Almere, Flevoland, Netherlands
Entrepreneurial leader building the future of premium pet lifestyle at maisonfido.com. At adidas (EMEA/APAC): Drove €300M+ growth through hype launches and big commercial moments, localized storytelling and omnichannel tech. Built innovation engines like live commerce and crowdsourced product drops. As Founder: • Scaled TRY Personal Shopper App • Launched Sans Residence nomad modular fashion brand • Mentored 1,000+ via VSE JOB CAFE Open to innovation leadership bridging corporate impact and startup agility.
I founded Maison Fido to transform the way pets and people share space. We create cleverly engineered furniture that doubles as chic home decor and a dedicated, comfortable place for dogs, because pet ownership shouldn’t mean compromising on style. After 15 years in corporate world, I shifted focus to solve a very real problem for modern pet owners and pet-welcoming businesses: making pet spaces seamless, beautiful, and practical. Our pieces are designed for homes, hotels, and co-working spaces that refuse to choose between great design and pet comfort. If you’re passionate about design, pets, or innovative lifestyle products , let’s connect.
Transforming ambiguity into scalable growth at the intersection of commerce and disruptive innovation: • Scaled EU digital revenue through strategic foresight (identifying whitespace in marketplace integrations) and adaptive execution (launching localized payment/logistics tech & strategic partnerships in regulated and non-regulated markets). • Built innovation engines like live-commerce (100K+ views/session) and crowdsourced drops (8-minute sellouts), mobilizing cross-functional teams without authority to turn experiments into global standards. • Drove cultural-commerce moments (Ajax & Bob Marley JSY kits, Real Madrid & Anime & Lena Situations localised campaigns) by synthesizing consumer insights into omnichannel storytelling, lifting categories growth by 60%. • Pioneered participatory models (consumer co-creation platforms, community driven sustainability, loyalty programs co-creation) that balanced joy-driven engagement with commercial rigor (+11% conversion).
Led APAC's strategic commercial transformation by driving high-impact, cross-functional initiatives at the intersection of digital, brand, and sustainability: • Orchestrated the region's integrated digital business strategy, delivering €325M incremental revenue through e-commerce expansion, hype product launches (90%+ sell-through), tech and strategic member growth initiatives • Partnered with APAC Brand SVP to lead key brand projects including town halls, monthly marketing newsletters, and commercial moments like 'Share your Stripe'. • Transformed retail operations across 3,000 tier-1 stores through digital automation while serving as primary liaison between global teams and local markets • Led Fashion Accounts Strategy project, optimizing €3M budget to enhance brand perception and accelerate market share growth • Established APAC's first unified Brand Activation GTM, aligning 12 markets to drive €3.6M incremental revenue per campaign • Managed the opening of the Game Life World flagship store in Seoul, South Korea, introducing Asia-Pacific’s first sustainability-focused retail concept. • Directed SPEED Project to deliver 36% of regional range via the following speed programs (30 days order-to-shelf responsiveness; never-out-of-stock systems for multi-seasonal core products; rapid creation for trend replication)
Led CRM strategy and special projects, orchestrating the full consumer journey from acquisition to retention. Full-Funnel Leadership: • Drove hype product acquisitions (Yeezy/Energy franchises via WeChat/Confirmed App → 85- 90% sell-through) • Built retention engines (loyalty program pilot → nationwide scaling → 34% engagement lift • Orchestrated personalized win-back flows (22% repeat purchase increase) Strategic Projects: • Unified omni-channel touchpoints (WeChat + app + physical stores) • Implemented tiered segmentation for personalized member experiences • Developed category-specific frameworks (running/women/cross-category)
Developed and launched TRY Personal Shopper, a mobile app designed to personalize the shopping experience (2K+ downloads → acquired)
Co-founded Sans-Residence, a women’s fashion brand, where I led brand strategy, product development, and go-to-market execution. Developed innovative solutions to drive engagement and sales in a competitive market.