Amsterdam, North Holland, Netherlands
C-Level executive with 20+ years of international marketing, digital transformation, and operations leadership across consumer electronics, industrial building technology, and large-scale retail. Proven track record driving organisational change and building high-performance teams across Europe, the Americas, and Asia-Pacific. Led brand and digital strategy for Europe's largest consumer electronics retail cooperative (€20B+ revenue, 8,000+ stores), delivered 50% speed-to-market improvements at Honeywell across a $40B global operation, grew a licensing business from $14M to $37M in two years, and turned around a €150M Nordic business in a market declining 7% YoY — growing share from 11% to 18%. Core expertise: global brand strategy · digital transformation · product portfolio management · AI-powered marketing analytics · P&L management · agile methodologies · omnichannel strategy · international market expansion · team building · revenue growth optimisation I lead with vision and am not afraid to roll up my sleeves — bringing strategic depth and hands-on commercial instinct to deliver sustained results across complex international environments. -------- Open to: Full-time executive roles · Interim/Fractional leadership · Board advisory positions Roles: CMO · CDO · CPO · COO · Managing Director Location: Amsterdam-based · open to Netherlands/EMEA · remote-first considered Available:Immediately
Led digital transformation and brand strategy for Europe's largest consumer electronics retail cooperative (24+ brands, 8,000+ stores, €20B+ revenue). * Developed group marketing strategy across 24 retail brands with AI-powered ROI measurement * Secured UEFA Women's Football sponsorship (2021–2025) with 30% cost savings, reaching 200M+ consumers annually and strong ROI * Directed 15+ digital heads testing and scaling 15+ solutions a year in CRM, e-commerce, AI, and retail media * Created hybrid retail concepts shifting customer demographics by 3%+ and attracting new segments * Established 3-pillar digital strategy: unified CX across 54 websites, centralised analytics, integrated product systems Successfully completed a 4-year transformation mandate, delivering sustainable growth infrastructure and innovation capabilities. Now seeking my next leadership challenge to drive similar impact.
* Implement and scale new lean idea to revenue development process across the Honeywell businesses of Aero, Building Technologies (HBT), Safety and Productivity Solutions (SPS), and Performance Materials and Technologies (PMT) to improve speed to market (50% increase) and quality of new offerings. * Developed together with Strategy and Technology teams a process to strengthen Innovation pipeline, boosting and doubling ideation capability and increased success of projects moving through funnel filters. * Coordinated the transition from traditional waterfall methods to agile methodologies also in hardware and fostering an adaptive environment that prioritized customer feedback integration. * Developed and up skilled the Offering management community through new Offering management academy and scored 80% of offering management community in first 6 month.
* Establishing global portfolio management structure aligning roadmaps and transforming to a lean and robust New product development process to increase speed to market by 50% * Acted as change agent with Strategic Business Units on their journey from waterfall to Agile product creation including improved customer insight * Rebuilt licensing and trademark business, growing revenue from $14M to $37M in 2 years. * Set up organization to handle new licensee/ spin off $4B Homes (Resideo) Q4 2018
* Transition towards line of business structure for the for 4 businesses: Electrical products, Building Controls, Homes and Water and Residential Thermal Solutions * New marcom structure building central budget 2018 in co-operation with lines of business * Improvement of Pricing performance by pay for performance discounting approach made visible with new pricing tool based on data pool and tableau, improving margin in certain categories by more than 3 points
* Expanded Philips brand strategy for TPV’s four display categories and main interface with Royal Philips brand licensing team for marketing and brand alignment * Global marketing plan for each category and 50+ million Euro A&P budget control * Expanded TV go to market across other categories and all 93 markets for improved efficiency and brand impact
* Redesigned Philips TV brand pillars and built centralized marketing organization for Europe, LATAM, APAC with aligned go to market approach across countries * Overhauled marketing strategy and changed campaign approach focused on (social) media and new online digital channels by creating award winning branded content increasing consideration and preference by 29%. * Drove transition from own proprietary OS to Android to allow for more efficiency in development, maintenance, product performance and long-term availability of apps resulting in faster time to market and 3x more apps * Boosted development efficiency by both platform reduction (7 to 3) and SKU/diversity reduction (215 to 99)
* Disentangled Philips TV business from Royal Philips and composed new Nordic (Sweden, Denmark, Norway, Finland) TV organization including legal entities, real estate, IT systems and sales structure including moving office sales support: finance and order desk to central eastern Europe * Regained market share from 11% to 18% and grew sales value by 6% to 154mln euro in a market declining 7% YoY * Increased awareness for Philips TV and moved from 4th to 2nd recommended TV brand at retail through new marketing approach
* Managed €1B+ Flat TV business across Benelux, Nordics, DACH, Eastern Europe, and UK/Ireland as Sr. Business and Marketing Director TV Europe
* Championed Ambilight technology franchise from early development through commercial rollout, establishing it as the brand's primary differentiator