Amsterdam, North Holland, Netherlands
I build and run product marketing for B2B SaaS products where the buyer is sophisticated, the sales cycle is long, and the product needs a clear story to win. My background spans research, academic publishing, life sciences, and scientific information services - sectors where the buyer is typically a CIO, VP Research, or Head of R&D, and where trust, data credibility, and institutional fit matter as much as features. At Elsevier that means leading go-to-market for Pure, one of the world's leading research information management platforms. Over 15 years at Elsevier, Thomson Reuters, and Wolters Kluwer, I have owned positioning, competitive intelligence, sales enablement, and GTM strategy across EMEA, APAC, and the Americas. I work closely with product and sales to shape how a product is understood in market, and to give sales teams the tools and narrative to win deals. Some of what I have built recently: a competitive intelligence program that now serves 200 plus sales reps across two regions, a positioning framework for Pure as the data foundation for institutional AI readiness, and sales materials that supported a multi-year enterprise deal in Japan. Based in Amsterdam, citizen of the Netherlands. Open to Head of Product Marketing and Director of Product Marketing roles in B2B SaaS.
Lead product marketing strategy for a portfolio of B2B SaaS solutions spanning research information management, open access and institutional repositories, funding intelligence, and clinical data monitoring, driving positioning, messaging, and go-to-market execution across EMEA and the Americas. Established Elsevier's first competitive intelligence function, creating a scalable program that delivered battlecards, win/loss insights, and executive competitor briefings to more than 200 sales representatives and commercial leaders across multiple business units. Defined the portfolio AI strategy and market narrative, positioning Elsevier's research platforms as the institutional data foundation for AI readiness and embedding the narrative across product launches, sales motions, and executive customer engagements. Lead commercialization of a new AI product from alpha through market launch, partnering with product, sales, and customer teams to validate use cases, shape product-market fit, develop positioning, and execute launch strategy. Directed positioning, messaging, and sales enablement for solutions supporting research administration, funding intelligence, and impact measurement, enabling institutions to manage researcher ecosystems, optimize funding outcomes, and demonstrate research value to stakeholders.
Led global go-to-market strategy for Pure, partnering with product, sales, and marketing teams to support higher education, research, and government institutions across 2,000+ organizations worldwide. Developed persona-based positioning and messaging for key stakeholders, including CIOs, Vice Presidents of Research, Library Directors, and research funders, improving sales engagement and market differentiation. Managed flagship global conferences for six years, engaging senior research and education leaders from more than 30 countries and strengthening relationships with strategic customers and prospects. Produced thought leadership content, white papers, and ROI frameworks in collaboration with consulting partners, supporting category positioning, demand generation, and customer education. Created sales enablement programs, customer case studies, and competitive assets featuring leading universities and research agencies, helping commercial teams drive retention and expansion opportunities.
Supported growth across the Tax & Accounting, Legal, and Regulatory business units through demand generation and go-to-market programs. Key achievements: • Led the launch of a practice management software solution for law firms. • Onboarded and managed digital and creative agencies to execute multi-channel marketing campaigns. • Doubled lead generation, contributing to 60% of sales closures in Q1 2018. • Supported pilot programs and market launch activities for Wolters Kluwer's global Legal & Regulatory software portfolio in India.
I played a pivotal role in advancing technology solutions across South Asia by engaging with industry associations (USIBC, CII, FICCI) to organize CXO-level roundtables and forums, promoting technology solutions to corporate and government sectors, and launching the “One Source Indirect Tax” platform in India. I collaborated with key partners like KPMG USA and system integrators on strategic marketing initiatives, and established strong brand positioning for government-driven projects such as “Smart Cities” and “Digital India.”
I played a crucial role in developing collaborative programs with government authorities in India, Pakistan, and Sri Lanka, leveraging various marketing channels. I also focused on maintaining strong relationships with key academic institutions (such as IITs) and government customers, including the Ministry of Higher Education and the Ministry of Science & Technology.
I successfully onboarded new customers and delivered numerous onsite and online training sessions to enhance product adoption. My efforts maximized customer retention, driving sustainable revenue growth through renewals.