Netherlands
I am a commercial transformation leader who believes that what we build, position and communicate should truly make sense. For the customer, the team and the business. With a background in finance, category and brand leadership, I combine analytical clarity with strategic focus. I enjoy bringing structure to complexity and turning direction into tangible progress, linking brand, portfolio and performance to real commercial impact. What energizes me most is building momentum: creating alignment across teams, sharpening choices and seeing ideas translate into measurable growth. I use data as a compass, while ensuring that decisions remain coherent, grounded and sustainable. I am at my best in environments where ambition and accountability go hand in hand and where commercial success is the outcome of thoughtful strategy, strong collaboration and genuine enthusiasm for the work we do.
• Led commercial transformation in a highly competitive digital retail market. • End-to-end accountability for 25+ FTE marketing & commercial team. • Accountable for a eight figure marketing investment across digital performance with direct impact on revenue and margin performance. • Drove omnichannel acceleration and performance-led growth across brand and digital channels. • Integrated marketing and sales execution to accelerate revenue growth across channels • Member of the Dutch leadership team • Maintained financial discipline and organizational stability during high-stakes strategic transition. • Led market withdrawal phase following strategic group decision, ensuring structured transition and stakeholder alignment.
Progressed through multiple brand and category leadership roles across B2C and B2B, expanding commercial scope and strategic ownership within a high-performance FMCG environment. Built a strong foundation in brand building, innovation management and value growth strategy, shaping portfolio direction and go-to-market execution within a matrix organization. Led cross-functional teams and aligned marketing investments with revenue and margin objectives to drive sustainable commercial growth.
Douwe Egberts and Senseo
Hair Care, Styling & Sun care
Spent a year living, studying and working in China, gaining international exposure and cultural perspective alongside early commercial experience.