Amsterdam, North Holland, Netherlands
My work sits at the intersection of architecture and acceleration: building brands that scale, and building organisations that move. I started in FMCG, leading brand and category growth across Europe in matrix environments like Unilever and JDE. More recently, I moved into e-mobility at Milence, helping create the commercial foundations for a heavy-duty charging network from scratch: team, tools, customer journeys and brand experience. What I bring is the ability to combine focus with speed. I translate innovation into clear value propositions and go-to-market systems, then drive execution through simple KPIs, strong cross-functional alignment and repeatable playbooks.
Advisory Board Member at EcoBean, offering strategic and marketing insights to support growth, strengthen market positioning, and unlock new opportunities for the company’s innovative coffee-derived bio-based solutions.
As Marketing Director at Milence, I built and lead a multidisciplinary team across Demand Generation, Customer Experience (CX), Business Analytics, and Market Insights. My role is to turn market and customer insight into growth: clarify the value proposition, build scalable go-to-market systems, and strengthen Milence’s brand and customer adoption as we scale a heavy-duty charging network across Europe. Key achievements: - Customer insight and value proposition: Led foundational research (ethnographic, quantitative and qualitative) to surface customer and driver needs; translated findings into the value proposition, messaging hierarchy, and inputs to the product roadmap. - Brand experience and hub blueprint: Directed the creation of Milence’s hub site concept with architects and engineers, integrating civil and electrical design into a consistent end-to-end brand experience; rolled out as the standard and awarded the Architizer A+ Award. - Demand generation engine: Built a full-funnel model from awareness (trade fairs, LinkedIn, events) to conversion and loyalty (onboarding packs, education assets); generated 200+ qualified leads at flagship events. - Customer and driver journeys: Designed onboarding flows, portal and education tools to reduce friction, improve adoption, and lower sales effort; introduced an internal hub review process to ensure consistent quality. - Strategic partnerships: Helped shift the narrative from local utilisation to corridor-based scale through partnerships including Smart Freight Centre. - Analytics and decision support: Built Market Monitoring, TCO models, whitepapers and reporting frameworks to support executive decisions and improve commercial focus. What I bring: structured growth thinking in a fast-changing, technical category; the ability to build teams and systems from scratch; and a track record of translating insight into propositions, playbooks and measurable outcomes.
Leading the global marketing team responsible for B2B coffee categories, segments and brands. We invent, craft and deliver best coffee experiences that customers and consumers love. Responsible for global business strategy, product and equipment innovations, marketing communication and guardianship for key brands: L'OR and Jacobs Professional. Growing talent internally and fostering strategic partnerships. Ensuring value creation across the full customer journey, leveraging power of Digital.
I led a team responsible for the convenience coffee solutions. I overlooked design and deployment of a successful global category rejuvenation leading to positive business turnaround after many years of decline. The program consisted of repositioning including rebranding of premium portfolio, wide product optimization, innovation launches (multiple new machines), powerful omnichannel communication, sales training and internal activation. Multiple experiments and projects addressing new sales channels, new consumption occasions, new partnerships via innovation ideas (cruiselines, airlines, vending).
Hellmann’s brand stewardship and EU ketchup segment lead; Global innovation development (product and pack) with multiple ATL and digital communication assets; Leading international matrix teams for innovation full mix delivery within a complex stakeholder structure; Responsible for platform and brand strategies; Champion of destination portfolio for the Dressings; Proven success in driving topline growth, reducing complexity and driving cost-saving agenda;
Setting a strategy and leading all communication, portfolio, and innovation projects for the CEE region; Ownership of global and local brands; Crafting brand communication toolkits for the countries; Created regional portfolio vision with roadmap leading to significant harmonization and efficiencies. Responsible for top and bottom line growth in the region with dedicated budget management;