Amsterdam, North Holland, Netherlands
Commercial and marketing leader with 15+ years of experience driving sustainable growth in B2B, fintech and payments. Currently responsible for accelerating growth across Enterprise and SME segments at Buckaroo, contributing to a multi-million euro business with consistent double-digit growth. Experienced in building scalable go-to-market strategies, strengthening commercial partnerships and translating data-driven insights into measurable business impact. Proven track record in: - Scaling B2B revenue and pipeline generation - Enterprise and SME growth strategies - Commercial partnerships and ecosystem development - Brand positioning in competitive fintech markets - Demand generation and sales enablement - Leading high-performing cross-functional teams (local and international) Worked on strategic initiatives including partnerships, embedded finance propositions, unified commerce positioning and growth marketing programs within the fast-moving payments landscape. Passionate about combining commercial strategy, creativity and data to build sustainable growth.
Building one of the leading fintech companies within the Benelux. Key results and responsibilities: • Contributed to scaling Buckaroo from ~€20M to nearly €100M revenue • Helped drive sustained double-digit YoY growth across Enterprise, SME and Partnerships segments • Developed GTM strategies supporting acquisition and retention across 50,000+ merchants • Led strategic commercial positioning around omnichannel payments and embedded finance (e.g. Buckaroo Capital) • Built partnerships contributing to accelerated market expansion • Increased marketing contribution to sales pipeline and enterprise opportunities • Built a high-performing (international) marketing team • Driving Buckaroo AI Adoption Programme for Sales & Marketing
Sijthoff Media is an international publisher and media company with market-leading brands and events across various industries, including marketing, media, IT, finance, HR, M&A and the public sector. Our portfolio of brands include Business Insider Nederland, Adformatie, AG Connect, Alex van Groningen, CFO, CHRO, VEECEE, Binnenlands Bestuur and many more. Key results and responsibilities: • Built a world-class marketing team (approx 15 fte) and customer service department (7 fte) to drive profitable growth and deliver great customer experiences. Set up an internal Marketing Academy to train and develop marketers at scale • Developing and executing marketing programs for 25+ brands across 10 markets to drive our events, education, content and data businesses • Creating new propositions, pricing strategy, subscription models and revenue streams • Developing and executing our data & marketing automation strategy (including the build and roll-out of a Customer Data Platform) • Digital development in close collaboration with our development team
We’ve built one of the first fully public cloud-based banks in Europe. LeasePlan Bank is an online challenger bank with 200,000 customers in the Netherlands and Germany. It’s a unique combination of a digital-led scale-up within a global and corporate environment. Key results and responsibilities: • Leading a marketing team (3fte) and member of the management team • Delivered strong growth by increasing our customer base and retail deposits with €2+ billion as a result of a data-driven marketing approach and integrated campaigns (e.g. programmatic display advertising, Paid Search, affiliate marketing) • Managed multidisciplinary project teams to drive digital innovation, including the launch of a new mobile app and two new bank websites (incl integration with CRM and financial back-office systems). Winner Banking Technology Award 2019 for Best Use of Cloud • Identified and implemented new (marketing) technologies to generate leads and improve the customer experience (e.g. interactive video’s) • Led a corporate rebranding program, including a new positioning, visual identity and production of a brand movie • Improved the bank's thought leadership position as a result of a new always-on content strategy (e.g. PR & branding, influencer marketing, video content, social content, blogs and infographics) • Provided actionable insights to the management team through digital analytics, UX testing, social monitoring, campaign feedback and customer research
At LeasePlan International I was responsible for the division’s customer growth and engagement marketing strategies targeted at multinational companies: Key results and achievements: • Delivered international marketing programs including integrated campaigns, digital marketing and thought leadership content. Resulted in a record growth in international fleet and successful introduction of new services and tools. • Developed and executed a new digital marketing strategy, including the launch of a new customer-centric website and content platform (Global Fleet Insights), online campaigns and a new lead generation program resulting in thousands of qualified leads and opportunities • Implemented a Social Selling Program, in partnership with LinkedIn, to introduce a new digital-enabled sales approach to LeasePlan International's commercial teams resulting in 1,500+ qualified leads • Performed account-based marketing tactics through highly personalized campaigns and strategic support with key prospect presentations • Improved LeasePlan International's thought leadership position by developing impactful content (e.g. blogs, presentations, infographics, videos) • Provided actionable insights to the management team through customer research and data analytics LeasePlan International is responsible for managing the company's key corporate clients through strategic account management, consultancy and reporting at a global level.
Set up a new department responsible for delivering actionable recommendations through customer insights and digital analytics. Key results and achievements: • Managed quantitative and qualitative methodologies including, but not limited to, UBM’s business intelligence platform, surveys, customer interviews, competitor analysis and focus groups. • Introduced new research techniques, including customer journey mapping, Day In The Life Of a Customer (DITLOC) methodology, social media monitoring, behavioural data analysis and a new Client Advisory Board • Managed strategic research projects to identify business opportunities in new geographic and adjacent markets • Provided actionable insights to the Management Team and Senior Leadership Team, ensuring full awareness of opportunities and issues across the portfolio. • Member of management team
Responsible for leading an international marketing team and the global marketing strategy of UBM’s industry-leading trade shows, conferences and digital media, spanning different industries such as pharmaceuticals, food ingredients, crop science and fine chemicals. Key results and achievements: • Developed global customer acquisition and engagement strategies resulting in year-on-year audience and revenue growth, and improved customers satisfaction levels • Developed and executed marketing plans of new launch events, e.g. CPhI Russia and CPhI Istanbul, in collaboration with local teams and JV-partners • Developed strategic partnerships with media, industry associations and corporate partners • Implemented new customer experience initiatives resulting in increased satisfaction and loyalty rates (e.g. innovation tours, CPhI Pharma awards, webinar series, matchmaking programs) • Selected for exclusive leadership programmes, such as UBM's International Exchange Program in New York and One Young World Summit in Johannesburg
Responsible for the international marketing plan of UBM’s flagship brand CPhI Worldwide. Key results and achievements: • Developed global marketing plans and campaign planning • Created and managed marketing budgets • Carried out market research and customer surveys to assess demand, brand positioning and awareness • Improved messaging and conversion rates through email marketing optimization and A/B testing • Website content optimization through SEO techniques and testing • Managed media partnerships and oversee marketing executives to negotiate, execute and track all deliverables. • Lead generation and increasing customer engagement through social media channels • Managed visitor registration, payment collection and customer service • Source marketing technology systems and manage vendor relationships • Worked with a PR agency to develop a media strategy and implement PR activities • Coordinated special events and programs including awards and networking events • Supervise two Marketing Assistants who will assist with all duties and act as liaisons with international offices