Madrid, Community of Madrid, Spain
Your brand is your superpower. It helps people choose you in a crowded market, stay with you and talk about you. I believe every brand has that potential. My work is finding it, shaping it, and making it tangible. With curiosity as my compass, I'm always scanning what's ahead, what's shifting, and what that means for the brands that want to matter. Building that kind of brand takes clarity. About who you are, what you stand for, and how that translates into every moment a customer meets you. I work with ambitious brands at moments that matter, when you're scaling, repositioning, entering new markets, or navigating change. Together we define where your brand stands, what it can become, and who it's truly for. The result: a strategy that is clear, inspiring, and worth talking about. That gives your organisation the direction to bring your brand to life. What makes my approach distinctive: I work both from the inside out and the outside in. Understanding your organisation, your people and your ambition, while reading the market, the consumer and the cultural context around you. With 18 years of experience in brand strategy, retail and customer experience, I translate that into direction that is both grounded and forward-looking. I collaborate directly with brand teams and organisations. And with creative agencies and consultancies, strengthening strategy, design and creative teams during busy periods or specialised projects. Based in Madrid, working internationally, with a particular focus on retail and the brands that shape everyday life. If you're navigating a turning point and want brand strategy that gives real direction, let's connect.
I've spent 18 years helping brands find what makes them worth talking about. By listening carefully to the organisation, the market, and the people a brand wants to reach. And by translating those insights into clear strategy and concepts that inspire. For brand teams, I bring clarity to who you are, shape strategy around what you can become, and make it tangible enough for your organisation to actually run with it. For creative agencies and consultancies, I join your teams with my expertise in branding and customer experience, working closely with strategy directors, designers and creatives. Agency collaborations SVT Branding + Design · Crossmarks · Wave of Engagement · Studio HVR 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