Amsterdam, North Holland, Netherlands
I am a global business and transformation executive focused on building and scaling digitally enabled, commercially driven businesses that deliver measurable enterprise value. I lead through people; building high-performing, diverse teams aligned around a clear strategic vision, empowering leaders at every level, and fostering cultures of accountability, innovation, and continuous learning. Over the past 15+ years, I have led large-scale commercial and digital transformations across more than 30 countries, helping global organizations evolve business models, scale revenue, and build future-ready operating models across both B2B and B2C environments. My experience integrates strategy, technology, and commercial execution, with a strong focus on translating digital and AI capabilities into sustainable growth, margin improvement, and customer value creation. Selected impact highlights include: • Led a billion-scale digital business unit with P&L and organizational ownership. • Double-digit EBIT uplift by deploying digital, data, and AI across commercial and operational value chains, reducing cost-to-serve while improving pricing, customer value, and margin quality. • Large-scale business transformation across ERP modernization, global CRM and digital commerce platform rollouts in complex environments. • Drove complex restructuring and transformation programs, including organizational redesign and workforce optimization, to create more agile, efficient, and financially resilient operating models. I am particularly experienced in bridging commercial strategy, enterprise technology, and organizational execution to deliver transformation that is both operationally sustainable and financially measurable. My work has been heavily focused on industrial, manufacturing, and value-chain-driven environments where digital adoption directly impacts revenue productivity, working capital efficiency, and customer lifetime value. I am comfortable operating in environments with legacy technology, complex partner ecosystems, and multi-market operating structures, translating complexity into clear execution roadmaps and tangible business outcomes. I am motivated by opportunities where long-term business strategy, technology modernization, and organizational evolution come together to unlock step-change enterprise performance. I am particularly interested on enterprise transformation, business model evolution, digital and AI-enabled growth, and scaling international organizations through periods of structural change.
Provides strategic leadership in developing the foundation's partnership ecosystem, fostering collaborations with mission-driven organizations aligned with the UN SDGs, and enabling initiatives that maximize long-term social impact through cross-sector collaboration.
Metyis is a strategy and digital execution firm partnering with global brands across industries to drive sustainable, data-driven growth. I joined to lead strategic digital commerce initiatives for international clients and build high-performing, cross-functional teams that deliver real impact. Highlights: - Leading large-scale digital transformation and eCommerce strategy projects across consumer and B2B sectors. - Working closely with C-level stakeholders to align commercial, tech, and operational goals. - Mentoring mid- and senior-level talent internally as part of leadership development.
A brief but valuable period leading digital commerce for Crocs’ HEYDUDE brand across EMEA and APAC. I delivered the end-to-end digital commerce strategy, including go-to-market design and country prioritization, to support the brand’s ambition to grow international digital commerce (DTC, marketplaces & online retailers) revenue from near zero to $200M over the next three years. After a thoughtful transition period, I made the decision to pursue a more strategic, entrepreneurial opportunity at Metyis; aligned more closely with my long-term goals of broader impact, leadership development and the path to partnership.
Company Overview: Orbia is a $7.5b manufacturing & utilities group with operations in 50+ country. Led the global digital commerce transformation across 30+ countries, with full P&L accountability and team ownership. Key achievements: - Scaled digital commerce volume from $1.2B to $4B+ in 3 years, with ~$800M in net-new revenue from new customers and incremental digital sales from existing accounts. - Grew global B2B webshop revenue from $48M to $320M, delivering 18% EBITDA. - Built digital capability from scratch, 0 to 54 FTE, across tech, product, marketing, and sales. - Rolled out B2B webshops, marketplaces and DTC in EMEALA and APAC, including China.
Accountable & responsible for developing and implementing global digital commerce strategy in retail sun category for EU & LATAM. Impact: - Launched online business from scratch in 14 countries; revenue from <$10M to $77M in 3 years. - Built and led digital teams across performance marketing, conversion optimization, e-fulfillment, and analytics. - Successfully integrated B2B channels via distributors and high-value partnerships.
Built the country’s largest online sunglasses business from scratch. Delivered best-in-class practices adopted globally by the group. How I did it: • Established e-commerce functions including e-fulfilment (DHL), customer service (call center & Zendesk), PIM (Stibo, Akaneo), A/B testing and conversion optimization (Optimizely & Google Optimize), e-mail marketing (SendGrid), site analytics (Hotjar & Google Analytics), virtual try-on (Ditto), social shopping (Olapic), online marketing (affiliate networks, SEM/SEO, social media marketing, Criteo). • Launched iOS and android app in May 2017 generated 30% of total online sales from mobile apps in 1.5 years. • Liaised with 8 suppliers including Luxottica, Safilo, Marchon, Marcolin and 50+ brands including Ray-Ban, Christian Dior, Gucci, Dolce & Gabbana, Prada, Burberry, Bottega Veneta etc. to sell more 2,500 sunglasses from online channels • Accomplished omni-channel online shop integrating processes such as return in store, click & collect, pick up in store, order from store Results: From 0 (2015) to 8.2% (2018) of total sales from ecommerce with double digit positive EBITA. Awarded best sunglasses online practice in 2017 among 44 counties of GrandVision.