Netherlands
I work across go-to-market, international expansion and market validation, helping businesses turn uncertain market signals into scalable commercial decisions. Most recently at Yonder, I led the Netherlands market validation initiative, designing systems to assess market readiness, distinguish behavioural signal from noise and support expansion decisions under uncertainty. My work typically sits at the intersection of: • market launches • product positioning • behavioural validation • commercial strategy • cross-functional execution Across very different environments, a recurring theme remained the same: building structure where no playbook existed yet.
Currently leading Yonder’s first international market launch in the Netherlands, focused on assessing market readiness and behavioural adoption before scaling. Working across product, growth and operations to test positioning, interpret early user behaviour and support expansion decisions under uncertainty. Key outcomes so far: • invalidated the initial transactional positioning before public launch • identified stronger adoption through lifestyle and community positioning • distinguished early engagement from repeat behavioural adoption • surfaced structural differences between internationally mobile users and local Dutch payment behaviour
Contributed to the development of MANI’s brand positioning, premiumisation, packaging architecture and horeca brand presence. Currently shareholder and strategic advisor.
Led commercial optimisation across D2C, retail and B2B channels, with focus on portfolio simplification, operational focus and scalable growth infrastructure. Key impact: • rationalised a 120+ SKU portfolio to improve rotation, clarity and execution focus • rebuilt the e-commerce and tracking infrastructure (Shopify, Klaviyo, Channable, Service-side tracking) to improve operational visibility and decision quality • improved commercial efficiency through positioning refinement, funnel optimisation and channel focus • helped shift the organisation from product proliferation toward a more scalable operating model
Joined an early-stage consumer app venture to lead go-to-market and growth, later becoming equity partner and taking operational leadership across product, positioning and monetisation strategy. Key impact: • scaled the original MVP (Unfold) to 4,000+ users through iterative acquisition and positioning experiments • identified structural retention and monetisation limitations despite promising acquisition efficiency and engagement signals • led the strategic repositioning from a broad astrology app toward a monetisation-first learning platform • redesigned the onboarding and product entry experience to simplify value perception and improve user activation • Repositioned the business from feature complexity toward clearer behavioural use cases and scalable engagement loops
Led a team of 20+ marketers across Belgium and the Netherlands. Member of the Benelux leadership team, reporting to the Managing Director. • Led portfolio, media and commercial priorities across Belgium and the Netherlands during a period of organisational transformation • Directed multi-market brand and activation strategies across global and local stakeholder groups • Delivered +20% engagement and 8× earned media uplift through large-scale integrated campaigns and partnerships • Aligned global brand priorities with local commercial execution across retail, media and experiential channels • Restructured team organisation and operating processes within 60 days to improve coordination, accountability and execution speed