Madrid, Community of Madrid, Spain
I help organisations clarify who they are and what they stand for, aligning internal identity with external positioning. I translate complexity into clear strategic direction, and make that direction tangible through narratives, models and conceptual thinking. With 17+ years of experience in brand strategy, retail and customer experience, I work at the intersection of strategic clarity and creative translation. I combine analytical sharpness with imagination and empathy, helping clients navigate change, sharpen positioning and build shared direction. My work focuses on: 1. Brand Strategy & Strategic Support for Creative Agencies I join agency teams as a temporary senior support, strengthening strategy, design and creative teams during busy periods or specialised projects. I help teams sharpen thinking, clarify the story and bring strategic depth to client work through: • Insight development & research synthesis • Brand strategy, positioning & strategic framing • Facilitating alignment through workshops and stakeholder sessions • Scenario thinking to explore future direction • Translating strategy into tangible direction that guides design and concept development I integrate easily into ongoing projects, working closely with strategy directors, designers and creatives. 2. Brand & Experience Strategy I support organisations navigating change by defining brand strategy and translating it into aligned internal direction and coherent external experiences. This includes: • Strategy definition and positioning • Facilitating alignment through interactive workshops and stakeholder sessions • Retail & service concept development • Scenario-led visioning & future perspectives • Translating strategy into actionable frameworks that guide decision-making and adoption Based in Madrid, I work internationally with ambitious agencies, brand teams and organisations who want clarity, direction and ideas that move people. If you're exploring new strategic directions or need senior support for brand strategy or experience projects, let’s connect.
I’m an independent brand strategist supporting organisations and creative agencies in defining brand strategy and translating it into clear, tangible direction. I work as a strategic partner, helping teams align around positioning, ambition and long-term direction. My work spans: 1. Brand Strategy & Strategic Support for Creative Agencies I join agency teams as senior strategic reinforcement, strengthening thinking and alignment during complex or high-stakes projects. I help teams: • Develop and synthesise insight • Define brand strategy, positioning and strategic framing • Facilitate alignment through workshops and stakeholder sessions • Use scenario thinking to explore future direction • Translate strategy into clear, actionable guidance for design and concept development I integrate easily into ongoing projects, collaborating closely with strategy directors, designers and creatives. 2. Brand & Experience Strategy I support organisations navigating change, growth or repositioning by defining brand strategy and aligning internal direction with coherent external experiences. This includes: • Strategy definition and positioning • Facilitating interactive strategy sessions and stakeholder interviews • Retail & service concept development • Scenario-led visioning and future perspectives • Translating strategy into actionable frameworks that guide decision-making and adoption Agency collaborations SVT Branding + Design · Crossmarks · Wave of Engagement Retail & hospitality Intratuin · ICI Paris XL · Prénatal · Carlton Hotel Collection · Kooyman Public sector & healthcare Erfgoed Delft · Marketing Groningen · Gemeente Almere · DeKinderkliniek 📍 Based in Madrid, collaborating with ambitious clients and agencies internationally.
As CX Lead at Essense, I guided customer experience and service design projects for leading organisations. I led multidisciplinary teams in co-creating customer journeys, service concepts, and omnichannel strategies, and I advised large organisations on customer-centric innovation and transformation. As a member of the leadership team, I also contributed to the agency’s strategy, positioning, and business development. Selected clients Otrium · Pols Potten · Eneco · Philips Healthcare · Gezonde School
Co-author of a strategic method for service innovation in the public sector. • Developed the ‘Service Formula’, a strategic and practical method for creating human-centred service concepts in government, culture and healthcare • Co-wrote the book with with Hanneke Kunst, Martine Vos en Eleonora Swart. Our specialisms and background are complementary, which has led to refreshing perspectives • Interviewed leaders from IKEA, Google and others on customer-oriented innovation in complex environments
Partner in a leading Dutch retail branding and design agency, co-responsible for strategy, vision, and culture. • Co-led agency business and creative direction, focusing on positioning, proposition, and team culture • Supported and challenged consultants and designers in developing strategic and creative excellence • Managed client relationships and drove business development in retail and public sectors
Led strategic projects for food, non-food, and service retailers, shaping brand strategies and omnichannel concepts. • Directed projects from insight to implementation, combining positioning and concept development • Facilitated co-creation with executive teams to align strategy and brand experience • Worked closely with designers and client teams to ensure impact across all touchpoints Selected clients: Intratuin · Dille & Kamille · Dirk van den Broek · Blokker · Giant · Gemeente Den Haag
Co-author of the book on retail branding and concept development, published internationally. • Co-wrote the book that explores how to build retail brands with strong emotional connection and translate them into holistic, omnichannel concepts • Combined strategic insights, design principles and real-world cases to create a practical guide for brand and retail professionals • Used in education and business as a reference for positioning, brand experience and retail strategy
Developed a brand tool and retail concept for illycaffè. • Conducted field and market research on the Dutch coffee and retail landscape • Designed a concept for an illy flagship store and a co-creation tool for design teams • Focused on translating brand values into a tangible customer experience