer right assortments in a newly formed segmented marketplace.
Footlocker is the largest Sporting Goods retailer globally including widespread presence across Europe. They are amongst Nike’s most important retail partners. This role encompassed full P&L responsibility, cross-functional management, and sales target achievement by maintaining and exploiting new opportunities to grow the business. This was based on strategic development aligned with excellent operational execution and dynamic commercial terms to maximise sustainable profitability to Nike and the partner.
The step to NSW was an exciting promotion opportunity to manage sales for the largest single Nike category. Covering both men’s and women’s, the business has consistently accounted for in excess of 50% of total annual revenues.