Amsterdam, North Holland, Netherlands
I help SaaS, fintech and platform businesses turn customer value into scalable, recurring growth. I work across product, marketing, sales and data/ AI, owning positioning, go-to-market and lifecycle outcomes. My background is in product marketing leadership for AI-enabled SaaS scale-ups, digital platforms and financial services. I shape clear value propositions and ICPs, then translate them into execution across launches, adoption, expansion and retention - in close partnership with product, sales and customer success teams. I’ve led growth strategies across Benelux, Europe and global markets, contributing to outcomes such as ARR growth to $70M, NRR above 105% and double-digit product usage growth. These results come from aligning teams around one customer journey, shared metrics and data-driven decisions. Hands-on and commercially minded, I’m comfortable owning complex growth challenges end-to-end in fast-moving environments.
Future Finance Technology
Interim and advisory assignments alongside permanent roles – Product marketing and growth leadership for SaaS, fintech and platform businesses – Assignments included Worldline, Manychat, NS, Royal FloraHolland and LeasePlan - Brought in at critical moments to clarify value propositions and accelerate growth, often around the introduction of AI-enabled capabilities
– Lead product-facing communications and positioning for SME financing solutions – Shape strategic value narratives and customer messaging across key acquisition, onboarding and lifecycle moments – Translate complex capital and risk propositions into clear, product-led explanations customers can act on – Work closely with Product, Commercial teams, Risk, and Operations on capital propositions, AI-enabled decisioning and partnerships - Co-lead an internal AI community focused on practical experimentation, capability building and responsible application across teams
– Led product marketing for a pan-European B2B learning platform with AI embedded in personalisation and skill matching – Owned positioning, go-to-market and lifecycle growth for a skills-based learning proposition – Defined ICPs, segmentation and value propositions across markets – Enabled sales and customer teams with clear narratives across acquisition and adoption – Improved activation, retention and expansion, contributing to NRR growth from 95 to 104
– Co-founded a national thought-leadership platform and community-of-practice on digital and data/AI transformation