Netherlands
Most brand problems aren't creative problems. They're consistency problems. A brand earns loyalty when it means something to people. When choosing its product says something about who they are. My job is to define that character clearly, then build the systems and frameworks that hold it consistently across every part of the business that touches the consumer. Without that, you're a utility and the only conversation left is price. I work from both ends. The strategic and analytical side sets direction, builds the frameworks, and creates alignment across complex organisations. The creative and emotional side makes sure the brand actually connects so it feels like something worth choosing. At Adidas I led brand direction at global scale, navigating the tension between centralised purpose and regional commercial realities. Before that, I built the content and experience innovation practice from the ground up. Driving a 10.8% sales increase on targeted products, with full sell-through within 48 hours on selected launches. And before that, I defined the vision for premium product experience across ecommerce, closing the gap between brand promise and what actually showed up at point of sale. Improving full-price sell-through by 3% and reducing returns by 7%. At Reebok I directed global campaigns across multiple markets. Coherent, scalable and locally relevant. Open to senior roles where brand is treated as a strategic asset, not a service function. Happy to connect.
Leading purpose-driven brand strategy and creative direction in line with business goals to boost brand perception, deepen connections and increase consumer loyalty. Empowering a high-performing team in creating strategies that truly resonate, using insights and behavioral data. Working closely with internal teams and external partners to deliver consistent, engaging brand experiences across every channel.
Led a team of specialists to deliver innovative content and experiences that brought brand purpose to life and boosted user engagement. Worked closely with cross-functional teams and top-tier vendors, using consumer insights, data, and new technologies to drive results. Leading to a 10.8% increase in sales for the targeted product and played a key role in achieving 100% sell-through within 48 hours of selected hype drops, creating buzz-worthy experiences that really resonated with the audience.
Led the vision and strategy for Hype and Premium Product Experiences across ecommerce channels, partnering with external teams to enhance differentiation and elevate the perception of premium products. This approach led to a 7% reduction in return rates and improving full-price sell-through of premium products by 3%. Focused on creating audience-driven experiences that reinforced the brand’s premium position in the market.
Led global campaigns, managing a team of art directors, designers, and artists to craft engaging brand experiences. Aligning brand direction across teams and channels while building strong relationships with external partners and stakeholders. Resulting in clear messaging and consistent brand appearance.
Led global digital campaigns, managing a team of designers and artists in executing high-quality post-production work. Collaborated closely with internal teams and external partners to ensure brand consistency and align on creative goals. Reduced seasonal evergreen content costs by 50% compared to the external agency, driving greater efficiency and impact.
Worked with brands like Toyota, Subway, and Reebok, earning client praise for enhancing storytelling and aligning messaging with strategic goals. As VFX, motion design, and editing lead, I crafted impactful content that resonated with audiences and drove results.
Worked with clients such as Southern Comfort, Buick, Samsonite, Carnival Cruise Lines, General Electric, and others, collaborating with creative teams to deliver high-impact VFX and editing. Combined technical expertise with creative vision to enhance storytelling and elevate brand messaging. Produced visually stunning, polished content that resonated with audiences and supported campaign objectives.
Lead artist specializing in immersive experiences, digital art installations, and AV productions for museums and exhibition spaces. Combined cutting-edge VFX and motion design with spatial storytelling to create interactive, audience-centered narratives that transformed physical spaces. Delivered impactful, technology-driven installations that engaged visitors and brought stories to life in a dynamic way.