Amsterdam, North Holland, Netherlands
With more than 18 years of experience, I have led commercial growth, customer experience and business transformation across travel, financial services, SaaS, e-commerce and hospitality, working with businesses ranging from €350K to €100M in revenue. Throughout my career, I have worked at the intersection of commerce, operations and technology. My experience includes commercial strategy, pricing, CRM, digital marketing, customer experience, business operations and organizational improvement, with end-to-end responsibility from strategy through execution. I enjoy solving complex business problems. Sometimes that means accelerating commercial growth. Sometimes it means redesigning processes, improving customer journeys, introducing AI and automation, or bringing more structure to teams and decision making. Whatever the challenge, I enjoy combining strategic thinking with practical execution. I work best in environments where growth has outpaced structure. I like understanding how a business really works, identifying what slows it down and building scalable solutions that make life easier for customers, employees and the business itself. Over the years, I’ve learned that sustainable growth rarely comes from one department. It comes from aligning people, processes, technology and commercial objectives around a common goal. Open to permanent, interim or fractional opportunities, depending on the company and challenge. If I’m passionate about it, I dive in. If not, I pass.
Helping businesses solve commercial and operational challenges. Organizations call us when growth stalls, processes become too complex or experienced leadership is needed to move things forward. We work alongside management teams to simplify problems, improve performance and turn strategy into execution. Our experience covers travel, financial services, SaaS, e-commerce and hospitality, with projects ranging from interim management and commercial strategy to process improvement, customer experience, AI and automation.
Heyloha builds production grade voice and chat agents for customer communication. Designed for high volume environments, strict control and human handover when needed. Agents that reduce ticket volume, shorten handling times and support human teams. Supported the organization during an early growth phase across operations, commercial priorities and day-to-day execution.
Developed a new brand and growth strategy for an AI agent platform in 6 weeks. Full brand identity including website, product and roadmap. A clean break from the existing real estate vertical and an expansion plan into museums, travel, hospitality and e-commerce.
Built and led the commercial organization from early stage to structural profitability, with full P&L responsibility across marketing, sales and IT. Responsible for the full commercial funnel, including brand, acquisition, conversion, retention, partnerships, customer care, marketing technology and commercial systems. Led demand generation across digital and offline channels, combining performance marketing, CRM, pricing and automation to improve commercial performance, customer lifetime value and operational scalability. Built internal capabilities where strategic and collaborated with external partners where specialized expertise added value.