’s-Hertogenbosch, North Brabant, Netherlands
I am a commercially driven executive (Commercial Lead/MD level) with 25+ years of experience in building, transforming and scaling businesses in complex B2B environments. My core strength lies in translating strategy into execution — driving revenue growth, improving margins and building high-performance commercial organizations. Throughout my career, I have operated at the intersection of: Commercial strategy Go-to-market execution (GTM) Pricing & revenue optimization Sales & Marketing transformation Project Management I have a proven track record in: Delivering sustainable revenue growth (up to €900M business scale) Improving EBITDA and commercial margins Building and professionalizing sales organizations Increasing forecast accuracy (92% → 98%) Closing complex, high-value deals (e.g. largest global MINI fleet deal – EY) I combine strategic thinking with a hands-on, pragmatic approach — focusing on what actually drives results: structure, clarity, execution and accountability. Known for my structured, results-driven, and people-oriented leadership style, I quickly understand business dynamics, align stakeholders, and turn ambition into sustainable success. - Dealer Networks - B2B/B2C Sales (Wholesale & Retail) & Marketing - International - Operational execution and secure success - PR & Event Management - Process & Project Management - Procurement strategy - Purposeful working - Sales Campaign Effectiveness - Sales Management - Negotiation I help organizations to: 1. Unlock stalled growth 2. Improve commercial performance 3. Build scalable sales structures 4. Professionalize go-to-market strategies 5. Navigate transformation and change Focus areas: (International) B2B environments Manufacturing & industrial companies Commercial services Scale-ups & Private Equity-backed companies Currently: Active as (Interim) Commercial Executive / Advisor, supporting companies in accelerating growth and strengthening their commercial foundation. I have built my experience across OEMs, NSC's (National Sales Companies) & dealer networks, giving me a unique end-to-end understanding of commercial performance and value creation.
I help companies unlock growth by fixing their commercial strategy, structure and execution.
Responsible for launching and scaling the VinFast brand in the Dutch market in a highly dynamic and early-stage environment. Key achievements: Delivered results within ±25% of budget despite volatile market conditions Built commercial structure, partnerships and go-to-market approach from scratch Full Market Readiness as a operating Import Company Scope: Full P&L responsibility Sales, marketing, network development and operations Market entry strategy and execution Leading: Inside Sales, (Business) Sales, CRM, (Product) Marketing, Events, Showroom Management & staff, Training Management, Online Sales & Logistics. --------------------------------------------------- DEVELOPMENTS per Q3 2025 VinFast paused expansion in Canada, US & Western markets (Germany, France & Netherlands) due to high logistics costs, underperformances in the EV market, significant financial losses, delays in U.S. manufacturing plans, and increasing geopolitical tensions (stated in their Press Release H2 2025). The company has redirected its focus to high-growth Asian markets; e.g. Vietnam, Indonesia, India & Philippines. Due to this all employment contracts were terminated effective Q4 2025.
The DBAV representatives are responsible for strategic direction and representation of Dutch businesses in Vietnam and vice versa; contributed to strengthening the business network, fostering collaboration with government and embassies, and organizing knowledge and networking events.
Responsible for commercial performance and strategic growth within the largest automotive importers in the Netherlands. Directed the end-to-end commercial strategy for the business market covering all (6) volume Car brands in close cooperation with 11 OpCo's regarding Multimodal Mobility (e.g. Gazelle/GreenWheels/Lease A Bike etc), covering dealers, manufacturer, and internal importers. Key achievements: Grew revenue from €720M to €900M (+25%) within 2 years Improved EBITDA by +17%, driven by EV transition and commercial optimization Increased margin by +1.4% through pricing and mix improvements Improved forecast accuracy from 92% to 98% Played key role in transition towards electrification and new commercial models Successful Roll-out Strategy across all key stakeholders (benchmarked in the Industry) Project Management led to 100% implementation and adaptation (Salesforce & Icertis payment application) Salesforce: Focus & steering on Pipeline Management, Forecasting accuracy & conversion Reduced Sales cycle by 20% Increased forecast accuracy 80% Revenue +25% Sales Volume +33% Roughly 700M 100% Team Commmitement Data Driven Sales Scope: Commercial strategy and execution Revenue, margin and performance management Cross-functional alignment (sales, marketing, operations, finance) Discount and sales strategies Set the commercial vision Built and led a new sales organization (including inside sales, Brand Management/Buddy) Impact: Strengthened commercial performance and predictability Positioned organization for future growth (EV transition & new business models)