Utrecht, Utrecht, Netherlands
Digital growth executive with 20+ years of demonstrated value creation across e-commerce, D2C, and performance marketing — with direct experience of a private equity exit. At Alpine Hearing Protection, built the digital engine (web shop, marketplaces, and TikTok Shop) from a subscale channel into two-thirds of total company revenue, contributing to a successful acquisition by Gimv in July 2025. Prior to Alpine, drove digital transformation at scale within Jumbo Supermarkten and Albert Heijn — two of the Netherlands' largest retailers — with direct accountability for substantial media budgets and teams of up to 30 professionals.
• Full ownership of the global digital P&L, leading the growth strategy across marketplaces (Amazon, bol), web shop, and TikTok Shop worldwide. Successfully scaled digital to a substantial share (50%+) of total company revenue, nearly doubled e-commerce growth over three years while safeguarding profitability (CM, EBITDA) and delivering sustainable, scalable growth. • Implemented a daily performance “heartbeat” to guide media investment decisions based on (blended) ROAS, nCAC, and CLV:CAC. Drove incremental growth across Amazon, Google, Meta, TikTok, SEO/GEO, and CRM while consistently maintaining a CLV:CAC ratio of 2–3x across all channels. • Built and scaled TikTok Shop globally from inception to a 7-digit annualized run-rate within 12 months. Delivered positive direct contribution margin in the first 12 months (excluding halo effects). • Scaled the digital organization, establishing the team structure, capabilities, and operating model to accelerate growth. Implemented revenue-driven KPI frameworks across the organization, aligning teams around measurable commercial outcomes. • Played an active role in the successful sale of the company to Gimv (July 2025), shaping the investor story through contributions to the investment deck, management meetings, and data room preparation. Helped position Alpine’s digital transformation and growth trajectory as a key driver of value creation for prospective investors.
• Owned the multi-million media and marketing budget across paid and owned channels, driving sustained CPA improvements through disciplined, data-led channel reallocation. • Led the transition from mass marketing to (hyper-)personalisation, reducing media waste resulting in €1M in annual savings while improving customer activation through first-party data activation and CRM automation. • Led a 30-person marketing organisation and served on both the E-commerce and Marketing Management Teams, with full responsibility for commercial performance and P&L impact. Channels & activities: - Online: affiliate marketing, content marketing (including Jumbo.com and Smulweb.nl) programmatic advertising (audio, OOH, radio, display & video), SEA, SEO & social media marketing. - Offline: Hallo Jumbo magazine, in-store communication, flyers & brochures, Jumbo Radio, local marketing activations, Radio & TV commercials.
• Owned the multi-million marketing budget across paid and owned channels, driving sustained CPA improvements through disciplined, data-led channel reallocation. • Led a 30-person marketing organisation and served on both the E-commerce and Marketing Management Teams, with full responsibility for commercial performance and P&L impact. Channels & activities: - Online: affiliate marketing, content marketing (including Jumbo.com and Smulweb.nl) programmatic advertising (radio, display & video), SEA, SEO & social media marketing. - Offline: Hallo Jumbo magazine, in-store communication, Jumbo Radio, local marketing activations, Radio & TV commercials. - Retail media: responsible for the set-up of the non sales part of Jumbo Media services: advertising positions, yield management, data & analytics.
• Scaled the online marketing activities of Jumbo Supermarkten. • Led a 18-person online marketing organisation digital campaigning, performance marketing, content (product, recipes & marketing) & CRM) and served on both the E-commerce and Marketing Management Teams, with full responsibility for commercial performance and P&L impact.
Built and scaled new sustainable revenue models for Marktplaats, designing a win-win-win framework that increased value for users, improved partner success, and strengthened platform loyalty and monetisation. Delivered multiple core product innovations including P2P payments (‘Betaalverzoeken’), escrow functionality (‘Gelijk Oversteken’), and a shipping proposition (‘Verzenden via Marktplaats’).
• Built out the online marketing and CRM function for Albert Heijn. • Led the 8-person online marketing team and owned the multi-million marketing budget. Focus areas: - Management and optimization of the online marketing channels (paid and organic search, affiliate marketing, display advertising (RTB, audience buying) and email) to boost penetration for Albert Heijn online and to build awareness for Albert Heijn (online) themes - Set up and development of customer life cycle programs to boost penetration, increase customer loyalty and lower churn - Shape the online marketing and 1-to-1 marketing strategy - Build a ‘winning’ in-house online marketing team - Strategic projects to enable future growth: fact-based marketing (steer on the right KPIs), privacy and cookie policy review (allowing the use of data to make ads personally relevant) and various tool selections (i.e. analytics and ad management)
• Built and scaled the online marketing function for Albert Heijn from the ground up, establishing core channels (search, affiliate, email, display), insourcing key capabilities, and delivering triple-digit order growth with ~50% CPO reduction and €100K+ annual cost savings through operational efficiencies.
Responsible for the development and maintenance of new services which will be launched as white label for all (6) label websites of Compare Group. Representative for cross-border e-commerce shopping EU lobby: - Participating in EU workshops towards an European Retail Action Plan - Speaker and panel member at European Consumer Summits Development of a checkout service for visitors of Vergelijk.nl. The first comparison shopping engine in the Netherlands to launch this service, international expansion started: - Write service description, set-up business case, functional design and implementation - Project lead of an international multidisciplinary team (8 specialists: CRM, Traffic, Product Management, Account Management, Traffic) Development of a one day offer site SuperDagDeal.nl (sold): - Write service description, set-up business case, functional design and implementation - Project lead of an international multidisciplinary team (6 specialists: Design, Fulfilment, Buying, IT, Marketing & sales, Traffic)
Responsible for assuring top quality categories for all labels of Compare Group (currently Vergelijk.nl, Vertaa.fi, Vergelijk.be, Comparer.be, Comparer.fr and Elcheapo.nl) based on knowledge of markets and user behavior. Commercial product management: develop e-commerce concepts Core tasks: - Optimize user experience - New business development - Manage product content